Among the rapidly growing social media platforms in Indonesia, TikTok stands out with its significant increase in user numbers. As of April 2023, Indonesia has 99.8 million TikTok users, making it the second-largest user base in the world after the United States. This represents about 37% of the country’s total population.

Additionally, live commerce, where products are sold during live broadcasts, is becoming increasingly popular in Indonesia, and many companies are utilizing TikTok’s live streaming feature, “TikTok Live,” to promote their products and services.

With the rise in TikTok users and the growing trend of live commerce, using TikTok Live for customer acquisition is becoming a viable option for businesses in Indonesia. In this article, we will introduce case studies of TikTok Live usage and how to get started with it in Indonesia.

Reference: DATAPORTAL “INSTAGRAM USERS, STATS, DATA & TRENDS”

What is TikTok Live?

TikTok Live is a live streaming feature available on the TikTok app. It allows users to easily communicate with their followers and other users, while promoting their products, services, or personal activities. This feature is widely used by both businesses and individuals.

TikTok Live offers various tools to enhance the streaming experience, such as the ability to collaborate with other accounts, and apply filters and effects to make the broadcast more engaging. A major difference compared to other live streaming platforms is the “Gifting” feature, where broadcasters can earn revenue through gifts from viewers.

TikTok Usage in Indonesia

In recent years, short videos have become particularly popular among social media content in Indonesia, and individuals who share information in various fields are gaining attention. TikTok, in particular, has diversified its content offerings compared to the past.

For example, during the COVID-19 pandemic, Indonesia’s Ministry of Education, Culture, Research, and Technology used TikTok to promote infection control measures. Posts using the hashtag “#CeritaSalingBantu” (Story of Helping Each Other), organized by the ministry, surpassed 1.4 million posts, effectively communicating the importance of preventive measures to a wide audience.

While TikTok is often associated with being a platform for younger audiences and entertainment, it is actually being used across a broad demographic for various purposes. Recently, many people in Indonesia use TikTok to gather information on local restaurants, tourist destinations, health, traffic, and other daily life topics.

Reference: Indonesian Ministry of Education, Culture, Research, and Technology TikTok “ditjen.dikti”

Live Streaming Trends in Indonesia and Popularity of TikTok Live

Live streaming has been gaining significant attention in Indonesia, and there have been cases where individuals who were previously unknown became famous after starting live broadcasts.

The popularity of live commerce, where products are sold during live streams, has been particularly notable. According to a survey by the research firm Jakpat, 83.7% of respondents reported that they had watched live commerce streams.

While various live streaming and live commerce services are popular in Indonesia, TikTok Live ranks second in popularity, following Shopee Live.

Due to the high number of TikTok users in Indonesia and the increasing attention to live commerce, many businesses are utilizing TikTok Live as a platform for promotion.

Reference: databoks “Jakpat Survey: Shopee Leads in Live Shopping Usage in Indonesia”

---

Company Formation in Indonesia

Case Studies of TikTok Live Usage in Indonesia

Now, let’s look at some case studies of how TikTok Live is being utilized in Indonesia.

Cosmetic Brand Product Promotion

Cosmetics are one of the most frequently featured products in live commerce. Many people refer to live streams by cosmetic brands to check the color, shine, and feel of products before making a purchase.

Emina, an Indonesian cosmetic brand, is one of the companies using TikTok Live for live commerce. Not only do they promote their products, but they also engage with viewers by providing skincare recommendations through interactive communication.

The live streams typically last around two hours, which is relatively long for TikTok content. Special offers, such as discounted prices and coupon distributions, are provided to viewers during the live stream.

Reference: TikTok “eminacosmeticsid”

Influencer-led Snack Sales

While companies may hire influencers for live commerce, some influencers independently sell products without being affiliated with any specific brand.

Ci Mehong is an influencer who sells items from her grocery store on TikTok. While her use of live streaming to sell products is similar to other influencers and businesses, what sets her apart is her focus on selling higher-priced items, not just inexpensive ones.

By offering high-quality products with honest reviews, she has gained positive word-of-mouth and built trust, which has helped her grow her fan base.

Her product explanations are clear, and the live streams offer an immersive experience, as if viewers are right there in the store. Despite being simple, her content resonates with many people.

Reference: TikTok “pikbakinghouse”

---

If you have any questions or concerns after reading this article, please ask them below.
We will respond within a couple of days.

How to Start TikTok Live

Finally, we will guide you on how to get started with TikTok Live. If you’re considering using live streaming to attract customers, this guide will be helpful.

Note: TikTok Live is available only for accounts that meet TikTok’s requirements and are over 18 years of age. The “LIVE” option will appear when you swipe right on the video recording page, but only for accounts that have been granted live streaming privileges.

Steps to Start a Live Stream (Mobile)

First, tap the “+” icon on the home screen. Then, swipe right to see the “LIVE” option and tap it. On the next screen, select “Start LIVE.”

Before you start the live stream, you can configure the following settings:

• Stream title and thumbnail image
• Filters and effects
• Live stream sharing options
• Gifting
• Comment filter function

Below are detailed descriptions of these key features available for TikTok Live.

Stream Title and Thumbnail Image

Setting a stream title and thumbnail image allows you to inform your audience about the upcoming broadcast. Even users who aren’t followers might be attracted to the stream based on its title and thumbnail, so it’s recommended to set them in advance.

To attract more viewers, aim to create an interesting title and impactful thumbnail image.

Filters and Effects

The filter feature allows you to apply beauty enhancements or adjust the overall brightness of the screen. The effects feature allows for interactive decorations, such as animated stamps or facial enhancements.

While these features may be useful for enhancing the aesthetic appeal of the stream, they might interfere when showcasing products or services. Consider using them based on the purpose of the stream, especially when the goal is to interact with the audience.

Live Stream Sharing

There is a feature that allows you to share the live stream link with others. If you want to inform specific people about the live stream, use this feature.

Gifting

Before starting a live stream, you can choose whether to accept “LIVE gifts” from viewers. LIVE gifts are part of TikTok’s reward system, where users can collect diamonds. Only accounts that are over 18 and live in regions where LIVE gifting is available can set this up.

To enable gifting, tap the “Settings” button before starting the live stream and toggle the LIVE gift setting on or off. After the stream ends, the number of diamonds collected will be displayed on the screen. These diamonds can later be redeemed via PayPal or bank transfers.

Comment Filter Function

As a broadcaster, you can manage comments during the live stream. You can toggle the comment feature on or off, delete any defamatory comments, hide comments containing specific words, or mute comments for a set period of time.

You can manage comment settings either before or during the live stream by tapping “Settings” and selecting “Comments.” You can then choose to either allow or filter comments. Additionally, you can set mute durations and block specific keywords.

Collaboration Feature

TikTok Live allows collaboration with other broadcasters. This feature enables you to increase your visibility and expand your customer base by collaborating with others.

To start a collaboration live stream:

• Tap the collaboration icon at the bottom left of the LIVE Room.
• Select a broadcaster and send an invitation.
• Once the other broadcaster accepts, the collaboration stream begins.

Note that you can only invite accounts you are following back or accounts recommended by TikTok to collaborate with.

Insights and Analytics

After the live stream, it’s important to analyze metrics such as how many viewers showed interest in your products or services and at what times the stream attracted the most viewers.

TikTok provides an “Insights” feature that lets you track new followers gained during the stream, helping you evaluate the effectiveness of the live stream as a promotional tool.

To enable Insights, follow these steps:

• Tap the “three dots” icon on your profile screen.
• Select “Creator Tools.”
• Choose “Insights.”
• Tap “Turn On” at the bottom of the screen to enable the feature.

In addition to the basic features mentioned above, TikTok Live offers various other functions. The style of your live stream may vary depending on the type of broadcast, target audience, and goals. It’s recommended to continue refining your approach and improving based on insights gained from each stream.

Consider TikTok Live for Customer Acquisition in Indonesia

When expanding your business in Indonesia, customer acquisition can significantly influence your future success, depending on your industry.

The best approach for customer acquisition depends on factors like your target area, audience, and business type. However, if social media and live commerce align well with your business, consider including TikTok Live as part of your strategy.

TikTok Live’s ability to reach a wide audience and attract new fans is one of its major strengths. By leveraging this rapidly growing platform, you can increase brand awareness and potentially boost customer acquisition. If you’re unsure about how to use TikTok Live effectively, this article should serve as a helpful reference.