From Likes to Livestreams: TikTok’s New Cash Cow

TikTok is increasingly focusing on livestreaming and it’s not just interesting for influencers, but a gamechanger for brands and agencies as well. Every day, about $10 million is earned through TikTok Live, with a strikingly large share coming from smaller creators with fewer than 50,000 followers. This highlights how powerful and accessible the platform is: you don’t need a million-dollar budget to make an impact. But how does it work, and what can we do with it?

Engagement and Brand Experience

For agencies and brands, TikTok Live offers a unique opportunity to turn engagement into direct interaction and brand experience. You can, for example, have creators host live sessions, creating a mix of entertainment and authenticity that feels far more personal and dynamic than traditional content. Imagine a beauty creator testing out a new makeup line during a livestream and recommending products, or a food creator preparing a recipe live while guiding viewers with a single click to the ingredients or tools used. Live interaction builds trust, engagement, and purchase intent—all elements that are harder to achieve with static content. What’s more, TikTok supports agencies with training, management, and exclusive resources as their creators perform better, making this a compelling investment opportunity.

Livestreaming as a Marketing Channel

TikTok’s approach shows that livestreaming is no longer a gimmick but a fully-fledged and rapidly growing channel in the digital marketing mix. Whether it’s about brand awareness, conversions, or community building, TikTok Live gives your business a flexible and authentic platform to connect directly with your audience. By collaborating with creators or hosting your own live sessions, you can communicate your brand story in a compelling and interactive way. From live product demos to exclusive launches, livestreaming on TikTok is your chance to stand out, grow, and make an impact.