TikToks Fan Club Feature Aims to Gamify Livestream Engagement and Boost In-App Sales Activity in Asian Region

TikTok is testing a new "Fan Club" feature that allows viewers to join a creator's community by sending a virtual gift during a stream. The feature, which is an updated version of the app's "Creator's Team," gives members a list of tasks to complete to level up within the community and unlock different perks.

The "Fan Club" feature is currently being tested in the Asian region and is not available in all regions. TikTok has been promoting the option on its TikTok LIVE profile in the app, with a focus on Asian region creators.

In addition to the "Fan Club" feature, TikTok is also testing a new "LIVE Journey" activation aimed at incentivizing creators to go live in the app. The company is pushing to boost livestream engagement and in-app sales activity, with a view to replicating the success of livestream commerce in China in other markets.

It's clear that TikTok is making a focus on boosting engagement with livestreamers and it will be interesting to see whether more creators end up going live as a result.