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Hashtag Challenge What is it? Hashtag challenges capitalize on our audience’s natural tendency to create and share content They encourage UGC by asking users to record themselves completing a specific action or following a set of directions to participate in the “challenge” Why this ad format? High potential for the baked-in virality features to increase brand awareness and engagement 35% of users participate in challenges 16% of all videos on the platform are tied to challengesPDF Image | TikTok Introduction
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