Research Study
TikTok Hashtag Challenge Testing for US College Students: Assessing #You can home anywhere vs. #A...
I'm the social media manager of a short-term rental platform, planning to launch a hashtag challenge on TikTok, targeting college students in US.
I have two topics. Please help me test which one they will prefer :
1. #You can home anywhere
2. #A trip with friends anytime
We've found 24 private personas you've imported. How would you like to use them in this study?
Prioritize my private personas (supplemented with AI personas if needed)
Use only Atypica's synthesized AI personas
Thank you for your choice. I'll help you test which TikTok hashtag challenge would be more appealing to college students in the US. Let me gather some more information to better understand your goals.
What are the main objectives of your hashtag challenge campaign?
Increase brand awareness among college students
Drive direct bookings from college students
Generate user-created content for marketing
All of the above
Great! Now I understand that your main objectives are to generate user-created content and increase brand awareness among college students. Let me gather some more context about your campaign.
What specific travel occasion or season is this hashtag challenge primarily targeting?
Spring Break travel planning
Summer vacation rentals
Weekend getaways during school year
Holiday season travel
Thank you for providing this information. Let me search for some current information about TikTok hashtag challenges, college students' social media behavior, and holiday season travel trends to better inform our study.
Let me gather more specific information about holiday season travel trends among college students.
I apologize for the confusion. Let's proceed with saving our analyst topic based on the information we have so far.
📝 This study aims to test the effectiveness and preference of two potential TikTok hashtag challenges for a short-term rental platform targeting college students in the United States during the holiday season travel period. The two hashtag options being tested are: "#You can home anywhere" and "#A trip with friends anytime".
Background Information:
- The client is a social media manager for a short-term rental platform looking to expand their reach among college students.
- The campaign is specifically focused on holiday season travel, which typically includes Thanksgiving break, winter break, and New Year's travel periods for college students.
- The primary objectives of the hashtag challenge are to generate user-created content for marketing purposes and increase brand awareness among college students.
Industry Information from Web Search:
- TikTok has emerged as the most influential platform in travel decision-making for university students in 2025.
- Travel hashtags like #TravelTok, #hiddengems, and #vacationmode are performing well on the platform.
- TikTok's algorithm-driven discovery system shows travel content to users beyond existing followers, creating viral potential that traditional marketing cannot match.
- College students respond particularly well to user-generated content, visual storytelling, and authentic experiences shared through hashtag challenges.
- Successful travel marketing campaigns on TikTok utilize a combination of trending hashtags and niche-specific tags.
- Brands are partnering with micro-influencers and creators to showcase behind-the-scenes content, hidden destinations, and real-life adventures that build trust and influence travel decisions among the college demographic.
Study Objectives:
1. Determine which hashtag challenge concept (#You can home anywhere vs. #A trip with friends anytime) resonates more strongly with college students in the US.
2. Identify which hashtag is more likely to encourage user-generated content creation.
3. Assess which hashtag better communicates the brand's value proposition for holiday season travel.
4. Understand the emotional and practical associations college students make with each hashtag option.
Target Audience:
- College students in the United States (undergraduate and graduate)
- Age range typically 18-25
- Active TikTok users
- Likely to travel during holiday seasons
- May have varying budget constraints but interested in travel experiences
Key Study Questions:
1. Which hashtag do college students find more appealing and why?
2. Which hashtag would motivate college students to create and share content?
3. How do college students interpret each hashtag in relation to holiday travel?
4. Which hashtag better aligns with college students' travel aspirations and behaviors?
5. How does each hashtag influence perception of the short-term rental platform?
Constraints:
- The study must focus specifically on college students in the US
- The evaluation must consider the context of holiday season travel
- The hashtag must be effective for TikTok specifically, which has unique user behavior patterns
- The hashtag should support the dual goals of content generation and brand awareness
Expected Outcomes:
- Clear recommendation on which hashtag to use for the TikTok challenge
- Insights into why the preferred hashtag resonates with college students
- Understanding of how the winning hashtag might be optimized further
- Insights into college students' travel preferences and behaviors during holiday seasons that might inform future marketing efforts
Now let's gather more specific information about holiday season travel trends among college students and short-term rental preferences.
Let's also gather information about effective TikTok hashtag strategies specifically for the short-term rental market.
Now let's create a research plan for our study.
Of course. It's wise to build a strategic research plan before execution. A well-designed plan ensures that your final decision is backed by solid evidence, which is crucial for justifying your strategy to leadership.
Here is a professional business research proposal to help you determine the most effective TikTok hashtag.
Business Research Proposal: TikTok Hashtag Challenge Strategy
This proposal outlines a systematic approach to identify the more resonant of two hashtag options for a holiday campaign targeting U.S. college students. The plan is divided into two phases: Information Collection and Information Analysis.
1. Understanding the Core Problem and Defining the Goal
- User Profile: You are a Social Media Manager responsible for campaign execution and performance. You need a definitive, evidence-based recommendation for which hashtag to use. The output of this research must be an actionable plan that you can present to your team and then immediately implement.
- Problem Category: This is a marketing communications and message testing problem. The goal is to determine which message best resonates with a specific target audience to drive a desired action (content creation).
- Industry: Travel & Hospitality (Short-Term Rentals), B2C Marketing.
2. Final Research Output
To ensure this research provides you with a complete and actionable strategy, the final output should consist of the following four components:
- A Clear Hashtag Recommendation: A definitive choice of one hashtag over the other, supported by a concise summary of the key reasons and evidence from your research.
- A Creative Concept Brief for the Winning Hashtag: A one-page guide detailing how to bring the chosen hashtag to life. This includes the core message, suggested visuals, and the tone of voice for the campaign's kickoff videos, all informed by the research.
- A Set of Key Performance Indicators (KPIs): A list of 3-5 specific metrics to measure the campaign's success, directly tied to the primary objectives of generating UGC and increasing brand awareness (e.g., number of video creations with the hashtag, total hashtag views, engagement rate on kickoff content).
- A Risk Mitigation Summary: A brief outline of potential challenges for the chosen hashtag and a simple contingency plan.
3. Recommended Framework: Jobs-to-be-Done (JTBD)
Framework Teaching
The Jobs-to-be-Done (JTBD) framework is a way of looking at customer motivation. It posits that people don't simply buy products or services; they "hire" them to get a "job" done in their lives. This "job" is the real progress they are trying to make in a given circumstance. A "job" has functional, emotional, and social dimensions. For example, one doesn't just buy a cup of coffee; they might "hire" it to feel more alert (functional), to enjoy a moment of quiet (emotional), or to meet with a friend (social).
Applicability Explanation
This framework is perfectly suited for your problem because the two hashtags represent two different potential "jobs" that college students might "hire" a short-term rental for during the holidays:
- #You can home anywhere: This speaks to a potential job of seeking comfort, coziness, and a sense of personal space away from the constraints of a dorm or family home. It's about creating a temporary "home base."
- #A trip with friends anytime: This speaks to a potential job of facilitating social connection, creating shared memories, and enabling spontaneous fun with a chosen "family" of friends.
JTBD will allow you to move beyond a simple preference vote ("I like this one more") and uncover which underlying motivation is stronger. The hashtag that aligns with the more powerful "job" will naturally be more compelling and inspire more authentic user-generated content.
Key Information to Collect for JTBD
To use this framework effectively, you need to gather information about:
- The circumstances and context leading up to a holiday trip for college students.
- The functional needs during their stay (e.g., kitchen, Wi-Fi).
- The emotional goals they have for the trip (e.g., relaxation, excitement, bonding).
- The social goals they are trying to achieve (e.g., strengthening friendships, creating shareable moments).
Phase 1: Information Collection Plan
Based on the JTBD framework, we will use web searches to understand the market context and user interviews to uncover the core "job."
Web Search Content
Your initial web search was a good start. The following queries will help you gather more specific data to inform the JTBD analysis.
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Search Queries:
: To understand the current visual language and popular themes. Are students posting about cozy nights in or epic adventures out?TikTok trends college students holiday travel 2025
: To find broader market research reports that discuss the emotional drivers behind Gen Z travel. This can validate the two core "jobs" you are testing.Gen Z travel motivations friends vs comfort
: To learn from the successes and failures of other brands. What mechanics do viral challenges use?best TikTok travel hashtag challenge examples
: To understand the journey they take when deciding on a trip. This provides context for their motivations and priorities.college student vacation planning process
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Purpose of this Search: This information will provide a macro view of the landscape. It will help you understand the existing conversation on TikTok and the general priorities of Gen Z travelers, which serves as a backdrop for the more specific insights you'll gain from interviews.
User Interview Plan
This is the most critical part of the information collection phase. The goal is not to ask which hashtag they like more, but to understand the story of their last trip to uncover the "job" they were trying to get done.
-
Interview Subjects:
- Recruit 8-10 U.S. college students.
- They must have taken at least one trip during a school holiday in the past year where they stayed in a short-term rental with friends.
- Ensure a mix of participants (e.g., different regions, types of universities, group sizes on their trip).
-
Interview Purpose:
- To deeply understand the primary "job" (the real motivation and desired outcome) for their holiday travel.
- To capture the specific language, emotions, and moments that defined their experience.
-
Core Interview Questions:
- "Tell me about the last trip you took with friends during a school break. Where did you go and who did you go with?"
- Analysis Purpose: This opens the conversation and sets the context.
- "Walk me through how the idea for this trip first came up. What was the main reason you all wanted to get away?"
- Analysis Purpose: This begins to uncover the core trigger and the fundamental "job" (e.g., "We were so burnt out from exams," "We hadn't seen each other in forever").
- "Describe the place you stayed. What were the most important things you were looking for when you chose it?"
- Analysis Purpose: This reveals the functional and emotional criteria. Do they talk more about the big kitchen and comfy couch ("home" features) or the location and space for the group ("friends" features)?
- "What were some of the best moments from that trip? Can you describe one for me?"
- Analysis Purpose: This is key to understanding the emotional payoff. Are the peak moments about cozy, comfortable experiences or about shared, active experiences?
- [The Hashtag Test - Ask this question LAST] "Now, I'm going to show you two potential phrases. Thinking back on the trip you just described, which of these two hashtags do you feel better captures the overall vibe of that experience? #You can home anywhere or #A trip with friends anytime? Tell me why you chose that one."
- Analysis Purpose: By asking this after they have relived their own experience, their choice will be grounded in a real memory and emotion, not an abstract preference. Their "why" is the most important data here, as it will directly link their "job" to the language of the hashtag.
- "Tell me about the last trip you took with friends during a school break. Where did you go and who did you go with?"
Phase 2: Information Analysis Plan
After collecting the information, the next step is to synthesize it within the JTBD framework to arrive at your final, actionable output.
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Synthesize Interview Data into "Job Stories":
- For each interview, distill their experience into a "Job Story" using the format: When _____ [Situation], I want to _____ [Motivation], so I can _____ [Expected Outcome].
- How to do this: Look at their answers. The "Situation" is the context (e.g., "When we finish midterms"). The "Motivation" is the core need they expressed (e.g., "I want to reconnect with my best friends without any distractions"). The "Outcome" is the emotional payoff they were seeking (e.g., "so we can feel close and create a memory that's just for us").
- Example structure (do not use this as a result): "When I have a holiday break, I want to find a cool, comfortable space with my friends, so I can relax and feel like I'm in a home away from home."
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Identify the Dominant "Job":
- How to do this: Group your finished Job Stories. You will likely see a pattern emerge. Do more of the stories revolve around the theme of social connection, adventure, and shared experience? Or do they center on comfort, relaxation, and the amenities of the rental itself?
- The hashtag that aligns with the dominant "job" is your recommended choice. For instance, if the core job is about strengthening friendships through shared experiences, "#A trip with friends anytime" will likely be more powerful. If the core job is about finding a comfortable and private escape from campus life, "#You can home anywhere" may resonate more deeply.
-
Develop the Creative Concept Brief:
- How to do this: Use the details from the interviews and your web search to build out the creative brief for the winning hashtag.
- If the winner is #A trip with friends anytime, your brief might suggest kickoff videos showing spontaneous road trips, friends laughing while cooking a messy meal together, or exploring a new town. The key moments from the interviews become your storyboard.
- If the winner is #You can home anywhere, the brief might focus on visuals of students enjoying a movie night on a big couch, studying in a cozy nook with a great view, or having a relaxed brunch in a well-equipped kitchen. The "peak moments" from the interviews will guide your content.
-
Finalize KPIs and Risk Mitigation:
- How to do this: Based on your primary goals, define the success metrics (KPIs). For UGC, the primary KPI is the "Number of videos created with the hashtag." For brand awareness, it's "Total hashtag views" and "Increase in brand profile mentions."
- For risk mitigation, consider the downside of the chosen theme and prepare a secondary content angle. For example, if you choose a "friends" theme, you might prepare some content about "finding your home on the road" to post if the initial engagement is slow, and vice-versa.
By following this structured process, your final recommendation will not be an opinion, but a strategic decision based on a deep understanding of your target audience's true motivations.
Thank you for the detailed research plan. Now I'll explain the upcoming workflow to you.
📋 Study Plan for TikTok Hashtag Challenge Testing
Based on our research plan, we'll be conducting a comprehensive testing study to determine which hashtag resonates better with college students for your holiday season TikTok campaign.
🔄 Key Steps in Our Process:
- AI Persona Development: We'll identify and build representative AI personas of college students who use TikTok and travel during holiday seasons
- In-depth Interviews: We'll conduct interviews with these AI personas to understand their preferences, travel motivations, and reactions to both hashtag options
- Data Collection & Analysis: We'll gather insights about which hashtag better aligns with college students' travel aspirations and content creation motivations
- Report Generation: We'll compile all findings into a comprehensive report with clear recommendations
📊 Final Deliverables:
- Clear recommendation on which hashtag to use (#You can home anywhere vs. #A trip with friends anytime)
- Insights into why the preferred hashtag resonates with college students
- Understanding of how the winning hashtag might be optimized further
- Insights into college students' holiday travel preferences and behaviors
⏱️ Estimated Duration:
- Approximately 30 minutes to complete the entire study process
Let's begin by finding relevant user personas for our study.
🔍 Found 6 AI Personas
Great! We've found 6 relevant personas. Let's supplement these with additional personas to ensure we have a diverse representation of college students.
📊 Search Statistics
TikTok
16 steps
Twitter
2 steps
Instagram
3 steps
Now let's build personas based on the social media research we conducted.
🤖 Built 3 AI Personas
Perfect! Now we have a total of 9 personas (6 from search + 3 newly built). Let's select the most representative ones for our interviews to ensure we have diverse perspectives on the hashtag options.
For our interviews, I'll select 5 personas that represent different aspects of our target audience:
- Wanderlust_Julia2025 - A travel vlogger who represents content creators
- Tyler - A social organizer and group traveler who prioritizes experiences
- Emma - A budget-conscious, spontaneous traveler who is social media savvy
- Luna Evergreen - A nature lover who prioritizes cozy stays and aesthetics
- Blake The Bro-Cationer - An adventure seeker who travels in groups
Let's conduct our first interview session with these 5 personas.
📝 ### Summary of Interview Insights on Holiday Travel and TikTok Hashtag Preferences
Five interviews were conducted with college students representing diverse travel styles and social media behaviors to evaluate two TikTok hashtag challenges—**#A trip with friends anytime** and **#You can home anywhere**—for a short-term rental platform targeting holiday group travel.
---
#### Common Themes Across Group Travelers (Julia, Tyler, Emma, Blake)
- **Holiday Travel Habits:**
These students prioritize holiday breaks (especially winter/New Year’s and spring breaks) for group trips with friends, aiming to escape academic stress and create lasting memories. Trips are often spontaneous or semi-planned, with groups ranging from 2-10 people.
- **Short-Term Rental Preferences:**
Key must-haves include ample space (multiple bedrooms, large common areas), amenities that enhance group fun (pools, hot tubs, fire pits, big TVs), good Wi-Fi for social media, and affordability through cost-sharing. Rentals are viewed as “private party pads” or “home bases for adventure” that facilitate social bonding and group activities.
- **Social Media Behavior:**
All are active TikTok users who create content focused on authentic, relatable group experiences—vlogs, highlight reels, cooking fails, road trip antics, and aesthetic montages. Content aims to capture the “vibe” and shared moments, often using trending sounds and challenges to engage followers.
- **Hashtag Preference:**
There is a **strong, unanimous preference for #A trip with friends anytime**. This hashtag resonates because it centers on the core motivation: traveling with friends, spontaneity, and shared experiences. It inspires content ideas that highlight group dynamics, laughter, exploration, and friendship. The rental is seen as a backdrop or enabler rather than the main focus.
- **Perception of #You can home anywhere:**
While recognized as appealing for comfort, coziness, and aesthetic qualities, this hashtag is perceived as more solitary or focused on the property itself. It does not align as closely with the group travel mindset and is less inspiring for content centered on social connection.
---
#### Distinct Perspective: Luna Evergreen (Introverted, Nature-Focused Traveler)
- **Travel Style:**
Luna prefers solo or intimate trips with her boyfriend, seeking peace, nature, and restoration rather than group adventures. Her holiday travel is about decompressing and recharging away from campus bustle.
- **Rental Preferences:**
She values privacy, natural light, cozy and rustic aesthetics (cabins, A-frames), and a sanctuary-like atmosphere. Reliable internet is important but secondary to tranquility.
- **Social Media Use:**
Luna’s TikTok content is calm, poetic, and nature-focused, emphasizing mindful moments and sustainable travel rather than viral trends or group fun.
- **Hashtag Preference:**
Luna strongly prefers **#You can home anywhere**, which aligns with her desire for a personal sanctuary and emotional well-being. This hashtag evokes comfort, belonging, and a nurturing space anywhere she travels. The alternative hashtag feels too social and spontaneous for her travel goals.
- **Content Inspiration:**
She envisions content showcasing cozy corners, mindful mornings, nature views, and simple pleasures that highlight the rental as a restorative home away from home.
---
### Overall Insights and Recommendations
- **Target Audience Alignment:**
For a short-term rental platform focused on college students traveling in groups during holidays, **#A trip with friends anytime** is the more compelling and motivating hashtag. It directly taps into the primary driver of these trips—shared experiences with friends—and encourages dynamic, authentic user-generated content that showcases group fun and spontaneity.
- **Secondary Audience Opportunity:**
**#You can home anywhere** resonates strongly with a niche segment of introverted or solo travelers seeking peace, comfort, and mindful escapes. This hashtag could be leveraged for marketing rentals that emphasize tranquility, privacy, and emotional well-being.
- **Content Strategy:**
Campaigns using **#A trip with friends anytime** should highlight group activities, laughter, adventure, and friendship moments, positioning rentals as the perfect “home base” for memorable trips. For **#You can home anywhere**, focus on cozy aesthetics, peaceful environments, and the emotional comfort of “feeling at home” anywhere.
- **Brand Perception:**
Using **#A trip with friends anytime** signals a brand that understands the social, energetic, and experience-driven nature of college group travel. Using **#You can home anywhere** conveys a brand that values authenticity, well-being, and thoughtful, restorative travel experiences.
---
This research suggests that **#A trip with friends anytime** will drive stronger engagement and user-generated content among the core college group traveler demographic during holiday seasons, while **#You can home anywhere** offers a meaningful connection for more introspective, solo, or couple travelers.
Now let's conduct a second interview session with our remaining personas to gather additional perspectives.
📝 Based on interviews with four distinct TikTok-savvy travelers—Bibek, Ben, Chloe, and Alex—several key insights emerge about holiday travel habits, short-term rental preferences, and social media content strategies, particularly in relation to two potential TikTok hashtags: **#You can home anywhere** and **#A trip with friends anytime**.
---
### User Profiles & Travel Motivations
- **Bibek** (International student, Nepal): Budget-conscious, values cultural exploration, stress relief, and bonding with new friends during school breaks.
- **Ben** (Recent graduate, Portland): Travels on a strict budget with friends, prioritizing affordability and shared experiences during gap year trips.
- **Chloe** (University student, Southern California): Focuses on decompressing from school stress and creating “core memories” with friends, emphasizing aesthetic and content-worthy rentals.
- **Alex** (Mid-30s project manager): Organized, value-driven traveler who seeks comfort and practicality on trips with partner and friends, often exploring national parks and cities.
---
### Short-Term Rental Preferences
Across all users, **affordability, comfort, and functionality** are paramount, but with nuanced priorities:
- **Kitchen Access:** Universally critical for budget savings and emotional comfort (Bibek, Ben, Alex). Cooking familiar or group meals is a key feature.
- **Space & Layout:** Ben and Alex emphasize sufficient space for groups and communal areas to foster connection. Chloe values spaces that support content creation with distinct “zones” and aesthetic appeal.
- **Location:** Proximity to transport or attractions is important but users are willing to trade location for better price or vibe.
- **Safety & Amenities:** Wi-Fi, cleanliness, and safety reviews are important, especially for international students like Bibek.
- **Aesthetic & Vibe:** Chloe uniquely prioritizes “TikTok-worthy” aesthetics and natural light, viewing the rental as a content “set” as much as a home.
---
### Hashtag Resonance & Content Inspiration
- **#You can home anywhere**
- Strongly favored by Bibek and Alex, who see this hashtag as capturing the essence of comfort, familiarity, and practical benefits of a rental—especially for international students or travelers seeking a “home away from home.”
- Content ideas include showcasing cooking, budget tips, cozy routines, and the emotional comfort of creating a personal haven in temporary spaces.
- This hashtag emphasizes the rental as the foundational enabler of a sustainable, affordable, and relaxing travel experience.
- **#A trip with friends anytime**
- Preferred by Ben and Chloe, who view this hashtag as embodying the core motivation of their trips: social connection, spontaneity, and shared memories with friends.
- Content would highlight group dynamics, fun activities, shared meals, and the rental as the perfect backdrop for friendship and bonding.
- The hashtag resonates with the emotional payoff of travel rather than the practicalities of accommodation.
---
### Summary of Divergent Views
- **Bibek and Alex** prioritize the **“home” aspect** of rentals, focusing on comfort, cooking, and a stable base that supports affordable and meaningful travel. Their content would lean toward practical, cozy, and emotionally resonant themes.
- **Ben and Chloe** emphasize the **social and experiential side** of travel, with rentals serving as a “setting” for friendship, fun, and content creation. Their content would be energetic, community-focused, and visually engaging.
---
### Overall Insights for Short-Term Rental Platforms Targeting College Students
1. **Dual Messaging Opportunity:** Campaigns can leverage both hashtags to appeal to different traveler mindsets—those seeking comfort and practicality (#You can home anywhere) and those prioritizing social connection and spontaneity (#A trip with friends anytime).
2. **Highlight Kitchen & Communal Spaces:** Emphasize amenities that enable cooking and group bonding, as these are non-negotiable for budget-conscious student travelers.
3. **Incorporate Authentic Content:** Encourage creators to share genuine moments—whether cozy routines or lively group interactions—to resonate with TikTok’s audience.
4. **Aesthetic Appeal Matters:** For content creators like Chloe, visually striking rentals enhance engagement and inspire travel.
5. **Affordability & Location Flexibility:** Stress cost-effectiveness and strategic locations that balance convenience with budget.
---
This nuanced understanding of traveler motivations and content preferences can guide targeted marketing strategies and platform features to better engage college students and young travelers on TikTok during holiday seasons.
Now that we've completed our interviews, let's save a summary of our study methodology and process.
Now let's generate a comprehensive report with our findings and recommendations.
Study Complete: Report Generated Successfully
Your TikTok hashtag challenge testing report has been successfully generated! The report provides a comprehensive analysis of which hashtag option would better resonate with college students for your holiday season campaign.
Key Findings Available in Your Report:
The report includes detailed insights on:
- College students' holiday travel preferences and behaviors
- Social media content creation habits and motivations
- Comparative analysis of both hashtag options
- Clear recommendation on which hashtag to use
- Strategic implementation guidance for your TikTok campaign
Next Steps:
- Review the Report: Explore the detailed findings and recommendations
- Ask Follow-up Questions: If you need clarification on any part of the report
- Request Modifications: If you'd like adjustments to the report format or focus
Would you like me to explain any specific aspect of the findings or provide additional context about the recommendations in the report?
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