How to win at going LIVE
Your roadmap to LIVE success
Stage 1: Getting to know LIVE
Your first 14 days on LIVE Targets
Get familiar with the LIVE studio
Aim to achieve 30 hours LIVE per month (1 hour per day)
Get your first LIVE order
Key metrics to focus on
Average watch duration
Number of new followers
Engagement: likes, comments and shares
Stage 2: Take-off – building your fan base and breaking even
Your first 3 months on LIVE
Targets
Get familiar with all the tools
Maintain a monthly LIVE durationstreaming of 50 -60 hours
Stabilise your LIVE agenda
Break even on your costs
Key metrics to focus on
Stage 3: Exponential growth – increasing GMV and boosting exposure
Your first 5+ months on LIVE
Targets
Generate stable GMV
Reach thresholds and actively engage in platform initiatives with dedicated support
Solidify your brand image and fan base
Amplify your brand s share of voice and grow from LIVE Followers / new followers
Key metrics to focus on
Platform incentives to help you take off
For Stage 1 (Early Stage)
Sellers:
Complete the mission and get a 3% platform fee reward offer for 60 days. New seller onboard commision offer
LIVE missions / leaderboards
Complete LIVE missions or leaderboard challenges in Seller Center to earn vouchers for your products.
Host supply
Merchants breaking even on live may be considered for host matchmaking from TikTokShop Team
For Stage 2 Stage 3 (Take-Off) / (Exponential)
Sellers:
Merchants with strong live performance can receive prioritised live expert support. Tailored strategic live assistance. Prioritised Live Expert Support
Platform initiatives engagement
Merchants making consistent progress may be eligible for TikTokShop campaign nomination and enjoy up to 10% subsidy rate(coupled with 1-on-1 account manager follow-up on liv4 strategy and data review).
Preparation steps to nail your LIVE stream
For Stage 1 (Early Stage) Sellers:
Products:
Prepare product lists & scripts.
Host:
Host selection and basic training (you can even try going LIVE by yourself!).
Account:
Post teaser videos before live.
For Stage 2 (Take-Off) Sellers:
Products:
Track your product performance and define key products.
Host:
Host selection and basic training (you can even try going LIVE by yourself!).
Account:
Post teaser videos before live
For Stage 3 (Exponential) Sellers:
Products:
Consider hosting a new product launch and set up exclusive deals for LIVE.
Environment:
Set up the live room (lighting, display table, keep your background clean)
Backstage:
Prepare the LIVE studio platform (OBS), ensure you know how to use all the functions.
Environment:
Set up the live room (lighting, display table, keep your background clean)
Backstage:
Prepare the LIVE studio platform (OBS), further develop your understanding of the functions.
Host: Notify
Hire professional hosts, invite surprise guests, or have your brand representative appear.
Account:
Post teaser videos before LIVE.
Send messages and pushes to inform your fans.
Environment:
Set up special themes according to the season, holiday or product. Add decorations and your logo.
Backstage:
Prepare the LIVE studio platform (OBS), optimize your backstage operation process.
Notify
Send messages and pushes to inform your fans. Invest in ads for exposure boosting.
LIVE performance – key actions during and after the stream
For Stage 1 (Early Stage) Sellers: During LIVE:
Content:
Test different content durations.
Redirections:
Keep posting short videos to redirect traffic into the LIVE room.
Interactions:
Set up vouchers to encourage newcomers to share, comment and like.
After LIVE:
Data review
Frequency:
Fixed time, 1 hour per session. Better to go LIVE daily to manage fans’ expectations and build traffic foundation.
Conversion:
Continue testing and polishing your product portfolio with a reasonable share of best selling/new and eye-catching products.
Fanbase:
Encourage following for latest deals/special events.
Get onboarded with key LIVE dashboards and metrics that move the needle.
For Stage 2 (Take-Off) Sellers: During LIVE:
Content:
Create different themes to increase fanbase.
Redirections:
Keep posting short videos to redirect traffic into the LIVE room.
Interactions:
Set up vouchers to encourage newcomers to share, comment and like.
After LIVE:
Data review
Complete live analysis with the set tools in seller centre within 48 hours on key metrics, funnels and audience sources. *
* For more tips & tricks, joining our official live groupchat via the link in the end.
Frequency:
Fixed time, 2 3 hours per session, 3 4 time per week, going live daily is optimal.
Conversion:
Continue polishing and rotating your product portfolio with a reasonable share of best selling/new and eye-catching products.
Fanbase:
Set giveaways/vouchers for fans.
Make data-informed decisions on LIVE room operations and track funnel improvement (e.g., go- live time adjustment, product rundown adjustment, engagement approach adjustment).
LIVE performance – key actions during and after the stream
For Stage 3 (Exponential) Sellers:
During LIVE:
Content:
Set strong livestream themes (exclusive deals, new product first launches, seasonal gift products); create special scripts for the host.
Redirections:
Frequency:
Participate in all TikTokShop event calendars.
Conversion:
Key conversion pitching (exclusive deals, limited products, flash sales). Post videos and ads for exposure boosting.
Interactions:
Focus on converting, using giveaways, vouchers and lucky draws.
After LIVE:
Fanbase:
Push notifications to fans, leverage third party social media presents to boost fan live engagement.
Data review
For more tips & tricks, joining our official live group chat via the link in the end.
Platform incentives to help you take off
Product tips: Host tips:
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Start with 3-5 products and focus on knowledge sharing(product stories, use tips, consumer reviews).
Ensure product preparation/ inventory is ready at least 1-2 days before live(especially for best selling products).
Smartly leverage AI to write product scripts and fine tune them.
Choose products that will attract more attention and drive sales.
Going LIVE by yourself:
Balance product introduction and user engagement. Hosts can write down key tips and product info to remind themselves during the LIVE.
Going LIVE with a host:
Prime hosts with a clear rundown* of the live and guidance on products to focus on and scripts for engagement / sales conversion.
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Set up the LIVE room based on brand personality and category characteristics.
Use stickers wisely (20% off, 10 mins flash sale, gluten free, free samples)
Ensure the video and sound are clear and stable (especially important when using a phone for LIVE).
Backstage tips: Account tips:
Follow official guidance on streamer setup (OBS).
Follow official guidance on opening UID and author handles for LIVE.
Boost your LIVE sales and maximise exposure
Best time for LIVE guidance:
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General suggested live window: 17:00 to 00:00.
Competition for UK seller is highest between 09:00 to 21:00.
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The sales rate is highest between 19:00 to 00:00.
More users are active on weekends.
For Stage 2 (Take-Off) / Stage 3 (Exponential) Sellers:
1 Showcase/LIVE day : Go LIVE every Thursday to enjoy traffic boost and LIVEexclusive subsidy rates.
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ncrease go live hours during campaign periods to make full use of TikTokShop vouchers.
Make full use of your LIVE content:
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Teaser videos: Post at least 1 short video every day for 7 days before live. And 2-3 additional short videos before going live. TikTok Shop boosts live teaser videos with more exposures.
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Use the auto-clip tool to create short videos from your LIVE content for a second round of sales.
Push reminder for your planned live to your fans for encouraging engagement.
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5 Use channelsout-platform(WhatsApp, Instagram, Facebook, etc.) to recall your fanbase.
If your shop has an account manager, ask them for optimisation ideas.
TikTok Shop tool kit
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Live highlight clips auto-publishing
Pre-set stickers and billboards
LIVE event for your followers to register in advance
For boosting traffic: For more sales: For more interactions:
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3 Pinned products for more visibility and higher click rates
LIVE flash sales to create urgency selling techniques
LIVE vouchers to generate more orders
Pre-set stickers and billboards
Scan the QR code below to join the LIVE Growth Lab
A dedicated group chat with the TikTok Shop LIVE team, where we share exclusive tips and tricks, and answer all your questions to help you succeed on LIVE.