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Read MoreThe Power of Viral Video Challenges in Marketing
“Challenges” are now commonplace on our social media feeds. Our friends, family, and even acquaintances contribute to the virality of these videos and images. What is it about them that lets them travel so far, capture so many people, and get the kind of exposure that most businesses would strive for?
The Role of Interactivity in Virality
One of the most important elements of a viral video challenge is interactivity. The average viral video involves watching, enjoying, and then sharing. Challenges take this a step further by adding the feature of participation, which brings a personalised element that captures viewers’ attention. An entertaining video featuring someone’s friends or family is much more likely to be watched and shared than one without that personal connection.
Simple challenge formulas that can be easily altered and built upon tend to be the most popular. Giving people the ability to make a challenge their own fuels excitement, competition, and creativity. The prospect of doing it better, making it bigger, or adding a unique twist creates a viral culture where the most engaging entries gain widespread attention.
Accessibility: The Key to Mass Participation
Most viral challenges have a low barrier to entry. You don’t need to be wealthy, exceptionally talented, or physically gifted to take part. Many of the most popular challenges involve everyday household items or simple actions that require minimal effort or investment. This accessibility ensures that the video travels much further, with people from every demographic participating and sharing their content.
This level of inclusivity has led to challenges that transcend borders, spreading rapidly across different cultures and communities. A successful challenge is one that can be attempted by anyone, making it easy for the concept to flourish and attract widespread engagement.
The Appeal to Vanity and Social Recognition
The underlying motivation behind participation in viral challenges is often rooted in self-promotion. People enjoy being part of something bigger than themselves, and social media provides the perfect platform for gaining recognition.
Whether it be the ALS Ice Bucket Challenge, the Cinnamon Challenge, or Neknominate, participants are eager to showcase their involvement. While one could easily donate to ALS research, eat a spoonful of cinnamon, or complete a daring drinking task without filming it, the desire to document and share these moments for recognition is what drives their popularity.
A perfect example is the #DontJudgeChallenge, which, despite its controversial message, gained traction because it gave social media users a platform to post videos of themselves revealing their ideal version of attractiveness. The opportunity to show off personal attributes or achievements plays a huge role in determining how far and fast a challenge spreads.
The Power of the Call to Action
One of the most effective aspects of viral challenges is the call to action at the end of each video. While a generic “Share this video!” message can generate some reach, it’s the more specific and urgent calls to action that achieve the biggest results.
The ALS Ice Bucket Challenge, for instance, not only encouraged people to donate to ALS research but also required them to nominate others to complete the challenge. Adding a deadline—typically 24 hours—created a sense of urgency, ensuring that social feeds remained updated with fresh content.
This strategy can be incredibly effective for brands looking to boost engagement. By integrating a clear and actionable request, businesses can encourage more people to interact with their marketing content, spreading brand awareness and generating organic reach.
How Businesses Can Use Viral Challenges in Video Marketing
While many viral challenges arise naturally from social trends, businesses can strategically incorporate challenge-based marketing into their promotional video content. Here’s how:
1. Create a Simple and Shareable Concept
A successful challenge should be easy to understand, quick to complete, and entertaining to watch. The more people who can participate, the more likely it is to gain traction.
2. Incorporate Your Brand Naturally
Ensure that your brand or product is subtly included in the challenge without making it feel like a sales pitch. The most successful branded challenges focus on fun and engagement rather than overt promotion.
3. Encourage User-Generated Content
Ask participants to tag your brand and use a specific hashtag when sharing their videos. This not only builds brand visibility but also creates a sense of community around your challenge.
4. Use Influencers and Social Media Leaders
Getting social media influencers or industry figures involved early on can accelerate the spread of your challenge. Their participation encourages their followers to join in, exponentially increasing reach.
5. Add a Call to Action with a Sense of Urgency
Encourage participants to nominate others and include a time-sensitive element to keep momentum going. Limited-time incentives, such as giveaways or discounts, can further motivate participation.
Have You Considered Using a Viral Challenge for Your Marketing?
Viral challenges are a goldmine for video marketing. They tap into human psychology, social connectivity, and digital sharing habits to spread brand messages in an organic and engaging way. If your business hasn’t yet explored challenge-based marketing, now is the time to get creative and develop a strategy that leverages the power of participation, accessibility, and social engagement.
Have you ever used a viral challenge in your promotional video production? If not, it might be the perfect way to engage your audience and generate massive exposure for your brand.