Table 5

Analysis of user-generated content created in response to branded hashtag challenges on TikTok (collected between June and August 2021)

MetricTotal videos (n=626)
Engagement
Likes per video, median (range)506 (1–1 600 000)
Comments per video, median (range)16 (0–43 900)
Shares per video, median (range)8 (0–114 400)
Content
Paid, no. (%)48 (8)
Branding, no. (%)603 (96)
Product images, no. (%)427 (68)
Branded effects, no. (%)257 (41)
Sentiment
Positive sentiment, no. (%)455 (73)
Negative sentiment, no. (%)16 (3)
Neutral/unclear sentiment, no. (%)155 (25)