Brands need to be subtle about their brand integrations on the platform.
TikTok’s hashtag challenges allow brands an opportunity to go viral on a massive scale. But, businesses that are looking to go viral need to imbue the challenges and culture that surrounds the short-video platform.
While creating hashtag challenges, users should be told what is expected of them in the video. Directions should be balanced with an invitation for people to express themselves innovatively and creatively.
Marketers should also look to leverage influencers that are not only appropriate for the challenge but also cater to the brand’s target demographics. Their primary role is to interpret the challenge in a way that inspires others to upload their own videos. An influencer’s reach is of secondary importance when trying to design a TikTok viral challenge.
[2 minute read]