What Happened:
In just 14 hours, P.Louise generated a staggering $2.7 million (£2 million) in sales exclusively through a live event on TikTok Shop.
That makes it the most successful TikTok Live ever in the UK and EU, a record the brand now holds in both first and second place.
Why It Matters:
Founded in 2014 with a £20,000 loan from her Nan, Paige Louise’s brand is proof of what’s possible when creators harness social media as their primary growth engine, negating the need for expensive, complicated distribution deals with supermarkets and chain stores.
As success stories go, this is one for the record books and it shows just how powerful TikTok can be as a marketing channel for creators, providing you have a good market fit.
The brand is also moving into brick-and-mortar, with a Manchester store opening this autumn.
Creator Insight: TikTok Live isn’t just for viral dance trends — it’s become a legit retail platform. If you’re building a beauty brand in 2025, livestream selling should absolutely be part of your growth strategy.
How To Run A Successful TikTok Live Event
Key Takeaways
- Define a goal and structure your Live around it
- Promote across platforms and go live during peak hours
- Keep your audience engaged with polls, shoutouts, and incentives
- Set up your space and tech properly for a smooth stream
- Use TikTok’s monetization tools to earn as you engage
- Be authentic and consistent to build long-term growth
If you’re new to TikTok or a little rusty on how Live Events work, grab a cup of tea and sit back. This is a quick 101 on everything you need to know about running your first TikTok Live Event.
You’ll need to have a product to sell, of course, or an offer. But once you have that the only other thing you’ll need is a smartphone and a TikTok Business Account. Once you have that, you’re good to go.
1. Preparation and Promotion
Set Clear Objectives
Before you go live, be specific about your goal. Are you aiming for product sales, brand awareness, email signups, or community engagement? Your goal should shape your format, talking points, and call-to-action.
Announce Your Live Early
Start promoting your event several days in advance. Use TikTok posts, Instagram Stories, email newsletters, and other channels to build anticipation. Keep reminding your audience as the event gets closer.
Choose the Right Time
Go live when your audience is most active. Use TikTok’s built-in analytics to identify your followers’ peak activity times. This increases your chances of hitting the For You Page while live.
2. Content and Structure
Create a Strong Title
Your stream title appears in the Live discovery feed. Keep it punchy, relevant, and curiosity-driven. Think “Behind-the-Scenes Makeup Shoot” or “Flash Sale: 50% Off for 30 Mins.”
Plan Your Segments
Don’t just wing it. Break your Live into clear sections:
- Quick intro (who you are, what’s happening)
- Main content (product demo, Q&A, tutorial)
- Clear CTA (follow, buy, share, sign up)
Bring in Collaborators
Invite other creators or experts to co-host. This not only diversifies the content but also exposes you to their followers. Collaborative Lives often perform better algorithmically too.
3. Audience Engagement Strategies
Engage Early and Often
Start with something attention-grabbing in the first 30 seconds. Ask viewers to comment, shout out usernames, or answer quick polls. Make the audience feel like they’re part of the action.
Use Interactive Features
Use comment pins, emoji sliders, and other built-in TikTok tools to keep people engaged. The more interactions you get, the more TikTok pushes your Live to new viewers.
Offer Value and Incentives
Keep viewers hooked by offering something in return. Ideas include:
- Flash giveaways
- Exclusive discounts
- First-look access to new drops
- Behind-the-scenes content
Ride the Trends
Incorporate trending sounds, hashtags, or visual styles. This makes your Live more discoverable to users already exploring that content.
4. Technical Setup and Monetization
Test Your Setup
Before going live, check for:
- Stable internet connection
- Clear audio (use an external mic if needed)
- Good lighting (natural light or a ring light works well)
- Clean, branded background or a visually appealing setup
Enable Virtual Gifts
Turn on TikTok’s gifting features so viewers can send virtual gifts. These translate into real income and also signal popularity, which boosts your visibility during the stream.
Track Performance
After the Live, review TikTok’s analytics:
- Peak viewership time
- Total watch time
- Engagement rate
- Gift revenue
Use this data to tweak your content, timing, and engagement for the next Live.
5. Authenticity and Consistency
Be Yourself
TikTok audiences value raw, real, and unscripted content. Avoid sounding robotic or over-rehearsed. Speak naturally, even if you’re selling something.
Show Up Regularly
Don’t make Lives a one-off. Go live on a predictable schedule — weekly, twice a week, whatever works for you. Regular streams build audience habits and improve your discoverability on the platform.
Pro Tip
Batch Your Lives Around Product Launches or Content Themes
Rather than doing random Lives, plan a short series:
- A 3-day launch event
- A weekly Q&A every Friday
- A behind-the-scenes series on how your products are made
This builds momentum and gives followers a reason to return.
