Social Media & Social Ads

How to Successfully Create a TikTok Branded Hashtag Challenge

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By Michelle Bernachi, on 16 August 2022

With more than 800 million users, TikTok has become one of the most popular social networks, which has led many brands to include it in their marketing strategies. One of the platform's greatest features is the TikTok Branded Hashtag Challenge. Brands can use it to increase their visibility and reach.

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What Is a TikTok Branded Hashtag Challenge?

The main objective is to turn a hashtag into a viral hashtag. The brand, influencer, or user who wants to start this type of challenge must share a video, which could be of anything from a dance to a skill test, accompanied by a hashtag. He or she must then invite users to recreate that video and share it using the same hashtag.

The more eye-catching and original the content of the original video is, the more likely it is that users will be encouraged to create their own. Sometimes prizes or some sort of reward are also offered to make it even more appealing and reach a wider audience.

Benefits of Creating a Branded Hashtag Challenge on TikTok for Your Brand

TikTok's Branded Hashtag Challenge is a way of making users feel like they are members of an online community. It also makes it very easy to participate because anyone can create a video and post it.

This type of challenge is also a way to get the user to go through the different stages of the sales funnel. Branded Hashtag Challenges are more than just a way to raise brand awareness, they also increase engagement and organic visibility because your video can keep being viewed even after your campaign has ended.

7 Tips to Make Your Branded Hashtag Challenge a Success

  1. Be natural: The content must feel natural at all times so it creates organic interest.

  2. Keep your audience in mind: Offer a reward, benefit, or access to an exclusive offer so that your user share your content with others.

  3. Know the trends: Stay up to date with the most popular topics and trending posts that align with your brand's image. Then, create original content related to that topic.

  4. Be original: Even if the content you create is based on a trending topic, you should give it an original touch to make it unique. You can do this with music and choreography.

  5. Add a touch of humor: Whenever possible, add a bit of humor that your audience can relate to!

  6. Collaborate with creators: Collaborating with influencers, celebrities, or relevant TikTok content creators can make your videos reach a greater number of people.

  7. Keep it simple: The challenge must be accessible and easy to participate in. This means that it should be able to be done at home without buying anything. The idea is to go viral.

Examples of TikTok Branded Hashtag Challenges

Make a Wish Foundation

The Make a Wish Foundation, whose mission is to grant the wishes of critically ill children under 18, partnered with Disney to create the hashtag #shareyourears. For every post shared with this hashtag, Disney donated $5 to the foundation. It resulted in a $2 million donation.

How to Successfully Create a TikTok Branded Hashtag Challenge


Peloton is another example of success. In order to promote exercise at home during the pandemic, it created the hashtag #togetherwegofar that users included in their posts of themselves practicing sports and completing challenges set by the brand.

How to Successfully Create a TikTok Branded Hashtag Challenge

When done well, a Branded Hashtag Challenge is a very effective way to generate brand awareness and engagement among users.

TikTok for Business

Michelle Bernachi