TikTok’s popularity has skyrocketed since it was first introduced in 2016, with the years 2019 and 2020 being its most prosperous. The platform has been evolving to meet the needs of its users, and this has included the addition of live streaming to compete with similar offerings.

TikTok has earned a reputation as a social media platform that is more laid-back and genuine, and which supports artistic expression in all its forms. While live streaming may have begun as a novelty, it has quickly become an integral part of most influencer marketing campaigns.

A definition of “live streaming”

Guessing is for losers, so let me just say that “Live streaming” is a way for social media users to share content with their online audience in real time. However, anyone can tune in and participate in a TikTok Live, not just the user’s followers.

Going Live allows influencers to broadcast video directly to their audiences in real time. The content and the comments are both updated in real time. This allows streamers to read and respond to messages in real time. They are free to interact with real-time audiences however they see fit by responding to any comments they like.

Prerequisites for Production Release

Not everyone can access the TikTok Live streaming option. Live streaming is only available to accounts that meet certain criteria.

A user’s age must be at least 16 for them to be able to go Live on TikTok, a safety measure taken to protect the platform’s young audience. To receive gifts and make money through a live stream, you still need to be 18 years old. Stickers are a common form of in-stream gifting by viewers.

There is a final test to take after you’ve reached the minimum age requirement. In order to use the Live feature, you need to have at least a thousand followers. Bear in mind, though, that it may not become accessible until several days after you reach the 1000-follower mark.

Tutorial on Going On Air

If you’ve made it this far, you may be wondering what comes next in terms of beginning your Live broadcast. So, getting started is uncomplicated. All you have to do is follow these instructions:

  • Fire up the TikTok programme.
  • Select the plus sign (+) at the bottom of the screen.
  • To proceed, click the “live” button.
  • Choose an icon and a label for the live broadcast.
  • Click “go live” to begin broadcasting.
  • If you want to end the recording, press the X button.
  • During a live broadcast, you can press the “three dots” to access additional editing options.


To begin, and perhaps most significantly, live streaming is so popular because of the honesty it conveys. As consumers show less and less interest in traditional forms of advertising, influencer marketing has emerged to fill the void.


Normal influencer content requires a lot of work and planning ahead of time. Streaming in real time allows for more organic storytelling. However, this in no way implies that the content’s quality has been compromised. The convenience of live streaming, however, means that any influencer, no matter where they may be, can easily participate by using only their smartphone.

Potential for Financial Success

Making money as an influencer requires thinking about the kind of content that will help you expand your audience and your reach. TikTok has joined Instagram and Facebook Live in allowing streamers to monetize their content by offering gifts to their viewers.

Currently, the only way for users to spend money on the TikTok platform is to buy coins. A user who has purchased coins can give them to a streamer by clicking the “gift” button during a live broadcast.

Essentials for Going Live

TikTok Live can be an effective part of an influencer marketing strategy, and there are a few things to keep in mind before giving it a try. Keep in mind that Live streaming is not only about marketing outcomes, but can also be used for creativity and spontaneity.

Figure out when your audience (or that of your influencers) is most active.
Finding out when your viewers are most likely to be online will help you schedule your live broadcasts for maximum impact. In other words, this should lead to more people tuning in and participating during the stream.

Make sure you get your content up before you start streaming

Prepare content ahead of time if you’re going to have an influencer talk about your brand or product in an upcoming stream. If the influencer publishes regular content to TikTok in advance, it will show up on the For You page, and viewers will be able to access the Live through a popup icon.

Make sure the quality of the stream is satisfactory

Even though you want a Live stream to feel genuine, it’s still important to have high-quality audio and lighting. The camera doesn’t have to be professional quality, but the influencer should make sure their audience can hear and see them clearly enough to be interested.

Give the broadcast an interesting name

Think about the stream’s title and thumbnail before you begin broadcasting. If your stream is part of an influencer marketing initiative, you should give serious thought to a catchy title that will draw in viewers.

Take into account established material to set up a climactic climax in the stream.
Creating content in the lead-up to your stream can be helpful in generating interest from potential viewers. This is a good option for stream content like giveaways or if there will be a major announcement.


The popularity of live content has skyrocketed in the past year, and marketers are beginning to recognise the advantages it can have for their influencer marketing strategies. Because of the high demand for genuine experiences, companies are increasingly turning to live streaming to provide their customers with the unfiltered content they crave.

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