Samsung's VideoSnap TikTok challenge became the most successful branded challenge in TikTok history

The Samsung Galaxy S21 VideoSnap Challenge, created with We Are Social, was built around a unique TikTok filter that dramatised Samsung's 8K video snap feature, which lets you pull high-resolution stills from moving video. Rather than trying to demonstrate the feature directly, the campaign disguised it as a TikTok challenge. Over 100 influencers got involved, then the broader TikTok community took over. The challenge generated more than 7 million user-created videos and reached over 32 billion views, which Edu notes is more views than the internet's five biggest videos combined. He describes being completely overwhelmed, saying it was the first time in his career that he worked on anything measured in billions. The lesson he draws is honest: he cannot fully explain why it worked so well, because if success were that easy to pinpoint, you would replicate it every time.