Social media challenges are no longer just fun activities; they are powerful marketing tools that help brands capture attention, spark conversations, and increase visibility. In Nigeria, challenges have become an engaging way to connect with audiences across TikTok, Instagram, and Twitter. Whether designed by brands or amplified by users, these challenges often blend entertainment with cultural relevance.
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This post highlights 11 social media challenges that have successfully boosted brand visibility in Nigeria and what businesses can learn from them.
1. #DettyDecember Challenge
Although not tied to a specific brand, the #DettyDecember hashtag has become a seasonal goldmine for Nigerian brands. Businesses in fashion, events, and travel often tap into this trend by creating content around holiday experiences, showcasing products perfect for festive outings.
2. #BopDaddyChallenge by Falz
Falz’s #BopDaddyChallenge used a creative outfit-switching format that quickly went viral on TikTok and Instagram. Brands in fashion and lifestyle joined in, showcasing style transformations while aligning with the buzz, boosting visibility without needing formal partnerships.
3. #DonJazzyChallenge
Music producer Don Jazzy is known for engaging challenges that showcase talent and creativity. His challenges often prompt dance routines or creative remixes, which brands have sponsored or tapped into by associating with participants, gaining secondary exposure.
4. #ItelTikTokChallenge
Itel Mobile launched this challenge to promote their smartphone features, especially the camera. Participants showcased creative videos using Itel phones, helping the brand trend on TikTok while demonstrating product capabilities.
5. #OmoGhettoChallenge by Funke Akindele
To promote the film Omo Ghetto: The Saga, Funke Akindele started a challenge where participants recreated the distinct rugged style of characters from the movie. It spiked engagement and increased the movie’s visibility even among non-cinema goers.
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6. #ShapeYouChallenge by ShapeYou
ShapeYou, a fitness brand, ran a challenge encouraging users to show their fitness transformations. This challenge not only went viral but also boosted the brand’s reputation as a fitness solution, leading to higher product inquiries and sales.
7. #TecnoSparkTalentHunt
Tecno Mobile launched a talent hunt on TikTok and Instagram, asking users to display any unique talent while using the Tecno Spark device. This directly engaged young Nigerians and reinforced Tecno’s image as a youth-friendly brand.
8. #KudaBankDanceChallenge
Kuda Bank initiated a dance challenge to drive awareness of its banking app. Participants danced to a curated song, with winners receiving cash prizes. The challenge not only boosted app downloads but also made Kuda a trendy name among Nigerian youths.
9. #BetwayNaijaChallenge
Betway Nigeria used this challenge to engage sports fans during the lockdown, asking participants to recreate football skills at home. It kept the brand visible even when sporting events were suspended.
10. #AmatemChallenge
Amatem Softgel, an antimalarial brand, launched a TikTok challenge encouraging users to share humorous content about staying healthy and avoiding malaria. The challenge made healthcare content fun and approachable while promoting the brand.
11. #GloDanceChallenge
Glo Nigeria leveraged TikTok with a dance challenge that featured popular influencers. This boosted their brand presence among younger audiences, positioning Glo as a vibrant and connected network provider.
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Conclusion
These social media challenges show that Nigerian audiences respond to content that blends fun, relatability, and incentives. For brands, the lesson is clear: design challenges that are easy to participate in, culturally relevant, and offer some form of recognition or reward. Whether it’s fashion, tech, entertainment, or finance, challenges remain an effective way to grow brand visibility in Nigeria’s competitive social space.
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