The short video continues to dominate
The short video under 60 seconds remained the most effective content format on TikTok Shop. According to data from recent campaigns, the short video has a 100 percent higher view rate than the long video, and the conversion rate is better than about 50%. Simple reason: The user rolls fast and decides to buy for the first few seconds.
The brand that wants to optimize the advertising budget needs short format priority. A good Cector can produce dozens of short videos each week with the same product, each video tries a different approach angle — and only one viral video to revoke the entire campaign cost.
Livestream sales are professionalized
Livestream is no longer spontaneous activity. The top MNCs are building their own studio, training the Cectors for the Live Session Skill, and optimizing the time broadcast on viewer data. As a result, the average sales per livestream were significantly increasing.
- Golden Time Frame: 19h–22h for consumer goods, 12h–14h for cosmetics and fashions
- The optimal timeout: 2–4 hours, long enough for the algorithm to push traffic but not too long makes Cector exhausted
- Viewed viewers' foothold rate: more important than the overall view — the high interactive live session priority platform
Expectations for the next quarter
We expect the combination of short video and livestream to become standard. Creator will use short video to build product identification, then single-point through livestream. The brand should prepare the budget for both channels instead of selecting one.