TikTok Live events have exploded in popularity, generating substantial revenue for small businesses over the last year. Despite this, some brands still hesitate to take advantage of this powerful feature, thinking it’s too complicated or time-consuming. However, skipping out on TikTok Live events is a missed opportunity that could significantly boost your brand.
Many don’t realise that TikTok Live success isn’t about perfect lighting or elaborate setups. It’s about creating genuine connections with your audience, showcasing your brand’s personality, and engaging authentically with your followers. But there’s a catch: TikTok Live demands a different approach than the old rules of social media. Forget about scheduled posts and scripted content. TikTok Live events require spontaneity, interactivity, authenticity and a deep understanding of your audience.
So, how can you tap into the power of TikTok Live events? Let’s get into the strategies that are making a real impact on brands.
Why TikTok Live Events Are Crucial for Your Brand
The beauty of these events is that they don’t just result in empty likes—they lead to genuine engagement, stronger connections, and, more often than not, a boost in sales.
Whether you’re looking to showcase new products, engage your community, or maximise reach, TikTok Live offers a direct path to achieving your goals. Here’s how to host TikTok Live events to their full potential.
Optimising TikTok Live Engagement
Set Clear Goals for Your Live Event
Before you go live, ask yourself: What do you want to achieve with this event? Whether it’s increasing awareness, launching a product, or interacting with your community, knowing your goals will shape the content of your live session.
Understanding your target audience is also essential. What are their interests? When you know who you’re speaking to, you can craft content that speaks directly to them. Tailor your messaging and tone to make sure it resonates with your viewers.
Choose the Right Timing
Timing is everything for TikTok Live events. Research when your audience is most active on the platform. For example, hosting a live session during the day on a Tuesday might not work well since many people are at work. Evenings or weekends could be better options when people typically have more free time. However, this varies depending on your audience, so use TikTok’s insights to identify peak activity times. With over 900 million daily active users, TikTok offers immense potential, but finding the right timing is key to maximising your reach and standing out
Craft Engaging Content
The content of your live event is what keeps your audience coming back. Use interactive elements like live Q&As, polls, or audience shout-outs to keep things lively. To boost sales, make sure the experience offers value to your audience—consider running flash sales or limited-time £1 drops, a strategy often used by brands like The Beauty Crop and Mooslover. Additionally, pay attention to visuals—bright, eye-catching themes and a good presentation can go a long way in holding your audience’s attention. Keep talking throughout the live event—don’t let it go radio silent, as continuous engagement is key to maintaining viewer interest. Around 64% of TikTok users express interest in live content from brands, so you’re already in the right place if you make your live event engaging.
How to Attract More Viewers on TikTok Live
To attract more viewers, aim for a balance of compelling content and strong promotion. Here’s how:
- Announce Early: Let your followers know about the event in advance, building anticipation and reminding them to tune in.
- Hook Viewers Fast: The first minute of your live event is crucial. Make sure to open with something exciting to capture attention.
- Leverage Trends: Use trending topics or popular music to make your event more discoverable, drawing in viewers who are already interested in those subjects.
Once you’re live, keep engaging. Respond to comments, ask questions, share interesting insights, and keep the conversation going. Engaging with your audience will make them more likely to return for future events.
Utilise TikTok Live Analytics Tools
Monitor Metrics
TikTok’s built-in analytics tools allow you to track metrics such as viewer count, likes, comments, and even gifts received during your broadcast. This information is invaluable for understanding how well your live event performs and where improvements can be made.
Post-Event Analysis
After your live event, take the time to review the analytics. Look at total views, engagement rates, and new followers to see what worked and what didn’t. Identifying which segments of your live event garnered the most interaction will give you clues for future events. By tracking performance across different events, you can fine-tune your strategy for even better results.
Interactive TikTok Broadcast Ideas
Create a Cohesive Theme
A well-defined theme is key to a successful TikTok Live broadcast. Your theme should align with your brand’s identity and resonate with your audience’s interests. For example, a wellness brand might focus on themes like self-care routines or healthy living tips. Alternatively, you could host a “workout with us” session to inspire those starting their fitness journey in the new year.
To maintain engagement, ensure your content flows seamlessly by staying true to the chosen theme throughout the broadcast. Use cohesive visuals, reinforce your main message, and structure your event clearly so your audience can easily follow along.
Effective Promotions for TikTok Live Events
Pre-Event Teasers
Promote your TikTok Live event in advance. Tease your audience with sneak peek videos, countdowns, or exclusive previews of what you have to offer. These early promotions create buzz and get people excited for the live event.
TikTok also allows you to schedule events in advance, enabling users to register and receive notifications when the live stream is about to begin. This helps drive attendance and provides your brand with an estimate of how many viewers are likely to join the live stream initially.
Use Hashtags and Titles Effectively
Using the right hashtags and catchy titles can make your event more discoverable. Mix specific hashtags that target niche audiences with popular ones that reach larger groups. Be sure to use phrases that convey urgency, like “Don’t Miss Out” or “Join Us Live.”
Use TikTok’s Built-In Promotional Tools
TikTok’s ‘Live Event’ feature lets you schedule and promote your event in advance. Don’t forget to share event details in your Stories and engage with your followers before the event starts. Respond to comments on your promotional posts and encourage your audience to share the event, too.
Cross-Promote Across Platforms
Extend your reach by promoting your TikTok Live event on other social platforms like Instagram or Facebook. Cross-promotion helps drive traffic to your TikTok, expanding your audience.
Advanced Tips for Maximising TikTok Reach
Collaborate with TikTok Creators
Collaborating with influencers or other creators can help expand your audience. Choose creators whose followers align with your target audience and collaborate on joint live events. This helps expose your brand to new viewers and boosts engagement. Ask the collaborators to post videos about the live event before the day to build anticipation among their audience.
Authenticity is Key
TikTok users crave authenticity. Ensure your live content feels natural, not overly polished or staged. When collaborating with influencers, focus on creating content that feels native to the platform and aligns with both brands’ styles.
Leverage TikTok Ads
Consider running TikTok ads to amplify your reach. TikTok’s in-feed ads and other ad formats can increase the visibility of your live events. TikTok’s data shows that 61% of users discover new brands and products on the platform—1.5x more than users on other platforms—making TikTok ads an incredibly effective tool for driving sales.
Conclusion
TikTok Live events offer an unmatched opportunity for brands to engage directly with their audience, build community, and increase sales. You can create TikTok Live events that drive results by setting clear goals, optimising engagement, using analytics tools, and promoting effectively. Start leveraging the power of TikTok Live events today and watch your brand grow!
Recommended read: TikTok Conversion Strategies Every Brand Needs to Know
