Pro Tip: How brands can enter TikTok with a viral challenge

TikTok’s fame among marketers is largely rooted in its hashtag challenge. Almost every week, another brand joins the “TikTok Billionaire’s Club” — achieving over a billion views in a viral campaign. Unique to the platform, hashtag challenges are branded viral challenges supported by influencers, music and paid ads.

Hashtag challenges on the platform are generally top of funnel campaigns designed to create buzz, awareness and affinity.

Never before have brands been able to create virality on such a massive scale. Top-performing challenges inspire hundreds of thousands