We'll support you in creating content and setting up effective campaigns on TikTok, ensuring that our actions are in line with your marketing objectives
TikTok Ads
Influence campaign
Content creation
Community Management
Since its launch, the TikTok social network has established itself as a veritable trend incubator for young people, thanks in particular to its challenges. Some of them, such as the #OldTownRoadChallenge or the Barilla #SecondLifePasta challenge, have even racked up several million views.
The most innovative brands have quickly understood the importance of these challenges in reaching new audiences and generating engagement .
Infact, TikTok challenges offer a unique opportunity to interact with users in a fun and creative way, encouraging the creation of original and viral content.
In this article, we'll tell you how TikTok challenges work and how they can benefit your business. We'll also outline the best practices you can adopt to take full advantage of these challenges and accelerate your brand's visibility on the platform.
How do TikTok challenges work?
On this social network, challenges take different forms, but they all have one thing in common: they have to be simple for users to reproduce, and interesting enough to entice them to take part. Challenges are a unique opportunity to encourage your audience to create user-generated content that aligns with your brand. When well executed, these challenges tend to gain in popularity and spread rapidly across the app.
What TikTok challenge can we launch?
To launch a TikTok challenge, you can take inspiration from the various activities popular on the platform.
Here are a few ideas based on popular concepts:
- Encourage platform users to show off their unique talents, for example by juggling a ball with skill.
- Suggest that tiktokers demonstrate how to use your product creatively. For example, if it's a kitchen utensil, they could prepare a special dish.
- Encourage the community to use a filter embodying your brand or product in their video in an innovative and captivating way.
- Encourage users to create a dance or playback a trendy sound, a comic line or a popular film clip.
In short, by launching a challenge on the social network, you offer users an opportunity to express their creativity, while promoting your brand or product.
What are the different types of TikTok challenge?
Challenges on TikTok are governed by two types of content:
- Sponsored: Launched by brands, these challenges are marked "sponsored" in the videos. This type of advert, specifically reserved for companies, enables them to partner with content creators to spread their challenge, aiming to increase brand awareness or highlight a new product, following the example of Colgate's #MakeMomSmile hashtag.
- Organic: These are imagined and popularized by TikTok users. They are not associated with a specific brand or product, but rather reflect a cultural element (a song, a TV series, a news item, etc.) or a subject very popular with Generation Z.
According to data shared by TikTok, the use and categorization of hashtags has increased by over 150% since 2021. This means that every community, whether fashion, travel or fitness-oriented, has its own TikTok hashtags, as well as its own challenges and specific audience.
- Community-based: Generally launched by users through a trend or viral phenomenon, these challenges are entirely organic and not associated with any particular brand or product.
What's more, community challenges are more specialized and target a smaller group of creators than the general user base. The #3MinuteMakeupChallenge is a perfect example of this concept.
.png)
Whether you're a brand looking to engage your audience or a creator in search of the next trending TikTok challenge, these challenges offer plenty of opportunities for you to seize!
The benefits of TikTok challenges for brands
Challenges have become an essential part of using the platform for businesses. Brands that manage to exploit them effectively have multiple advantages in going viral on TikTok.
1. Develop your reputation
In the face of intense competition between brands on the social network, it's essential to innovate with strategies that set you apart. TikTok challenges offer a unique opportunity to position your brand at the heart of users' attention.
By launching a challenge in partnership with influencers, who generally have a larger reach than brand accounts, you increase the likelihood of generating more interest in your business. This way, you can engage a large segment of their community on TikTok and get them to interact with your content in a fun, participatory way.
For example, Clarins brilliantly created a challenge capitalizing on TikTok users' attraction to transitions. Their challenge, called #FaisPasser, involved virtually transferring the brand's products from one TikTok video to another. The challenge, which was as entertaining to watch as it was to reproduce, has generated over 23 million views to date!
2. Generate meaningful content
TikTok challenges also offer the opportunity to engage your audience, get user-generated videos and popularize your business in the blink of an eye. Indeed, challenges are a powerful motivator for users to post a video about your brand.
Chipotle, for example, understood the benefits of creating its own challenge. Within the first six days of its #GuacDance campaign, 250,000 videos were posted on TikTok , and it has since become one of the most viral challenges on the social network.
3. Establish a community relationship
Recent data from the application shows that the most active age group on the social network is 18 to 24. Reaching this young audience is no easy task, as it's a group often misunderstood by brands.
However, TikTok, through its challenges, offers a unique way of creating and strengthening the community relationships so prized by Generation Z. These challenges encourage united participation, creating a sense of belonging to a group with a shared experience.
Challenges on TikTok allow everyone to show their creativity and individuality, reinforcing the sense of identity within the community. They encourage interaction with the brand and between users, while offering a form of recognition that strengthens the relationship with the brand. And by reaching a wide audience, they have the potential to increase the scope and size of the brand's community.
Should my brand launch a TikTok challenge?
Today, TikTok challenges are a great opportunity to engage the TikTok community and boost your visibility. Indeed, these challenges embody the essence of what the social network can offer businesses: authentic, entertaining content that sparks interaction.
If you're thinking of launching a hashtag or brand-specific challenge on this social network, we'd be delighted to help you create captivating, high-performance experiences on the platform!
