How To Use TikTok Live As Part Of Your Influencer Strategy (CPG Edition)
Tiktok live influencer strategy
Ever wondered what would happen if you combined the real-time energy of Twitch or YouTube livestreams with the power of shoppable, interactive content? Where viewers can watch creators demo your CPG product live, ask questions in real time, and click straight through to buy, all while TikTok’s algorithm and live shopping features amplify your reach?
Now, as livestream commerce explodes and TikTok pushes Live as a discovery and conversion channel, influencer marketing on TikTok is entering a new era, and brands that move quickly will win big.
This is your playbook for using TikTok Live, and the right creators, to create unforgettable, high-converting brand moments.
Contents
What is TikTok Live? ->
How have influencers integrated with TikTok’s tools? ->
TikTok Live creators ->
How brands are using TikTok Live ->
Tips for brands looking to partner with TikTok Live creators ->
How to start & find creators ->
What is TikTok Live?
TikTok Live is TikTok’s real-time streaming platform, where creators and brands can interact directly with audiences through unscripted demos, Q&As, behind-the-scenes tours, and live shopping events. Unlike traditional TikTok videos, Lives are interactive, viewers can comment, ask questions, and even shop featured products in real time.
The platform’s algorithm often pushes Lives to the For You Page, giving brands and creators the opportunity to reach vast new audiences beyond their followers. TikTok is also rolling out live shopping features, letting viewers purchase products directly from the stream.
How have influencers integrated with TikTok’s tools?
Many creators have joined the TikTok Creator Marketplace, making it easier for brands to discover live-savvy influencers. TikTok also offers affiliate tools, allowing creators to earn commission on sales generated during Lives.
Influencer Content + Paid Promotion
Brands can amplify influencer Lives with paid boosts or Spark Ads, targeting specific audiences and extending the reach of high-performing streams. The result: a potent mix of organic engagement and paid conversion.
TikTok Live Creators
TikTok Live is home to a diverse range of creators, from micro-influencers with cult followings to major personalities with mass reach. Successful Live creators excel at:
Real-time engagement (answering questions, running polls, reacting to chat)
Demonstrating products authentically
Building community and trust through unscripted moments
Brands can tap into this talent pool by partnering with creators who align with their audience and values.
How brands are using TikTok Live
Product launches: Creators unveil new items, demo features, and answer FAQs live.
Live shopping events: Exclusive discount codes, flash sales, and limited-time offers drive urgency and conversions.
Behind-the-scenes: Brands offer transparency and authenticity by showing production, packing, or founder Q&As.
Community challenges: Launch hashtags or contests live and encourage real-time participation.
Some brands run their own Live channels, but most see the best ROI by partnering with experienced creators who already know how to engage and convert on TikTok Live.
Tips for brands looking to partner with TikTok Live creators
Educate and inspire: Use the format to answer questions, share tips, and build connection, not just sell.
Showcase, don’t just show: Demonstrate products in real time, share personal stories, and invite honest feedback.
Strategic product selection: Cluster products into routines or themed segments (e.g., “morning wellness,” “kitchen hacks”) to keep viewers interested.
Leverage authenticity: Unscripted moments and real reactions are what make Lives powerful, choose creators who excel at this.
Promote in advance: Use Stories, posts, and email to drive tune-in.
Repurpose highlights: Edit clips from Lives into TikToks, Reels, or paid ads for extra mileage.
How to Start & Find TikTok Live Creators for Your CPG Brand
Getting Started:
Clarify your goals (brand awareness, product demos, sales, or community building)
Define your ideal creator profile (audience fit, live experience, content style, brand alignment)
Set your budget & collaboration model (product, fee, affiliate/commission)
Gather your brand assets (talking points, FAQs, samples, guidelines)
Where and How to Find Creators:
TikTok Search & Hashtags: Use keywords like “live demo,” “live unboxing,” or your category (e.g., #snackreviewlive)
Explore the For You Page: Watch trending Lives and take note of creators with high engagement
TikTok Creator Marketplace: Filter for creators with live experience and CPG focus
Influencer Platforms: Search on AspireIQ, CreatorIQ, or Upfluence for live content creators
Check competitors & industry peers: See who’s hosting Lives for similar brands
Review engagement & authenticity: Look for active chat, real comments, and consistent viewership
Pro Tip: Start with a shortlist of 10–20 creators, then narrow it down based on engagement rate and content quality. Personalize your outreach and be clear about expectations and value.
Conclusion
TikTok Live is ushering in a new era of interactive, conversion-driven influencer marketing for CPG brands. By finding the right creators, partnering strategically, and embracing the energy of live, your brand can turn fleeting attention into real loyalty, and sales.
Want expert help sourcing TikTok Live creators or running your next campaign?
The Apricots Media specializes in creative, conversion-driven influencer strategies for CPG brands.
The Apricots Media, 300 McGill Avenue Unit 150, Concord, NC 28027 Contact us
