TikTok is launching features that could help marketers engage audiences and grow followers on the video-sharing social media platform.

The upgrades center on live-streaming and a new advertising option.

For upcoming livestreams, TikTok creators can now make an event card to share on TikTok and other social networks. The cards include a call-to-action prompt that people can tap to get an in-app reminder about the event.

The next enhancement allows livestream viewers to post questions via a “Q&A” overlay on the screen – an option that debuted in January but that was only available on select creator profiles. Now, all livestreamers can use the Q&A overlay option, in addition to letting viewers post questions via the comments. The overlay puts a greater spotlight on questions – and thus potentially better engagement.  

The third livestream upgrade allows the host and a guest to be featured split-screen style to viewers. This feature isn’t new, but had previously only been available to TikTokers with more than 5,000 followers. Now, all who are allowed to livestream on the platform – you need to be above 16 and have at least 1,000 followers – can use split-screen mode.

Meanwhile, TikTok has also just debuted Spark Ads. As Social Media Today explained, Spark Ads enable brands to “sponsor already trending organic content that aligns with their offerings, in order to get an association boost without having to create anything themselves, or even commission a creator to do so.”

Social Media Today continued: “Through Spark, brands can boost both their own organic posts and/or relevant content posted by creators, converting them into In-Feed Ads or TopView ads. … It could be a great way to maximize brand reach and resonance, which could come in particularly handy for marketers that are less familiar with the platform and may not have the budget or skills for original material.”

To see how brands have leveraged Spark Ads, check out TikTok’s case studies from users like Vessi, a Vancouver-based direct-to-consumer waterproof sneaker brand and Isle of Paradise, a beauty brand that created the world’s first 100% vegan, cruelty-free, color-correcting, self-tan. Other brands that have adopted Spark Ads include French online gaming app Lanslot and Australian sports streaming service Kayo Sports.