Understanding the Power of Hashtag Challenges for Brand Exposure
TikTok, the dynamic social media platform, has taken the marketing world by storm with its innovative tools that enable businesses to engage their audiences in exciting ways.
One such groundbreaking feature is the "Branded Hashtag Challenge" (BHC), a highly compelling advertising solution that harnesses the creative power of the TikTok community.
Rooted in the fundamental truth of human nature—that people learn best by doing—the Branded Hashtag Challenge actively involves consumers with a brand's message, forging deeper connections and driving meaningful engagement.
Understanding the Branded Hashtag Challenge (BHC)
Hashtags play a significant role on TikTok, allowing users to discover videos they're interested in, participate in conversations, and build communities around shared interests. Moreover, hashtags increase a post's visibility in the For You feed, where users spend most of their time, often propelling the content to viral status.
Taking hashtags to the next level, TikTok introduced challenges, which prompt users to create videos showcasing specific actions. These challenges can range from reimagining an influencer's video to demonstrating athletic feats or dancing to a funny song.
Participants share their videos on TikTok, accompanied by the designated hashtag, creating a collective movement of user-generated content. Sometimes, prizes are offered, but the real allure is the fun and creativity involved.
When brands sponsor a hashtag challenge, it becomes a Branded Hashtag Challenge, providing a unique and highly effective way to boost brand awareness, drive engagement, and grow a devoted fanbase.
Follow this article to choose trending and popular Hashtags on TikTok
The Significance of Branded Hashtag Challenges
The TikTok Branded Hashtag Challenge is transforming the advertising landscape, shifting businesses from passive communication to active engagement with their audiences.
By tapping into users' desire to express themselves, the BHC fundamentally alters the way brands interact with their customers.
It elevates consumers from mere observers to active participants, positioning brands at the center of cultural movements and turning the target market into co-creators, decision-makers, followers, buyers, and, most importantly, brand ambassadors.
Brands that embrace Branded Hashtag Challenges gain the ability to:
- Ignite Massive Engagement: With TikTok's cutting-edge sound and video editing tools, users become captivating storytellers, interpreting brand messages and products from their unique perspectives. This organic and relatable content resonates with their communities, resulting in an unparalleled 17.5% median engagement rate on Branded Hashtag Challenges.
- Generate Full-Funnel Impact: While Branded Hashtag Challenges primarily focus on building awareness and engagement, research shows they deliver strong results at every stage of the marketing funnel. When combined with other marketing solutions, a Branded Hashtag Challenge can supercharge brand engagement, creating meaningful connections that drive tangible results.
- Spark Organic Visibility: The impact of Branded Hashtag Challenges extends well beyond the campaign period, with earned video views continuing to drive value for several months. Creators' content sparked by a Branded Hashtag Challenge can double the return of the campaign, making marketing efforts more effective and cost-efficient.
Keys to Crafting an Effective Branded Hashtag Challenge
Branded Hashtag Challenges on TikTok thrive on joy, creativity, and authenticity. The most successful BHCs provide clear parameters and direction while allowing ample space for users to unleash their imagination and creativity.
To create a winning Branded Hashtag Challenge, brands should consider the following:
- Think Like Your Audience: Put yourself in the shoes of your target audience. What type of videos do they enjoy sharing? What activities would they be excited to participate in? Make the challenge all about them, allowing users to showcase their skills, transformations, and passions.
- Prioritize Sound: Sound is a crucial element on TikTok. Create catchy and engaging soundtracks that complement the challenge and encourage users to incorporate the audio into their videos.
- Break the Mold: While dance-offs and product placements are common in Branded Hashtag Challenges, brands that think outside the box can achieve remarkable success. Innovative and unique challenges tend to stand out and resonate more with the TikTok community.
Examples of Successful Branded Hashtag Challenges
Several businesses have reaped the rewards of innovative Branded Hashtag Challenges on TikTok. Let's explore a few bright ideas that garnered massive engagement:
- #ReviveconPhotoSi by PhotoSi: This Italian company turned customers' childhood memories into prints, photo albums, and keepsake objects. Their challenge prompted users to recreate a photo from their past, tapping into the warm feelings of nostalgia. The campaign received over 380,000 user-generated videos, amassing more than a billion views.
- #improvisewithJUKE by Nissan Australia: To raise awareness for the launch of their new crossover car, the JUKE, Nissan challenged users to create their own car commercial voiceovers. The prize? The chance to be featured in a JUKE commercial on TV. The campaign generated over 34,000 video creations, resulting in an impressive 129 million video views.
- #Snoozzzapalooza by Simmons: This longstanding mattress maker connected with a new generation of consumers by challenging them to stage dive into their beds. The challenge inspired people to have fun in their bedrooms and received more than 1.1 million user submissions.
- Purpose-Driven Marketing with #ShopBlack: TikTok and Shopify teamed up to launch the #ShopBlack campaign, celebrating and amplifying Black-owned businesses. The challenge encouraged users to create videos showcasing their favorite Black-owned businesses, which garnered over 70 million views.
Leveraging Add-Ons to Turbocharge Branded Hashtag Challenges
To expand the possibilities of a Branded Hashtag Challenge, brands can use add-ons that give their campaigns extra appeal and impact. Some popular add-ons include.
- Branded Effects: Unique 2D or 3D effects embedded in videos that align with the brand message.
- Hashtag Emoji: Customized brand emoji that appears alongside the hashtag, increasing clicks and organic participation.
- Contests: Creative contests with enticing prizes to further engage users.
- Explore Pages: Customizable landing pages within the TikTok app for added exposure and feedback collection.
Pro Tips for a Successful Branded Hashtag Challenge
To maximize the impact of a Branded Hashtag Challenge, follow these pro tips based on successful viral challenges:
- Collaborate with TikTok Creators to amplify engagement and connect with various niches.
- Enhance your presence with Branded Effects to leave a lasting impression.
- Maximize visibility with open-screen products like TopView for more relevant user-generated content.
- Boost offline traffic by sharing HTC's unique QR code.
- Include your brand name in the hashtag for increased brand recognition and connection.
- Re-target engaged audiences with Auction Ads to maintain momentum.
Designing and Launching Effective Branded Hashtag Challenges
Following are the key steps to design and launch an effective branded hashtag challenge on TikTok:
Before diving into creating a branded hashtag challenge, it's essential to do thorough research. Analyze successful hashtag challenges on TikTok that went viral in the past.
Look for patterns and commonalities among these challenges. Identify what made them successful – was it humor, cause-based content, or user participation?
Find inspiration from successful challenges, understanding how brands leveraged TikTok's platform to their advantage. Learn from their approaches and how they maintained a balance between promoting the brand and engaging the audience authentically.
Additionally, consider collaborating with TikTok influencers who are a good fit for your brand. Research and identify influencers who resonate with your target audience and can help amplify your challenge's reach.
Create a Share-worthy Hashtag
A crucial aspect of a successful Branded Hashtag Challenge is creating a share-worthy hashtag. The hashtag should be simple, easy to remember, and directly related to the challenge. It should resonate with users, making them eager to share it with their friends and followers.
Consider incorporating your brand name in the hashtag if it fits well and fosters positive brand association.
For example, the #pepsicanbalance challenge by Pepsi is both relevant to the challenge and includes the brand name, making it memorable and shareable.
Keep the Focus on Your Brand or Product
While the hashtag for the challenge should be relevant, the challenge itself should focus on your brand, product, or niche.
The challenge should either feature your product as a prop or be directly related to your brand's identity. Avoid creating challenges that go viral but don't associate with your brand, as the primary goal is to create brand awareness.
For instance, in the #pepsicanbalance challenge, participants were encouraged to create videos with a balanced yet bent Pepsi can at the forefront, keeping the focus on the product.
Make it Memorable
Memorability is a key factor in a successful Branded Hashtag Challenge. Create a challenge that resonates with a large audience, making it more likely for people to remember and recall it. Memorable challenges have a lasting impact and create positive brand associations.
Select the Right Audio
Audio plays a significant role in TikTok's challenges. Choose audio that is relevant to your challenge and engaging for your target audience. The right audio can enhance the overall experience and make the challenge more enjoyable for participants.
Lay Down Clear Rules
To ensure consistency among user-generated content, provide clear rules for the challenge. Define the task, steps, or creative twist required for participation. Clear guidelines make it easier for participants to understand and join the challenge.
Promote Your Challenge
Don't rely solely on organic reach; actively promote your branded hashtag challenge to gain popularity. Share the challenge on your social media platforms, inviting people to participate. Collaborate with relevant TikTok influencers to reach a broader audience and encourage participation.
Influencers can cross-promote the challenge on other platforms, driving more people to participate. Remember that active promotion is crucial for the challenge's success.
How Can I Measure the Success of My Branded Hashtag Challenge On TikTok?
You can measure the success of your Branded Hashtag Challenge on TikTok through various metrics such as the number of video submissions, total views, engagement rate, click-through rate, and user-generated content (UGC) creation.
TikTok provides in-depth analytics for branded challenges, allowing you to track the performance of your campaign and understand its impact on your brand awareness and engagement.
Can I Use Branded Hashtag Challenges for Both B2C and B2B Marketing?
Yes, Branded Hashtag Challenges can be effective for both B2C and B2B marketing. While B2C challenges often focus on consumer engagement and product promotion, B2B challenges can be designed to showcase a brand's expertise, industry knowledge, or creative solutions.
The key is to tailor the challenge to the target audience and align it with your brand's goals.
How Can I Collaborate With TikTok Influencers for My Branded Hashtag Challenge?
To collaborate with TikTok influencers, start by identifying influencers who have a strong presence and engagement within your niche or target audience.
Reach out to them with your challenge idea and discuss the collaboration details, such as the content they need to create and the incentives or compensation offered. Collaborating with influencers can significantly boost the reach and impact of your challenge.
Can Branded Hashtag Challenges Work for Small Businesses?
Absolutely! Branded Hashtag Challenges can be effective for businesses of all sizes, including small businesses.
The key is to create a challenge that aligns with your brand's values and resonates with your target audience.
Leveraging the power of user-generated content and influencer collaborations can help small businesses gain visibility and engagement on TikTok.
How Long Should a Branded Hashtag Challenge Run?
The duration of a Branded Hashtag Challenge can vary depending on the complexity and goals of the campaign.
Typically, challenges run for about one to two weeks to give users enough time to participate and create content.
However, some challenges may be shorter or longer, depending on the engagement and momentum they generate.
Can I Run Multiple Branded Hashtag Challenges on TikTok Simultaneously?
Yes, you can run multiple Branded Hashtag Challenges on TikTok simultaneously. Running multiple challenges can help target different segments of your audience or promote various products or campaigns.
However, it's essential to ensure that each challenge has a distinct and compelling theme to avoid confusion among participants.
How Can I Ensure My Branded Hashtag Challenge Is Inclusive and Diverse?
To ensure inclusivity and diversity in your Branded Hashtag Challenge, carefully consider the content, challenges, and themes you promote.
Avoid stereotypes and offensive content, and encourage a positive and inclusive environment for all participants.
Additionally, collaborating with diverse TikTok influencers can help ensure a broad representation and appeal to a wide audience.
Can I Use Branded Hashtag Challenges for Cause Marketing?
Yes, Branded Hashtag Challenges can be a powerful tool for cause marketing. Brands can use challenges to raise awareness about social issues, support charitable causes, or promote sustainability initiatives.
By aligning your challenge with a meaningful cause, you can engage users on a deeper level and foster a sense of purpose and impact.
What Types of Incentives Can I Offer to Encourage Participation in My Branded Hashtag Challenge?
Incentives can play a significant role in motivating users to participate in your Branded Hashtag Challenge. Prizes, discounts, exclusive offers, or the chance to be featured in official brand content are popular incentives.
Consider offering rewards that align with your brand and are appealing to your target audience to drive higher participation rates.
How Can I Ensure My Branded Hashtag Challenge Complies With TikTok’s Community Guidelines?
Before launching your Branded Hashtag Challenge, familiarize yourself with TikTok's community guidelines to ensure compliance.
Avoid content that violates TikTok's policies, such as hate speech, harassment, or inappropriate content. Keep the challenge fun, positive, and respectful to create a safe and enjoyable experience for all participants.