Social media contests are fantastic tools for boosting engagement, gaining followers, and even generating user-generated content. But like any marketing tactic, they work best when executed with thoughtful strategy.
Here’s how to make your social media contest a hit – and avoid common pitfalls that sink a lot of contests.
DO:
1. Define Clear Goals
Before launching, know exactly what you want to achieve. Are you aiming for increased followers, newsletter sign-ups, or boosted brand awareness? Setting SMART goals (Specific, Measurable, Achievable, Relevant, Time-bound) helps you measure success and stay focused.
2. Choose the Right Platform
Select the social channel where your audience is most active. Instagram and TikTok are ideal for visual, user-generated content, while Twitter is great for quick trivia or reactions.
3. Pick a Relevant Prize
Giveaways succeed when the prize aligns with your brand and audience. A pet store offering a year supply of treats, for example, attracts the right crowd – and their enthusiasm!
4. Keep It Simple
Use easy-to-complete formats like “tag a friend,” caption contests, or trivia quizzes. Clear entry rules increase participation and make the contest seamless for everyone.
5. Promote Across Channels
Don’t limit your contest to one post. Promote it via email, stories, partnerships, and ads. A unique hashtag boosts visibility and facilitates tracking of entries.
6. Monitor and Engage
Keep an eye on entries in real time. Mentioning participant content or resharing submissions encourages others to join in and stay engaged.
7. Share the Results and Repurpose Content
Announce winners publicly and show appreciation. Use user-generated content—photos, stories, submissions—in your future marketing to extend the contest’s lifespan.
DON’T:
1. Run Without Rules or Disclaimers
Every contest needs clear rules (eligibility, deadlines, how winners are chosen). This is essential for fairness—and compliance with platform and legal requirements.
2. Choose Irrelevant Prizes
If your prize doesn’t connect with your brand or audience, you’ll attract participants who aren’t aligned with your values or products. A year supply of dog treats is great…unless you don’t have a dog.
3. Expect a Contest to Replace Strategy
Don’t rely on contests as your marketing backbone. Leverage them tactically and pair them with strong content and follow-up plans. Contests might spike follower counts—but without follow-up strategy, retention may wane.
4. Ignore Platform-Specific Rules
Each network has its own contest guidelines. Violating them may result in your contest being removed—or your account restricted.
5. Forget to Measure Success
After the contest, analyze your results. Did you hit your goals? Measure metrics like engagement, conversions, and new leads to understand ROI.
A well-run social media contest can breathe new life into your brand, generate buzz, and build community. But achieving those results hinges on thoughtful planning: clear objectives, relevant rewards, seamless execution, and strategic promotion.
Need help launching your next contest with confidence? Try Digital Joy Contesting—an easy-to-use tool that takes the pain out of planning, executing, and analyzing social media contests. Build buzz, grow your audience, and keep engagement high—all in one platform.
