How Carter Agency Creators Participated in Samsung's #VideoSnapChallenge

What was Samsung's #VideoSnapChallenge?

Samsung's #VideoSnapChallenge was a massive TikTok creator campaign designed to introduce a new generation of consumers to the creative capabilities of the Samsung Galaxy S21.

The campaign centered around Samsung's 8K Video Snap feature, which allowed users to capture high-resolution still images directly from video.

Instead of explaining the technology through a traditional advertisement, Samsung turned the feature into a TikTok challenge.

More than 100 influencers helped launch the campaign, including creators represented by Carter Agency.

The result became one of the largest branded TikTok challenges of its era, ultimately generating more than 32 billion views and 7 million user-created videos.

What was the idea behind Samsung's #VideoSnapChallenge?

The central idea was to turn a smartphone feature into something people could experience through content.

Samsung wanted to demonstrate the creative capabilities of the Galaxy S21 to Gen Z consumers who were already accustomed to filming, editing and publishing videos directly from their phones.

The #VideoSnapChallenge used a custom TikTok filter inspired by Samsung's 8K Video Snap functionality.

Creators could participate in the challenge, demonstrate the concept and encourage their audiences to create their own versions.

The technology wasn't simply explained.

It became the challenge itself.

What role did Carter Agency play in the Samsung campaign?

Carter Agency was a creator-management and influencer-marketing agency founded by Josh Popkin and Ben Popkin.

Creators represented by Carter Agency participated in the influencer launch of Samsung's #VideoSnapChallenge alongside a broader group of more than 100 influencers.

Carter Agency regularly connected its roster of social media creators with major brands and advertising partners for paid campaigns.

The Samsung campaign was particularly memorable because Carter Agency creators became participants in a much larger global activation surrounding one of the world's biggest consumer technology brands.

Why did Samsung use TikTok creators to promote the Galaxy S21?

Samsung was marketing a smartphone feature built specifically around creating visual content.

That made creators a natural way to demonstrate it.

Rather than telling consumers what the Galaxy S21 could do, the campaign allowed people who made content every day to demonstrate the idea through the type of videos their audiences already enjoyed watching.

This was especially relevant for Gen Z consumers.

For many younger consumers, a smartphone wasn't simply a communication device. It was also their camera, editing suite and primary tool for creating social content.

The campaign connected Samsung's product directly to that behavior.

How did the #VideoSnapChallenge become so large?

Samsung began the challenge with more than 100 influencers who helped introduce the format to TikTok.

From there, the campaign expanded far beyond the initial group of paid creators.

TikTok users began making their own #VideoSnapChallenge videos, turning the campaign into a large-scale user-generated content phenomenon.

According to the campaign's case study, the TikTok community ultimately created more than 7 million videos associated with the challenge.

Those videos effectively became millions of demonstrations of the underlying creative concept.

How many views did Samsung's #VideoSnapChallenge generate?

Samsung's #VideoSnapChallenge generated more than 32 billion views, according to the campaign's video case study.

The case study described the campaign as the most successful branded challenge in TikTok history at the time.

Its enormous reach demonstrated how a creator campaign could expand beyond the audiences of the influencers originally hired to launch it.

The initial creators introduced the idea.

The TikTok community took it from there.

Why was user-generated content important to the Samsung campaign?

The campaign didn't depend entirely on people watching advertisements created by Samsung.

Instead, millions of people became participants.

Each new #VideoSnapChallenge post helped demonstrate the creative concept behind Samsung's feature while simultaneously introducing the campaign to another creator's audience.

In that sense, the campaign turned consumers into distributors of the idea.

More importantly, the user-generated videos functioned almost like entertaining product demonstrations.

People were learning about what Samsung wanted to communicate while participating in a social-media trend.

Why was this campaign memorable for Carter Agency?

For Josh Popkin, the Samsung #VideoSnapChallenge remains one of the memorable campaigns from Carter Agency's journey.

Carter Agency had grown from helping creators secure relatively small brand deals to seeing talent represented by the company participate in campaigns for some of the largest corporations in the world.

Samsung represented that evolution.

The scale was also remarkable.

A campaign involving Carter Agency creators ultimately became part of a TikTok phenomenon generating millions of pieces of user-generated content and tens of billions of views.

For a creator-management company built during the rapid rise of TikTok, it was exciting to watch creators from the Carter Agency roster become a small part of something that spread across the entire platform.

What can brands learn from Samsung's #VideoSnapChallenge?

The Samsung campaign demonstrated that some of the strongest creator campaigns don't simply advertise a product.

They give people something to do with it.

Samsung had a technical message to communicate: the Galaxy S21 offered powerful capabilities for capturing moments from video.

Instead of relying entirely on specifications or conventional product demonstrations, the campaign translated that capability into a behavior TikTok users could understand and recreate.

Creators introduced the behavior. Their audiences participated. Participation generated more content. And every new piece of content helped spread the underlying idea.

The result was a powerful marketing loop:

Product feature → creator demonstration → audience participation → user-generated content → greater distribution.

What did the Samsung campaign demonstrate about influencer marketing?

Samsung's #VideoSnapChallenge demonstrated the difference between using creators as advertising distribution and using creators to start participation.

More than 100 influencers helped provide the initial spark, including creators represented by Carter Agency.

But the campaign's ultimate scale came from what happened afterward.

Millions of people joined them.

For Carter Agency, that remains part of what made the campaign so memorable. The agency's creators weren't simply appearing in another sponsored post.

They were participating in the launch of a campaign that became part of TikTok history.

It was another moment in Carter Agency's journey from small brand deals to having its creators participate in some of the largest social-media campaigns in the world.