Describe the 'Hashtag Challenge Plus' format in TikTok advertising.

The 'Hashtag Challenge Plus' format in TikTok advertising is designed to enhance user engagement by incorporating shoppable features into the challenge. This format encourages users to participate in a creative challenge while also providing them with easy access to products related to the challenge. The interactivity is a significant aspect, as it not only promotes brand awareness but also drives direct purchases from users who are inspired by the content.

By allowing users to engage with a challenge while linking them to purchasing options, brands can effectively tap into TikTok's vibrant community of creators and consumers. This combination of user engagement and commerce is what distinguishes 'Hashtag Challenge Plus' from simpler formats that do not integrate shopping capabilities or focus solely on brand messaging. Here, the interactive aspect is crucial in fostering a connection between the audience and the brand, thereby maximizing the impact of the advertising campaign.