"Hello everyone, my name is Loan, I'm 26 years old and today, I'm launching my first live." Lit by a ring light mounted on a tripod and plugged into a top-of-the-line iPhone, the young woman's smile barely concealed her shyness. She knew she would have to overcome it to become, within a month, a professional content creator on TikTok. Next to her, Julien Chaudron, age 32, was more experienced, but he too appeared nervous in front of the dozen viewers watching them live.

The scene took place near Place de la Porte Maillot in Paris, in the shared offices of Olyn, a French group specializing in digital marketing. With nearly 3,000 online talents, the Live'Up agency officially launched on Wednesday, October 1, what it calls a "TikTok Live incubator" – a free training program designed for a select few who would like to go professional in the art of hosting a live broadcast. And, above all, to monetize it.

Of course, with its 27.8 million monthly users in France, the Chinese giant ByteDance's social network is mainly known to the general public for its short vertical videos. But its "live" feature represents a major financial windfall, thanks to commissions taken on transactions made by viewers during live sessions. With this in mind, and knowing that TikTok's native e-commerce service, TikTok Shop, would launch in France at the end of March, a handful of incubators have emerged in recent months.

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