Follower Group Chat Operation Guide
The follower group is a "private traffic pool" that you directly own on the platform and can repeatedly reach and deeply connect with users. It can help you retain high-intent users, establish a more stable trust relationship, and move from transaction management to relationship management.Managing your follower group effectively can significantly increase user activity and loyalty, and directly drive repeat purchases and conversions, bringing you continuous and stable business growth.Updated: January 20, 2026Countries where it is available: US only. Please upgrade to the latest version of the TikTok app before trying this out
I. Why Operate a Follower Group?
Three major advantages of follower groups- Retain high-value users：It allows anyone to join the group and uses community operations to convert casual viewers into loyal followers, completing the user conversion from potential customers to followers to members
- Achieve efficient and low-cost reach：Shop livestreams, new arrivals, or promotions can be sent directly within the group, bringing a continuous and stable flow of traffic to the livestream, shop, and short video content, greatly reducing your promotion and customer acquisition costs
- Improve conversion and repeat purchase：Trust is the foundation of a deal. In follower groups, you can build relationships with users that go beyond buying and selling through professional Q&A, thoughtful service, and sincere interaction. This sense of trust is directly reflected in sales data: higher click-through rates, conversion rates, and repeat purchase rates
II. How to Create Your First Follower Group?
2.1 Group creation qualifications and account requirements
Before starting your follower group operation, please ensure you meet the following basic platform requirements- Shop Performance Score (SPS): SPS ≥ 3.5
- Account binding type: You must use the Official Account or Marketing Account bound to the shop for creation and management.
2.2 Follower group creation
Special note: If you do not see this portal, it means you do not meet the requirements or are not using the latest version of the TikTok app. If you already meet the requirements and have the latest version of the app, you can only wait patiently, as you have been selected for the trial group and are expected to see this feature after the new year. |
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2.3 Manage the follower group
| Fetaure | Portal | Examples |
| Basic settings |  |  Effect after enabling pinning  Effect after enabling "Show on Homepage" |
| Group management |  Group management operations |  You will receive a notification when you enable the option to require approval before joining a group. Click to approve Effect after enabling livestream notifications  Hidden effect of group member list  Hiding effect of chat nickname |
2.4 Group interaction
| Feature name | Examples |
| send automatic replies after being followed |  Set welcome message （seller certification required ）  User receives message after follwing |
Invite members to join the group |   |
All members of the group can send messages; group owners/administrators can withdraw a group member's comment within 1 hour. |  send messages  withdraw message |
| Support sharing photos/videos from albums, or shooting directly with the camera |   |
| Links can be shared in groups. |  TT official allowlist link: click to open directly  Security unknown link: Allow copying to open in external browser |
Group owners and administrators can remove users |  |
| Available soon: group chat poll |  |
Official Account only Group owners can configure quick replies, share products, and short videos *There is currently no product sharing option available for the Marketing Account. Please stay tuned |  |
2.5 Improve operational efficiency: send CRM plan to Group Chat
Entrance: Seller Center - [Customer] - [Reach] - [Create Plan]- T2 + sellers can select group chat channels when creating or editing Go LIVE reminder , Promote LIVE events, best-selling product, and new product promotions
- Group chat channels can choose up to 3 products; the same group chat can no more than 3 per day, and no more than 5 per week
III. Starting Your Community Operations from Scratch
Creating the group is only the first step; the real challenge lies in making the group "come alive" and generate value.
3.1 Give your group a good name: precise targeting is key
Although there are currently limited ways to join a group, you can clearly convey the group's positioning and attract users with different needs by using a well-designed group name. A good group name is the best "billboard".
Core principle: The group name should intuitively tell users "what I can get by joining this group", reducing the user's decision-making cost.
| Group positioning direction | Naming suggestions and examples (assuming the shop/host's name is Lina) | Applicable sellers |
Benefits/discount driven |
| All categories, especially CPG, apparel, beauty, and food. |
Content/interest driven |
| Categories with a certain level of specialization or content depth, such as digital products, household goods, jewelry, trendy toys, and books. |
Services/after-sales driven |
| Categories with high ATV, requiring continuous service, or involving complex usage skills, such as home appliances, jewelry, and high-end beauty. |
3.2 Multi-channel traffic redirection: How to bring in the first batch of users?
What if the group is created but no one joins? You need to take the initiative and set up "hooks" to drive traffic across all channels where you can reach your users.
Prerequisite: The group must be displayed on your personal homepage!!!
Channel 1: Live Room - The Most Fundamental Traffic Redirection Platform
Live room is the most efficient way to redirect traffic, so it's essential to follow a three-stage guidance process.
- Verbal promotion at the beginning of the livestream: Welcome to my live stream, everyone! If you haven’t joined my fan group yet, hurry up! We’ll have limited-time flash sales and exclusive coupons in the group today!
- Repeated emphasis during the livestream: The host and moderator can repeatedly mention the benefits of joining the group when introducing products, holding lucky draws, or interacting with the audience, and use visual guidance such as screen stickers and yellow bars in the comment section.
- Reminder before ending the livestream: Thank you all for joining me today! I’ll share all the live stream highlight reels and discount links in the fan group. If you haven’t signed up yet, don’t forget to click the link on my profile to join!
Channel 2: Personal Homepage & Comment Section - 24/7 Online Advertising Space
- Homepage design: In your account homepage description, clearly state the value proposition of your follower group and how to join.
- Comment section interaction: After posting a new video, you can use your main account or alternate account to post a comment in your comment section that encourages people to join the group, and then pin it to the top. Example: The styling tips you’ve all been asking about are all compiled and posted in the fan group! Click the link on my profile to join!
Channel 3: Customer Service Private Messages - One-on-One Targeted Invitations
When users inquire via private message, this presents an excellent opportunity for conversion. After answering the user's question, you can take the opportunity to extend an invitation.
Example of a sales script: I'm so glad I could help you! To make it easier for you to stay updated on the latest product information and exclusive offers, I’d like to sincerely invite you to join our fan group. Not only will you find professional advisors in the group, but we also host special perks and events from time to time!
Channel 4: Sharing on External Platforms – Expanding Traffic Boundaries
If you already have a follower base on platforms like WhatsApp, Facebook, and Instagram, don't waste that traffic. You can generate a shareable link or QR code for group chats to invite users from outside the platform to join.
Regardless of the channel used, the key to successful traffic redirection lies in clearly telling users "why they should join," that is, providing a strong value proposition and a clear call-to-action (CTA).Script example for sharing (WhatsApp Status)：“Our TikTok fan community is officially LIVE! 🔥 Get exclusive access to new arrivals, special discounts, and behind-the-scenes content. Click the link to join us! [Your Group Link]”
The core of traffic redirection: providing an irresistible reason (value proposition)
- Value proposition: Exclusive discounts, new product launches, exclusive content, expert Q&A, lucky draws...
- CTA: Click the link, scan the QR code, or send a private message saying "Join Group"...
3.3 Group activity and conversion: How to ensure the community continues to generate value?
The actual operation only begins after users join the group. You need to maintain the group's activity level and subtly guide conversion through rich content and activities.
Content & Activities Design
Here are some proven and effective group management techniques that you can combine and use according to your category characteristics and user preferences.
| Operation Strategies | Core Objective | Specific Methods and Examples | Recommended Frequency |
Livestream Updates/Previews | Drive Traffic to Live Streams |
| Before and after each livestream |
Discount/new arrivals sharing | Boost Conversions |
| 1-2 times per week |
Short video content distribution | Content Marketing/Build Professional Image |
| 2-3 times per week |
User-generated content (UGC) incentives | Build Community Atmosphere/Word-of-Mouth |
| 1-2 times per month |
Interactive games/lucky draws | Increase Engagement/Distribute Benefits |
| Once per week |
Efficient Service & Response
Timely and professional service is key to building trust. You need to establish a standardized response mechanism.
- Configure quick replies: Pre-set standard answers to frequently asked questions in your input method or management tools, covering product inquiries, logistics tracking, after-sales policies, size/specification recommendations, maintenance/usage tips, etc. When a user asks a question, they can be quickly invoked, greatly improving response efficiency.
- Specify response time: Publicize your service response time to group members in the group description. For example, "We will reply to your inquiry within 10 minutes during weekdays from 10:00 to 18:00." This can effectively manage user expectations.
- Cultivate enthusiastic users to become administrators: The group owner is responsible for the overall operation strategy and the release of important events, while the administrators are responsible for answering questions, maintaining order, and executing events.
- Group management and risk control:
- Remove inappropriate information: Administrators should promptly remove advertisements, uncivilized remarks, or links that are irrelevant to the community.
- Ban users who violate the rules: For users who seriously violate the rules or cause malicious disruption, ban them in a timely manner. Banned users will no longer be able to join any follower groups you create.
3.4 A perfect closed loop with livestream: getting traffic flowing
Follower groups and live rooms are two complementary platforms. Through effective collaboration, a virtuous cycle of "attracting followers through livestream, building a community, and using the community to support livestream" can be achieved.
Before the livestream: Community warm-up- Release preview: Post a visually appealing livestream preview in the group chat 2–4 hours in advance, including the time, topic, key highlights, and exclusive benefits.
- Teaser: Build anticipation by revealing some of the enticing benefits or mystery products available in the livestream, sparking excitement among group members.
- Interactive Question: Start a discussion on the topic, "What do you most want to see in tonight's livestream?" Type in the comment!"
- Invite viewers to join follower groups in the live room: The host repeatedly promotes and encourages viewers to join the follower group to enjoy exclusive benefits (such as no-minimum-spend coupons and priority shipping).
- Community boosting: At key moments during the livestream (such as listing the bestsellers or during a major lucky draw), post messages in the group to remind members to join the live room and boost viewership.
After the livestream: Post-event operations
- Acknowledgments and recap: After the livestream ends, express gratitude to everyone in the group for their support and include a summary of links to the bestsellers from the livestream so that followers who missed them can still place orders.
- Incentives for sharing purchases: Encourage followers who place orders during the livestream to share their purchases in the group and offer small rewards to create a buying frenzy atmosphere and stimulate other users.
- Q&A and services: Provide centralized Q&A and after-sales services in the group chat for any issues not addressed during the livestream.
IV. Lightweight Operation SOP
Everything is difficult at the beginning. To avoid overwhelming you, we offer a simple operational rhythm suggestion for the initial launch period (the first two weeks). Please note that this is just a reference, and you can adjust it flexibly according to your own actual situation.
Core strategy: Week 1 focuses on "acquiring new users" and "breaking the ice" to get people active in the group; Week 2 focuses on "activating users" and "first order" to build user awareness and consumption habits.Week 1: Group creation and basic traffic redirection (Focus: new user acquisition, icebreaking)
- Daily key actions:
- Continuous traffic redirection: Every day, the livestreams, short videos, and homepage descriptions consistently guide users to join the group.
- Welcome new members: Welcome new members to the group and briefly introduce the group rules and benefits. You can set an automatic welcome message.
- Icebreaker: Post a simple poll or question, such as "Which city are you all from?" Or, "What kind of new products would you most like to see from our brand?"
- Post valuable content: Share 1-2 pieces of valuable content every day, such as product tips, industry anecdotes, etc., but don't rush to post ads.
- Week 1 completion goal:
- The group has reached a certain basic size (e.g., more than 50 members).
- Initial interaction has taken place within the group, and members are no longer strangers to each other.
- An initial impression that "this group is useful and fun" has been established.
Week 2: Activity activation and conversion (Focus: activation, first order)
- Daily key actions:
- Regular traffic redirection: Continue the traffic redirection efforts.
- Plan your first group event: Plan a formal group event during the week or on the weekend.
- Event warm-up: Preview the event details 1-2 days in advance, such as "This Friday at 8 p.m., there will be a first-ever limited-time flash sale in the group, with 20% off everything!"
- Event execution: Start the event on time, and create a sense of urgency through countdowns and real-time inventory updates.
- Event review: After the event ends, post a summary in the group (e.g., "Thank you for your support! Product XX is now sold out!") and express gratitude to the participants.
- Launch UGC incentives: Encourage the first batch of customers to share their unboxing experience.
- Week 2 completion goal:
- Successfully host at least one exclusive event within the group.
- Achieve conversion of the first batch of users in the group (first order).
- Identify the first batch of active core users.
Process review
Operations are not about blindly following instructions. You need to pay attention to some key signals to determine whether your operational actions are effective and make adjustments accordingly.
- Focus on group activity: No need for complex data dashboards. Just observe how many people speak in the group each day and how many people respond to your activities. If the group is lifeless, it means your content or activities are not attractive enough.
- Focus on user feedback: Questions, complaints, and suggestions from users in the group are a goldmine. They will tell you directly what they like, what they dislike, and what they hope you will do. This is your most direct reference for optimizing products and operations.
- Conduct small-scale trials: There is no one-size-fits-all formula for operation. If your coupons are effective this week, you can try a lucky draw next week; if this product category is generating a lot of discussion, the next category might be ignored. Conduct more low-cost A/B tests to find the best approach for your community.
V. Notes
- Compliance is the bottom line: Please strictly abide by the platform's regulations regarding speech, privacy, and business conduct. Avoid excessive promotion and respect the privacy and right to choose of every user.
- Manage user expectations: Clearly inform users about group features and your service capabilities, and avoid making promises you cannot keep. For example, the group owner is only online at specific times.
- Be patient and sincere: Community operation is a process that requires patience and attention to detail, which takes time to cultivate trust and atmosphere. Compared to rigid sales pitches, sincere communication and tangible value are more likely to win users' long-term loyalty.