A network of agencies teaches brands and creators how to go live.
That apparent redirection is now bolstered bythat outlines TikTok’s plans to export its live shopping success from China to the US. The program, reportedly known as “Project Aquaman,” leverages social media agencies in China and livestream e-commerce companies in the US to train brands and manufacturers to host shopping streams.
Hiring agencies to shape livestream content is an approach TikTok is reportedly taking outside the realm of shopping, too. In September,the tech company was partnering with influencer agencies in China, the Middle East, the US, and the UK whose job it is to recruit and teach livestream best practices to creators, including musicians. Their objectives: grow their audience and get viewers to tip them. For virtual tips, TikTok takes a 50 percent cut.
If TikTok and its network of agencies can successfully push livestreams as a way for brands to sell products and for influencers to monetize their presence, it could be a substantial new revenue stream for the platform, which currently makes most of its money in ads.
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