Key Points:

• Capture your audience's attention with dynamic activities, lively verbal interactions, and by showing your face on camera.
• Do not use still frame content that covers more than 50% of the screen, as it can lead to a negative experience for viewers.
• Do not use Product Display Page (PDP) images during your LIVE.
• If you need a break during your LIVE, use the "Pause LIVE" option.

This document applies to Sellers and creators, and it outlines the requirements for creating high-quality videos and LIVEs when promoting products on TikTok Shop. All promotional content must also comply with our Content Policy.

High-Quality Videos and LIVEs

High-quality content is a magnet that inspires customers to effortlessly discover and purchase products. It helps customers see the true value of your product and builds trust.
Watch the video below to dive deeper into the details!

Requirements

Add Production Value

How you structure your environment can impact how your content is received by users. Your equipment and setup should support clear, high-resolution images and videos.

• Ensure adequate lighting to fully showcase the product's details and benefits.
• Use various filming locations to provide new perspectives but keep your environment organized and appealing.
• Use a tripod or stabilize your video to avoid shaky footage.
• Do not just be seen. Be heard. Get crisp audio with a microphone and a quiet recording environment. Add a microphone wind muff if you are in a windy outdoor setting.
• Ensure that the text on the screen is in sync with your dialogue and can be easily read and understood.
• Music can change the mood. Use soundtracks found in TikTok to set the tone for your video, but do not use sounds that imply sexual or inappropriate themes.

Focus on a clear, well-lit setup with stable video, clear audio, and readable on-screen text.

Engage Your Viewers

• Ensure that your content is dynamic, intriguing, and appealing.
• Maintain viewers' interest by showcasing people, changing filming locations, and using verbal engagements or direct dialogue in your videos and LIVEs.
• Dress tastefully for a general audience and do not make suggestive poses that may be misinterpreted or distract from the product.
• Show your face. This personal touch helps create a stronger connection with your viewers.

Use dynamic visuals, personal presence, and engaging activities to maintain viewer interest.

Speak Up and Interact

• Engage directly with your viewers using real-time verbal or sign language communication and demeanor that is appropriate for all users. Here are some examples of what you can do to present your information in a well-organized manner:
  • Greet your viewers.
  • Introduce the product and highlight its key features.
  • Discuss viewer comments to foster a sense of community and engagement.
• Be honest, transparent, and genuine when you promote and interact with the products.
• Create a welcoming environment through your voice, tone, background, and interactions with other people on screen.

Engage viewers in real time through clear communication, authenticity, and active interaction.

Share Product Information

• When demonstrating how to use a product, clearly explain its features and benefits while providing step-by-step guidance.
• Showcase the product from various angles, focusing on its features, appearance, and functionality. This helps viewers understand the product better and to feel more confident in making a purchase.

Clearly explain product features and demonstrate the product from multiple angles.

Use "Pause LIVE" Feature When Necessary

• During a LIVE, if you need to step away or take a break, you can pause your session. To do this, click the “…” icon and select "Pause LIVE".
• When you activate this feature, the screen will be fully blurred, and the audio will be paused.

Pause your livestream when you need to step away to avoid unintended audio or visuals.

Do Not Use Still Frame Content

You may have seen a video or livestream that looks like this:
Although there is text animation, this is considered still frame content. Still frame content refers to any content that lacks on-screen activity or features a static image with minimal verbal interaction or movement such as:

• Still images
• Screenshots
• Scrolling image
• Screen recordings
• Slideshows
• Animated content
• Static visuals with little to no movement, human presence, or interaction.

Below are some non-exhaustive examples of still frame content that you should not use.

Still Frame Content Restrictions

Content that relies primarily on still images or static visuals is not permitted when promoting products on TikTok Shop. Promotional content must include real-time interaction and dynamic visuals that clearly present the product.
Still frame content can create confusion for viewers and reduce trust in product promotions. For example, screenshots of product detail pages may display outdated pricing or incomplete information compared to the current product listing.
Content that relies heavily on still frames or static visuals may be subject to enforcement actions that impact your account health.
To remain compliant, sellers and creators must ensure that product promotional content includes real-time interaction and dynamic visuals.

Content Requirements

During a LIVE::

• Interact with viewers through real-time verbal or sign language communication.
• Offer product information with detailed explanations and live demonstrations. Your content should be dynamic and interactive.
• Use the pause function when you need to halt LIVEs temporarily.

When Posting a Video:

• Create content that is recorded in a real-world environment, add some camera movement, and feature people to make it interesting.
• Include engaging and dynamic visuals, ensuring they feature your face and the physical product.
• Aim for at least 3 seconds of dynamic content without any still images or looping visuals to keep the audience engaged.

Prohibited Content

During a LIVE:

• Do not use non-real-time verbal interaction such as AI-generated voices, audio recordings, or radio.
• Do not use stills, slideshows, or scrolling images that covers more than 50% of the screen.
• Do not use animated figures or content that covers more than 50% of the screen.
• Do not overlay product display page screenshots on your content.

When Posting a Video:

• Do not use still, looping, or scrolling images through the entire video without featuring your face and the physical product.

Examples of Non-Compliant Content

Content may violate platform requirements if it includes:
Low-effort or static content

• Content that lacks dynamic visuals or human interaction.

Repetitive or non-engaging visuals

• Static, repetitive, or motionless content that does not demonstrate the product.

Missing or unclear product information

• Content that fails to clearly explain the product’s features or benefits.

Lack of real-time interaction

• LIVEs that rely on AI-generated voices or pre-recorded audio instead of real-time communication.

Irrelevant promotion during LIVEs

• LIVE sessions that do not clearly reference or demonstrate the promoted product. Such sessions may be subject to enforcement under the Irrelevant Product Promotion Policy.

Enforcement Actions and Appeals

We regularly review creator accounts for compliance with this document, our Content Policy, and our Community Guidelines. If violations are identified, we may take enforcement actions. This may include, but is not limited to:

• Assigning violation points
• Removing content
• Removing access to features
• Restricting commission earnings
• Restricting or removing your creator account

Creators can view their account health and any enforcement actions on the Creator Health Rating (CHR) page. For more information on violations, see Creator Enforcement Policy. If you'd like to appeal an enforcement action, visit the Appeals section.

Additional Resources

Check out our slide deck for more tips on developing high-quality videos and LIVEs:
TikTok Shop_Creator Content_November2024.pdf