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Have you ever heard of FOMO? This acronym stands for “fear of missing out,” and it is probably what every Gen-Zer without a TikTok account feels today when the world of social media is being recast by this app. TikTok has been making a vigorous headway ever since it was launched in September 2016, nowadays counting 1 billion monthly active users.
TikTok marketing has become a well-established practice for businesses that want to promote their brands on social media and convert followers to customers—especially if they’re targeting younger generations. Brands that rose to fame on TikTok know that this type of marketing requires serious dedication and use all the available TikTok features to their benefit.
Going live on TikTok is the only feature allowing you to interact with viewers in real time. It’s an excellent opportunity to be more transparent with your followers and take on a more interactive approach to your content. If you’re wondering how to go live on TikTok and how to use this tool to further promote your brand, we’re bringing you all the relevant details.
Source: things that gather dust
Even though posting short videos has proven itself as an excellent method for attracting followers on TikTok—and many successful marketing campaigns stick to short content—it might not work for every business. TikTok introduced 3-minute videos in 2021 and thus made space for more elaborate marketing stunts, which may be required for some businesses. The livestream option is three years older. It was introduced in 2019, the same year when the maximum in-feed video duration on this platform was extended from 15 to 60 seconds.
Here’s what introducing livestreams brought to TikTok users:
Going live on TikTok brings up many questions for the uninitiated, such as:
The LIVE feature on TikTok can be unlocked only if you fulfill these conditions:
Individual content creators can receive virtual gifts (convertible to cash) from the viewers who want to support them during livestreams, but business account holders aren’t eligible—while business accounts can gain access to the LIVE option, they can’t monetize it.
To receive virtual gifts during livestreams, a content creator has to be over 18 years old (19 in South Korea and 20 in Japan).
Source: Kampus Production
To go live on TikTok, follow these steps:
Once you go live, you can perform additional changes to the settings, such as flip the camera, add effects, filter comments, block specific viewers from commenting, add up to 20 moderators to your livestream, and much more.
Streams are saved on the platform for 90 days, which is the time it takes for TikTok to verify whether their content policy was violated. You can find your livestream recording if you go to Settings and privacy and then choose Live Replay. From here, you can either download the recording or delete it. No one else can ever replay your livestream recording since it disappears from the TikTok feed as soon as you end it.
If you don’t see the option to go live after you’ve tapped on the Record button on your home screen, your account most likely doesn’t meet some of the requirements. If you cannot access the LIVE feature from your business account, you probably didn’t reach a minimum of 1,000 followers. Regular users might not have this option if they’re under 16, too.
These are the most common reasons for not being able to go live, but TikTok also restricts the number of people that can go live at the same time. If that’s the case, your Go LIVE button should reappear in a few minutes.
Users can also be banned from going live in case they broadcasted threatening practices or tackled overly controversial topics that go against TikTok’s policies during previous livestreams.
Even an individual content creator whose aim is to get on the TikTok Creator Fund should bear in mind that going live requires some planning, no matter how spontaneous it may look. If you represent a business, you have an additional responsibility—maintaining professionalism and your brand’s reputation at a high level and sending the right message to your target audience.
As the whole process may be a bit intimidating, make sure to plan everything beforehand and host a structured livestream. If necessary, write an outline of what you will present to your audience. Here’s what to think about in advance:
Don’t forget that a high-speed connection is a must for going live on any platform. Testing it before starting your livestream is a highly recommended practice—ensure a good upload speed and provide your audience with the best possible experience.
Source: Charlz Gutiérrez De Piñeres
The best time to host a livestream on TikTok is the same as the best time for posting TikTok videos. You don’t want to post any content, including hosting livestreams, when your audience is inactive. Based on Influencer Marketing Hub’s analysis of TikTok users’ habits, here are the most effective times to be active on your TikTok account (the bolded figures are times with particularly high engagement):
|Best Times (EST) To Post Videos and Host Livestreams on TikTok|
|Monday||6:00 a.m.||10:00 a.m.||10:00 p.m.|
|Tuesday||2:00 a.m.||4:00 a.m.||9:00 a.m.|
|Wednesday||7:00 a.m.||8:00 a.m.||11:00 p.m.|
|Thursday||9:00 a.m.||12:00 a.m.||7:00 p.m.|
|Friday||5:00 a.m.||1:00 p.m.||3:00 p.m.|
|Saturday||11:00 a.m.||7:00 p.m.||8:00 p.m.|
|Sunday||7:00 a.m.||8:00 a.m.||4:00 p.m.|
The duration of your livestream isn’t restricted, but research has shown that 30 minutes is the optimal amount of time.
Source: SHVETS production
Do not underestimate the power of good lighting, regardless of whether you’re recording a video or hosting a livestream—it has a huge impact on how the audience perceives your TikTok presence. Good lighting can keep the viewers engaged for extended periods of time, while a poorly lit environment could make them wander away from your content in search of options to change brightness on their screens—it’s a huge distraction that can even make them stop watching.
That’s why you might benefit from getting a ring light and mounting it on a tripod—your hands will be free, and your livestream will look more professional.
Sound quality is equally important—make sure you stream from a quiet place, isolated from any potential noise so that the viewers can hear what you have to say. To boost the sound quality, invest in a good external microphone since it can help you record sound better than an in-built microphone on your phone. It can also help with any background noise.
If you dislike the idea of having a microphone in your video, you can use a small shotgun microphone, which can be placed behind your camera. Many TikTokers also use lapel mics because they’re lightweight and can be discreetly attached to clothes.
Source: Kampus Production
Dedicate some time to planning your visual presentation and choose a single camera angle that will work for you. Never move the camera around while streaming—place it on a tripod and stick with that location. Otherwise, you may lose your optimal lighting and sound quality. As a consequence, the viewers could get annoyed and stop watching.
Source: MART PRODUCTION
To have a successful livestream, ensure you know beforehand what it is that you want to share with the viewership. Remember that going live is an opportunity to form a closer relationship with your viewers in the first place and focus on what it takes to accomplish this.
Decide how you want to introduce yourself and what you do to make the interaction pleasant and authentic throughout the entire stream. There’s no need to write a full script. It’s enough to have a clear vision of your livestream’s main goals. This will help you remain concentrated and provide confident answers to any questions that might pop up.
Since TikTok’s livestream duration is not restricted, you can be creative and interact with your audience in an engaging way. Going live on TikTok can help you boost your follower count or build stronger relationships with your target audience, but only as long as your content creates value for them. Here are some ideas on how to conceptualize your livestream:
Set a clear topic for your livestream and plan around it. For most businesses, the goal is selling a product or driving traffic to other channels they promote their brand on. Whatever your goal is, remember that your livestream is supposed to be valuable to your viewers and ensure they get the answers they’re searching for.
Regardless of the concept you opt for, it’s essential to check the comment section and respond frequently enough to the questions that pop up.
Learning how to handle all aspects of TikTok can get overwhelming, especially if you’re new to the platform, but it’s easier if you take an orderly approach. Before even wondering how to go live on TikTok, you need to have a solid framework for your TikTok strategy in its entirety.
To succeed on TikTok as a brand, you need much more than a basic grasp of what TikTok is about and how to create amusing content. Many businesses have great ideas for their TikTok posts but are unable to realize them without professional help since the path from ideation to execution is long and not necessarily easy.
Source: Annie Spratt
Using TikTok is a fun and dynamic way of reaching your target audience, but without extensive research and professional help, you might not be able to exploit its full potential. Here are the common issues that may be the reasons why your TikTok strategy bears no fruit:
Kubbco is an agency specialized in social media marketing, with an in-depth knowledge of the intricate processes lying behind success on all major socials. We monitor trend shifts on all platforms, and thanks to our experience, we can easily determine which ones can help your brand and which ones you should skip.
With Kubbco, the only thing you need to bring to the table is your goal—whether you’ve already tried to reach it without success or you’re just starting your TikTok business account from scratch.
We monitor and follow the trends but also preserve the coherence of your brand’s message and the content we create together. We will dissect your target audience’s behavior, identify their interests and TikTok habits, find their opinions on different topics, and suggest the themes your content should cover.
Our knowledgeable and experienced team will produce content that will resonate with your viewers, use both organic and paid ad campaigns, and cause your follower count to spiral up, driving conversions from viewers to faithful customers.
If you have recognized that something is off with your TikTok strategy, we’ll gladly help you tweak it or turn your approach upside down to ensure the best results.
In 2021, a high-end haircare brand OLAPLEX contacted Kubbco for assistance with their TikTok strategy. Within five weeks, we published 28 videos together, and here are the results of our collaboration:
The engagement spikes we achieved with other clients are nothing less than impressive, either. Take a look at the numbers essence cosmetics, Matas, and NATURLI’ Foods saw on their profiles, thanks to our collaboration:
|Client||Collaboration Timespan||Videos Posted||Followers Gained||Total Interactions||Total Views||Viral Videos|
|essence cosmetics||2 years and 2 months||556||386,000||7.1 million||73 million||12|
|Matas||8 weeks||25||13,500||209,000||5.6 million||8|
|NATURLI’ Foods||23 weeks||112||5,200||179,000||6.2 million||20|
If you’d like us to improve your profile metrics or have any questions on social media marketing, reach out to Kubbco at any time. To stay current on the latest trends and big changes in the world of social media, sign up for our newsletter.
Featured image: Kampus Production