- TikTok now allows creators to activate direct messages during livestreams, enhancing viewer interaction in real time.
- The integration of live DMs enables businesses to capture leads more effectively and drive sales directly through livestreams.
- The new feature aligns with TikTok’s goal to mirror the success of livestream commerce in China, aiming to increase user engagement and revenue.
- Creators can now add a CTA button to their livestreams, prompting viewers to initiate direct conversations, further strengthening the creator-to-consumer connection.
- TikTok is seeing a rise in livestream-related sales, with the platform continuing to innovate and refine its commerce tools.
TikTok has taken a major step in revolutionizing livestreaming by supposedly adding a direct messaging (DM) feature to its broadcasts. This new functionality allows creators to interact with viewers in real-time, fostering deeper engagement and driving lead generation.
With TikTok’s growing focus on live commerce, this feature aims to turn livestreams into powerful tools for building relationships and boosting sales. Here's a look at how this feature will work.
How the DM Feature Works
TikTok’s new feature integrates directly into the livestream setup, giving creators the ability to add a “DM” call-to-action (CTA) button during their broadcasts. This allows viewers to initiate instant conversations with the host while the livestream is ongoing, streamlining the interaction process and offering a direct line of communication between creators and their audience.
To activate the feature, creators simply select the “LIVE setup for client acquisition” option before going live, which enables the CTA button that prompts users to message directly. This offers a seamless way for businesses to answer questions, provide product information, and drive conversions in real-time.
The feature was initially discovered by social media researcher Jonah Manzano on Threads. The feature hasn't been confirmed by TikTok yet.
View on Threads
Enhancing Engagement and Lead Generation
The addition of live DMs is a significant move to boost engagement. By allowing viewers to reach out directly during a live broadcast, TikTok is enabling a more personalized experience. This immediate form of communication helps creators and businesses build stronger connections with their audience while encouraging viewers to take action, be it through a purchase or signing up for more information.
With this new feature, TikTok enhances the livestream experience, making it not just a form of entertainment but an interactive sales channel. Businesses can use live DMs to answer queries on products, provide special offers, or encourage users to visit their store—all in real-time.
TikTok’s Livestream Commerce Strategy
TikTok’s investment in livestream commerce is becoming more apparent with each feature update. Inspired by the success of its Chinese counterpart, Douyin, which generates billions in sales from livestream commerce, TikTok has been increasingly integrating shopping features into its livestreams.
The platform has reported a threefold increase in sales during events like Black Friday, and with live DMs, TikTok is positioning itself as a key player in the live commerce space. This new feature is set to enhance viewer experience, increase brand visibility, and drive sales—all while keeping users engaged.
Expanding TikTok’s Commerce Capabilities
TikTok has been aggressively expanding its ecommerce offerings, including in-stream shopping and collaborations with brands. The ability to add DMs during livestreams aligns with TikTok’s broader strategy of making the platform more commerce-friendly, especially as livestream shopping continues to gain popularity in markets like Southeast Asia.
The launch of live DMs is another way TikTok is enhancing its user experience, providing creators and brands with the tools to make real-time sales and connect with audiences on a deeper level.
Potential Impact for Brands
For businesses, this feature offers a new avenue to engage with customers in a meaningful way. By answering questions, providing personalized recommendations, or offering promotions directly during a livestream, brands can create more personalized shopping experiences.
With live DMs, brands have a powerful tool to boost lead generation, reduce friction in the purchasing process, and convert viewers into loyal customers. As TikTok continues to innovate in the livestream commerce space, this feature marks an important step toward more integrated, effective marketing on the platform.
