There’s a lot of information shared on social media. So, your message needs to stand out in a crowd to be successful. In a webinar hosted by SEMRush, social media experts highlighted key points to consider before, during, and after you launch a giveaway on social media.
1. Do it well.
A good giveaway involves more than just getting a “like” or a “follow”. A good giveaway actively involves your social media audience. Invite them to do something interactive such as take a selfie with your product or share a story. This is called user-generated content, and it is social gold.
2. Have realistic goals from the beginning.
Your first step is to determine what you want your giveaway to do for you. A good goal could be to attract like-minded followers who will convert to a purchase or another business goal. Another good goal might be to drive more traffic to your website. A not-so-good goal is to simply get more followers. Hosting a contest for the sole purpose of getting more followers is like the kid on the playground who hands out candy to get other kids to play with him. These kinds of followers are not quality followers; they’ll leave as soon as the candy/giveaway is gone. By the way, you can expect about 25% of your new followers to unlike and unfollow you after the contest is over. This is normal.
3. Use the right social network.
The members of the SEMRush webinar panel agreed that Instagram is the current hot platform for hosting a giveaway. Facebook is also a good platform… if you can work around its many rules for running a contest.
Once you choose your platform, use all your other social media to promote it and drive traffic to your main platform of choice.
4. Make a marketing plan.
Determine the goals of your giveaway.
Map out the tactics to carry out the giveaway.
Set benchmarks to measure how well the giveaway is progressing.
5. Don’t drag it out too long.
Google says two weeks is a good length of time for a standard social media giveaway. The SEMRush panelists agreed a contest that lasts for several months is too long, however, they also agree that a longer contest that creates user engagement (see #1 on this list) are far better than a short, one-off giveaway.
Other helpful tips for a successful social media contest:
Blog Post Update 2024: Refreshing Our Top 5 Takeaways on Social Media Giveaways
In 2018, we delved into the impactful world of social media giveaways, uncovering strategies that brands could utilize to boost engagement, expand their audience, and enhance brand loyalty. Fast forward to today, the landscape of social media has evolved significantly, influenced by changing algorithms, emerging platforms, and shifting user behaviors. It's time to refresh our top 5 takeaways about giveaways on social media, ensuring your strategies remain effective and ahead of the curve in 2024.
1. Authenticity is More Crucial Than Ever
While the core idea of giveaways remains the same, the emphasis on authenticity has grown. Today's consumers are more discerning and value transparency. Your giveaways should genuinely reflect your brand's values and promise, offering prizes that resonate with your audience's interests and needs. Authentic engagements, rather than sheer numbers, lead to lasting relationships with your audience.
2. Leverage Emerging Platforms and Features
Since 2018, several new social media platforms and features have emerged, expanding the avenues for giveaways. Platforms like TikTok and the rise of Instagram Reels offer innovative ways to host giveaways. Utilizing these platforms can tap into new demographics and enhance engagement through creative, short-form content that encourages participation and sharing.
3. Focus on Community-Building
Giveaways are not just about expanding your follower count; they're powerful tools for building and nurturing your online community. Encourage user-generated content, such as photos or videos using your products, as part of the entry process. This approach not only fosters a sense of belonging among participants but also amplifies your brand's reach authentically.
4. Data-Driven Insights to Tailor Your Strategy
With advancements in analytics tools, brands can now leverage data-driven insights to tailor their giveaway strategies. Understanding your audience's behavior, preferences, and engagement patterns allows for more targeted and effective giveaways. Utilize these insights to choose the right timing, platform, and type of giveaway that resonates best with your audience.
5. Incorporate Influencer Marketing for Amplified Reach
The integration of influencer marketing into your giveaway strategy can significantly amplify your campaign's reach and impact. Collaborating with influencers who align with your brand values and audience can lend credibility and extend your message to wider, yet targeted, demographics. Influencers can also bring creative elements to your giveaways, making them more engaging and shareable.
6. Compliance and Transparency are Key
The importance of compliance with platform rules and regulations around giveaways has intensified. Ensure transparency by clearly communicating the terms and conditions of your giveaway, including eligibility criteria, how and when winners are selected, and how prizes are awarded. Staying compliant not only safeguards your brand but also builds trust with your audience.
Wrapping Up
Social media giveaways continue to be a dynamic tool for brands looking to engage with their audience in meaningful ways. By prioritizing authenticity, leveraging new platforms and features, focusing on community-building, employing data-driven strategies, and ensuring compliance and transparency, your brand can use giveaways to achieve remarkable engagement and growth in 2024 and beyond.
Ready to elevate your brand's social media strategy with innovative giveaways? Connect with Foremost Media's experts today and let's create unforgettable experiences for your audience together.