Live Interaction Enters a New Era
TikTok has released a new feature allowing creators to engage their audiences directly during a live session. By permitting direct messages (DMs) while streaming, hosts can enable the "LIVE setup for client acquisition" within their stream settings. Upon activation, a prominent CTA message button arises, inviting viewers to interact during the session. This edition signifies an important step toward facilitating viewers' engagement while converting casual interest into valuable business leads. However, TikTok's step somewhat reflects the macro consumer trend toward real-time communication being a potential tool to convert real attention into action.
A Push Toward Live-Stream Commerce Growth
Contrary to the previous broadcast-only arrangements, this allows the live-streamers the exciting opportunity to monetize their sessions through customer inquiries. The rolling out of DMs into TikTok IGLs comes hot on the heels of TikTok doubling down on live-stream commerce. Douyin, China's answer to TikTok, has demonstrated high revenues through live shopping. This success has propelled TikTok to invest in tools to foster growth across Western markets. Uniquely, this model is still not accepted by users worldwide. However, these trends are slowly transforming into a favorable apex, especially with the joining of live-streamed product promotion and instant customer interaction.
Spotted: You can now get DMs during TikTok LIVE - it’s called LIVE setup for client acquisition pic.twitter.com/MObgzTlE8U
— Jonah Manzano (@jonah_manzano) May 10, 2025
Recent Sales Trends Show Strong Potential
All said and done, data would suggest that TikTok's phenomenon might already be paying its dividends. During the last Black Friday sales event, TikTok reported triple the sales compared to the previous one. Much of this growth came from live-stream-based transactions, where the attractiveness of real-time augmented the purchase intent of consumers. Nevertheless, Southeast Asian markets are already witnessing heavy adoption of in-stream shopping features. Still, it would be a challenge for the platform to educate its users and creators about the commercial possibilities of live-streaming. In any case, tools like live DMs take huge steps forward, as they give creators and brands new avenues for converting viewers into loyal customers.
