TikTok Takes Over: Utilizing Live TikTok and TikTok Shop for Business Promotion

Abstract

This research aims to explore the utilization of TikTok as a business promotion media through Live TikTok and TikTok Shop features. This research uses a qualitative descriptive method by conducting literature studies and analyzing data from reliable sources. The results show that TikTok is an effective promotion media because it has many users, is easy to use, popular among millennials, often used by celebrities, and has TikTok ads features that can optimize content distribution. Live TikTok and TikTok Shop features can also be used as a means of business promotion by holding live streaming and selling products directly through the application.