Users TAG their content with the brand they want to talk about and the category they think it suits i.e. sports, fashion, entertainment.
If users don't tag their Tikks (the content created) then there is no way of us making sure it finds a good home.
BRIEFS are also assigned a HASHTAG so that when a user uploads a Tikk, in response to a brief, it will be automatically tagged making it easy to find and easy for our users to get their rewards.