TikTok’s online streaming feature, TikTok Live, was officially launched in 2020. By contrast, market leader YouTube Live began operations in 2011.
Even so, TikTok Live has already become the second-largest live streaming platform in the world (not counting China, where people have to use co-owned Douyin instead of TikTok). In fact, people spend about three times more watch time on TikTok Live than they do on the well-known streaming platform Twitch.
The link to YouTube Live is right at the top of the page when TikTok users log in, but many are so focused on scrolling their feeds and creating content that they don’t even realize that the Live feature exists.
Here’s why they should.
What’s On TikTok Live?
The sheer size of TikTok Live ensures that virtually every type of live stream can be found there.
There are chats, Q&As, and behind-the-scenes sessions with influencers and popular content creators. There are live shopping streams, tutorials, unboxing sessions, product demonstrations, interviews, live gaming, makeovers — just about anything you can watch elsewhere is also available in Live sessions.
It’s not just celebrities and well-known influencers who host TikTok Lives. Last year, a reported 100 million users ran streams on the platform, and they registered a total of 269 billion Live views.
Who are those streamers, and why do they start Live sessions? Let’s find out.
The Allure of Hosting on TikTok Live
Not all users are eligible to open a TikTok Live stream, but an enormous number are entitled to give it a try.
If you want to start a Live session, you’re only required to be 16 or older, have a TikTok account in good standing, and have at least 1,000 TikTok followers. A majority of those who meet the qualifications have (at least) given it a try, because there are several major benefits for creators who want to boost their TikTok presence and importance.
- Exposure: TikTok Live streams are often promoted on users’ For You pages (FYP), making random surfers aware of content creators they’ve never seen before. That can help Live hosts build their TikTok fan bases significantly. Stream viewers can also share links to the sessions with their friends and followers in real time.
- Community: Engagement with viewers dramatically increases loyalty and viewership for Live hosts and their content. It cements the relationship between creators and their TikTok followers and boosts the excitement and interest surrounding their accounts.
- Monetization: TikTok Lives provide a major revenue stream for hosts. As long as they’re 18 or older, they can receive monetary tips (in the form of cartoon “gifts”) from appreciative viewers; some of those gifts can be worth more than $500 apiece (although the app takes a significant cut of gift revenue before hosts can cash out.
TikTok Live provides outstanding viewing experiences for users 24/7, and plenty of cash for popular Live hosts. If you haven’t checked it out yet, why not?
About the Author
Peter Hasselworth is a contributor at iDigic, sharing valuable insights about Instagram growth and social media marketing strategies.