With 200 million global users and 65 million pictures uploaded every day, Instagram has become a key social media channel to promote brands.
Instagram has the highest engagement among all social platforms, however marketers are still struggling to find the right way to connect with users as the channel offers limited promotional opportunities. Although the company is currently testing the option with a panel of brands, it’s still impossible to promote posts and accounts with ads. There’s also no option to regram pictures without using external apps, and links in the picture’s description are unclickable.
For this reason, competitions have become one of the most popular ways for brands to engage with their audiences on the platform allowing them to increase followers and gain exposure for their product or brand.
Here are few tips that will help you to organise a successful Instagram competition:
1/ Research who your followers are
Before planning any competition, you need to understand your audience and be able to answer some key questions:
Who are your fans?
What kind of posts are they liking the most?
How do they share their experiences?
How are your fans already talking about you?
It’s by understanding the connection between your brand and your followers that you will be able to deliver a successful campaign, tailored to them.
2/ Understand your goals and implement the right competition
Your competition’s objective is essential and will help you pick the right competition whether your campaign is focusing on acquisition, brand/product awareness, engagement or all three. Once your objective is clear, you will be able to choose the right competition with the right entry method whether it is submitting a photo, liking a photo, sharing your username or simply following you.
3/ Plan ahead
Take time over your competition; it will help achieve better results. Don’t hesitate to spread the length of your activity; it will give followers time to learn about the campaign especially if you’re asking them to create pictures to enter.
4/ Promote your competition
Due to the limited promotional tools available, promote your Instagram competition across your other social networks and complement with social ads. Send a dedicated newsletter to your community and create an entry page on your website where users can see how to enter (it could also be useful to host the terms and conditions).
Don’t forget to update your profile – create a short description of the campaign using the profile description provided to users – include your URL on the landing page so users can click on it easily.
Finally choose the right hashtag: It should be easy to remember, describe the contest or the brand and be unique. Adding the hashtags #competition and #giveaway will help you attract new users.
5/ Celebrate your followers
Make sure you interact with your followers, for example by curating their photos and re posting them – or by reposting the best ones. You will see that participants love to see their work appear. You can also announce the winner on your website, blog and in your email newsletter and of course, on Instagram.
Following all these tips will help you run a successful competition to engage in a fun and simple way with your audience. If you need more advice don’t hesitate to contact our social team.