Every brand is striving for the attention of consumers on Instagram. Small businesses, influencers, restaurants, stores, bloggers, beauty brands, clothing lines, etc. often struggle and feel stuck due to a lack of followers and low engagement. Hosting a productive sweepstakes on Instagram is one of the most effective ways to increase followers, build brand awareness, drive engagement, and grow sales in a short period of time with little effort.
As per a study by Tailwind, Instagram giveaways receive 3.5 times more likes and 64 times more engagements (followers, likes, and comments) compared to regular posts. Your followers grow 70% faster in 3 months by hosting an Instagram giveaway.
If you are wondering how to get started, you are in the right place! Just, grab a cup of coffee, sit down, and read this guide for creating and running a successful Instagram giveaway to grow your niche audience and expand your reach on Instagram.
Let’s first look at the benefits of social media contests together with the potential drawbacks of an Instagram giveaway:
Table Of Contents
Launch and Promote your Instagram Contest
You can build an email list by creating a landing page linked to your Instagram bio. You can easily create your giveaway using tools like Woorise, Gleam, Wishpond, Easypromos, or Woobox. You must purchase a small plan to get the email data of sweepers.
There are many different ways to do a giveaway on Instagram. Here are some of the most popular contest ideas to explore.
“Like to Win” is the easiest type of Instagram giveaway where sweepers have to follow your account and like a giveaway post for a chance to win. This ultimately increases your followers and reach.
Sweepers must tag one of their friends in the comments section of the giveaway post to enter. Thus, they can help provide you new leads and grow your audience.
Solicit users to comment directly on the giveaway post to enter and win. As a result, your post engagement and customer base will increase.
This method is best for sponsors who want to boost post engagement amongst followers.
Users are required to post an original photo/video showcasing your product/brand or selfie along with a custom contest hashtag and tagging your brand onto their feed. You can also ask entrants to share a story telling how your product or service has improved their life. This method not only increases user engagement & brand awareness but also creates a buzz about your giveaway.
Ask sweepers to repost the giveaway picture in their own post along with the giveaway hashtag and tagging your brand. This method increases the reach of your brand
Post a photo and ask the entrants to caption your photo in the comments section. This method helps you build relationships with your audience.
Sweepers have to answer trivia questions regarding the sponsor’s products/services to enter the giveaway.
This method helps your audience learn about your offerings.
Now it’s time to show you exactly how to do a giveaway on Instagram!
The first thing you need to do in order to create an Instagram giveaway is to decide what you are hoping to achieve from your giveaway. If you don’t determine a goal, then ultimately you are giving away the prize for free which is good for your followers but not for your business. Instagram giveaways serve multiple purposes so setting a goal is important to reap the benefits of the giveaway.
You can achieve a single or multiple goals at once.
Every other decision for the giveaway such as prize, content, etc. depends on the goal so make sure you are clear in your objective.
Partnering with a brand/influencer will large followings increases your prize pool and reach. Users trust a giveaway that is sponsored by the brand they trust. You need to make sure that the collaborating brand or influencer is of the same niche or have the same values to grow your Instagram presence and generate more traffic.
If you are partnering with the brand, then the giveaway entrants have to follow each brand in order to enter and win. The collaborating brand or influencer will post your Instagram contest announcement on their Instagram profile to help you get a loyal and engaged fan base. If you are running a giveaway to boost your Instagram presence, then this is the best way to reach a far wider audience.
Researching and understanding your audience helps you to effectively create an Instagram Giveaway.
You can gather an array of data like location, gender, and age of your audience using ‘Insights’ within the Instagram app. Also, check out your audience’s behavior, their way of interaction with your brand, and what specific content they like and interact with.
Instagram promotion guidelines are relatively simple compared to Facebook. You must strictly follow the Instagram rules to avoid the risk of being kicked off the platform.
The prize is the only thing that will entice sweepers to enter your giveaway. Your prize must be something relevant to your business or brand that your target audience needs. This way, you gain entrants interested in your business/niche rather than in prize.
The main goal of any new business is to grow Instagram followers and we all know that the first 10K followers are the toughest to gain. New businesses with zero or too few followers can offer lavish prizes like iPhone, iPad, cash, vacation, and Amazon gift card to supercharge their follower growth.
But, businesses with a solid base of Instagram followers should not offer these lucrative prizes. It can bring you thousands of followers but won’t create any customers or bring in quality participants. Once the giveaway is over, the participants interested in the prize will unfollow you.
So you must be thinking about what prizes you can offer. A $25 to $30 prize will be enough for a simple giveaway that asks users to just tag a friend. But if you ask users to create content and tag your business, then you need to offer a great prize. How much to spend on prize is totally your call. Lots of options are available that fit all budget. The options are as follows:
You must also set a prize value and unit limit. For example, a small local company, @sunnycoclothing promised to giveaway a free bathing suit to everyone who reposted their giveaway photo within 24 hours. But, the campaign went viral and the followers increased from 7,000 to over 750,000 overnight. The company was not able to fulfill the free suits orders and made a payment of over $73,000 in shipping costs refunds. So if they had put a limit for the first 5,000 people, the scenario would have been different for them.
There are 7 different types of Instagram giveaways that we mentioned above (Like & Follow, Tag a Friend, Comment to Win, Photo/Video + Hashtag, Repost + Hashtag, Caption, Trivia, or Skill-Based). If this is your first time, try to keep it as simple as possible for growth and exposure. The entry method must require only two or three steps.
Most sponsors ask users to like, comment, share, repost, or post a Story to maximize engagement, but eventually it becomes difficult for users to enter the giveaway.
So users avoid entering. The key for maximum participation is asking users to comment, follow, or tag.
If your goal is to boost followers, then ask users to just ‘follow’ your brand to enter and win.
And if you want to increase your brand visibility, then ask participants to repost the Instagram Giveaway photo or tag their friends in the comments
The next step is to determine the length of an Instagram giveaway. Choosing an appropriate duration, i.e. 1 day, multiple days, 1 week, or 2 weeks is very crucial when it comes to an Instagram giveaway.
Big brands with a highly engaged audience go for 24-hour sweepstakes but small brands should avoid it as too short won’t be enough to promote and make people enter.
Sponsors make mistake thinking that longer giveaway attracts more people. But, if the giveaway lasts too long, the entrants might forget about it.
Most of the sponsors stick to 3-7 days as it increases the buzz and sense of urgency among entrants
The length of your Instagram contest must match the amount of the prize.
If the prize is highly valued, then you should go for the longer giveaway to maximize submissions. If the prize is small, a shorter giveaway time is great as people don’t like to wait for the results.
Hashtags not only help you to track entries & conversations of your Instagram Contest but also highlight your brand, campaign, or product. Creating a compelling and exclusive hashtag is very important to skyrocket engagements on your Instagram Giveaway. The hashtag must be related to that individual campaign and your business for brand awareness.
You must create a longer and more descriptive hashtag along with the word contest or giveaway. For example, #[yourbrand]giveaway #[yourbrand]contest, #productgiveaway[yourbrand], #[yourbrand]productsweepstakes, etc.
Avoid using common hashtags like #giveaway or #contest as they attract prize pigs and people who are entering any giveaway they find in order to get rid of non-targeted audience.
Don’t forget to include your giveaway-centered hashtag in your giveaway post and image.
Instagram is all about pictures, so create a high quality and captivating Giveaway post to catch the attention of your followers. There are no hard-and-fast rules for the perfect Instagram giveaway post. But, two important elements that must be included in every Instagram giveaway post are a bold, colorful image and text announcing the giveaway.
You must create a visually appealing image or photo for your giveaway to make it stand out and generate interest. You need two attractive images for your Instagram Giveaway: one for Posts and another for Stories. Both images have different dimensions.
The image must include:
In texts, you should clearly define all the rules including eligibility, the date and time of the giveaway, detailed guidelines on how to enter, bonus entry, winner selection and other T&Cs.
You must also describe the number of winners and prizes in detail. You can use hashtags, mentions, emojis, and emoticons in the text to make it reachable.
Once planning and prepping has been done, launch your giveaway on Instagram. The next step after launching your Instagram Contest is to promote it for making it viral and a successful sweepstakes marketing. Promotion is a key factor to bring more exposure.
Sponsors who have enough funds can use paid promotion channels to promote their Instagram giveaway for optimal results. Some of the paid ways to promote Instagram giveaway are Sweepstakes Directories, Google Adwords, Facebook ads, Video ads, Ads in newspapers & magazines, Social influencers, LinkedIn ads, Twitter ads, Pinterest ads, TV & radio (needs big budget), and Programmatic ads.
Paid ads are the best way for new businesses to promote their Instagram contest.
Don’t underestimate the power of free ways to promote your Instagram contest. Posting on all available free platforms help you to gain as many entries as you can. You can post your Instagram Contest to your social channels, Instagram stories, Reddit, emails, blog post on your website, or a partner’s website and forums for free to maximize reach.
After the end of the Instagram sweepstakes, it’s time to pick a winner. You must select a fair winner based on your decided winner selection method: randomly or judged. Handpicking a random winner for an Instagram giveaway is time consuming as you can’t export the Likes or Comments on a post. Luckily, there are a few Instagram Giveaway Picker Tools you can use to randomly pick a winner from your Instagram contest and prevent favoritism or fraud.
comOnce a lucky winner is selected from the horde of participants, verify whether he/she has followed all the rules or not. Then, contact the winner(s) via direct message to notify them that they won the prize. You can also comment on their photo and ask them to contact you.
To congratulate the winners, publish their name(s) publicly via a campaign post, Stories, DMs and comments to make them Instagram famous and build trust with your followers.
Always update your Giveaway post to say that it’s over.
The final step is to measure the success of your Instagram Contest. Tracking the results helps you learn whether you have reached your goals or not.
You must evaluate the following things:
Some of the tools to tally the results of your Instagram contest are Instagram insights, Google analytics, manual reporting/exports, and contest tool reporting.
Once you figure this out, it will be easy to see the ROI and create a better contest for next time.
Hopefully, this complete step-by-step guide helps you to learn how to do a successful giveaway on Instagram. An Instagram giveaway that is not planned and executed properly can hurt your growth. So, follow the above steps properly to create a niche-specific giveaway for achieving your goals in your social media contest.
Niche-specific giveaways attract the target audience and ultimately provide you loyal, engaged followers that will help you meet your marketing goals.
This is a post written on behalf of one of my marketing partners. All opinions are 100% mine.
Hero photo by Priscilla Du Preez on Unsplash
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If you want to grow your following on Instagram, hosting a giveaway can be one of the most effective tactics.
With the right strategy, you can reach thousands of potential new followers -- all while building a stronger sense of community around your brand.
Ready to get started? We're sharing everything you need to know to plan the perfect Instagram giveaway in this guide.
Table of Contents:
Why You Should Host an Instagram Giveaway
How to Do a Giveaway on Instagram
How to Pick a Winner on Instagram
3 Instagram Giveaway Ideas
Instagram giveaways are a powerful tactic for encouraging engagement from your community and reaching new audiences.
Accounts that host giveaways hold the potential to attract hundreds, if not thousands, of entries and followers.
In fact, a study conducted by Tailwind found that Instagram giveaways can help grow your followers 70% faster in three months than if you didn’t host a contest at all.
But brands and businesses can often see drop-offs once the giveaway is closed.
So it’s all about hosting intentional, well-planned giveaways that attract your target audience -- so you can reach people who actually want to stick around and engage with your content.
Find out how in our step-by-step guide below.
Plan and schedule your Instagram posts in advance with Later — get started today for free!
How to Do a Giveaway on Instagram: A Step-by-step Guide
Instagram giveaways may seem straightforward, but there's a huge difference between a good giveaway and a great one.
A great Instagram giveaway will support your overarching marketing goals, tap into your target audience, and support your brand values.
The first step towards running a successful Instagram contest is to understand what you want to achieve.
The best and most successful Instagram contests are intentional and well thought out, with a clear underlying goal.
Do you want to grow your following? Give back to your community? Promote a product? Boost brand awareness? Raise awareness of a social issue? Increase engagement? Show affinity with another brand?
Having a crystal clear vision of your goals will help fine-tune your strategy and keep your campaign on track.
Step #2: Decide on an Instagram Giveaway PrizeNext up, it’s important to consider exactly what you’ll be giving away -- a compelling prize that elicits excitement and motivates users to enter is the name of the game.
Make sure the prize is relevant and fits your audience’s needs. Whether it’s a product, service, or experience, you’ll want to choose a prize that’s enticing to both your existing and target audience.
You can get super creative here. if you were to partner with another brand, what brand does your audience really love? What products or experiences would make your community feel great right now?
And it doesn't have to be something directly within your industry. For example, beauty retailer SpaceNK partnered with a luxury retreat destination to offer their community the opportunity to win an exclusive getaway.
When you have a few ideas lined up, test them out! Ask a few of your community members if they'd be excited by the opportunity to win the prize, and whether they'd be motivated enough to like, tag friends in, or share the post.
Once you've got your eye on the prize, you'll need to define how someone can enter your giveaway. This will all depend on your goals (see Step #1).
For example, if your top goal is to attract new followers, you'll want to make sure that following your account is part of the entry requirements.
You might also want to specify that entrants must tag 3-5 friends to be eligible.
You’ll also need to cover some of the admin details, such as:
How long will the contest run for? Specify closing dates and don’t forget to include timezones.
Will your contest be open to certain countries?
Is there an age limit? If your contest is only open to ages 18 and above, note that.
Include Instagram’s
regarding promotions on the app.
These details may seem a little boring, but transparency is key for a successful giveaway.
Step #4: Promote Your Instagram GiveawayNow it’s time to launch your giveaway.
For example, if you’re on Instagram, announce your contest through a grid post, story, and Reel -- take advantage of all avenues.
Be sure to use a strong image for the post itself and include a clear call-to-action in your caption to encourage as many entries as possible.
For the best results, don't forget to share your announcement post at your best time to post.
If your brand lives on multiple platforms (aka Twitter, TikTok, Facebook) consider cross-promoting for additional reach.
TIP: Re-promote your Instagram giveaway on stories before the contest ends!
Ready to find your best days and times to post on Instagram? The feature is available on all paid plans. Upgrade now!
How to Pick a Winner on InstagramIf you want to host an Instagram giveaway, it's important to have a fair and objective process in place to select a winner.
To do this, you can manually add all entries to a spreadsheet and use the random function to generate a winner. However, this can be quite a time-consuming process.
Alternatively, you can use an automated system to speed things up, such as:
Easypromos Easypromos uses the official Instagram API to import all the comments from your giveaway post to help determine if users entered the contest correctly and help you randomly select a winner.
Instagram Comment Picker This free and trusted tool does all the heavy lifting for you by selecting a random name from any contest ran through an Instagram Business or Creator account.
Wishpond Wishpond allows you to easily manage and monitor your Instagram giveaway by keeping track of all entries -- their tools will help you determine a randomized winner.
Whichever option you choose, always make sure your process is fair and (if required) transparent. Trust is important on Instagram -- and a sketchy giveaway can do more harm to a brand's reputation than good.
3 Inspiring Instagram Giveaway IdeasAs we've already covered, there are tons of ways you can approach an Instagram giveaway.
To provide some context, here are three different tactics you can take inspiration from:
#1: Introduce the Triple Threat: Tag, Follow, and Share to EnterOne of the most popular strategies to gain social traction is through a tag, follow, and share entry requirement.
This format is a super straightforward and clear way to gain tons of engagement from various lanes on a single post.
F.Miller used this tactic like a pro by asking users to tag a friend for a chance to win their fifth-anniversary Necessity Kit.
#2: Partner with a Brand that Taps into Your Target AudienceNot only is teaming up with a like-minded brand an easy way to leverage their audience, it's also a great way to ensure you're attracting the right followers.
Think about it: double the traction, double the engagement. It's a win-win.
For example, Fresh Restaurants collaborated with their health enthusiast neighbor, Spinco to launch the ultimate workout package giveaway.
In a combination of various social requirements, users had to follow both accounts, like the post, tag their favorite workout buddy, and share on their Instagram Story for five additional entries -- generating a lot of engagement.
#3: Generate a Social Buzz With a Task-based EntryFor a creative spin on an entry, you can ask your followers to whip up a caption, answer a question, or create a piece of content to enter your giveaway.
This type of entry requires a little more effort from users, but it's an awesome way to build brand loyalty and wider awareness.
For example, documentary maker Louis Theroux encouraged his audience to redesign the cover of his new book, Gotta Get Theroux This, for the chance to win a signed copy.
This creative concept amassed over 13K likes and 585 comments, while the contributions were shared widely on social.
With a slew of audience-building advantages, Instagram contests are a treasure-trove for driving engagement.
Brands both large and small are taking advantage of Instagram giveaways to increase visibility, drive social shares, and boost brand awareness.
Turn Instagram into a traffic-driver for your content with Later’s Linkin.bio feature — available for free!
Giveaways are a popular tool for promoting your Instagram page. They push the audience to interact with the profile and help increase the level of engagement.
Read all about Instagram pranks in our article.
Article content
After creating an online store on Instagram, the page needs to be promoted to attract customers. One of the best ways to do this is by giving away prizes. In this article, we will tell you how to conduct draws, about their varieties and the goals that they solve.
By using this promotion method, you will increase user engagement. They will start mentioning you, liking, commenting on your posts and sharing posts more often. Profile engagement and mentions are important success factors in the social network, without which page promotion is impossible. By making your profile more recognizable, you will attract subscribers and new customers. You can read more about this in the article about Instagram algorithms in 2022. Before the raffle, it is important to decide on the prize that the winner will receive. This approach will be correct for any type of draw. In the case of an online store, the best gift will be a product or a discount on purchases. After you choose a prize, you can think through the rest of the details of the draw.
The mechanics of the draw based on comments is extremely simple - the user needs to leave a comment under the post with the action.
What kind of comment it will be depends on the conditions of the competition. If you want to add interactivity, then, for example, invite users to tell why they subscribed to you. It is not necessary to complicate the competition too much, so as not to discourage people from participating.
It's best to allow any comments, but with the condition that subscribers like the post and tag their friends. Clarify that you can leave an unlimited number of comments and this will increase the chances of winning. You will solve two problems at once - increase engagement and attract new users to your page. Thanks to active commenting, the post will be promoted on Instagram and attract additional attention.
MasterZoo prank got 1292 comments with 9 friends tagged0022 There is no need to delay the drawing on the comments. The optimal duration is one to two weeks. After that, you can choose the winner. To do this, use randomizers that will give out a random number and this comment will be the winner.
Also, there are specialized services for choosing winners, such as YouToGift or LIZONAIR. The store posted a video with the process of choosing the winner in stories The draw through stories is in many ways similar to the draw by comments. You need to make a post with a contest, and users need to write under it. The main condition is that they must repost the contest to their stories and mark your profile. The point is that regular reposts to the feed are less effective. Firstly, users make them reluctantly so as not to clog their page, and secondly, stories are viewed more often than regular posts.
Comfy combined the mechanics of drawing through stories and comments The winner is selected according to the already familiar scheme, with the help of a randomizer. Stories are stored for 24 hours, so it is advisable to hold the draw in a short time. But even if the history disappears, you can still check if the user has fulfilled the condition.
By going to direct, you will see a notification about the mark.
Despite the relative complexity of the organization of the draw, it allows you to reach a large audience. Thanks to the repost, the subscribers of your subscribers will see the post and, possibly, go to your profile. The draw through stories will give impetus to the development of new pages with a small number of readers. This effect can be enhanced by enlisting the help of popular bloggers. We wrote earlier about how to order advertising from bloggers.
The essence of the draw through hashtags is that users make thematic posts on their pages, according to your conditions. For example, you will announce a competition for the best photo with your products and come up with a special hashtag for it. To participate in the contest, the user must post a post, tag you and write a hashtag. The winner will be the one who gets the most likes or who you choose yourself.
The hashtag draw is suitable for profiles that already have an impressive audience of subscribers. The competition will further promote the brand. Pay attention to the prize - make it valuable so that users have an incentive to complete your task and be original. Here are some contest ideas you can use:
a story about his acquaintance with the store;
product display in action;
unpacking of goods;
short video review of the product;
holiday themed photo.
Instagram pranks cost you little but promote your profile well.
Start with a simple comment raffle that works for profiles with any number of followers. And then try all kinds of pranks and see which one will be the most successful. But remember that all efforts to promote the store on Instagram can be multiplied by zero if the account is blocked. To accumulate your success, we recommend opening an online store with a separate website where users from Instagram will go.
How to run your own online store
Home brand recognition. But before you start the first activity, you need to familiarize yourself with some important rules.
Difference between drawing and competition
How to run a contest or giveaway on Instagram
How to run a giveaway on Instagram comments
How to run a giveaway on stories
Creative contest ideas
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between two terms. These are not interchangeable words at all, but completely different activities, with their own rules.
Draw is a free game of chance. Participants perform simple actions, for example, write comments, mark / repost in stories, subscribe, put likes. Among them, the one who will receive the prize is randomly selected.
Competition is a prize promotion where participants complete activities or tasks that can be evaluated. Here you need to show your skills and show your skills. Unlike free giveaways, there can be different conditions for participating in a contest: paid entry, purchase of a product, a review about you or your service, a photo of a participant with a product, some kind of creative task, etc.
In order for the contest/draw to run smoothly, you need to specify all the conditions and organizational points so that you are not bombarded with questions in Direct, and users do not have questions about the honesty of the results.
Timing
Clearly define the date and time when you will start and finish accepting applications, taking into account the time zone.
Restrictions for participation
Announce the restrictions for participation, if any: age, location, type of account (for example, to keep it open during the contest/draw).
Conditions of entry
Describe all the steps to enter a contest or sweepstakes. For example, write a funny caption for a photo in a comment and follow your account. Like and tag friends in the comments, etc.
The winner and his prize
Indicate how many winners are planned, how and when they will be selected, randomly or according to some criteria.
Will there be a recording of the summing up or a live broadcast will be organized. Explain how the winner will receive the prize and who pays for shipping.
Explain how the winner finds out about the prize. Maybe it will be a separate post dedicated to the results and you will mark the winner. Or just send the winner a private message in Direct.
It is worth considering that the more actions you ask participants to perform, the higher the value of the prize should be - people need an incentive. To have as many participants in the contest/draw as possible, you can run ads or use free promotion methods.
Before starting the draw/competition, we recommend creating response templates in LiveDune, they will allow you to quickly answer the same type of questions in Direct.
Prize options for contests and giveaways
The key to a successful contest is a good value prize for your audience, otherwise users simply won't want to participate.
For extra stimulation, multiple winners can be made (depending on budget), as the more chances users see to win, the more likely they are to participate.
Gift options:
You can also get ideas from competitors. Analyze which contest posts got the most comments and likes, most likely, it was the prize that helped to get such a reaction.
The purpose of the giveaway: increase engagement, reach and attract new subscribers.
Variations of conditions:
How to sum up the draw: connect your account to LiveDune and use the "Monitoring" module to upload comments from the desired post to Excel. This is a quick and convenient way, even if there are several thousand comments under the post with the draw.
Next, turn on screen recording or broadcast live. In the randomizer of numbers, enter a range of numbers - the number of participants in the drawing, in this case, the number of uploaded comments. For example, if you uploaded 2500 comments, specify the range from 1 to 2500. Click on the "Generate" button.
The resulting number is your winner. Go to the Excel file with comments and find the participant with the winning number (in our case 73). Check the participant for fulfillment of all conditions of the draw , announce the winner and write him the good news. You can duplicate the total in stories and post by adding a mention of the winner.
The rules of the draw for stories are based on the same principles as for comments. The difference is that there are only 24 hours to fulfill all the conditions. Also, drawing on stories is completely convenient, since you need to manually look at each mark and give the participant a serial number.
According to the standard conditions, the participant must repost the post with the draw or a screenshot, post it in his stories, adding a mention of the organizer. After that, the organizer receives a notification in Direct, where he awards the participant a serial number and sends it back in a message.
The winner is then chosen using a randomizer.
People willingly participate in contests where you need to show your skills. The main thing is not to complicate the conditions and make participation as simple as possible.
1. Selfie Contest
Ask participants to post a photo of themselves using your product, or with the product somewhere in the background. Create a unique hashtag that, according to the conditions of the contest, participants must use when posting a photo. At the end of the contest, choose the photo you like the most.
2. Caption Contest
You post a photo and ask your followers to come up with an interesting caption or title. It’s good if the picture captures a funny or funny moment, because. the audience responds much better to humor. The winner of the competition can be chosen in two ways:
Contests and giveaways on Instagram are a good way to increase the number of subscribers and increase their activity, the main thing is not to abuse them so that the audience does not get bored with them.
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