Best Practices for Running Contests and Giveaways on Social Media

1 December 2024

Social media contests and giveaways—if done right—can be the secret weapon to skyrocketing your brand's engagement, followers, and overall visibility. People love free stuff, and let’s face it, who doesn’t? But here’s the kicker: what seems like a straightforward campaign can quickly turn into a disaster if you don’t know the ropes.

Running a successful contest on social media isn’t just about slapping together a post and hoping people will flock to it. It’s a mix of strategy, creativity, and a sprinkle of psychology. If you’re ready to make your audience say, “Shut up and take my entry!” then you’re in the right spot. Let’s break down the best practices for running contests and giveaways on social media step by step.

Why Contests and Giveaways Work Like Magic

Before we dive into the nitty-gritty, let’s talk about why this works. People are hardwired to love something for nothing. A well-structured giveaway can:

- Boost your social media engagement rates faster than a cup of espresso wakes you up.
- Increase brand visibility by incentivizing sharing and tagging.
- Grow your audience organically (yes, without paying for fake followers).
- Drive traffic to your website or e-commerce store.

But here’s the kicker—these benefits only happen if you run your contest or giveaway right. So how do you do that? Read on.

#1: Define Your Goals Before Doing Anything Else

Running a social media contest without clear goals is like throwing darts blindfolded—you might hit something, but don’t count on it. Sit down (preferably with coffee) and ask yourself: What do I want out of this?

Here are a few common goals to consider:
- Increase followers: Attract more people to your social media platforms.
- Boost engagement: Get likes, comments, shares, and saves up.
- Promote a product or service: Create buzz around a launch.
- Generate leads: Build an email list or collect contact information.

Having a goal in mind helps you shape your contest to achieve tangible results. Without it, you’re just winging it—and your audience deserves better.

#2: Know Your Audience Like the Back of Your Hand

Crafting a contest that flops is as simple as ignoring who you're targeting. If you’re giving away a product or service your audience doesn’t care about, they’ll scroll past faster than a YouTube ad.

Ask yourself:
- Who is my ideal audience?
- What kind of prizes would make them stop and engage?
- Which social media platforms are they most active on?

For example, if you’re targeting Gen Z, you’re better off running a TikTok challenge than buying ad placements on LinkedIn. Tailor your contest to fit their needs, interests, and online hangout spots.

#3: Choose a Prize That Actually Matters

The prize is the star of the show. If it’s dull, forgettable, or irrelevant, don’t expect people to care. Your prize needs to:

1. Be valuable: The bigger the reward, the more tempting it will seem. (Think: "I NEED this.")
2. Be relevant to your brand: If you’re a fitness gear company, giving away an iPad may grab attention, but it won’t attract your ideal audience. Instead, opt for gym equipment or a subscription to a fitness app.
3. Trigger FOMO: The fear of missing out is a powerful motivator. Choose something people feel like they can’t miss.

#4: Make Participation as Easy as Stealing Candy

The golden rule? Keep it simple. If your entry process feels like filling out a tax form, people will bail faster than a bad first date.

Here are some easy ways to boost participation:
- Like and comment: Classic, simple, and effective.
- Follow and tag friends: Great for follower growth and visibility.
- User-generated content (UGC): For bigger engagement, ask participants to create something (a photo, video, or story).

Pro Tip: If you’re going the UGC route, make sure the instructions are crystal clear. Nobody likes confusion.

#5: Timing Is Everything

Planning your contest is like planning a party. Would you throw a pool party in December? Of course not. The same logic applies here.

- Pick the right time: If your audience is more active during weekends, launch your giveaway on a Friday.
- Set a clear start and end date: Give participants enough time to enter, but don’t drag it out too long. A sense of urgency (“ends in 72 hours!”) encourages faster action.

Oh, and avoid major holidays unless your contest is holiday-themed. Competing for attention during these times is like shouting in a crowded room.

#6: Get Creative With Your Copy and Visuals

If your contest post doesn’t grab attention in the first few seconds, it’s game over. Your copy and visuals are your hook—they need to scream, “LOOK AT ME!”

For your caption, use:
- Emojis to make it pop.
- Short, punchy sentences to drive your point home.
- Clear CTAs (calls to action), like “Tag 3 friends to enter!”

For your visuals, use:
- High-quality images or graphics.
- Bold text overlay to highlight the prize and instructions.
- Consistent branding (fonts, colors, logo).

#7: Follow the Rules (Yes, They Exist!)

Every social media platform has its own set of rules for contests and giveaways—and ignoring them could get you slapped with penalties or even banned. Read the fine print for platforms like Instagram, Facebook, and Twitter.

Quick tips:
- Always state that your contest isn't affiliated with the platform. For example, “This giveaway is not sponsored by Instagram.”
- Be transparent with your terms and conditions (e.g., eligibility, entry requirements, how the winner will be chosen).

#8: Promote, Promote, Promote

“No one entered my contest!” If this happens, odds are, you didn’t promote it enough. Posting once and praying it goes viral doesn’t cut it.

Here’s your game plan:
1. Post multiple times: Create a countdown—“2 days left to enter!”
2. Use Stories: Polls, stickers, and countdowns on Instagram Stories can create hype.
3. Collaborate: Partner with influencers or complementary brands to amplify your reach.
4. Leverage email marketing: Notify your list about the contest.

#9: Pick a Winner Fairly and Announce It

Transparency is key when selecting a winner. Use tools like random.org for random draws or manually evaluate entries if they’re submission-based (think photos or essays).

Once you’ve got your winner, don’t ghost your audience. Announce it publicly on your social media channels. This shows two things:
1. The contest was legit.
2. You value the participants and their time.

#10: Analyze the Results

After the contest is over, don’t just move on. Look at your results and ask yourself the following:
- Did you achieve the goals you set at the start?
- What worked and what didn’t?
- What could you do differently next time?

Use analytics tools to track metrics like engagement, follower growth, website traffic, and conversions. This data will help you refine your strategy for the future.

Bonus Tip: Keep It Legal

Yeah, I know—legal stuff isn’t exciting. But skipping this step can land you in hot water. Make sure your giveaway complies with local laws (especially for international contests), includes proper disclaimers, and adheres to FTC regulations.

Wrapping It Up

Social media contests and giveaways can be a goldmine if you play your cards right. The key is to plan strategically, incentivize participation, stay creative, and follow through with transparency. Remember, it’s not just about handing out prizes—it’s about creating an experience that makes your audience fall in love with your brand.

Go ahead and start planning your next contest. Whether you’re giving away a product, service, or even an experience, these tips will help you crush it like a pro.