Beginner Guide

TikTok Challenges: What Are They and Why They’re Great for Brands

Brand new to the concept of TikTok challenges?

Challenges are a cornerstone of TikTok and represent some of the most popular videos on the platform. From dance-offs to makeup hacks and beyond, TikTok creators don’t shy away from answering calls to create content.

Heck, the TikTok hashtag claims challenges like #OldTownRoadChallenge or Chipotle’s #GuacDance One billion sees each.

Perfect for raising awareness and encouraging user-generated content, brands are scrambling to find the right way to find TikTok hashtags for their challenges.

But getting engaged to a challenge doesn’t happen by chance.

Below we break down the best practices for how TikTok challenges work and the brands that take advantage of them.

What are the TikTok challenges?

Challenges on TikTok are campaigns (or trends) that invite people to create their own videos based on performing a specific task. These tasks may include:

  • display of talent
  • showing how you use a product (for example, achieving a certain look with a beauty product)
  • using filters
  • dance or skit
  • Lipsyncing with a Distinctive TikTok Sound

Hashtags make these trends and the content created for them more visible and easier to find. While some TikTok challenges are completely organic (like the #OldTownRoadChallenge), others represent branded promotions (like #GuacDance).

What are some examples of popular TikTok hashtag challenges?

Below are some notable TikTok challenge campaigns that shed light on what the challenges look like And What kind of engagement can they drive:

  • Guess’ #InMyDenim Challenge is an early TikTok success story. Inviting TikTokers to show off their denim fit, the campaign resulted in 5,500+ user-generated videos and 10 million views.
  • Wet n Wild’s #BiggerIsBetter challenge, a product launch centered around a brand-created TikTok sound, earned a staggering 1.5 million Video compositions.
  • Scotts #DoTheScottsSlide, a challenge that invited creators to recreate a dance outside their lawn as well as enter a sweepstakes contest. This Branded Hashtag Challenge resulted in 2 billion video views and 1.3 million user videos in just two days.
Wet n Wild TikTok Hashtag Challenge

What are the main types of TikTok challenges?

Let’s look at a snapshot of the different types of challenges on TikTok and how they differ.

Branded Challenges Challenge-based campaigns created by a brand. Typically, brands partner with creators to promote these types of challenges to create awareness for both the hashtag and challenge of the promotion.

hp hashtag challenge

community challenges are completely organic, usually stemming from a viral trend or question that has been buzzing on TikTok. These challenges are not tied to any specific brand or product.

Similarly, Community Challenges are more specific and speak to a smaller group of creators versus the entirety of TikTok. The #3MinuteMakeupChallenge is a good example of this.


3 minute makeup tiktok challenge

According to the most recent data from TikTok, the use and classification of hashtags has increased by more than 150% since 2021. The TikTok community (think: beauty, fashion, fitness, gaming) all has its own set of unique challenges and respective audiences.

Taking on trending community challenges often means spending time with your target audience and customers. Unfortunately, TikTok’s basic quest leaves a lot to be desired when it comes to finding challenges.

Although community challenges are biological, many of them Doing Include a use of products or a shout-out to brands. For example, a lot of beauty brands were mentioned last summer when the Farrah Fawcett flip was in trend.

hashtag challenge ad There is a TikTok ad format that serves as a takeover of the platform’s discovery page. Reserved for big box brands, these hashtags are denoted by a “sponsored” label, but otherwise look like they are organic.

Calvin Klein Tiktok Hashtag Challenges

The most common goal of these challenge-based tags is to encourage user-generated content. Below is a straightforward yet effective example via Calvin Klein’s #OnlyInMyCalvins challenge.

calvin klein tiktok challenge

What are the benefits of promoting TikTok challenges?

If you are in doubt about whether the challenges of TikTok are worth it, we get it.

That said, there is a reason why challenge hashtags have become a major reason for using TikTok for business.

Given that you have a suitable audience to participate in the challenge, below is an analysis of the potential benefits.

Earn meaningful UGC for your brand

Want to engage your audience, introduce yourself to new customers And Get some valuable user-generated content at the same time? Challenges can accomplish this.

This is because hashtag challenges act as a natural call-and-response between you and your audience. Along with incentives (think: a contest, reposting), challenges represent a powerful motivator to get people to post about your brand.

Certainly, some industries like beauty and fashion face more challenges than others. That said, products and brands go viral on TikTok all the time, Check out the no more than 10+ Billion views on #TikTokMadeMeBuyIt for proof.

build brand awareness

It is no secret that the competition on TikTok is fierce as the platform rapidly expands its audience.

The more people you talk to about yourself, the better. According to TikTok itself, branded hashtag challenges can increase “unique” awareness and engagement.

Why? Because challenges put your brand at the center of creators’ feeds. Given that “everyday” accounts typically garner more reach than branded accounts, participating in a challenge is more likely to show your brand. This explains why many of the branded TikTok challenges mentioned center around partnerships with creators and influencers.

Establish your brand personality and voice

Recent social media demographics highlight the younger audience of TikTok versus competing platforms.

Speaking to the Gen Z and younger crowd means speaking their language. Most TikTok hashtag challenges are playful, fun and not perception Like traditional propaganda.

translate? Instead of sticking to stuffier ads and promos, challenges allow you to do something unique and relevant to your TikTok audience.

Take advantage of relevant TikTok trends

Keeping up with the TikTok trends can be difficult given how fast the content moves on the platform.

That said, cracking down on trends (and trending audio) is one of the best ways to engage the TikTok community at large. Trending challenges create a sense of urgency as participants desire their While a trend for video to shine is still timely.

Tik Tok Challenges Tips and Best Practices for Brands

To wrap things up, here are some tips for brands that are serious about getting on board with TikTok hashtag challenges.

Consider piggybacking on the challenges before making your own.

Note that most of the branded hashtags mentioned above come from big brands and household names.

While it is possible to earn millions of views on Challenge Tags, it is certainly not ideal. Earning that kind of reach requires either a massive built-in audience either Partnering with influential people.

That’s why it makes more sense for upcoming brands to piggyback on current challenges or trends.

For example, a beauty brand encouraging customers to shout out in their #3MinuteMakeupChallenge video is better than trying to create a trend from the start.

If you’re looking forward to taking part in an ongoing challenge:

  • Regularly check the “Discover” and “Sounds” sections of the app to uncover trends, popular audio, and potential hashtags you can hop on
  • Make sure any challenge is relevant to your audience, timely (think: tag recent views and traction) and isn’t owned by a competitor
  • Participate in the challenge yourself through an employee or influencer – this sets expectations for future participants

If you’re ready to start your own challenge:

  • Take inspiration from popular challenges in your industry but avoid copying what’s been done before
  • As mentioned above, set clear expectations and rules for what you want people to do with the challenge.
  • Again, work with influencers and creators to raise awareness as you launch your campaign

Choose a Challenge Hashtag That Pops

Since TikTok has a relatively small character limit, your tag should be short, sweet and stylish.

Branded hashtag campaigns such as #GuacDance and #InMyDenims are great examples of challenge tags. Don’t miss out on your challenge by indicating it in your TikTok bio and content strategy.

Keep in mind that your challenge tag should be campaign-specific and not a generic branded hashtag. The more subtle your hashtag is about being branded, the better.

Do TikTok challenges matter to your brand?

Hashtag challenges are a great way to engage the TikTok community and increase awareness of your brand.

Because Challenges represents the best that TikTok has to offer brands – entertaining, authentic content that gets people talking.

If you have a branded hashtag or challenge in mind, make sure you go through the steps so that your tag gets the attention it deserves.

Need help in that department? Check out our guide to hashtag campaigns to learn best practices for increasing the reach of your campaign.

Post-Tiktok Challenges: What They Are and Why They’re Great for Brands, Sprout appeared first on Social.

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