Campaigns
Branded Hashtag Challenge
A sponsored format inviting users to create videos around a brand prompt collected under a dedicated hashtag.
What it means in practice
The brand provides a repeatable prompt, action, sound, or creative template that participants can interpret in their own content. The hashtag groups submissions for discovery, while platform placement, music rights, moderation, and disclosure requirements shape execution.
Why it matters
The prompt must be simple enough to reproduce and safe enough to avoid encouraging harmful or unauthorized participation.
How it is used
A brand hires seed creators to demonstrate the challenge format before inviting the wider community to submit versions under the campaign hashtag.
Also called
hashtag challenge, BHC
Related terms
- Seasonal CampaignActivity planned around a calendar moment such as a holiday, retail sales event, or weather driven demand period.
- GiveawayA promotion offering prizes in exchange for defined entry actions, subject to platform rules and local promotion law.
- Test and LearnA structured approach of running small experiments, reading the results, and scaling only the variants that outperform.