Kim Kardashian's Skims livestream signals TikTok's breakthrough [Los Angeles Times (CA)]
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Source: Los Angeles Times
Small businesses are hiring full-time livestream hosts and production companies, with some reporting revenue surges comparable to entire days at physical stores. Content studios including a Los Angeles-based agency are helping sellers master livestream selling, hiring aspiring actors as high-energy hosts to drive sales. Kim Kardashian logged onto TikTok earlier this month and did something new: Tried to sell pajamas, slippers and matching sweat sets like the host of an old-fashioned TV infomercial. “This is what we're here for: The deals, the bundles, the sales,” said Kardashian, dressed in a white outfit with furry trim. The livestream — Kardashian's first live shopping event on TikTok for her $5 billion loungewear empire, Skims — felt like a crossover between an infomercial and a daytime talk show. Set in a winter wonderland, it featured surprise celebrity guests and a “hot Santa” urging viewers to keep buying. Roughly 30,000 people tuned in at its peak, and alerts flashed on
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