When the consumer actively participates with your brand’s message, you’re connecting with them on a deeper level—and that’s exactly what the Branded Hashtag Challenge provides.
Hashtags play a major role on TikTok. Hashtags help users find videos they’re interested in, join conversations they care about, and build communities based around the things they love. More importantly, they increase a post’s visibility in the For You feed, where users spend most of their time, and that visibility can push it into viral status.
Hashtags become even more powerful when used in challenges, which prompt TikTok users to create videos showing themselves performing a specific action. Perhaps the user is challenged to reinvent an influencer’s video, show off an athletic feat, or dance to a funny song. Each participant then posts their video on TikTok along with the corresponding hashtag. Sometimes prizes are awarded, but usually it’s just for fun.
When brands sponsor a hashtag challenge, it’s called a Branded Hashtag Challenge—and it’s an incredibly effective way to boost awareness, drive engagement, and build a bigger fanbase.