Do social media contests nonetheless work for enterprise progress in 2022?
Ah, social media contests. They have been nice at one level, weren’t they?
However what began off as a tremendous device for producing new followers and rising model publicity, has changed into an inexpensive shortcut for companies. Many companies use contests to rapidly develop a social media web page with none regard to the standard of the follower base accrued.
Undoubtedly, social media contests have gained a reasonably questionable popularity. And the rising variety of social media contest scams has left customers cautious.
However that doesn’t imply that you would be able to’t use a contest to develop your online business this 12 months. You simply want to know whether or not or not a contest is the best selection to fulfill your online business targets.
Hold studying to seek out out extra about all of the several types of social media contests, their benefits and downsides, their mechanics, and how one can run a contest that brings you new followers and clients.
The Final Information to Social Media Advertising and marketing for Enterprise
Why do you wish to launch a contest on social media?
When a social media marketer suggests your organization ought to launch a social media contest, cease proper there and ask, why?
As a result of, frankly talking, in the event you can’t give a transparent reply to this query and supply good reasoning, the competition in query will doubtless find yourself being a waste of your advertising finances and your SMM supervisor’s time.
The most important mistake entrepreneurs make relating to social media contests is launching one only for the sake of doing one thing, all with out having an finish aim for it.
Now, there are a number of causes you may wish to run a contest:
Generate Person-Generated Content material (UGC)
A well-designed contest with a considerate prize might help you activate your viewers, engaging them to create content material to your model and submit it on their social media pages.
If all the things goes in response to plan, you may kill two birds with one stone. You get an opportunity to your model to go viral and a hefty folder of high-quality social proof content material to make use of in your editorial calendar.
If you happen to resolve to take this route, I like to recommend splurging on an actually good reward — in any other case, you danger not getting many entries; folks don’t actually wish to carry their fingers in the event that they really feel just like the prize isn’t price it.
Inform your audience concerning the latest addition to your product vary
You can also make a social media contest a part of your new product promotion marketing campaign. Make the brand new product the prize everybody can be combating for, and encourage contestants to go on details about it to their mates, colleagues, and household. Even when they don’t win, the possibilities of them shopping for the brand new product simply to provide it to attempt can be excessive.
Enhance the engagement charge of your social media profile
Has it been unusually quiet within the feedback part? Your SMM supervisor’s telephone now not blows up from an infinite stream of likes? Individuals are swiping by way of your Story?
All of this may very well be as a result of your profile is shadow banned, stopping your new posts from reaching the supposed viewers. In principle, the basic “like, remark, and observe” contest can repair the issue.
In actuality, you have to be additional cautious to not set off individuals who’ll observe you solely to unfollow the second the competition is over. It may possibly actually mess up your social media popularity and solely worsen the state of affairs.
Enhance your model consciousness
Maybe, being often known as “the model that gave away that loopy reward” isn’t the kind of publicity each marketer is eager for. But it surely’s nonetheless one thing.
On the finish of the day, any PR is PR, proper? In case your contest manages to succeed in the higher web (aka the audiences exterior of your common audience circle), you get a useful alternative to introduce your model to a bigger variety of folks.
Garner new followers and new potential clients
Some folks may observe you for the sake of making an attempt their luck, nevertheless it doesn’t imply they received’t be mesmerized by the standard of your content material and your merchandise.
In truth, there’s a reasonably excessive probability they’ll stick with you even after the competition is over and switch right into a heat (maybe, even a scorching?) lead. To extend the chance of this, provide contestants that didn’t win a comfort prize within the type of a reduction on their subsequent buy.
Enhance your gross sales
Have you ever ever considered why so many social media contests ask contestants to love 5-10 posts to enter the competitors? That’s as a result of whereas they’re going by way of these posts, they’re taking within the info specified by these (even when it occurs on the unconscious degree) and get nudged in direction of making a buying resolution. Et voila!
Select me, select me: The 6 forms of social media contests
As soon as you realize precisely the aim you wish to obtain together with your social media contest, you may transfer on to the following step — deciding on the kind of social media contest that fits you greatest. Seems, there are numerous them, and all of them serve a special goal.
It’s important that you just perceive the distinction within the mechanics of several types of social media contests, in addition to their benefits and downsides. Nearly all of epic social media contest fails occur when the mistaken sort of contest is used.
1. Collaborative giveaway
You could’ve heard of those even in the event you by no means tried to launch an internet contest your self. The sort of giveaway was once uber-popular a few years in the past, with lots of people debating whether or not they’re a rip-off or not.
The primary concept behind a collaborative giveaway is that an individual should observe everybody the sponsor follows and go away a remark underneath the unique submit to enter the competition.
Probably the most notorious instances was when the Kardashian household obtained concerned. The Web went nuts making an attempt to reveal the Okay-family and so they truly managed to show it’s a rip-off, kinda.
Right here’s a proof from a witness:
Apart from that, there’s numerous hypothesis relating to the winners of those contests. Folks on-line declare they’ve “by no means seen anybody truly get that bag”.
All in all, Instagram wasn’t proud of these contests getting in style and began the conflict on collaborative contests. That’s why we don’t actually see them round anymore.
But it surely doesn’t imply that mass-giveaways are utterly obliterated. They’re nonetheless a factor right this moment, simply in a special format.
If you happen to don’t wish to get instantly banned, you need to:
- Launch a collaborative contest with 2-3 companions, not 150 of them.
- Don’t create a brand new web page for the competition, it’s a pink flag for Instagram.
- Make use of the shared submit performance or “Partnership With…” characteristic as an alternative, and have all associates within the giveaway.
Benefits: Extra prizes so persons are extra concerned with collaborating; simple to launch and run
Disadvantages: Excessive price; some followers go away instantly after the competition is over
2. A artistic contest
This one will enable you generate plenty of UGC and have your viewers discuss you to their followers on-line (on the finish of the day, they’re getting likes and views, too)!
The concept is easy: you get your viewers to take a artistic photograph or video for you and provides them a prize in return.
However right here’s the catch… As a rule of thumb, folks come to social media to loosen up, thoughtlessly scroll down their feeds, and never take into consideration content material creation. Nonetheless, in the event you provide them a very beneficial reward, they may change their thoughts 😉
Right here’s an instance of a artistic Instagram contest from VistaCreate.
Simply earlier than Christmas, the corporate launched a brand new, humorous Christmas template. The graphic editor’s customers might edit themselves into an unsightly Christmas sweater they design themselves.
VistaCreate requested their followers to tweak the template and share their variations of the ugly Christmas sweater on Instagram with the hashtag #SecretlyUglyXmas and an organization tag.
These with probably the most artistic designs obtained an actual ugly Christmas sweater from the model.
Benefits: Social media customers make publications about your model; the competition goes viral; you obtain loads of UGC for future advertising campaigns
Disadvantages: The algorithm have to be as clear as doable; solely a small variety of persons are truly able to actively produce content material for a prize from a model on-line
3. UGC photograph contests
One other sort of contest that focuses on producing your organization plenty of UGC is, effectively, a UGC photograph contest. The precept could be very simple: you ask your followers to submit a photograph associated to your model, and provide a small (or massive) prize in return.
Some concepts of images that you would request out of your followers embody:
- A photograph of the followers utilizing your product
- A photograph of the follower doing an exercise that pertains to your marketing campaign
- A follower utilizing your product in a artistic method
Probably the most profitable examples of a UGC photograph contest hosted on Instagram is the joint initiative of Yeti (a cooler model) and Traeger Grills. The 2 firms requested their followers to publish a photograph of their barbecue setup, tag Yeti and Traeger, and use the hashtag #YETIxTraegerBBQ within the caption.
Because of this, the competition garnered over 1000 distinctive entries that each manufacturers have subsequently used of their advertising communications.
Benefits: Numerous UGC, comparatively simple to encourage folks to take part
Disadvantages: Have to provide you with and put money into prize
4. Multi-level contest
Whereas all of the earlier social media contests are, as a rule of thumb, fairly fast and short-lived, multi-level contests are extra elementary and might stretch out over for much longer durations of time.
To host a contest like this, you have to break it down into a number of ranges, phases, and transfer contestants up a degree based mostly on the variety of factors they obtain.
Benefits: A rise in profile engagement as members continually go to the web page, checking whether or not a brand new stage of the competitors has been launched or not
Disadvantages: It’s essential continually management every degree of the competition; members don’t all the time follow you until the tip and go away midway by way of; advanced mechanics.
5. Final remark wins
A really fast and straightforward contest that may be launched with out a lot preparation.
You get folks to go away feedback underneath your submit and the one that is still the final for, say, 3 minutes or longer (you have to specify the precise time within the guidelines) wins the prize.
There are many variations of this sport. For instance, right here’s Nibble & Peck’s tackle the Final Remark Wins social media sport. They encourage their Fb followers to remark “duck” as many occasions as they like. When the restaurant feedback with “goose” (this might occur at any second), the final particular person to have commented ‘duck’ will win the prize.
Benefits: Fast and straightforward to launch; plenty of contestants; the prize may be small
Disadvantages: Typically attracts scammers
6. Like/share/remark to win
Irrespective of what number of memes have been made about this contest sort, it’s nonetheless alive and broadly used.
As a result of all you have to do to win is… Effectively, like, share, and remark. No brainer!
For example, Sunrype teamed up with a health model to provide away residence health club provides and wholesome snacks, and had their submit shared over 3000 occasions!
Benefits: Your publication will get distributed throughout social media; your posts get seen by the algorithm because of the feedback contestants go away.
Disadvantages: If you would like an actual person and never a faux “continual social media contestant” to repost your publication, it must look good, and the prize must be beneficial.
run a social media contest and keep sane
1000’s of continual social media contestants and bots within the feedback part, disgruntled customers, working additional time to determine the winner, or having no entries in any respect… Feels like a nightmare, doesn’t it?
Sadly, that is the fact of a social media marketer that doesn’t know how one can run social media contests appropriately.
Fortunately, it received’t be you as a result of we obtained you lined. Listed below are high suggestions that may make issues go your method when working a contest on social media:
Take your time to write down the principles of your contest down
The factor is, on social media, you’re restricted to the character restrict and might’t point out all of the circumstances comparable to minimal age of participation, eligible areas, and so on… Nonetheless, nothing’s holding you again on the pages of your individual web site. Use that house to speak by way of all these essential circumstances and restrictions that may prevent from bot assaults sooner or later. Then, hyperlink it to your social media submit.
Pay shut consideration to the design of your contest announcement submit
Be sure your contest announcement is visually interesting and stylish, particularly in the event you’re launching a like/remark/share contest — folks don’t wish to inhibit their social media pages with unappealing posts.
Use a randomizer to select the winner
You don’t need anybody to accuse you of being dishonest. Ideally, you need to reside stream the second of selecting the winner.
Have the prize prepared earlier than you launch the competition
Shopping for or making a present earlier than the draw will make sure that it appears the identical because it does within the contest announcement publication. Then the winner is happy, and the social media supervisor will get their nighttime sleep.
Don’t specify the time of the winner’s draw
A variety of issues can occur, and also you wish to have room for maneuvers earlier than contestants begin speculating that your account is a rip-off.
Comply with up on the winners that obtain the prize after the competition and submit about it
If you happen to resolve to do extra contests sooner or later, this can give your model/account credibility.
Regardless of what you may’ve heard, social media contests aren’t final season. With just a bit twist, they flip again right into a potent device for rising your social media web page.
So how about you give your model account a lift with all of your newly acquired information? It’s simpler that you just assume when you realize all of the methods!
Visitor Creator: Valerie Kakovkina is an skilled content material advertising supervisor with a whole lot and a whole lot of printed articles about advertising, social media, design, productiveness, and gross sales.