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movement. The challenge-aspect comes into play when one of the elements is purposefully manipulated towards a specific goal or purpose. #Challenges can either be organic or sponsored. Organic challenges are created by individuals and sponsored challenges are created by a company (Mackayla, 2020). It should be noted that #challenges may be sponsored even though there is no financial incentive for participation. #Challenges on TikTok are generally associated with a hashtag. A hashtag is “a word or phrase preceded by a hash sign (#), used on social media websites and applications, [...] to identify messages on a specific topic” (Lexico, n.d.). Thus, a hashtag can be used to gather content such as videos, under a clickable link. The ALS Ice Bucket Challenge (IBC) was a social media campaign with a #challenge element to raise awareness about Lou Gehrig’s disease, known as ALS. The campaign has been referred to as a ‘social media sensation’, since it spread like wildfire during the summer of 2014 with more than 17 million videos created, that was shared 440 million times (Jang et al., 2016). Literature concerning the IBC discusses the likes of celebrity- and public referral, gamified participation and memetic participation as factors for its success (Kwon et al., 2015; Kwon, 2018; Shifman, 2013). Kwon et al., (2015) discusses how the enhanced visibility on social media was one of the integral differences between the IBC as an online campaign, compared to WoM campaigns offline. By nominating others to complete the #challenge, the participants not only shared the #challenge by participating in it, they also made it visible for individuals outside their private social boundaries, which has been referred to as ‘Public referral’. Public referral is defined by Kwon (2018) as: “A personalized referral that is made publicly” (p. 2). Celebrity public referral has been seen as an integral part in the success of the IBC, in making the campaign entertaining, engaging and shareable. The concept of public referrals is explained in the literature as a viral campaign strategy, taking advantage of social media strengths in network creation, to spread content online. In addition, Kwon (2018) further argues that the use of public referrals was the single most important factor to motivate participation in the IBC. However, it is unclear whether public referrals would generate the same result on other platforms and #challenges, since there is a lack of research. Moving on, gamified participation is discussed as yet another element which may motivate someone to participate in a #challenge (Kwon, 2018). The term is defined by Kwon et al., (2015) as: “The application of game elements to social cause campaigns to increase user engagement 14PDF Image | It’s time to TikTok
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