We have already written about brands that found a way to harness the immense power of TikTok for their marketing campaigns, and we hope that we managed to spark some interest in you and open your eyes to the world of possibilities that is out there.
However, watching on the sidelines is one thing, but getting off the bench and entering the game is a whole lot tougher. While there is no clear formula for success, by studying previous campaigns, we can clearly point out the trends that give results, as well as pitfalls that you need to avoid at all cost.
With this knowledge in your back pocket, you will be able to sprinkle your own spice on top and start an entertaining branded hashtag challenge that will push your brand to another level.
Don’t be afraid to use branded hashtag challenges
Hashtags offer the quickest way to reach your customers and generate engagement. You can do it by creating organic entertaining content, but branded hashtag challenges present the safest way to create a viral campaign in your first attempt.
Brands that want to stand out among their competition oftentimes choose this method of advertisement. In essence, sponsored hashtags are displayed on the discovery page for the users to see, and they stay there for 3 to 6 days. During this time, your challenge has the best chance to get viral and reach millions of users around the globe.
And what about the price? Unfortunately a branded hashtag challenge comes with a hefty price tag – reportedly there is a $150,000 flat fee for the 6 days of challenge, and additional resources need to be allocated for the challenge promotion.
What kind of results can you expect?
It’s the first time that brands have potential to create virality on such a scale. Best branded challenges inspire millions of TikTok users to interact with your brand. Average engagement rate achieved through branded hashtag challenges is 8.5% through likes, comments and shares.
Subway’s campaign with their #bitemechallenge broke all records, drawing in more than 956 million video views, 167,000 entries and an impressive 14.55% engagement rate .
Hire a team of influencers to get the ball rolling
Perhaps the biggest issue that most brands face is how to gain any traction in the first place. Well, if you want to invite people to react to your idea, you first have to make it cool. What is the best way to do so? On TikTok, the shortcut to a viral hashtag usually includes a team of trusted influencers. Why is it so important?
Well, these people can easily reach a large number of users, and when someone of their status starts a trend, suddenly everyone wants to join in on the fun. Before you know it, a hashtag challenge generates millions of views, and your brand is right in the middle of it, getting tons of free marketing. Furthermore, when you have several influencers working together, you increase the chances of starting a movement, and the end results could be limitless.
Your product needs to be the focal point
If you fail to meet this goal, as your hashtag challenge gains popularity, and as more and more people start to join in, the whole idea can quickly drift away in a different direction. Pretty soon, people can ditch your product entirely or forget to even mention your brand, and that’s the last thing you want to happen.
To avoid this, the challenge needs to be structured in a way which promotes a single or several important qualities of your products or services. By doing that, you will still leave some room for creative freedom, but steer the conversation in the direction which suits you the most.
Not all ideas are created equal
We all have our personal preferences, and sometimes, it’s not bad to stick to our guns and insist on things we find to be true, but when it comes to social media, the rules are never set in stone, and you have to retain at least some flexibility in order to adapt to the market demands.
Here are some general rules you need to follow:
- Hashtags need to be catchy and easy to remember
- If possible, mention your brand or product name
- Create challenges that are fun and include people from all demographics
- Everything becomes a lot easier with the right influencers by your side
Truth be told, every product is different and specific, and the hashtag challenge built around it should be created in order to highlight its features in the brightest light.
Are you willing to give it a shot?
Congratulations on your decision, this could be the start of something great.
We hope that we provided you with enough tips and that by now, you have a clearer idea of what needs to be done in order to stand out from the crowd. Just remember that our team is there for you at all times, and we will gladly use our knowledge to promote your brand to its fullest potential. Contact us today and let’s work together on making this dream into reality!