Tiktok Shop Academy

LIVE Giveaway

19/11/2025

Applies to:United Kingdom

Overview

The LIVE Giveaway is an interactive feature that enables TikTok Shop sellers to host giveaway events and distribute free prizes-either products or vouchers to viewers during a TikTok Shop LIVE session.
As a seller, you can select which items or vouchers to give away, set the quantity, and require viewers to complete simple engagement tasks, such as commenting or following your account, to participate.
These giveaways help boost engagement, foster a sense of community, and grow your loyal follower base. The setup is quick and user-friendly, making it an engaging and effective way to connect with your audience.

The Benefits

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When to use LIVE Giveaway

You can use LIVE Giveaways to improve your LIVE performance at various stages:
  • Start of the LIVE: Launch your LIVE with a giveaway to quickly draw in viewers and encourage them to stay.
  • Mid-LIVE: Introduce a giveaway during slower moments or traffic dips to re-energise your audience and maintain momentum.
  • End of the LIVE: Finish with a surprise giveaway to reward loyal viewers and leave a strong final impression - this also helps build excitement for your next LIVE.

LIVE Giveaway Tasks

LIVE Giveaway is a feature designed to boost viewer interaction during your stream. You choose the time window for the giveaway, and during that period, viewers must complete the selected task(s) to qualify for the prize draw. You can set one task or combine up to two, and viewers must complete both to enter.
Here are the task options, depending on your goals:
  • Comment: Increase engagement by encouraging viewers to comment and keep the chat active.
  • Watch: Boost watch time by asking viewers to stay in your LIVE for 30 seconds, 1 minute, 3 minutes, 5 minutes, or a custom duration (up to 13 minutes).
  • Follow: Grow your follower base by requiring viewers to follow your account to participate.
In this example, the Comment and Watch tasks are enabled:
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Participant's view:
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How to Create a LIVE Giveaway

Sellers can configure the feature in the:
  1. LIVE Manager: Go to LIVE Tools > LIVE Console > Giveaway.
  2. TikTok App: Tap “+” > LIVE > Shop > LIVE Giveaway.

OPTION 1 - Via LIVE Manager

Step 1: Create a LIVE Giveaway Item

Live Manager
  1. On the LIVE Manager > LIVE tools> LIVE Giveaway.
  2. Select the type of prize: Items or Custom Prize (Vouchers).
a) If you select Items and click Add Item. Add a LIVE Giveaway item by selecting the product and indicating the quantity. If the product selected has variations, please ensure the correct item is configured.
b) If you select Custom Prize, you’ll need to configure a regular voucher in Seller Center first. The voucher rules you set, such as the validity period, minimum spend, and applicable products, will apply to this prize.
❗Rules on Giveaway Item Selection
  • Only products available in the seller's store (successfully listed items that have passed TikTok Shop's product listing policy) can be selected.
  • Quantity in LIVE Giveaway and in the seller's store is managed separately.
❗Rules on Giveaway Custom Selection
  • Create a Regular Voucher in the Seller Centre first (⚠️ Do not select “LIVE Voucher” as it cannot be sent via IM).
  • The winner needs to contact you via IM in order to claim the voucher.

Step 2: Create a LIVE Giveaway Event

  1. On the LIVE Manager > LIVE tools> LIVE console.
  2. Create a LIVE Giveaway event by selecting "Giveaway" and Create Giveaway
  3. Select the item and the event rules, such as the number of prizes and winners, how participants can enter (e.g., by leaving a comment or following the account), and the duration of the LIVE giveaway.

Step 3: Publish the LIVE Giveaway Event

Before publishing the giveaway, make sure you are LIVE via the TikTok app.
  1. Open the TikTok app on your phone.
  2. Start a new LIVE.
  3. Once you’re LIVE, return to the LIVE Manager.
  4. In the Live Console, select the LIVE Giveaway item and event that was set up in the previous step to publish it.
  5. A countdown for the LIVE Giveaway will appear in the top right corner.
  6. Click on "LIVE Giveaway" to view the giveaway status, participants, and winner list.
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OPTION 2 - Via TikTok App

Step 1: Create a LIVE Giveaway Item

  1. Go to TikTok and tap:
“+” > LIVE > Shop > LIVE Giveaway
  1. Tap “Create New” to start a new giveaway. Set up your giveaway by selecting:
    • The item you want to give away or the custom prize (voucher option)
    • The total quantity
    • The number of winners
    • Countdown timer (between 5–15 minutes)
    • How to participate: Leave a comment or follow the account
    • Display billboard for visibility during your LIVE
Example of a LIVE Giveaway with the voucher option:
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  1. Click Save once all the details are filled in.

Step 2: Select the LIVE Giveaway Before Going Live

  1. Before starting your LIVE, select the giveaway you just created.
  2. Once selected, proceed to go LIVE as usual.
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Top Tips

Top Tips
Plan LIVE Giveaway events ahead of time: announce events before going live to build engagement and boost LIVE room traffic.
Always assign a task to viewers and get creative: engage viewers by creating interesting ways to generate comments.
Depending on your use case and LIVE session strategy, set up easy or difficult tasks:
  • Example 1: If you have fewer viewers, set up easier tasks like follow or comment.
  • Example 2: Configure watch duration tasks if you want to maintain or increase traffic to your LIVE session.
Offer attractive deals immediately after the countdown is over: use seller promotion tools to minimise traffic drop-off rates.

How winners receive their LIVE Giveaway product

  1. Winners are announced when the giveaway countdown ends during the LIVE session hosted by the creator.
  2. Winners receive notifications through a LIVE room message and an app push notification.
  3. Winners have 48 hours to redeem their items after the giveaway ends.
  4. For item prizes, the seller covers all shipping costs. For voucher prizes, winners contact the host via IM to claim their reward, and the host manually issues the voucher to them.
Sending Regular voucher through IM Channel (PC only）
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  1. Once redeemed, the order details, marked with a "Live Giveaway" tag, appear in the Seller centre.

Experience Walkthrough

Viewers can access LIVE Giveaway from the LIVE Feed by clicking the pink bag icon, as shown below:
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FAQ

  1. What type of items can I give away in a LIVE Giveaway?
Vouchers and physical products listed on TikTok Shop are eligible. You cannot give away:
  • Cash or cash equivalents
  • Gift cards
  • Virtual currencies, tokens, credits, or digital objects
  1. Can a seller give multiple LIVE Giveaway items to creators?
Yes, sellers can create as many LIVE Giveaway items and as many LIVE Giveaway events as they wish. However, each LIVE Giveaway event can only include one product at a time.
For example:
A. You can give away 10 units of Product A in one event.
B. You cannot include both Product A and Product B in the same LIVE Giveaway event.
  1. How many items must I include in each LIVE Giveaway?
You must include at least one (1) physical item, and you may include up to 100 items in a single event.
  1. Can I run multiple giveaways at the same time?
No. Only one LIVE Giveaway can run at a time. Once the current event ends or expires, you may launch another immediately.
  1. How long can a LIVE Giveaway last?
Each event must have a countdown timer set between 5 and 15 minutes. When the countdown ends, the giveaway closes automatically.
  1. How many participants can I invite to the Giveaway?
You must set the number of participants in accordance with the number of items available, which must be between 1 and 100.
  1. Can participants enter by commenting?
Yes, but each comment must be 40 characters or fewer.
  1. Can a seller choose the winner for the LIVE Giveaway?
No, winners are chosen automatically by the system.
  1. Is giveaway inventory separate from store inventory?
    • Yes, they are managed separately.
  2. Is there a price limit for giveaway items?
    • No, sellers decide the value, but fulfillment rules apply.
  3. Are there any reasons I can’t run a LIVE Giveaway?
    • You need to have published at least 10 pieces of content in the past 30 days
    • You need less than 5 violation points
  4. Can creators run the LIVE Giveaway on behalf of the seller?
Yes. Creators can host the giveaway using the LIVE Giveaway feature in the Seller Centre.
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