What is a social media contest?

A social media contest is a marketing activity where a brand asks its audience to perform specific actions on social media for a chance to win a prize. These actions can be simple, like liking a post or following a page, or more involved, such as submitting a photo or writing a creative caption. The main idea is to get people excited about your brand and interact with your content.

These contests are run on various social media platforms, including Instagram, Facebook, Twitter, LinkedIn, and TikTok. They are a popular way for businesses, big and small, to achieve different marketing goals. Think of it as a fun game that encourages your audience to pay attention to what you are doing online.

Why social media contests matter

Social media contests offer several important benefits for businesses looking to grow their online presence and connect with customers. They are a powerful tool for increasing your brand's reach and building a stronger community.

Boost engagement and awareness

When people participate in a contest, they are actively engaging with your brand. They might like, comment, or share your posts, which signals to the social media algorithms that your content is valuable. This can help your posts be seen by more people, including those who do not yet follow your page. Sharing contest posts also introduces your brand to new audiences through their friends and followers.

Grow your audience

Many contests require participants to follow your social media page to enter. This is a direct way to increase your follower count, expanding the number of people who will see your future content. More followers mean a larger potential customer base and greater influence online.

Generate leads and customer insights

Depending on the contest type, you can use it to collect valuable information. For example, you might require participants to sign up with their email address to enter a draw. This helps build your email marketing list for future campaigns. User-generated content contests, where people submit photos or videos, can also provide insight into how customers use or perceive your products.

How to run a successful contest

Running a successful social media contest involves careful planning and execution. Following these steps can help you maximize your results.

Set clear goals

Before you start, decide what you want to achieve. Do you want to gain 500 new followers, collect 100 email addresses, or drive traffic to a new product page? Clear goals will guide your contest design and help you measure its success.

Choose the right platform and prize

Select a social media platform where your target audience spends most of their time. The prize should be appealing to your audience and relevant to your brand. A prize that aligns with your products or services will attract participants who are genuinely interested in what you offer, rather than just freebies.

Define clear rules and promote effectively

Clearly state how to enter, who is eligible, the start and end dates, and how the winner will be chosen. Post these rules where they are easy to find. Once your contest is ready, promote it across all your social media channels, on your website, through email newsletters, and even with paid social media ads to reach a wider audience.

Best practices for contests

• Keep it simple: Make entry as easy as possible to encourage more participation.
• Be transparent: Clearly communicate all rules, terms, and conditions.
• Engage with participants: Respond to comments and questions during the contest.
• Follow platform guidelines: Each social media platform has its own rules for contests. Make sure you understand and follow them to avoid issues.
• Announce winners publicly: Build trust by sharing the winner's name (with their permission) and how they were chosen.

Key metrics to track

To understand if your social media contest was a success, you need to look at specific numbers.

• Reach and impressions: How many unique people saw your contest post and how many times it was viewed overall.
• Engagement rate: The number of likes, comments, shares, and saves your post received, relative to your reach or follower count.
• Follower growth: How many new followers you gained during the contest period.
• Website traffic or lead conversions: If your goal was to drive traffic to a landing page or collect email addresses, track these numbers.
• User-generated content (UGC): If your contest involved submissions, count how many pieces of UGC you received.

Social media contests are a valuable tool for any marketing team. By planning carefully, promoting strategically, and measuring your results, you can use them to significantly boost your brand's online presence and connect with your audience in a fun, interactive way. Start by setting a clear goal and choosing a prize that truly excites your audience.