A TikTok Live is a real-time broadcast that happens on a TikTok app. It's a great way to interact with your audience in real-time, build trust, and increase engagement. You might even go live with other TikTok users to try and get exposed to their audiences and grow your audience as well.
Unlike TikTok videos, lives tend to be longer, not scripted, and informal, which is the main appeal to many people as they get to see their favorite people and brands in a new light.