Content formats
Challenge video: definition and examples
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
- 1When a brand wants to generate user-created content around a campaign without paying for each piece.
- 2When a product lends itself to a repeatable action that many different people could perform on camera.
- 3When a hashtag campaign needs a video format to anchor participation and track submissions.
- 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
- 1Launching a branded hashtag with a seed video showing the action viewers are invited to replicate.
- 2Prompting customers to film themselves using the product in a specific way and tag the account.
- 3Aggregating user submissions into a compilation that acknowledges participants and extends the campaign.
Make on-brand short-form video from the footage you already have.