How to Create an Event on TikTok

Thinking about hosting a live event on TikTok? Good. This often-overlooked feature is one of the most effective ways to build real-time hype, connect directly with your followers, and turn casual viewers into a dedicated community. This guide will walk you through exactly how to create an event on TikTok, promote it so people actually show up, and host a live session that leaves a lasting impression.

What is a TikTok Event, and Why Should You Use It?

A TikTok Event is a feature that lets you schedule a future LIVE session. Instead of just hopping on a spontaneous livestream, you can set a specific date and time, give your event a title, and write a description. When you do this, TikTok creates a dedicated landing page for your event where people can register their interest.

So, why bother with the setup? Because it completely changes the dynamic of going live.

• It builds anticipation. Scheduling an event turns a random livestream into a planned occasion. It tells your audience, "This is important enough to put on your calendar," which immediately increases its perceived value.
• It boosts attendance. When users register for your event, TikTok sends a few notifications to remind them before you go live. This simple reminder system can significantly increase the number of viewers who join right when you start your stream.
• It lets you promote effectively. Once your event is created, you can attach a direct link to it in your videos. This clickable sticker allows viewers to register right from a video in their For You Page, making promotion seamless.

To use LIVE Events, you generally need to be at least 18 years old and have at least 1,000 followers to unlock the LIVE feature itself. Once you can go live, the Events feature should be available to you.

How to Create an Event on TikTok: A Step-by-Step Guide

Setting up your first event is refreshingly straightforward. The whole process takes less than five minutes but pays off big time in attendance and engagement. Here’s exactly how to do it.

Step 1: Navigate to the LIVE Screen

First things first. Open your TikTok app and tap the plus (+) icon at the bottom of the screen, just like you’re about to create a video. At the bottom of the camera screen, you’ll see several options like 'Camera', 'Templates', and 'Story'. Swipe along this menu until you reach the 'LIVE' option.

Step 2: Find the 'Events' Option

On the main LIVE screen, you’ll see the big red ‘GO LIVE’ button. Don’t press that yet! Instead, look for a set of options on the right-hand side of your screen. You should see an icon that looks like a calendar. It might be labeled 'LIVE Events' or just appear as the calendar icon. Tap on it.

Step 3: Fill in Your Event Details

This is where you bring your event to life. You’ll be taken to a new screen with several fields to complete. Let's break them down:

Event Name

This is your headline - make it count. Be clear, concise, and compelling. Your Event Name should tell people exactly what you’ll be doing. Instead of something generic like "My Live Event," try something specific and appealing:

• Live Q&A: Ask Me Anything About Social Media Marketing
• Product Sneak Peek: Unboxing Our New Summer Collection
• Let's Create: Live Digital Art Session
• Behind the Scenes: My Morning Routine & Coffee Chat

Start Time

Select the date and time you want your event to start. A word of advice: think about your audience. Check your TikTok Analytics (under Followers > Follower activity) to see when your followers are most active. Scheduling your event for peak times is a simple way to maximize your potential audience.

Description

Here you have a bit more space to sell your event. Tell people why they should tune in. What will they learn? What will they experience? Use this space to highlight the value. For example:

"Join me live as I walk you through my complete content creation process. We'll cover idea generation, simple editing tricks, and how I plan my content calendar. Come with your questions ready!"

Step 4: Create and Submit Your Event

Once you’ve filled in the name, time, and description, hit the 'Create' button. TikTok will quickly review your event details (this is usually an automated check for any policy violations). Within a few seconds, you should get a notification that your event is live and ready to be shared. You can now add a link to your event to your bio, and you’ll also be able to link to it directly in your upcoming videos.

How to Promote Your TikTok Event for a Packed House

Creating the event is the easy part. Getting people to actually show up requires a little promotional effort. A great promotion strategy builds excitement and makes your LIVE a can’t-miss event. Here are the most effective ways to do it.

1. Create a Dedicated Announcement Video (with the Event Link!)

This is your most powerful promotional tool. Record a brand new TikTok video specifically to announce your upcoming LIVE Event.

• Get on camera and be excited! Your energy is contagious. Tell your followers what the event is about and why you’re so excited to host it.
• Add the event link. When you’re creating the video, you’ll see an ‘Add link’ option. Tap it, select ‘LIVE Event,’ and choose the event you just created. This adds a clickable sticker to your video that viewers can tap to register directly. It is a massive game-changer for driving sign-ups.
• Tell people what to do. End your video with a clear call-to-action. Say, "Tap the link on this video to register and get a reminder!"

2. Cross-Promote on Your Other Social Media Platforms

Don't assume your audience sees everything you post on TikTok. Promote your event everywhere you have a presence.

• Instagram Stories: Use the Countdown Sticker to build urgency. Create a few stories talking about the event and tell people to head to your TikTok (you can even link your TikTok profile in your "link in bio").
• X (Twitter) & Threads: Post a short text update announcing the date, time, and topic.
• Email Newsletter: If you have an email list, this is a fantastic place to announce your LIVE. Your email subscribers are often your most dedicated followers.

3. Post Teaser Content Before the Big Day

Don't just mention the event once and go quiet. Build a steady stream of hype in the days leading up to it. If your LIVE is about answering marketing questions, maybe post a video of you answering one quick question as a "sneak peek." If you're doing a product reveal, show blurry behind-the-scenes shots of the new item. Give your audience a taste of what’s to come.

4. Go Live a Few Minutes Before the Main Event

A day before your scheduled event, consider doing a quick, unscheduled 5-10 minute LIVE stream. The purpose? To remind people about the main event tomorrow. It’s a low-effort way to catch people who are online at that moment and give them a final nudge. Just hop on, say hello, and tell them, "Hey everyone, just a quick reminder that tomorrow at 7 PM we’re doing our big product reveal LIVE! Be sure to register!"

Hosting Your LIVE Event: Best Practices for Success

The promotion worked, and people are flooding in. Now it's time to deliver an amazing experience. Follow these tips to keep your audience engaged from start to finish.

Prepare Your Talking Points

You don't need a full script, but you shouldn't wing it either. Have a bulleted list of the main topics you want to cover. This gives your stream structure and prevents awkward "what should I talk about now?" moments. Your outline could be as simple as:

• Intro (2 mins): Welcome everyone, introduce the topic.
• Point 1 (10 mins): Discuss the first talking point. Engage with comments.
• Point 2 (10 mins): Move to the second topic. Ask a question to the audience.
• Q&A (15 mins): Open the floor for questions.
• CTA & Outro (3 mins): Thank everyone, share your call-to-action, say goodbye.

Test Your Tech Beforehand

Failing to prepare is preparing to fail. At least 30 minutes before you go live, check your setup. Make sure your internet connection is stable (Wi-Fi is better than cellular data), your lighting looks good, and your audio is clear. A quick test will save you from stressful technical difficulties during the actual event.

Engage, Engage, Engage

A LIVE Event is a two-way conversation. Your main job as the host is to interact with the audience.

• Welcome people by name. When you see someone join, say, "Hey Sarah, glad you could make it!" It's a small touch that makes people feel seen.
• Acknowledge comments and questions. Keep an eye on the comment stream and respond to questions as they come in. If the chat is moving fast, you can tell people you’ve set aside time for a Q&A at the end.
• Use LIVE features. TikTok has built-in tools like Polls and a Q&A feature that can help you structure your interaction. Use them!

Have a Clear Call to Action (CTA)

What is the one thing you want your audience to do after the event ends? Do you want them to follow you? Check out the new product on your website? Sign up for your newsletter? Whatever it is, state it clearly toward the end of your stream. "Thank you all so much for coming! If you want to learn more, check out the link in my bio to grab my free guide."

Final Thoughts

Creating and hosting a TikTok Event is an incredibly powerful way to move beyond passive content consumption and build a genuine connection with your audience. The feature provides all the tools you need - scheduling, reminders, and promotional links - to turn a simple LIVE stream into an event that people are genuinely excited to attend.

That promotion period leading up to the event is what truly sets the stage for a great turnout. Keeping your promotional content consistent across multiple platforms can feel like a lot to manage, which is why we built Postbase. I use its visual calendar to map out my timeline – scheduling the main announcement video, the reminder posts for Instagram Stories, and the 'day of' content – all in one go. That way, I can be confident my promotion is running smoothly while I focus on preparing for the actual event.