The Ultimate Guide to TikTok Hashtag Challenges: Examples and Success Stories

1. #InMyDenim by Guess
In 2018, Guess launched the first-ever branded hashtag challenge on TikTok with the hashtag #InMyDenim. The premise was simple: users were asked to show a transition from their normal outfits to stylish denim looks, featuring Guess apparel. The challenge quickly went viral, and participants, from influencers to everyday users, jumped on board to showcase their transformations. What made this challenge work was its relatability and ease of participation. Plus, denim is a universally appealing product. The key takeaway here is that the best hashtag challenges are those that encourage participation and creativity. Guess’ challenge led to a massive increase in their brand awareness and engagement, making it a gold standard for future campaigns.

2. #EyesLipsFace by E.l.f. Cosmetics
E.l.f. Cosmetics took TikTok by storm with their #EyesLipsFace challenge, which was tied to a custom song created specifically for the campaign. Users were encouraged to showcase their best makeup looks while lip-syncing to the catchy tune. The challenge garnered over 4 billion views and led to a surge in user-generated content. E.l.f. worked with TikTok influencers to kickstart the campaign, but it was the creativity and simplicity of the challenge that really fueled its viral spread. The integration of a custom song also made it easier for participants to connect emotionally with the challenge. This example shows that combining music with visual elements like makeup tutorials can create a dynamic and engaging experience.

3. #ChipotleLidFlip Challenge
Chipotle, known for its innovative digital marketing strategies, launched the #ChipotleLidFlip challenge in celebration of National Burrito Day. The idea was to encourage users to flip a Chipotle bowl lid in a cool or creative way, record it, and share it using the challenge hashtag. What made this challenge successful was its focus on simplicity and fun. It didn’t require any expensive props or complex steps, which made it accessible to anyone with a Chipotle meal in hand. The challenge went viral, with millions of users participating, further strengthening Chipotle’s social media presence.

4. #SavageChallenge by Keara Wilson
Sometimes, hashtag challenges aren’t launched by brands but by creators. Keara Wilson's #SavageChallenge, which involved a dance routine set to Megan Thee Stallion's hit song "Savage," became one of the most famous TikTok challenges. The challenge inspired millions of users to recreate the dance, including celebrities like Jessica Alba and Justin Bieber. What’s interesting here is how an individual creator’s challenge can gain massive traction without any brand backing. Brands can take inspiration from organic challenges like this to understand what kind of content resonates most with TikTok’s audience.

5. #LalalaChallenge by bbno$ and Y2K
Musicians have also tapped into the TikTok challenge trend to promote their music. bbno$ and Y2K launched the #LalalaChallenge, inviting users to lip-sync or create a dance to their track "Lalala." The challenge quickly gained traction, with users putting their own creative spin on the dance moves. Music and dance challenges often perform well on TikTok, especially when the song is catchy and easy to pair with choreography. The success of this challenge helped propel the song to become a viral hit beyond TikTok.

6. #YouOwnIt by MAC Cosmetics
MAC Cosmetics aimed to empower TikTok users with its #YouOwnIt challenge. The campaign encouraged participants to showcase their unique style and personality while using MAC products. With the help of influencers and a custom song, the challenge attracted millions of views and a flood of user-generated content. This challenge was successful because it embraced inclusivity, allowing users to express themselves freely without feeling confined by traditional beauty standards.

7. #GuacDance by Chipotle
Chipotle makes the list again with their #GuacDance challenge, created to celebrate National Avocado Day. This lighthearted challenge encouraged users to dance in honor of their love for guacamole. It was an instant hit, becoming one of the most viral food-related challenges on TikTok. What made #GuacDance special was its playful tone and the fact that it tapped into a universal love for guacamole, making it easy for people to join in on the fun. It was also a great example of how a challenge can promote a specific product or offer — in this case, Chipotle offered free guacamole to participants.

Key Elements of Successful TikTok Hashtag Challenges

So, what makes a TikTok hashtag challenge successful? Based on the examples above, here are some of the critical elements:

1. Simplicity: The challenge should be easy to understand and participate in. Users shouldn’t have to spend too much time or effort figuring out how to join.
2. Creativity: Encourage users to add their own spin. Challenges that are too restrictive often fail to inspire widespread engagement.
3. Relatability: The best challenges tap into something universal, like fashion, music, or food. If participants can see themselves in the challenge, they’re more likely to join.
4. Influencer Boost: Working with influencers who have a large following can help get the challenge off the ground. Influencers can act as trendsetters and encourage their fans to participate.
5. Music Integration: TikTok is a platform where music plays a massive role. Whether it’s a custom song or a trending track, having a musical element can enhance the challenge’s appeal.
6. Brand Relevance: The challenge should align with the brand’s identity and goals. It should feel authentic rather than forced.
7. Viral Potential: While there’s no guaranteed formula for virality, challenges that tap into current trends or create a sense of community tend to perform well.

How to Launch Your Own TikTok Hashtag Challenge

If you're considering launching a TikTok hashtag challenge for your brand, follow these steps:

1. Set Clear Objectives: Determine what you want to achieve with the challenge. Are you looking to increase brand awareness, promote a product, or drive engagement? Having clear goals will help you structure the challenge.
2. Create a Unique and Fun Idea: Your challenge should be engaging and easy to replicate. The more creative and fun it is, the more people will want to participate.
3. Choose the Right Music: Whether you create a custom song or use a trending track, the music should fit the challenge and enhance the experience.
4. Work with Influencers: Partnering with TikTok influencers who align with your brand can help kickstart the challenge and encourage more participation.
5. Promote the Challenge: Use all of your social media platforms to promote the challenge and create hype. This will increase visibility and encourage more users to join.
6. Engage with Participants: Respond to user-generated content, share the best videos, and engage with participants to keep the momentum going.

Final Thoughts

TikTok hashtag challenges are a powerful way to engage with audiences, create viral content, and promote brand awareness. By understanding the elements of successful challenges and how to launch your own, you can tap into TikTok’s massive user base and create a lasting impact. From #InMyDenim to #GuacDance, the potential for creativity and connection on TikTok is limitless — so don’t be afraid to get started!