Social media challenges have proven to be a great tool to create buzz for any given brand or organization. Communications professionals can utilize these challenges to engage with their consumer base in a fun and silly manner. For the successful challenges, there is a direct link between the challenge and the brand’s increased traffic. Since social media marketing has indisputably become essential for most business’s success, these challenges provide a goofy way to get consumers involved in the marketing process.

What is a Social Media Challenge?

A social media challenge is a viral trend, inviting people to partake in “challenges” created by any brand or organization. These challenges typically have a positive impact on brand awareness and traffic. They became even more successful with the rise of COVID-19. With everyone stuck at home during the lockdown, social media usage skyrocketed. People were looking to their favorite brands and influencers to give them something to do at home. As a result, these challenges gained traction. They were a fun way to engage with family members in an at-home, COVID-safe activity.

Examples of Social Media Challenges

1. One Chip Challenge

Pacqui hosted the One Chip Challenge. Pacqui is a chip company that uses real peppers rather than artificial ingredients to produce heat and spicy flavors into each chip. The social media challenge was to eat one chip made with the Carolina Reaper, the spiciest pepper in the world. Then, wait as long as you can before washing it down with something. The trend went viral, providing Paqui with a surge in purchases and traffic on their website.

2. Ice Bucket Challenge

The Ice Bucket Challenge was a campaign in 2014 with the goal of promoting awareness for amyotrophic lateral sclerosis, ALS. The challenge required participants to dump a bucket of ice water over their heads. They’d post the video, nominating 3 other individuals to participate in the challenge. The challenge was wildly successful, raising millions of dollars for research and exponentially raising awareness for the disease

Reasons to Use Social Media Challenges

Trending challenges are one of the best ways for brands to engage with their audience and create a sense of community. It builds long-lasting relationships with its target audience and beyond. With enough attention and participation, communications professionals do not need to do much else except let the challenge run its own course. Brands engaging in social media challenges can accelerate their growth while including their audience in a fun, exciting way.