Branded Hashtag Challenge Ads and What You Need to Know

Branded Hashtag Challenge is a highly viral advertising format that reaches diverse user groups through trending challenges on TikTok. So, what exactly is Branded Hashtag Challenge advertising? And what tips can help make a Hashtag Challenge campaign more effective? Let’s explore these insights in this article!

What is Branded Hashtag Challenge Advertising?

Branded Hashtag Challenge is a powerful advertising format on TikTok that allows brands to create a unique hashtag (e.g., #InMyDenim, #Maybeli) and encourage users to include it in their videos related to the campaign’s theme.

To run a Branded Hashtag Challenge campaign, you must contact TikTok’s official partners, such as buybm365, to reserve a placement.

How Branded Hashtag Challenge Works

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Starting a Hashtag Challenge campaign is simple. You create a branded hashtag, record a video featuring the hashtag, and pair it with a catchy soundtrack. However, the key is to encourage user participation in the challenge.

Hiring influencers/KOLs to kickstart the campaign can make a significant difference. Their creativity helps generate more engaging videos, and their followers are more likely to join the trend.

When users click on the hashtag, they are taken to a landing page featuring the brand’s logo, a link to the website, challenge details, and a collection of videos using that hashtag.

The success of a Hashtag Challenge campaign is typically measured by:

• Total video views for the hashtag
• Clicks on the banner
• Number of videos created for the challenge
• Hashtag page views
• Engagement metrics (likes, shares, comments)

With Hashtag Challenges, user-generated content (UGC) feels authentic and relatable, making it seem less like an advertisement. This approach increases reach, drives millions of interactions, and enhances brand awareness— all at a relatively low cost compared to the value it delivers.

>>> See more: TikTok Advertising Costs

Tips to Boost Branded Hashtag Challenge Campaigns

To make your Branded Hashtag Challenge engaging and widely adopted, consider the following:

Choose a relevant and easy-to-remember hashtag

• Use keywords that are simple, accessible, and directly related to your brand or product.
• For example, Maybelline’s #Maybeli (Mấy bé lì) sounds similar to its brand name while also promoting its long-lasting lipstick line.

Keep the challenge simple and fun

• Avoid making it too complex or difficult— users are less likely to participate.
• The challenge should be entertaining, effortless, and enjoyable to encourage mass participation.

Partner with TikTok influencers to boost visibility

• Influencers, KOL, and KOC on TikTok understand their audience and know how to make videos go viral.
• Their creativity enhances your challenge, making it more appealing and encouraging organic participation from their followers.

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Successful Branded Hashtag Challenge Campaigns

ZALORA

ZALORA, an online fashion and beauty retailer in Asia, leveraged TikTok’s influence to promote its upcoming fashion festival in Singapore using the hashtag #ZStyleNow.

• The campaign exceeded expectations, with challenge videos garnering nearly 1 million views and 62,000 participants.
• Additionally, ZALORA successfully reduced cost-per-click (CPC) by 54.3% and cost-per-install (CPI) by 27%.

Spotify

Spotify, one of the world’s leading music streaming platforms, collaborated with TikTok to launch #SpotifyPEGAOplaylist to engage Spanish-speaking music enthusiasts.

• Despite running for only six days, the campaign achieved remarkable results:
  • Nearly 200,000 user-generated videos
  • Over 79,000 participants

This demonstrates the incredible engagement potential of Branded Hashtag Challenges when executed strategically.

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