The news: TikTok is introducing a feature enabling direct messages (DMs) during livestreams in a push towards simpler lead generation, per a Threads post from social media researcher Jonah Manzano.

The feature, dubbed “Live setup for client acquisition,” enables livestream hosts to promote a CTA button that allows viewers to directly connect with the host through DMs during the stream.

TikTok’s livestream strategy: The new feature is part of TikTok’s broader push to promote its livestream offerings in a bid to keep creators and brands engaged with the platform.

• Recently, TikTok shared information about its livestreaming potential, highlighting that creators generate $10 million in daily revenues through livestreaming, and that top-performing creator networks can earn $3 million monthly through livestreaming alone.
• TikTok has encouraged brands and creators to host longer, more frequent streams, and has invested in tools like an AI-powered script generator to simplify livestreaming and boost user adoption.

By simplifying how businesses can effectively capture leads, TikTok is proving its lasting value despite regulatory uncertainty. And the enhancements complement TikTok’s existing lead generation features, such as Instant Forms, which allows users to submit contact details without leaving the app.

TikTok is emphasizing its economic value over alternative short-form platforms, especially for small businesses and creators—a point it has focused on heavily in recent months in an attempt to avert a US ban.