TikTok LIVE ยท Global creator activation
Turning LIVE Fest into a creator marketing and commercial growth engine.
A global livestreaming celebration designed to recruit creators into LIVE, attract viewers and gifters, deepen vertical competitions, and build TikTok LIVE's market influence.
Problem
TikTok LIVE needed to feel bigger than a product feature.
LIVE Fest turned livestreaming into a visible creator marketing and commercial programme: a moment that could pull external creators and short-form creators into LIVE, bring viewers and gifters into the experience, and make creator competition feel culturally legible.
I contributed to UK / EMEA planning and creator activation within a global programme that used creator recruitment, vertical competitions, leaderboard mechanics, in-app visibility, gifting behaviour, and offline celebration to make creators stream more and bring audiences with them.
Operating loop
Bring external creators, short-form creators, and agency partners into the LIVE opportunity.
Use vertical competitions and LIVE-native mechanics to increase creator participation.
Connect in-app visibility, offline celebration, and talent storytelling into one market moment.
Drive viewer and gifter engagement through formats built around LIVE behaviour.
Public reporting around the London Global Awards also cited 1,390 guests from 45 countries, 583M talent-content views, and 3.5M livestream views. Globally, TikTok LIVE reported that in 2024 more than 100M creators went LIVE, 46M+ new creators started their LIVE journey, and 250K creators doubled their income year-on-year.
The result: LIVE Fest became one of TikTok LIVE's strongest global marketing and commercial moments, connecting creator growth, audience attention, and platform monetisation in one repeatable activation model.