Platform features
Going live
What is Going live?
Going live is the act of broadcasting video in real time to followers on a social media platform, with viewers able to comment and react as the stream happens. On platforms like TikTok and Instagram, live broadcasts appear as notifications to followers and are treated by the feed algorithm as a separate content type from pre-recorded video.
When you'd use it
- 1When a product launch, event, or announcement benefits from immediate viewer interaction.
- 2When the goal is to build follower notifications and bring an existing audience back to the account.
- 3When a brand wants to demonstrate something in real time that is difficult to convey in a pre-recorded clip.
- 4When TikTok's live-feed boost helps surface the account to viewers who have not yet followed.
Example
A jewelry brand ran a 45-minute TikTok live to launch a limited collection, with the designer answering questions in real time and pinning the TikTok Shop product links during the stream. The live peaked at 2,400 concurrent viewers and sold through 60% of the launch inventory during the broadcast.
Use cases
- 1Broadcasting a product unboxing or launch event with live viewer questions and reactions.
- 2Hosting a Q&A session that gives followers a direct line to a founder or spokesperson.
- 3Running a limited-time offer or giveaway exclusively through a live stream to reward real-time viewers.
FAQ
Do live streams help grow a following faster than short videos?
Lives tend to convert existing viewers into followers more effectively because the extended time creates more connection. Short videos, by contrast, reach larger cold audiences through algorithmic distribution. Most creators who grow quickly use both formats for different purposes.
Make on-brand short-form video from the footage you already have.