TikTok’s recent report Power of TikTok by Kantar, analysed 60 branded Hashtag Challenges and demographic data worldwide.
The report found that despite TikTok being popular among a much younger demographic, 67% of people globally that saw ads on TikTok were aged over 25. Further, the most successful brand challenges are viewed more than the other prime-time ads.
With TikTok generating engagement at scale, some Hashtag Challenges on the platform were viewed more than major sporting and cultural events. TikTok campaigns also represented real-world behaviours, like River Island’s #GlowingOut hashtag saw 90% new users on its website.
Brands could use branded hashtag challenges to compete during holiday marketing periods like Halloween, Christmas or Black Friday. Andrew Nelson, Kantar, says brands could create longer-term hashtag challenges. He adds, “There’s a willingness to participate in brand activity on TikTok”.
[2 minute read]