TikTok Introduces DMs During Live Streams
TikTok is rolling out a new feature that allows creators to activate direct messages (DMs) during live streams. This feature offers a direct line of communication between creators and their audience, fostering greater engagement and potential lead generation.
Creators can enable DMs through the "LIVE setup for client acquisition" menu within their broadcast options. A message call-to-action (CTA) button appears during the live stream, making it easy for viewers to connect directly with the creator.
Boosting Engagement and Driving Sales
This update aims to boost interest in live stream commerce, mirroring the success of Douyin, TikTok's Chinese counterpart. Douyin generates significant revenue through live commerce, and TikTok hopes to replicate this success in other markets.
While Western markets haven't fully embraced live commerce yet, TikTok is seeing growing interest in its shopping features. The platform reported a threefold increase in Black Friday sales last year, with live stream sales playing a key role.
With over 100 million creators going live on TikTok in 2024, and 46 million launching their first-ever stream, the platform is experiencing significant growth in live streaming activity. The addition of DMs during live streams provides another avenue for creators to connect with their audience, potentially driving further growth in live commerce.
This new feature offers a valuable opportunity for brands and creators to enhance their TikTok marketing strategies. By enabling DMs, they can foster stronger relationships with their audience, generate leads, and potentially drive sales.
TikTok has been contacted for clarification on the rollout of this feature to all users. This post will be updated with any further information.
