TikTok updates
- Lauren Ludlow
- May 6
- 2 min read
You know it’s going to be a big week when you go from SXSW to getting an invite from TikTok to hear what’s next in creator marketing.
And let me tell you, I learned TikTok is doubling down on live streaming and the opportunities for brands to reach new audiences are pretty neat.
Here are my top takeaways for brands looking to expand their footprint in creator partnerships:
1️⃣ New Monetization Opportunities – let’s talk some numbers here. TikTok Live is projected to hit $80M, with 300K+ creators going live daily and 30M+ users watching every day. Live gifting is creating major revenue streams for talent. I spoke to one creator who is making $20,000+/month just from TikTok Live (hello that’s huge 👀)
For brands, this can open up ways to tap into interactive shopping, live events, and creator-led experiences on TikTok Live that drive visibility and conversions. If your brand has IRL experiences, consider adding a TikTok Live element to the activation.
2️⃣ Cracking the FYP – If you want content to land, remember the first 3 seconds are make-or-break. TikTok prioritizes watch time, replays, comments, and shares to determine if a video pops off. Higher frequency = more growth. Brands that collaborate with creators need to focus on storytelling, quick hooks, and repeat partnerships to stay discoverable.
3️⃣ “Knowledge Creators” Are Here – First, it was comfort creators. Now, it’s all about education. How-tos, explainers, and live Q&As are driving engagement on the app. People are looking for entertainment AND they want value.
For brands, this is an opportunity to partner with experts, industry voices, and niche creators who can make complex topics accessible and engaging.
Shoutout to Beacons AI and TikTok for hosting this event! The social landscape is moving fast, I am excited to help brands lean into these shifts - especially live and performance-driven creator collaborations.
What’s your biggest challenge in navigating TikTok partnerships right now?
PS if you are wondering what’s going on with the TikTok ban… I’d say things are looking good with TikTok going strong but no one mentioned it at the event. Time will tell!
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