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Can TikTok Grow Your Live Stream?

Can TikTok Grow Your Live Stream?

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 Whether it stays or is banned in the United States, if you aren’t on TikTok sharing videos - you are missing out on some of the easiest views in Social Media right now.While you may think that TikTok is just dancing kids and memes, there is also an insane amount of content in the gaming space too. Looking at the hashtag gamer on TikTok, it has 13.8 BILLION VIEWS at the time this podcast was recorded.On this episode, I’m going to take you through a few creators and a brand that have grown substantially by using TikTok to funnel viewers in to their other channels.TikTok OverviewTikTok is a short form video sharing platform that has 800 million monthly active users worldwide. As of April 2020, the app has been downloaded more than two billion times worldwide on both the Apple App Store and Google Play. The number comes at less than 5 years  (Facebook took 13 years to hit that number) - making it the 6th largest social network on the planet.41% of those users are between 16-24 and 90% return to the platform multiple times a day. Users are spending close to 80 minutes per day on TikTok.It is not just the view and time spent that is big on TikTok, so is the engagement rate on posts. The average engagement rate on posts is 52%. Do you know what the industry average was on Instagram last year? 1.6%. Facebook - 0.09% Twitter - 0.048%Streamer OverviewWhat really inspired this episode was three streamers that I found first on TikTok and not on Twitch. When I started doing research and looking at the numbers, I found that all of these creators experienced huge growth due to TikTok. One of them had a video go viral, one was featured in a video that went viral, and the other one is consistently posting clips from her stream and has inspired a video format for a lot of other gaming creators on TikTok.SteelSeriesBefore I get in to those 3 creators, I wanted to highlight a brand that is doing great work on TikTok. In my marketing experience, I’ve had a lot of people say “hey can we make this go viral” or why can’t we be funny like Wendys or Moonpie. Nothing is more cringe worthy than those comments. First off, if I could just make things go viral and was funny like Wendys, I would be making a hell of a lot more money than I am now. Social media isn’t that simple and there is so many things go in to those moments and especially on TikTok it can be hard to find a place as a brand.At the moment, SteelSeries has one of the best tiktok accounts in the gaming space. They are on trend with popular memes and songs, they lean in to the meme of all their fans asking for free headsets and keyboards, and the most important thing the users they have are converting in to their other platforms.I’ve been in their twitch chat numerous times while their Global Social Media Manager Jon is streaming and he’ll get comments from viewers saying they saw their video on TikTok.They’ve only been on TikTok since December of 2019 and have over 535,000 fans with almost 11 million likes over 299 videos. Jon and SteelSeries have gotten to this place by being consistent in their posting. At minimum 1 video per day, in some cases 2 or 3. They are also true to their brand voice and message. Yes, they will jump on trends but there is always a headset or keyboard in the video. Being consistent and being true to your brand voice lead to growth on TikTok.Broxh - The CarverThe first creator is Broxh the carver. He is a creative creator from New Zealand. On his streams, Broxh does wood carvings live using a phone to read chat and what I guessing is another phone or webcam to stream. That is it, no crazy gimmicks just wood carving and an extremely positive and humble attitude. Broxh’s channel has absolutely exploded since May of 2020, due to a few things that all happened within about 3 weeks with the biggest tipping point being a TikTok video.Broxh prior to May, he had been averaging between 5 and 10 viewers with under 100 followers. As of recording this, he is averaging 1600 concurrent viewers and has a little over 997,000 followers. So what happened that caused that jump? The start of the upward trend began on April 20th with a feature on Twitch ANZ’s front page and a couple features around that on Twitter. Broxh avg viewer count spiked up to almost 2000 viewers. His follower count is growing, he is getting subscribers, and then on May 19th a video on TikTok was shared and it launched him even higher.This TikTok video is actually how I found Broxh. Barstool Gaming posted a meme, comparing two types of streamers. One of the streamers was complaining about how viewers weren’t subscribing to her and then enter Broxh, who in the video gets a sub and wants to give the money back. That video now has 4 million views on TikTok. The next day Barstool follows up with another video on TikTok, while Broxh was livestream to 6,150. That wave continues on May 21st, where he peaked at over 8,500 viewers.So if you are keeping track, Broxh went ...
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