DMs on TikTok Live: the new feature enables brands to generate more leads by facilitating direct contact during live shows.
DMs on TikTok Live: the new secret weapon for boosting engagement. DMs on TikTok Live have been attracting the attention of marketing professionals ever since they first appeared. Live events, already powerful in terms of visibility, are now transformed into direct conversion channels thanks to the integration of DMs on TikTok Live.
This change structures the interaction between creators, brands and audience. Viewers are now just one click away from writing directly to the host without leaving the broadcast. DMs on TikTok Live thus become the preferred point of contact, removing all friction at the hottest moment of attention.
The role of DMs on TikTok Live in the lead generation strategy
The role of DMs on TikTok Live goes beyond the simple exchange of messages. For brands, it's a unique opportunity to capture leads on the fly, when interest is at its highest.
DMs on TikTok Live take the form of an innovative call-to-action (CTA), integrated into the live interface via the "LIVE setup for client acquisition" option. This message button, visible throughout the live show, transforms passive interaction into an active approach on the part of viewers.
The Chinese model: the inspiration for integrated live commerce
The Chinese model inspires TikTok innovation. On Douyin, the Chinese equivalent, lives represent a pillar of digital commerce, with over $500 billion in annual sales generated, largely thanks to this type of integration.
DMs on TikTok Live is part of this logic: to create a seamless path between discovery, engagement and purchase. Europe and the United States are already seeing a rise in live sales shoppingBut DMs on TikTok Live could accelerate the adoption of this model.
The rise of live music on TikTok: key figures and trends
DMs on TikTok Live is a must in a context of strong growth in live performances. Last year, over 100 million creators launched a live on the platform, including 46 million for the first time.
These figures confirm that TikTok is investing heavily in this format. DMs on TikTok Live then become the strategic tool for transforming engagement into qualified leads, removing the barriers to making contact.
DMs on TikTok Live explained
DMs on TikTok Live can be activated very simply from the section dedicated to creators. Once activated, a "Message" button appears for viewers. With one click, they can contact the host, ask questions, request a quote or obtain further information.
This ease of use encourages interactivity. Designers, influencers, boutiques or coaches can respond in real time, personalize their message and qualify prospects directly from TikTok.
Chinese-style live commerce: an opportunity to be seized
DMs on TikTok Live is the ideal gateway to Chinese-style live commerce. The strategy is clear: capture attention, generate desire, facilitate the transition to action, then transform the exchange into conversion.
By Black Friday 2023, TikTok had already tripled its sales thanks to live events, a success that owes much to the fluidity of the user experience. DMs on TikTok Live further accelerates this dynamic, by making conversion instantaneous.
The concrete benefits of DMs on TikTok Live for brands
| Advantage | Explanation |
|---|---|
| Qualified lead generation | DMs on TikTok Live capture hot leads |
| Real-time interaction | The brand responds instantly to customer queries |
| Integrated conversion | No need to leave the app to get in touch |
| Enhanced loyalty | A direct exchange creates a more personal relationship |
| Personalized support | The team can adapt its approach and propose solutions |
DMs on TikTok Live puts the brand at the heart of the dialogue, while keeping the viewer within the TikTok ecosystem.
Innovative uses of TikTok Live DMs in brand communication
DMs on TikTok Live takes the personalization experience a step further. Brands can accompany product launches, manage live FAQs, propose special offers or gather feedback instantly.
The viewer becomes a player in the relationship, increasing the likelihood of conversion. DMs on TikTok Live thus becomes a loyalty-building tool as much as a means of recruiting new customers.
The future of DMs on TikTok Live
DMs on TikTok Live is currently only available to certain profiles, but there's every reason to believe that it will soon be available to all.
With the growth of live shopping, DMs on TikTok Live is emerging as the missing link between inspiration, engagement and direct sales. Brands that adopt it first will enjoy a strong competitive advantage.
Best practices for using DMs on TikTok Live
To get the most out of DMs on TikTok Live, you need to prepare your live session with a conversion-oriented script, provide standard answers to frequently asked questions and personalize the exchange from the very first contact.
Good follow-up after the live event is also essential: following up on leads captured during the event makes all the difference.
What you need to remember
DMs on TikTok Live marks a new era in live lead generation. This simple yet powerful feature opens up an immediate channel of communication with prospects, while capitalizing on the dynamics of live events.
For brands, DMs on TikTok Live are already an opportunity to boost engagement, boost conversion and build a more authentic relationship with their audience.
ValueYourNetwork, expert in influence marketing since 2016, supports brands in creating innovative, high-performance campaigns, in synergy with the best influencers. Find out more, Contact us.
Why are DMs on TikTok Live important for brands?
DMs on TikTok Live enable direct contact with prospects, promoting hot lead generation and instant conversion. This opens up new possibilities for strengthening customer relations and optimizing marketing performance.
How do I activate DMs on TikTok Live?
To activate DMs on TikTok Live, simply access the "LIVE setup for client acquisition" section during live setup, then activate the corresponding option. The message button will then appear for viewers.
What are the benefits of DMs on TikTok Live for lead generation?
DMs on TikTok Live offer direct interaction, real-time lead qualification and frictionless conversion, all within the TikTok ecosystem.
Are DMs on TikTok Live available to all creators?
For the time being, DMs on TikTok Live are only available to certain profiles, but their general availability is expected soon, according to TikTok's strategy.
How can brands use DMs on TikTok Live for product launches?
Brands can use DMs on TikTok Live to gather questions, accompany sales or offer personalized support during the launch, promoting direct engagement and conversion.
DMs on TikTok Live and live commerce: what's the link?
DMs on TikTok Live is inspired by the Chinese model, where live commerce is central. It transforms engagement into immediate sales, making it easy for the audience to take action.
What types of messages can I receive during a TikTok live session?
DMs on TikTok Live can be used to receive questions, requests for quotes, feedback or commercial solicitations, directly during the broadcast.
Why do DMs on TikTok Live boost engagement?
DMs on TikTok Live reduce friction and encourage the audience to interact, multiplying contact points and boosting participation during the live show.
How can I track DM leads on TikTok Live?
After the live event, it's essential to follow up each prospect with a personalized follow-up. CRM tools can help centralize and qualify these new contacts from DMs on TikTok Live.
Is it possible to integrate a FAQ via DMs on TikTok Live?
Yes, it's possible to prepare sample answers and use DMs on TikTok Live to quickly deal with frequently asked questions, which improves the user experience.