Module 3: Enhancing Touchpoints with Contagious Content and Conversation Unit 1: Stimulating Community Interest, Excitement, and Interaction
engage audiences mid-funnel, strategies and tactics should include:
The effectiveness of entertaining challenges is validated by research showing that despite trends toward inspirational content, over half of consumers still use social media primarily to find entertaining content.
S howcasing Brand Personality S
A udience Polling A
E ntertaining Challenges E
R ecognizing Fans R
Branded Hashtag Challenges
Branded hashtag challenges (BHCs) are popular on TikTok, where brands create unique hashtags and encourage users to create and share videos following specific challenge themes. They're designed to engage the TikTok community, increase brand awareness, and encourage user-generated content that serves as social proof and authentic testimonials. TikTok reports that over 35% of its user base participates in BHCs, which is why many companies sponsor their own challenges for brand recognition and awareness. These challenges far outperform standard mobile ads on awareness, ROAS, engagement, and recall. The average BHC generates 6.1 billion views, with Samsung's #VideoSnapChallenge reaching 32 billion views—more than the five most viewed YouTube videos combined.
To Like You (Community Excitement)
Virtual professional association events like summits, conference series, and networking events offer relevant content, networking opportunities, and lead nurturing while positioning your brand as an industry authority.
ENTERTAINING CHALLENGES
Entertaining challenges significantly impact mid- funnel engagement through their attention- grabbing nature, ability to boost participation through purpose-driven engagement, creation of shareable content, and enhancement of brand recall when combined with giveaways and memorable hashtags.
“Over 35% of TikTok users join hashtag challenges, prompting brands to launch their own to boost awareness.” - Garett Sloane and Lindsay Rittenhouse
• Average branded hashtag challenge generates 6.1 billion views • Samsung’s #VideoSnapChallenge • 32 billion views • 2.1 million likes, shares and comments • 7 million community-generated videos • Created by 4.3 million users
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