Challenge video

What is Challenge video?

A challenge video is a participatory format in which creators and audiences perform a specific action, dance, or task and share their version using a designated hashtag, allowing participation to aggregate into a trend. The format spreads through imitation, with each new entry adding a personal interpretation to the shared premise.

When you'd use it

1. 1When a brand wants to generate user-created content around a campaign without paying for each piece.
2. 2When a product lends itself to a repeatable action that many different people could perform on camera.
3. 3When a hashtag campaign needs a video format to anchor participation and track submissions.
4. 4When organic reach has plateaued and a participation mechanic might extend distribution.

Example

The Ice Bucket Challenge in 2014 spread to over 17 million videos in six weeks because the premise required nothing more than a bucket and water, the result was always visually satisfying regardless of who was filming, and the nomination mechanic created explicit social pressure to participate. The ALS Association raised $115 million in eight weeks.

Use cases

1. 1Launching a branded hashtag with a seed video showing the action viewers are invited to replicate.
2. 2Prompting customers to film themselves using the product in a specific way and tag the account.
3. 3Aggregating user submissions into a compilation that acknowledges participants and extends the campaign.

Related terms