How to Use TikTok Live for Effective Brand Marketing

Are you curious about the opportunities of TikTok Live but not sure how you can implement them into your overall marketing strategy? As a social media marketing agency specializing in food and beverage, we know a thing or two (yes, that’s a humble brag) about how to compete in an increasingly competitive digital landscape.

In this comprehensive guide, we’ll walk you through everything you need to know about using this innovative marketing tool — from getting started to fully engaging your audience during a live stream.

TikTok Background

TikTok has taken over as one of the most popular social media platforms, especially among Gen Z. Users attribute their love for the viral app to the unique For You Page (FYP), music inclusion, and entertainment value. But perhaps one of TikTok’s most underappreciated features is TikTok Live, which allows users to livestream to their followers in real-time — granting brands the ability to quickly tap into new audiences, garner reach, and increase engagement.

The Benefits of TikTok Lives

Along with more likes and views (I mean, who doesn’t like that?), Lives offer an innate opportunity to humanize the brand. By showcasing the people behind the corporation, whether it’s the CEO or employees, you will build trust and rapport with your audience by providing a glimpse into the brand’s culture, values, and personality. Brands can also leverage streams to promote new products, services, or upcoming events in an engaging and interactive way. This ignites excitement and anticipation, driving traffic to the brand’s website or physical stores. 

Who Can Go Live on TikTok?

While leveraging TikTok Live presents an impactful opportunity for brands to harness the real-time, organic appeal of the app, it’s important to consider the specifications required for using this feature.

You must be at least 16 years old to access the live-streaming feature. Additionally, the TikTok account must be public in order to broadcast live. And while any TikTok user can go live, you must have at least 1,000 followers to host your own live video. If you don’t have the minimum followers yet, you can still participate in TikTok Live by joining another brand’s livestream to collaborate. This creates more opportunities for visibility and brand awareness.

How to Start a TikTok Live

Starting a live stream on TikTok is easy: simply open the TikTok app and swipe left on your feed to open the capture screen. Tap “LIVE” at the bottom and you’ll be prompted to set up your broadcast.

You can also add a title and description to give viewers context about your livestream. Additionally, you can choose to have the live video disappear after you end the broadcast or remain visible for 24 hours so fans to allow user to replay.

Once you’re ready, tap “Go LIVE” and your live video will immediately start broadcasting to your followers. The number of viewers will appear at the top of the screen. Fans can like, comment, and share the feed during the broadcast.

Interactive Features of TikTok Live For Brands

One of the best parts of TikTok Live is how interactive it is for both the broadcaster and the audience. Here are some of the standout interactive features:

• Live Comments — Viewers can comment in real time and interact with the broadcaster and other fans. Keep in mind: comments flow quickly, so it can be hard to keep up.
• Request to Join Live — Viewers can request to join your livestream, allowing you to add them to a multi-person broadcast. You can switch between views of different participants.
• LIVE Duets — Fans and other brands can request to “duet” with your livestream, allowing them to add their own video alongside yours, similar to TikTok’s regular Duets feature.
• Effects & Filters — Similar to normal TikTok videos, you can use AR effects, filters, text overlays, and other tools to enhance your live broadcast.

Tips for Engaging Your Audience During a Livestream

Now that you know how to use the technical features of TikTok Live, let’s talk tips for captivating your audience during the broadcast:

1. Interact with viewers — Reply to comments, answer questions, and start conversations. This is a peak opportunity for a team of community managers to become the voice of the brand — interacting with new and potential consumers in real time.
2. Tease what’s upcoming — Give your fans a sneak peek at a new product launch or campaign. This builds excitement and keeps users tuned in.
3. Collaborate with guests — Invite other brands and creators to join your livestream. This uncovers your profile to new audiences.
4. Schedule consistently — Building recurring livestreams on certain days/times trains your audience to tune in and creates appointment viewing.

Recommended Equipment to Upgrade Your TikTok Lives

Using additional gear can take your TikTok livestreams to the next level. Here are a few buys that, although not required, will instantly plus-up your content:

• Ring light — It Illuminates you evenly and helps to avoid shadowing. Pro-tip: get one with a tripod to prop your phone up for more flattering angles.
• Microphone — A lapel mic provides better audio quality than a phone mic alone, producing cleaner, more satisfying sound. Look for a wireless clip-on option.
• Phone Gimbal — Stabilizes video for smoother camera movements and helps you go hands-free. Camera
• Tripod — A sturdy base keeps the phone still and hands-free. It also allows for height and angle adjustments.
• Portable Battery — Never worry about ending a Live prematurely. This will extend your battery life so you can stream longer without interruption.
• Phone Lens Kit — This one is more of a splurge, but lenses like a fisheye or wide-angle can create more dynamic visuals for your viewers.
  
  Of course, when you work with a social media marketing agency, one of of the many perks is the provided equiptment. However, for a social media manager, it’s always a good idea to have a filming kit on hand for any occasion.

After the Live: Save, Repurpose, and Promote

Don’t let your TikTok livestream disappear forever. Make the most of all that great content with these steps:

1. Save the Live Video Download it before it expires in 24 hrs to repost clips or highlights later.
2. Take Screenshots Capture engaging moments during the live to make still images and graphics to post.
3. Post Teaser Clips Edit short 10-60 second video clips from stream to post as regular TikToks later.
4. Go Behind-the-Scenes Post about the prep, equipment, and process of your live video production.
5. Promote The Next Livestream Remind viewers when your next live will be so they tune in and it becomes a series.

Get Started with TikTok LIVE and Blue Bear Creative

It’s no secret that TikTok Live opens up an exciting new way to engage with both existing and potential consumers in real time. Consistently sharing compelling and valuable broadcasts allows you to build deeper connections and develop new ones along the way.  

Now that you know how livestreaming works, it’s time to download the app (if you haven’t already) and get started — but don’t worry, we’re always here to answer any further questions you may have. As a social media marketing agency, we make it our business to know anything and everything about the latest trends, crazes, and features. 

If you’re interested in leveraging a strategic social partner, look to the date-obsessed, creative-forward minds at Blue Bear Creative. We specialize in food & beverage brands of all kinds to ensure your social makes a long-term impact. Ready to chat? Drop us a line!

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