Contests and Giveaways

Why Run Contests and Giveaways?

1. Increase Brand Awareness: Contests can introduce your brand to new audiences, especially when participants are required to tag friends or share the contest with their own networks.
2. Boost Engagement: Contests prompt users to interact with your content, increasing likes, comments, and shares, which in turn helps your posts reach more people thanks to platform algorithms.
3. Grow Your Following: When you ask participants to follow your account as part of entering a giveaway, you’re building a larger audience for future campaigns and promotions.
4. Generate Leads: Contests can be designed to capture emails or other contact details, which can be valuable for future marketing efforts.
5. Drive Sales: Contests with product giveaways, discount codes, or special offers often drive traffic back to your website, increasing the chances of conversion.

Types of Contests and Giveaways

1. Like, Comment, and Follow Contest

• How it works: To enter, participants must like the post, comment on it, and follow your account.
• Best for: Quick engagement and follower growth.
• Example: “Like this post, follow our account, and tag a friend in the comments for a chance to win!”

2. Tag-a-Friend Contest

• How it works: Participants must tag one or more friends in the comments to enter.
• Best for: Increasing visibility and reaching new audiences.
• Example: “Tag 3 friends for a chance to win a $50 gift card! Each tag is an entry, so tag away!”

3. Share-to-Win Contest

• How it works: Entrants must share your post to their own feed or story to participate.
• Best for: Amplifying your content and spreading awareness.
• Example: “Share this post to your story and tag us for a chance to win a free product bundle!”

4. Photo/Video Submission Contest

• How it works: Participants submit their own photos or videos, often incorporating your product or brand hashtag.
• Best for: User-generated content (UGC) and creative engagement.
• Example: “Post a picture of yourself using our product with the hashtag #MyBrandMoment to enter our contest!”

5. Caption Contest

• How it works: Participants are asked to provide a creative caption for a photo you post, and the best or funniest caption wins.
• Best for: Generating fun, lighthearted engagement.
• Example: “Caption this photo for a chance to win a prize! Funniest caption wins.”

6. Quiz or Trivia Contest

• How it works: Participants answer a quiz or trivia question, and correct answers are entered into a draw.
• Best for: Interactive and educational engagement.
• Example: “Answer this trivia question correctly for a chance to win a free gift: ‘What year was our brand founded?’”

7. Referral-Based Contest

• How it works: Entrants receive more chances to win by referring others to the contest.
• Best for: Expanding your reach organically.
• Example: “Get 1 extra entry for every friend you refer! The more you share, the higher your chances of winning!”

How to Plan a Successful Contest or Giveaway

1. Set Clear Goals

• Before launching your contest, define your objectives. Are you aiming to increase brand awareness, grow your follower base, or collect leads? Your goal will dictate the structure and rules of the contest.
• Example goals:
  • Increase Instagram followers by 20%.
  • Generate 1,000 new email subscribers.
  • Boost engagement on a new product launch post.

2. Choose a Valuable Prize

• The prize is the primary motivator for participants, so make sure it’s desirable and relevant to your audience. The prize should also align with your brand to attract the right kind of entrants.
• Example prizes:
  • Your products or services (e.g., free product bundle, service discount).
  • Exclusive experiences (e.g., a virtual class, one-on-one consultation).
  • Gift cards or vouchers to your store.

3. Keep Entry Simple

• Simplicity is key when it comes to contest entries. The fewer steps participants need to take, the more likely they are to enter. Avoid overly complicated rules that could deter participation.
• Example entry mechanics:
  • “Follow, like, and tag a friend to enter.”
  • “Post a picture with our hashtag to join the contest.”

4. Promote the Contest

• Announce the contest on all your social platforms, use paid ads if necessary, and create eye-catching visuals to attract attention. You can also partner with influencers or other brands to expand your reach.
• Promotional tips:
  • Post an engaging teaser or countdown to build excitement before the contest starts.
  • Use Instagram Stories, Reels, or TikTok videos to share details.
  • Create a pinned post or highlight on Instagram so users can easily find the contest.

5. Establish Rules and Guidelines

• Be transparent about the rules, including the entry method, eligibility (e.g., age, location), deadlines, and how winners will be chosen and notified.
• Example rules:
  • “Contest open to residents of the U.S. only. Must be 18+ to enter.”
  • “Winners will be randomly selected and announced on October 31.”

6. Engage Throughout the Contest

• Keep the excitement alive during the contest by interacting with participants. Respond to comments, share entries, and post reminders to keep your audience engaged.
• How to stay engaged:
  • Share user-generated content from the contest with credit to the participants.
  • Post frequent updates to encourage more entries as the contest progresses.

7. Announce the Winner Transparently

• Once the contest ends, announce the winner(s) publicly and celebrate their win on your social media. Make sure to follow up with the prize delivery and thank everyone who participated.
• Example announcement:
  • “Congrats to @username for winning our giveaway! Thank you to everyone who entered—stay tuned for our next contest!”

Best Practices for Contests and Giveaways

1. Follow Platform Guidelines
   • Each social media platform has its own rules about running contests. Make sure to follow their guidelines to avoid any issues with your account.
     • For Instagram, for example, you must include a disclaimer stating that the contest is not affiliated with Instagram itself.
2. Keep the Prize Relevant
   • The prize should appeal directly to your target audience. Offering something like an iPad might attract a lot of entries, but those people might not be interested in your brand long-term. Instead, offer products or experiences related to your brand.
3. Use a Hashtag
   • Create a branded hashtag for your contest to make it easy to track entries, build awareness, and gather user-generated content.
     • Example: #MyBrandGiveaway or #WinWithMyBrand
4. Be Fair and Transparent
   • Ensure that the process for selecting a winner is clear and unbiased. Consider using tools like a randomizer to pick winners fairly, and be upfront about how the winner will be chosen.
5. Monitor and Measure Results
   • After the contest ends, analyze key metrics like engagement, follower growth, and new leads or sales. This data will help you improve future contests.
   • Metrics to track:
     • Number of new followers gained.
     • Engagement rate (likes, comments, shares).
     • Website traffic or sales during the contest period.

Avoiding Common Contest Pitfalls

1. Overcomplicating the Entry Process: Keep it simple! Too many steps or complicated rules can discourage users from entering.
2. Offering an Irrelevant Prize: Ensure the prize is aligned with your brand to attract the right participants.
3. Not Following Up with Non-Winners: After the contest, thank all participants and consider offering a consolation prize, such as a discount code, to keep them engaged with your brand.
4. Ignoring Contest Guidelines: Platforms like Facebook and Instagram have specific rules for contests, so make sure you’re compliant to avoid penalties.

Conclusion

Contests and giveaways are fun, engaging, and effective ways to grow your audience, increase brand visibility, and strengthen customer loyalty. By choosing the right type of contest, offering a valuable prize, and keeping the entry process simple, you can create a buzz around your brand that lasts beyond the contest itself.