Live streaming has become very popular on social media
platforms in recent times. More and more creators are engaging their audience
through live sessions on platforms like Instagram, Facebook, YouTube and
TikTok. One platform where live streaming has seen tremendous growth is TikTok.
The short video platform has been focusing heavily on developing its live
streaming feature.
TikTok is now testing additional perks for live streamers to
offer their subscribers. Subscriptions allow viewers to support their favorite
creators on the platform while also unlocking exclusive benefits. At present,
TikTok offers subscribers badges, custom emotes and subscriber-only chat.
However, the company wants to add more incentives to boost the number of
subscribers.
In recent tests, TikTok has been trying out features like
performance requests, live shoutout prompts, Discord roles, gaming partnerships
etc as subscriber perks. This will allow creators to engage with their paying
fans on a more personal level. Subscribers will be able to directly request
songs or actions from their favorite live streamer. Live streamers can also
shoutout new subscribers live on their sessions.
Partnering with gaming companies is another interesting perk
being tested. This will help gamers on TikTok to co-stream and collaborate and
offer exclusive subscriber experiences. Associating with platforms like Discord
allows communities to form beyond TikTok as well. All these new perks are aimed
at giving subscribers a better value and in return help creators monetize their
content better.
Live commerce has seen explosive growth on Douyin, the
Chinese version of TikTok. Creators there regularly host live shopping streams
featuring fashion, beauty and other products. They are able to generate
millions of dollars in sales during a single broadcast. TikTok wants to
replicate this success in international markets as well. The company recently
opened a live stream studio in Los Angeles for creators to film in a
professional setup.
Giving live streamers more tools is part of TikTok's plans
to push the live shopping phenomenon globally. While it is still in the early
stages in Western markets, TikTok is hoping the additional subscriber perks
will incentivize more signups. As per estimates, live commerce sales on Douyin
are over 100x more than TikTok currently. By providing a better experience for
both viewers and creators, TikTok aims to narrow this huge gap.
Whether users in international markets will embrace live
shopping as enthusiastically as in China remains to be seen. However, TikTok
seems determined to make it happen. The tests show they are leaving no stone
unturned to boost their live features. With constant innovation, they might
just succeed in replicating Douyin's commercial success.
The new subscriber perks are a step in that direction to
make live streaming profitable for creators. This could attract more
influencers to the platform and give users better content as well. As the tests
continue, it will be interesting to see the kind of results TikTok is able to
achieve through its efforts.
If you are a creator looking to grow your audience and
monetize better, exploring the live features on TikTok could be beneficial. We
recommend trying out live streams to engage fans and understand which new
subscriber perks work best for your community.
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