Posted: 18 Oct 2021 Contributor: Ghia Marnewick
TikTok Update: What Marketers Need to Know About TikTok's 8 New Livestream Features
In the digital era, everything is constantly changing as new technologies are developed. This includes social media, and TikTok is one of the latest to share exciting new TikTok live streaming updates.
To keep up with changing consumer needs and their competitors, TikTok has revealed eight new features for their live streaming functionality. In doing so, they hope to build on their existing offering and maximize its potential - all while trying to build a TikTok community.
The Facts About Live Streaming on TikTok
In January 2021, TikTok was reported to have 689 million users worldwide, while its Chinese counterpart Douyin has approximately 600 million. Their combined total is 1.29 billion and as a result, it has been named the seventh biggest social media platform currently available.
On average, 1 billion videos are streamed daily on the video-sharing site, and when you consider the fact that the live streaming industry had a 99% boom between April 2019 and April 2020, it’s easy to see how this is possible. What’s more, the industry is expected to reach a value of USD 184.27 billion by 2027.
With the industry showing no signs of slowing down, live streaming updates are set to become a regular occurrence as platforms try to stay ahead of the curve. Having said this, let’s take a look at the latest updates from TikTok. It’s not too late to start TikTok, if anything, there has never been a better time to grow one of the fastest-growing platforms available.
TikTok’s 8 New Live Stream Features:
First on the list are scheduled events. This means that you can make an event card to promote your upcoming online event and share it on your favorite social media platforms. The card will have a "register" CTA that will allow users to set a reminder. This not only increases brand awareness but also ensures that your audience attends the event as scheduled.
Similar to other platforms, “LIVE Together” will display you and your guest, or guests, in a split-screen setup that allows you to share the same stream. This was already available on the app but was limited to users that had over 5000 followers.
This is another way for content creators to engage with their audience. This will allow viewers to share questions which will then be displayed on the screen as the creator attempts to answer them.
This function is still a work in progress but seeks to redefine the world of online shopping by making it a virtual, video experience. Brands will be able to share their products on the platform and users will be able to make a purchase through the app.Picture-in-Picture
Users can now live stream content while using their devices for other purposes. The video screen will simply become binned to the corner of the screen until they return to the app.Top Streams
You can now use the "Following" and "For You" pages to find and watch live content. They will also be launching category pages to simplify the search process.
Before starting a stream, creators can assign a moderator to the stream. The moderator has the power to block and mute users in an attempt to keep the broadcast civil and fair.
Keyword Filters and Comment Alerts
Creators can add a list of words to a mute list that will filter out any comments featuring the term. TikTok will also detect harmful comments and alert the user.
The Future of Live Streaming is Rapidly Evolving
From what started as a single point of contact is growing to become a fully interactive experience. Instead of creators having to awkwardly pre-record their content, they can now live stream their content – which isn’t all that new. What is, however, new is the ability to interact with viewers in real-time.
With the industry set to boom, brands would be wise to look into incorporating living streaming into their marketing strategies. It’s a fantastic way to share information, showcase products, and – hopefully soon – launch e-commerce platforms.