Picture this: You’re lounging on the couch with some free time to kill. You grab your phone and start scrolling through TikTok. Suddenly, you stumble across a new challenge from your favorite brand. You can’t resist joining in, so you whip up your own version and post it. A little while later, you check your notifications and can hardly believe your eyes: your video has blown up to 100,000 views, the brand commented, and now they’re reaching out to send you free PR. Just like that, your casual scroll session turned into a moment of social media fame. This is what every brand hopes for in designing a successful social media campaign. Let’s explore what user-generated content (UGC) is and a few brands that have developed extremely successful campaigns.
#YouOwnIt
User-generated content (UGC) has become a driving force on social media, with users reviewing products, sharing their experiences, and participating in brand-led challenges. This type of content not only boosts engagement but also plays a major role in shaping how people perceive a brand.
Leveraging UGC, especially through TikTok challenges, is a powerful way to promote your brand and products. A great example is MAC Cosmetics with their #YouOwnIt Challenge. MAC tapped into the UGC trend by encouraging users to flaunt their boldest, most creative makeup looks, embracing style, individuality, and self-expression. The result? Tons of unique content that highlighted both the users’ creativity and MAC’s products. A perfect win-win!
#InMyDenim
A popular style of content on TikTok is known as the “Transition TikTok.” In these videos, users create smooth, eye-catching transitions from one look to another. One brand that masterfully capitalized on this trend was Guess. As one of the first brands to launch a TikTok challenge, Guess introduced the #InMyDenim Challenge, which encouraged users to show off their best transformations. The concept was simple yet engaging: the video would start with the user looking messy or unprepared, and then seamlessly transition to a polished, stylish look featuring Guess denim.
To boost participation and visibility, Guess partnered with popular TikTok influencers—a tried-and-true strategy for getting challenges to reach massive audiences. These influencers posted their own #InMyDenim transition videos, showcasing Guess denim in style. The influencer push helped the challenge go viral, drawing in thousands of participants and generating significant buzz and promotion for the brand.
#Guac Dance
National Avocado Day! It’s everyone’s favorite day of the year (or is that just me?). This unofficial holiday certainly holds a special place in Chipotle’s heart, as the beloved fast-casual chain celebrates it like no other. In fact, Chipotle took National Avocado Day to a whole new level with the launch of their viral #GuacDance challenge—a social media sensation that had TikTok users showing off their best dance moves in honor of Chipotle’s famous guacamole.
Thanks to the challenge, Chipotle not only reinforced its reputation as the go-to place for fresh guac but also created a massive wave of UGC that spread like wildfire across social media. This campaign perfectly blended digital engagement with a classic in-store offer, proving that a fun, well-timed challenge can transform a simple promotion into a cultural moment.
#Conclusion
TikTok challenges have become a game-changer for brands looking to connect with their audiences. By harnessing the power of user-generated content, brands like MAC, Guess, and Chipotle not only promote their products but also cultivate a community of engaged consumers. These challenges invite users to express themselves, turning a casual scroll through social media into an opportunity for fame and fun. As more brands recognize the potential of UGC and TikTok trends, we can expect to see even more exciting campaigns that resonate with users and elevate brand experiences. So, the next time you find yourself scrolling through TikTok, remember: your next viral moment could be just a dance away!
Teaching Social Media 