TikTok is opening live studios in Los Angeles and other countries to give creators a place to record their shopping streams and direct viewers to the TikTok shop.
The ByteDance-ownedTikTokis opening live studios in multiple cities in the United States to help creators live stream. According to a report fromThe Information, the company will use these studios forcreators hawking goods on live broadcastsand directing viewers to the app’s digital storefront.
The TikTok Shop has given creators the ability to sell goods directly to their viewers through direct links to products being offered either on a video, or a live stream. Creators have set up businesses selling goods they created, like plushies and hand-knitted sweaters, or pitching products supplied directly by manufacturers.
Creators that use TikTok Live to sell items usually do so in their homes or a separate studio. They often try out the items, whether that meansputting on jeans to showcase how they look, demonstrating how a product works, or pulling trading cards out of a pack in real-time.
TikTok LA studios on the horizon
The studios are reportedly able to support dozens of creators at a time and feature professional cameras and lighting similar to the Home Shopping Network. However, instead of calling in or using a browser to buy products, viewers can click a link or swipe over to the shopping tab.
The company is supposedly trying to create a studio feel similar toShenzhen, China, a tech hub in the country with live streaming studios where people broadcast themselves reviewing and using products that viewers can purchase.
The LA location should be a natural fit for a studio location, according to the report, because the area draws in aspiring on-screen stars and comedians who might step into a studio to help sell some goods.
Declan McLaughlin was a Gaming & Esports Writer on Dexerto’s US team, specializing in Valorant and League of Legends. He has bylines at Upcomer and Inven Global.
