The Importance Of High-Quality Content

When shopping online, users are more likely to watch and interact with creators and brands if they have a positive viewing experience. As such, we at TikTok Shop encourage our creators to create high-quality and engaging content on our platform. At the same time, we take active steps to discourage low-quality and sensational content that cause discomfort among our users. More information about our content policies can be found in our TikTok Shop Content Guidelines (Indonesia/ Singapore/Malaysia/Philippines/Vietnam/Thailand), TikTok Shop Creator Performance Evaluation Guidelines (Indonesia/Malaysia/Thailand/Singapore/Philippines/Vietnam/Cross-border) and TikTok Community Guidelines.

Characteristics Of High-Quality Content

High-quality content typically has the following qualities: Diverse, Authentic, Engaging, Professional.

Best Practices For Creating High-Quality Content

Ensure Diversity In Your Content

TikTok Shop embraces creativity. We are committed to providing our creators a space where they can explore diverse, new ways to create and share e-commerce content with their viewers. Diverse content can come in the form of:

• Exploring creative ways to connect with viewers (e.g. experimenting with different content layouts or filming and editing techniques, filming content in different locations to offer viewers new perspectives)
• Adapting your content to your target market(s) (e.g. collaborating with brands which are well-known or popular in your target market(s))
• Making your content more personal (e.g. sharing different aspects of your lifestyle (clothing, diet, etc.) or products you regularly use with viewers)

Diversity also means embracing different backgrounds, cultures and environments. As such, we expect our sellers and creators to be open-minded, sensitive, and aware of cultural differences. They must always consider how their content might be received by others. As such, you must not upload:

• Content that may be perceived as funny by some viewers but are likely to perceived by others as mocking, humiliating, embarrassing, intimidating or hurtful
• Content that features swearing, and other rude hand, body and verbal gestures

Be Authentic

Authentic content can come in the form of:

• Being transparent and honest when promoting products (e.g. emphasising that it is your first time using the product)
• Offering genuine and unbiased reviews that cover both the positives and negatives of products (e.g. emphasising that a skincare product you are promoting might not work for certain skin types)
• Demonstrating real-world applications of products

By the same token, you must not upload:

• Misleading content (e.g. exaggerating the effect of a product)
• Content irrelevant to the product being promoted
• Unoriginal content taken from other sources or platforms

Actively Engage Your Viewers

We encourage sellers and creators to explore new and exciting ways to interact with their audiences. Engaging content is especially important for Livestreams due to the direct interaction between creators and their viewers. Engaging content can come in the form of:

• Actively responding to viewers' comments and questions
• Posing questions during your Livestream to encourage users to join or participate in it
• Facing the camera during your Livestream
• Ensuring your background is clean, tidy and free from clutter, so viewers are not distracted
• Using languages from your target market to better engage viewers

Engaging content also means avoiding sensational or distressing content that is likely to cause discomfort among users and turn them away from our platform. Accordingly, you must not upload:

• Content that is likely to cause discomfort among viewers (e.g. content that features an unsanitary background or one that attracts pest and vermin, content that features dismembered animal remains)
• Content that is not age-appropriate for your target viewers (e.g. content that features nudity or sexually explicit clothing, or sexually suggestive behaviour, body movements or dialogue)
• Low-cost and low-effort content (e.g. content that comprises almost entirely of screenshots or recordings, static images or anything else that indicates no effort was made to create an engaging viewer experience)
• Content seeking to generate viewer engagement (through e.g. views, likes, gifts, comments, orders) through eye-catching behaviour like dancing, eating uncommon food (e.g. chilli, insects), or any type of behaviour that implies or results in actual bodily harm (e.g. slapping oneself or others)
• Content that promotes unhealthy or dangerous activities (e.g. smoking, reckless driving, playing with fire)
• Content that contains elements of horror and gore, or footage that might induce discomfort, nausea, seizures or any other serious medical condition among viewers
• Content that only features slideshows or still images during Livestreams
  • Please read our article "Why is Still Frame Content Not Allowed?" (Indonesia/Malaysia/Thailand/Vietnam/Singapore/Philippines) for more information.

Be Professional

Professional content can come in the form of:

• Being knowledgeable about the product you are promoting (e.g. by explaining the manufacturing process, brand history and product company's principles)
• Ensuring that any text or information displayed on your video as well as dialogue is easy to follow and strategically situated, so viewers are not distracted from the product
• Providing accurate information about the product (e.g. Price, specifications, shipping fees)
• Ensure high-quality video and audio at an appropriate pace and volume
• Avoid hawking or "market"-style selling

By the same token, you must not upload:

• Content that features sped-up video or audio tracks
• Content that merely features screenshots or screen recordings of the relevant Product Detail Page/Product Listing

What Happens If I Publish Low-Quality Content?

• Removing or blocking violative content
• Issuing formal warning messages
• Suspending creator privileges
• Removing product links from creators' content

No longer recommending traffic or exposure for violative content