• Ed Nybble

How TikTok hashtag hijacking is impacting beauty campaigns

Chances are if you are over 21, you would have probably done your first TikTok during lockdown if you were living anywhere close to teenagers.

But for those who are not, TikTok has 800 million active users worldwide. The app has been downloaded 1.5 billion times on the App Store and Google Play.

As Glossy reports, as brands flock to TikTok for branded campaigns, they’re coming up against a hashtag-hijacking conundrum.

"Hashtag hijacking occurs when TikTokers use a brand’s hashtag on an irrelevant video, in hopes they can “hijack” the TikTok algorithm and gain more exposure.

Beauty brands, especially, often state the number of views on a campaign or video to publicly demonstrate their success, much in the way that Instagram followings were a way to showcase a company’s awareness or popularity in the platform’s early years."

As TikTok and brand campaigns evolve, many brands and marketers have determined hashtag views is largely a vanity metric and its better to focus on engagement.

To read more about what brands are doing to counteract this trend, read the full article on Glossy.

Source | Emma Sandler, Glossy

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