TikTok Live: what it is, how it works, and why brands should get on board NOW!

If you thought TikTok was just for viral dances, challenges, and cooking videos you'll never make... brace yourself, because TikTok Live is in a different league. A real-time channel that blends entertainment, community, sales, and visibility all in one . And no, you don't need to be a streamer or TikToker, or even have a boxing ring at home.

In this post, we'll tell you what TikTok Live is , how it works, who can use it, and why brands (yes, yours too ) should have it on their radar. Because it's no longer just for creators

TABLA DE CONTENIDOS

• What is TikTok Live?
• Basic requirements for making a Live     
• Key Features of TikTok Live
• What is TikTok Live Studio?
• Some interesting facts you may not have known

What is TikTok Live?

TikTok Live is the feature that allows creators (and brands, too) to broadcast live on the platform. Unlike a regular video, Live is two-way: you can interact in real time with your audience, answer questions, trigger polls, receive virtual gifts, and, if you set it up right, sell products directly from the broadcast .

Yes, TikTok + eCommerce + live show = 🔥

Basic requirements for making a Live

Not everyone can go live from minute one. TikTok has a couple of filters to ensure you don't get a "hey guys, I'm bored" crowd on the platform .

Here's what you need:

Key Features of TikTok Live

TikTok hasn't just copied what other platforms were already doing. It's revamped live streaming to make it a 100% immersive, interactive, and... monetizable experience. Here's a rundown of its most notable features (and how to get the most out of them):

🎙️ 1. Real-time interaction

There's no room for "perfect" videos here. Live is based on what's happening here and now , and that's why the interaction is incredible.

Available tools:

• Live Comments : You can answer questions, greet people by name, improvise, and build a real community.
• Q&A : Special format to highlight audience questions and answer them in order (very useful for educational launches or live broadcasts).
• Animated stickers : visual resources that add dynamism (without making you look like a 90s TV shopping channel).
• Polls : Generate instant engagement with questions answered directly from the screen.

💡 Brand tip : Use surveys to test products (“Do you like it better in red or blue?”) and turn the feedback into instant business decisions.

👥 2. Multi-guest: collaborative live shows

One of the crown jewels. You can invite up to five additional people to your live stream. Ideal for:

• Interviews with influencers or experts
• Group reactions
• Discussion panels
• “Creator Duel” type content battles
  

🎯 Use case : A cosmetics brand can invite a makeup artist, an influencer, and a fan to do a live “Get Ready with Me” session. Between laughs, three kits are sold.

🛍️ 3. TikTok Shop integrated

Yes, you can sell products directly during the live stream . Literally. With TikTok Shop , the user watches the video and, without leaving, taps, adds to cart, and pays. Boom.

Key Features:

• Pin products on the screen
• Display prices and CTA during the broadcast
• “Catalog” panel accessible without interrupting Live
• Post-stream click, sales, and retention statistics

💡 Pro tip : Activate exclusive offers only during the live stream to create urgency. TikTok calls it “Live Exclusive,” and it converts like there’s no tomorrow.

💸 4. Direct monetization (without depending on brands)

You don't need 100K followers to make money here.

Available options:

• Virtual Gifts : Users purchase coins and convert them into gifts, which they send during the stream. Each gift is valued in diamonds (and diamonds are exchanged for real money).
• Lucky Draw Boxes : Surprise prizes for active viewers that generate excitement and increase retention.
• Streamer Rankings : Compete with other creators in real time to see who generates the most engagement or gifts. Yes, TikTok gamifies everything.
• Subscriptions (in select markets): Exclusive content and special privileges for your most loyal fans.

🎯 Real-life case : In 2024, pianist Daniel Brand monetized his audience in Spain through TikTok Live with home-based concerts and a community that sent him gifts every week.

🔐 5. Moderation and total control

No trolls or spam. TikTok has worked hard to keep you in control of your live stream without any drama.

Safety features:

• Moderators : You can add people to manage comments while you focus on the content.
• Keyword filters : Block insults, annoying phrases, or whatever you want.
• Mute or ban users in real time.
• +18 Restriction : If the content is more adult or specific, you can limit the audience.
• Followers only mode : Restricts chat to those who already follow you, ideal for avoiding random hate.

🖥️ 6. Screen sharing and live demos

Are you a techie, do you train, or do you sell something that has to be seen to be believed? TikTok Live lets you share your screen from your PC or mobile device , perfect for:

• Make a step-by-step tutorial
• Show how your product is used
• Submit a report or design
• Give a masterclass without leaving the app

💡 Brand example : an electronics eCommerce store can do a live unboxing + performance test showing specs, images, and results on a shared screen.

📲 7. Pre- and post-stream promotional tools

Not everything happens just "live." TikTok allows you to prepare, promote, and amplify your Live broadcast as a campaign.

• Countdown : Set a reminder so your followers don't miss it.
• Promote from TikTok Ads : You can create paid campaigns to drive traffic to Live, try TikTok shopping.
• Replays : Upload the live stream to your profile as an edited video (or short), reusing content
• Advanced statistics : views, clicks, conversion by product and more

🎯 Extra tip : Repurpose the best moments from the live stream as clips for reels, ads, or teasers for the next session.

🖥️ Bonus: What is TikTok Live Studio?

If you want to take your live streams to the next level (pro-level, with overlays, multiple cameras, scenes, and all that), TikTok has its own desktop software called TikTok Live Studio .

It's an official app that you can download on your PC (yes, only Windows for now... sorry, Mac users), which allows you to:

• Broadcast from your computer with professional quality
• Use multiple video sources (e.g., your camera + a presentation + a website)
• Add text, graphics, logos, or animated elements as if you were a Twitch streamer
• View the chat in real time without having to touch your phone
• Capture the entire screen or specific windows (ideal for product demos, tutorials, or webinars)

TikTok Live Studio is your mini home studio , giving you complete control to create Lives that convert, not just entertain.

And for brands? What can be done?

Good question. This is where many are still in the "this isn't for me" phase . Wrong. TikTok Live is a brutal tool for:

• Product launches with hype and live demos
• Collaborations with influencers who sell while they entertain
• Live events such as concerts, Q&A, showcookings or challenges
• Flash sales with exclusive discounts only during the Live
• Branding without posturing , because there is no possible editing: what you see is what you get
  
  

Quick example:

🎻 Violinist Astrid Torrente (ES) turned her Lives into an intimate musical space, monetized with gifts and with an ultra-loyal community. She didn't sell anything. Just art. The result: new income, a strengthened personal brand, and more offline opportunities.

Some interesting facts you may not have known

• The Live format increases viewing time by 70% compared to edited video.
• TikTok prioritizes Lives in its algorithm and displays them in the “For You” tab if they have good retention.
• Brands using TikTok Shop + Live have seen up to 200% higher conversions than using ads alone.
• In China, 50% of e-commerce is already done via Live. Why would Europe still be behind?

TikTok Live isn't just a fad. It's a visibility, engagement, and sales tool just waiting for brands to take it seriously .

If you want to try it out, understand how it fits into your funnel, or integrate it into your dynamic catalog, at Adsmurai we have the perfect combination of technology, creativity, and strategy.

We call it Live with Brains . Shall we talk?