Process Flow
Animated overview of the full workflow
TL;DR
Branded Hashtag Challenges invite users to create content around a sponsored hashtag, driving massive organic engagement. TikTok creates a dedicated challenge page featuring your branded banner, instructions, and user-generated videos. These are reservation-based premium placements — contact TikTok sales directly. Hashtag Challenges can generate millions of user-created videos and billions of views when executed well.
Step-by-Step Guide
Follow these 4 steps to complete this guide
- 1
How It Works
You define a hashtag, create a promotional video demonstrating the challenge, and TikTok features it prominently. Users participate by creating their own videos with your hashtag. The challenge page aggregates all user content.
- 2
Components
Branded banner on the Discover page. Dedicated challenge page with brand video and user submissions. In-feed ads promoting the challenge. Optional: Branded Effect (AR filter) that participants use.
- 3
Results
Successful challenges generate millions of UGC videos, billions of views, and significant brand awareness lift. The organic amplification from user participation far exceeds the paid promotion alone.
- 4
Booking
Contact TikTok sales directly. Pricing is premium (typically six figures USD for a 6-day challenge). Best for large brands with broad consumer appeal.
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