From cosmetics to Chipotle, brands are tapping the app to create original interactive content and drive engagement with the platform's Gen-Z audience

Research suggests that TikTok campaign could cost brands half of what a Super Bowl ad placement would, yet still garner engagement in the millions.Advertisers are often looking to optimize reach and evolve their identity through original and collaborative content.

Brands and retailers running the gamut are increasingly turning to TikTok to launch custom-made interactive content, like songs with prompts for user co-creation. While this might be an obvious tactic for entertainment brands, it has proven successful for perhaps less likely candidates as well: e.l.f. Cosmetics' hashtag challenge from October, for instance, featured an original musical clip with cues for user participation, like winking along to the rhythm of the song.