Running a Social Media Contest Part Two
This is the second article on social contests focusing on how to encourage engagement and brand loyalty. We recommend starting with part one which links to this article.
Quick Review
In our first article we provided information on how to strategize and plan your contest so you get the most out of it.
I’m going to repeat this part because it’s so important. Your prizes should be directly related to what you offer so you can effectively market to your entrants later! The examples below firmly demonstrate some good best practices for this and how to build emotional appeal with your entrants.
People Are Busy
One thing I noticed from running lots of contests in the musical instrument industry is people will evaluate how much time it takes to complete the entry process versus how valuable the prize is. Don’t ask a 10-question survey with a prize of a $5 coupon for example. People know the odds of winning are small.
Anything beyond several seconds of engagement requires something pretty valuable as a prize. This is the sad truth of our digital world now.
Partnering with other companies to provide a bigger prize can work well. If you work with two other partners on a big prize, the entrant list should be larger with all three companies marketing the contest. Plus you should get more entries because the prizes are more valuable. Just make sure you tell people they are opting in to multiple email lists.
Example Contest
The following is a contest for a healthy online Indian food store with the goals of engagement and follower growth on Instagram. The contest has a nice emotional appeal to post your favorite meal you would cook for your Dad on Father’s Day.
Let’s break this one down.
The company used a nice emotionally engaging image that’s on point. The contest copy is big and bold. The branding and company logo are included but in a subtle way which is nice. (You’d be surprised how many organizations don’t put their logo in the contest image.)
Then they clearly state what the contest is about and provide the rules to enter. The one thing I might have done differently is state the prize instead of saying “win an exciting prize” which is undefined.
But you can see it would only take a few minutes for people to enter and the contest goal is a fun one, providing your favorite meal for Dad.
You might say “how successful could it be?” They only have 228 post likes from the contest.”
True but the company probably didn’t advertise this contest and more importantly, look at the engagement with this post. People are not only responding, they are also providing wonderful thoughts about their fathers and how proud they feel of giving him some joy on Father’s Day.
These people didn’t just enter, they provided heart felt thoughts and memories about the topic. The brand has elicited an emotional connection with the participants.
It’s a perfect example of creating a bond and relationship with a small group of social users versus just being another company running another contest on Instagram.
One comment from the contest:
“I can’t wait to see the look on my Papa’s face when I present him with the dish. I know that he’ll be proud of me and happy to see that I am finally able to cook a meal. Most importantly, I’m excited to spend this special day with my Papa, reminiscing about our happy memories together and creating new ones that we’ll cherish for years to come.”
Some of these people are probably customers now and the reach this contest elicited spread the word about the brand. Also the passion the participants injected into the comments is infectious and pulls people in to learn more, follow the brand and go to the website. After contributing from the heart, these new Instagram followers will be more inclined to read the company posts that have promotions and new food products.
World Health Day Example
Here’s another example from Pynk, a women’s apparel company. They want to know what your go to healthy habit is.
Notice the recurring theme in these two contests? The companies are strategically asking for input that will fuel more engagement because people want to share this information!
And, it’s also very connected to each company’s core business.
Look at this entry below. It’s fantastic and is guaranteed to get others engaged. It’s “Social 101” for infectious content.
“As I wrap my hands around a steaming cup of green tea, I’m enveloped in a sense of serenity, like a gentle morning mist. This daily ritual, savored after my morning walk, is my sacred sanctuary, a moment of mindful magic that sets the tone for a radiant day. The crisp morning air, filled with the sweet scent of blooming flowers, invigorates my senses as I stroll through nature’s canvas.
“And as I return home to my steaming cup, the antioxidants dance on my tongue, a symphony of wellness that harmonizes my body and soul. With each sip, I feel my cells singing in harmony, my heart beating with gratitude, and my spirit soaring with vitality. It’s a love affair with this ancient elixir, one that’s brewed a deeper connection to myself, to nature, and to the beauty of a healthy, balanced life.”
Wrap Up
As you can see, strategy with contests can really make a difference in the outcome. Integrating your contest with your company’s goals and core values can really help not only the performance of your contests but how engaged people become and therefore how interested they are in your brand.
Remember to go check out contests on the specific social platform you will be using by using hashtags for contest and giveaway.
Good luck!
Read More of our Tips and Tricks
Running a Social Media Contest Part One
