‘Ts the season….of Instagram Giveaways!
From well-known brands to personal brands, from 12 days of giveaways to loop giveaways, you are probably seeing Instagram Giveaway everywhere. Every kind and by everyone. Although Giveaways happen all year round on Instagram, they definitely reach their peak during the holiday season.
If you’ve ever wondered how to run a successful Instagram Giveaway yourself, you are in the right place. Today Iam sharing everything you need to know before, during and after an Instagram Giveaway.
First, let’s make something clear. An Instagram giveaway can be run by any Instagram Account irrespective of the number of followers or the type of account (Business or Public).
I do suggest having a Business Instagram Account so that you can have access to all the incredible analytics Instagram has.
Before the Giveaway
Decide on your Goals
The first thing you need to be crystal clear on is your goal. Why do you want to do a giveaway? What’s the purpose? For example, your goal may be one or more of the following:
1) Gain more followers
2) Get more engagement on your post
3) Add more email subscribers
4) Get more members in your facebook group
5) Get more brand/product visibility
Instagram Giveaway is generally a great way to increase your audience and get more engagement. You can also use it to grow your email list, your Facebook group or even get reviews on your Podcast on iTunes.
The goal of your Instagram Giveaway is entirely up to you, and the only limit is your imagination. So get creative.
Like any other goal, your Instagram Giveaway goal(s) should also be SMART – Specific, Measurable, Achievable, Relevant and Time-Bound.
After you are crystal clear on your SMART Goals, it’s time to decide the “bait” aka the prize or prizes that you will be giving away.
Decide the Prize
While there are no “written rules” on this, the prize you choose should be relevant to your Brand/Business. If you are a Health Coach and you decide to giveaway an Amazon Prime Membership, you might not attract people who would be legit interested in your business. But, if you gave them a subscription to a healthy meal kit or a gift card for Whole Foods, now that would bring in people who will also be interested in what you do. When in doubt, always go with a Gift Card!
Plan your Giveaway
Now it’s time to plan your Giveaway, and you will need to decide on the following things:
- The number of days the contest will run. I suggest 48-72 hrs maximum unless there is another significance to it, 12 days of giveaway, for instance.
- Rules of the giveaway. Keep them short and simple. Don’t have more than 4-5 rules. Don’t ask people to do 10,000 things to enter in your giveaway(make it easy and fun for them). Keep your goals in mind when you plan the rules.
- The audience. As per Instagram Promotion Guidelines, you should also specify age restrictions along with residency restrictions.
Keep in mind the prize and shipping cost too, if you are giving away a product, it might get too costly to ship it to another country so you may not want to open it to international audience. Or, if you are giving away a subscription to a local gym in Philadelphia then someone who lives in Kentucky wouldn’t be able to use it. You will have to make the age and residency restriction clear in the caption of your post.
- How and when will the winner be announced? Through a separate post, on the same post, on IG stories or via an IG Live. Whatever way you choose to announce the winner, specify it in the captions. Also, tell your audience when (date and time), you’d announce the winner.
During the Giveaway
After you’ve planned on all the things above, choose an appropriate photo or video. Graphics with the word “Giveaway” in bold and bright colors work well too. Also, write a catchy caption to hook them in and pique their curiosity.
Once your post goes LIVE, don’t forget to promote it on IG Stories, via IG Live, in your other posts or via emails newsletter. One thing I would say is to make the process easy and seamless for your audience. For example, if you posted the Giveaway on a Monday and you do another post on Wednesday reminding them to enter the Giveaway, don’t make them go two or three posts back. Let them like, comment, tag on that post (the one from Wednesday).
By doing this you increase the chances of them participating and people just appreciate when things are easy and simple.
*Muay Importante – When it comes to Instagram giveaways, Instagram has one super important rule, and that is releasing them from any liability. Thus, it’s highly important (as per their guidelines) that you include the following statement when you run a giveaway.
By entering this giveaway, you release Instagram of any liability and acknowledge that this promotion is in no way sponsored, endorsed or administered by, or associated with, Instagram.
After the Giveaway
Have a system to choose a winner. A simple google search of “random name picker” will give you lots of options.
Evaluate the success of your giveaway. Depending on the goals you chose, track the results of the giveaway. Measure the increase in followers, clicks on the link in your profile, increase in email subscribers or any other criterion. Based on how your giveaway did, evaluate and tweak your strategy for next time.
When the contest wraps up, I recommend that you edit your post caption to read “Contest CLOSED” at the very beginning of the post. This will ensure that users who see the post after the contest has expired won’t attempt to participate.