TikTok’s user-generated content is irreverent, clever and inherently shareable – the Hashtag Challenge ad format takes full advantage of this for advertisers.
Users are asked to participate in a challenge campaign that lasts for six days, where TikTok users create videos based on the advertiser’ theme.
An early example was Samsung’s #GalaxyA challenge. German teenagers were targeted and asked to play with TikTok’s transition features to draw the letter “A” on the palm of their hand and ‘teleport’ it to the hand of another.
TikTok’s also released “Hashtag Challenge Plus,” which allows users to shop for products featured in a Hashtag Challenge without leaving the app.
If designed well, the Hashtag Challenge can create viral content for brands.
High barrier to entry due to the cost. The idea needs to be brilliant otherwise it’ll be a flop.