Challenge

Challenge (from English challenge) is a mechanics of user-generated content (UGC), in which a brand or influencer launches a “do this and move on” format. Classics: Ice Bucket Challenge (2014), #10YearChallenge, #MannequinChallenge. In Russian SMM, the format lives in TikTok clones, VK Clips and Telegram.

A working challenge is built on three elements: ease of repetition (can be done in 60 seconds without special equipment), a clear visual result (which is immediately visible in the feed) and a tagging mechanic - “tag two friends” or “use a hashtag”. Without the tagging mechanic, the spread stops after the first wave.

For a brand, a challenge is free reach, but it requires a starting impulse. I recommend seeding through 5-10 micro-influencers with a real audience at the same time, and not through one large one - the “simultaneous start” effect creates a sense of trend. The budget for seeding is usually less than for direct advertising with the same reach.

The key metric of the challenge is the UGC rate: the ratio of the number of user publications with a tag/hashtag to the reach of the launch. In my experience, a good UGC rate for a commercial challenge is 0.5–2%. Organic (non-profit) challenges hit 5-10% and higher, because the motivation is purely social.