Social media has exposes us to several challenges recently. #TheMannequin Challenge involves filming a group of people frozen in action while the song “Black Beatles” by Rae Sremmurd plays in the background. The challenge that was started by High School students in Jacksonville, Florida and has been branded with the hashtag #MannequinChallenge has caught on to athletes, celebrities and everyday people alike. The #YouNameItChallenge took a sample from a popular gospel song mentioning food items and challenged people to sing and dance to a tune about what they were planning for Thanksgiving dinner. The ALS #IceBucketChallenge raised awareness and over $100M in an 8-week period in 2014 by challenging users to donate money and as proof of their donation record a video of themselves dumping ice cold water on their heads, upload the video to social media and tagging others to do the same within a 24-hour period. These challenges have a few things in common: 1) entertainment 2) relevance and 3) a call to action
Social media gives you a free platform to communicate to a massive amount of people quickly. While challenges like the #MannequinChallenge and #YouNameItChallenge have leveraged these platforms to create entertainment others like the ALS #IceBucketChallenge served more of a purpose. Amyotrophic lateral sclerosis (ALS) is a progressive neurodegenerative disease that affects nerve cells in the brain and the spinal cord*. Tapping into the viral nature of a challenge to educate the world about this disease and encourage donations has been key to raising money to continue research on this fatal disease.
We as business owners, can and should leverage the same components of viral challenges to communicate our brand messaging. We must create entertaining messages that are relevant to our audiences and then ask them to do something! “I donated and then dumped ice on myself, now you do it!” This entertaining call to action is coming to the user from someone in their community that they love and respect. Not the brand. Not the cause. It works because it is fun and exciting, the users want to do the action and even pass it on. Brands can and should leverage this concept. While our messages may not go viral against the masses, we certainly can create shareworthy messaging within our key target customer groups.
What about your company and brand’s story is shareworthy social currency? What would your audience be proud to share about you? Why do your customers want to be affiliated with you? Why do they want others to know that they are affiliated with you?
At White Rose our $397 per month entry level marketing membership program has created a bit of a stir in our community. It enables business owners who thought that they couldn’t afford a marketing team get the marketing support they need. So….In the spirit of the #ViralChallenge, we challenge you upgrade your marketing program today by scheduling a free 30-minute consultation with us. http://whiterosemarketing.com/services-2/membership/