Should Brands Go LIVE? · TikTok Shop Insiders

Should Brands Go LIVE?

A lot of brands focus only on shoppable videos (some of them - only on Product Cards😅), but LIVE is still one of the most underused growth instrument on TikTok Shop.

Let's take one popular brand in Beauty & Personal Care niche as an example.

$5,1M GMV for the last 28 days;
Video content generated ~62% of sales, while LIVE sessions - ~33%.
Creator's involvement in the content flow (both videos and LIVEs) is ~49%, while brand's - ~45%.

As for me, it is clear that brand's can’t rely solely on affiliates when it comes to income volume. Yes, I agree that creators are a massive growth driver, but brands still need to actively participate through their own content, LIVE sessions, and consistent involvement.

Would be happy to hear your thoughts on this.

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