TikTok is cranking up the heat on livestream commerce with a new feature that could be a goldmine for marketers: the ability to activate direct messages during LIVEs. That’s right, while you’re live on TikTok, viewers can now slide into your DMs instantly via a “message” CTA button that appears right on the broadcast. Think of it as a frictionless way to turn curiosity into conversion.
This update, spotted by social media researcher Jonah Manzano, lives under a new “LIVE setup for client acquisition” option. And while that name might sound a bit clinical, the potential is anything but boring.
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So, what’s the strategy play here?
TikTok isn’t just adding bells and whistles. They’re building the infrastructure to replicate China’s wildly successful livestream commerce boom. On Douyin (China’s version of TikTok), livestream shopping generates over $500 billion annually—yes, with a “B.” Now, TikTok’s trying to bottle that lightning for Western markets.
And the signs are promising.
- Black Friday 2024 saw a 3x spike in TikTok sales, with livestreams leading the charge.
- Interest in in-stream shopping is growing fast in Southeast Asia.
- Over 100 million creators went LIVE in 2024, including 46 million first-timers—proof that livestreaming is gaining serious momentum.
For brands, this new DM feature is a smart way to capture warm leads at the moment of peak interest, while attention is high and product curiosity is fresh. It creates a direct channel from viewer to brand, opening up opportunities for personalized offers, follow-up messaging, and even customer service.
This isn’t just another feature—it’s a strategic marketing lever.
With TikTok actively laying the groundwork for Western livestream commerce, brands that move early and experiment with tools like LIVE DMs will have the advantage. Whether you’re running product drops, flash sales, or just building community, this adds another layer of engagement and potential conversion to your strategy.
Bottom line? If TikTok LIVE isn’t part of your funnel yet, now’s the time to rethink that. If you need guidance with how your brand should capitalize off this new feature, schedule a consultation with a Maven today!