Updated: Apr 27
With 80% of Instagram users following at least one business, it makes sense you want to increase your own visibility and reach on the platform -- but with such immense competition, it can be a difficult task to accomplish.
Fortunately, there are a few specific Instagram marketing strategies you can implement that have proven effective. For instance, you might optimize your posting times to ensure maximum engagement, partner with an influencer to spread awareness, or designate a content creator to craft more compelling content.
Additionally, to delight your current followers and attract new visitors to your page, you might consider hosting an Instagram giveaway.
Simply put, an Instagram giveaway allows you to offer something for free in exchange for an Instagram like, comment, or other pre-determined requirement.
For instance, take a look at this giveaway from Fabletics:
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How To Do a Giveaway On Instagram
Choose the prize for your giveaway.
Determine the entry-criteria for your contest.
Decide on a goal for your Instagram contest.
Consider a brand partnership.
Select a campaign hashtag.
Put a time-limit on your contest.
Launch and promote your Instagram contest.
1. Choose the prize for your giveaway.
The first thing you'll want to do is decide on the product, service, or experience you'll giveaway as your prize. This will vary depending on your goal -- if you want to spread awareness around a product launch, for instance, you'll likely want to giveaway that specific product as your prize.
Alternatively, perhaps you want to partner with a brand and create a unique prize that will appeal to each of your audiences.
Lastly, you might try offering an experience instead of a specific product or service -- like a weekend trip, a spa day, or the chance to meet a leader in your industry.
2. Determine the entry-criteria for your contest.
Your entry-criteria depends, again, on your ultimate goal. For instance, if you simply want to spread brand awareness, you might ask each participant to like your post and comment with the name of a friend -- this allows you to increase your reach quickly, and could result in new followers.
Alternatively, maybe you want to draw attention to your blog, or another page on your website. If this is the case, you might ask participants to go to your blog or web page to find entry-criteria there -- such as a question you then want them to answer in your Instagram comments section.
Lastly, perhaps you've partnered with a brand and, in exchange for one of their products as a prize, they've asked you to include a request to follow their brand as part of your entry-criteria.
3. Decide on a goal for your Instagram contest.
By determining a specific goal, you're able to tailor your strategy more specifically and keep track of whether or not your giveaway was successful.
Your goal might be an increase in website traffic, more followers, an increase in engagement, or a boost in sales -- it's to you to choose what makes the most sense for your brand.
4. Consider a brand partnership.
To explore the benefits of brand partnerships for Instagram giveaways, I spoke with Conor Janda, an Associate Manager of Marketing Partnerships at Chomps. He told me, "A giveaway is a nice way to align with peer brands and partners, and drive traffic to your account."
Janda also mentioned giveaways are particularly successful when new brands partner together. "For instance, a brand might post a recipe, and then mention specific brands in the ingredients section," he told me. "A successful giveaway is typically when a brand partners with a content creator or influencer to make something specific, and then they push that prize out through both of their channels."
Ultimately, a giveaway could allow you to reach a similar brand's followers, and vice-versa -- a win, win.
5. Select a campaign hashtag.
On Instagram, hashtags help your content surface on Explore channels, and oftentimes increase visibility on the platform. Consider creating a compelling and unique campaign hashtag to help spread awareness of your giveaway. For instance, along with #giveaway, you might include #winitwednesday #[yourbrand]giveaway #[yourbrand]contest, or something of similar nature.
6. Put a time-limit on your contest.
Tell your participants how long they have to complete your requirements by putting a time limit in your caption, and then adding "Giveaway Closed" at the end of that time. For instance, you might put, "Giveaway! Over the next 24 hours, please tag a friend in the comments and include your favorite place to travel for a chance to stay overnight at one of our resorts."
The time-limit will ideally create a sense of urgency, and incentivize followers to engage with your post more quickly -- which will also help your giveaway stay at the top of your followers' Instagram feeds.
7. Launch and promote your Instagram contest.
Once you've chosen your prize, entry-criteria, potential partners, hashtag, time-limit, and goal, you're finally ready to launch and promote your post! Remember, Instagram users favor posts during a certain time in the day, so you'll want to plan wisely.
Additionally, you'll likely attract further attention to your giveaway if you also post giveaway details on a blog post, Facebook page, or another social channel. Consider where else you can promote your giveaway for optimal results.
Instagram Giveaway Rules
Instagram's rules are relatively simple when it comes to giveaways.
First and foremost, it's critical you include a statement like the following, so viewers know your promotion is not tied to Instagram:
Additionally, you'll want to ensure you don't ask participants to tag themselves in your content, or tag something that isn't in the photo -- Instagram will penalize you for this.
Take a look at Instagram's promotion guidelines for a full list of rules and regulations.