The power of TikTok lives remains underestimated in the digital marketing world, but with the right strategy, brands can open up a plethora of opportunities. The platform’s live-streaming service offers a revolutionary and interactive shopping experience.
Last year, over half of the platform’s users said they used the platform for shopping inspiration. And globally, the platform has continued to roll out shoppable features, recently introducing the Shopping Center in Malaysia. If you’re a brand wondering where to start, we’ve got you covered. Here are three TikTok livestream lessons you need to know.
1. Cross-Channel Marketing
Cross-channel marketing on social media boosts customer awareness of upcoming brand campaigns. But in the case of a TikTok live, promoting a livestream cross-promotion is an ideal way to boost traffic and viewers.
By announcing the event through Instagram Stories, creating in-feed promotional videos on TikTok, and tweeting a signup link to the livestream, you can almost guarantee high viewer engagement.
2. The Power of Pinning
As presenters showcase products in the basket, livestream moderators can select the item to be pinned. This means the product can now be viewed as a pop-up at the top of the basket, and those shopping can tap that pin and add the item to their cart, checking out within a matter of seconds.
Our in-house data suggests having the right pinning strategy dramatically boosts sales. So to get your strategy spot on, keep an eye on what's being worn by the presenter and what viewers are buying or clicking on whilst watching.
3. Discounts and Incentives
To keep viewers buying, you need to give them a reason to shop. Offering free shipping or discounts exclusive to the livestream means people are far more likely to complete an order.
It’s also a great way to boost engagement, as viewers are more likely to share the live with their friends if you’re offering great deals. But ensure your prices aren’t too discounted, as this could lead to a loss of trust in your products, impacting the live stream’s profitability.