TikTok ramped up its sponsored challenges in 2020. As more brands, creators, and users rushed to join TikTok this year, the platform added new ad functionalities to accommodate them. Beauty brands like E.l.f Cosmetics, Revlon, and Maybelline joined the “billion-view” club by tapping into the app’s flagship sponsored hashtag challenges. Haircare brand Marc Anthony earned over 3.3 billion views for their #StrictlyCurls challenge, while Bliss’s influencer-driven #ThisIsBliss campaign has received over 6.6 billion views. The recent introduction of shoppable features and “Hashtag Challenge Plus,” which made it easier for users to obtain product and seller info and make purchases, were key in driving those challenges to earn “gigantic” engagement numbers. (Glossy)
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