Instagram is one of the most rapidly growing social media platforms out there today — with more than 800 million monthly active users. Compared to just two years ago, that’s more than double their active user growth.
But what’s better than a massive user base is that Instagram has higher engagement rates and overall, less competition compared to other platforms such as Facebook and Twitter. Running an Instagram contest is a great way to increase your follower account and brand awareness.
Step 1: Consider Goals and Objectives
As tempting as it may be to get a contest idea and run with it, if you want it to be truly successful, you must take time to plan, which means thinking about goals and objectives. Your contest should align with business goals, and fall in line with audience interest and behaviors. The most common Instagram contest goals are growing brand presence and awareness, and increasing your follower count and engagement.
Planning your goals ahead of time ensures you’ll be able to measure how successful the contest was, so you can make adjustments for the next one. In this stage, you’ll determine the metrics you’ll track, and how often you’ll track them – which generally depends on how long you decide to run the contest. Some metrics you may wish to track include:
- Number of entrants and comments
- Follower count
- Engagement levels
- Website/Landing page traffic
- Number of purchases
- Number of mail list signups
- Feedback – both positive and negative
No matter what your goal, having specifics in mind makes it easier for you to determine how well your contest worked to help you reach the goal.
Step 2: Choosing the Type of Contest You’ll Run
Instagram easily facilitates multiple types of contests, and it’s easy to combine elements from multiple types to create your own. All that really matters is you keep the barrier to entry low because if people have to do too much to enter, they just won’t. That is unless the prize is huge and they perceive the work they have to do to enter worth it.
- Like contests: Post a picture of your product on Instagram and invite users to like an share the photo. When it closes, choose a winner at random and notify the winner by email. Send the winner free product. Combine this with follows to increase both follower count and engagement.
- Comment contests: Ask your followers to comment on one your brand’s photos for a chance at winning the prize. You can also vary this one by asking them to answer a question, and choose the best answer to win the prize. This is a good one if getting feedback is one of the goals.
- Photo challenge contests: This one helps you get user-generated content to use all throughout your social media and marketing. Ask your followers to post a photo with your products and your hashtag on their personal profile. This can also be a selfies contest.
- Tag-a-Friend contests: Ask your followers to tag one of their friends in the comments of one of your brand photos for a chance to win a prize.
- Reposting contests: This one helps with brand awareness and increase reach because you ask your followers to repost your Instagram photo on their personal profiles.
- Voting contests: Let your followers vote on their favorite photos and get a free product or a gift that’s related to the photo contest.
Step 3: Entry Methods
Depending on the contest type, the entry methods may vary. Simply following your account or commenting on a post could be an entry, but you could give participants additional ways to enter, such as joining your email list, re-gramming your post to their followers, or tagging a friend.
Step 4: Deciding Contest Rules and Duration
When it comes to running any contest, but especially those on Instagram and other social media platforms, it’s critical to ensure you have clearly defined contest rules. Plus, you need to know how long the contest will run, so everyone has a fair chance of winning.
It’s entirely up to you how long the contest runs, but the longer it runs, the more effective it will be. Ideally, you should run it at least a week. But, if you want to run several shorter ones, or always keep one running, you can do that, too. Whatever you choose, all that really matters is that everything is clear to your audience.
Step 5: Creating a Unique Hashtag
You want to create a unique (branded) hashtag so you can track entries. If you use something too generic that others are likely to use, then those posts will get mixed in and could mess up your entry counts and analytics as you try to measure the success of the contest. You want the hashtag to be easy to remember and avoid complex or difficult spelling. Keep the hashtag applicable to your brand, services, or products.
Step 6: Selecting a Prize
For best results, choose a prize that your ideal customer would want. This way, you work toward building targeted followers – not just any followers. The more effort the contest requires, the bigger the prize should be. Options include:
- Gift cards
- Free services
- Goodie bags
Step 7: Deciding the Theme
If there’s a theme around the contest, it will be easier to market. Remember, the people participating in the contest are working for you – and if you’re asking them to post content you can use in your marketing, then it helps if they know what kind of content to post.
For best results, choose a theme that aligns with your market, products, or services. Launch a contest around events, holidays, or seasons that align with your band.
Step 8: Determine How Winners Will Be Chosen
Will you use a random number generator? Will the followers vote on the best entries? Will a special team of people you choose on your staff determine the winner? However it happens is fine, just make sure you’re clear when you’re creating the rules and promoting the contest.
Step 9: Promote the Heck Out of It
You won’t get participation in the contest if people don’t know about it. Promote the contest before it starts, when it starts, and periodically while it’s running so people know what’s going on. You may want to consider using paid advertising to promote it if your audience is fairly small at the beginning.
Write a blog post about the contest. Talk about it on your other social media channels. Post it on your Instagram Story. If you have an email list, send out a message to those people to let them know you’re running the promotion.
Step 10: Monitor Submissions and Participation Level
Keep track of all the submissions to make sure they’re following along with the rules. Track participation to see if you need to continue promoting it, or if others are doing a good job promoting it for you.
Step 11: Follow Up, Rinse, and Repeat
Follow up with the winner to make sure they receive your prize. Announce the winner and thank everyone for their participation in the contest. Take a look at the contest entries and all the other metrics you choose to track and compare everything to what it was before the contest started to determine how successful it was. When you’re ready, launch another contest and repeat the entire process again.
Instagram’s promotion guidelines are fairly broad so you have more freedom to get creative with your contests and its guidelines. To improve your chances of success, get creative with the types of contests you use so you always keep your audience guessing. Make sure you’re offering the right prize and using targeted hashtags so you’re building the best possible audience for your brand.