Four ways to go about running an Instagram competition

Pauline Morrissey

Instagram campaigns and competitions are a great way for start-ups to grow their social media following and in turn increase further possibilities for revenue in the future. Therefore, if you haven’t already, now might be the perfect time to utilise this marketing tool in order to help build your business.

Yes, you will obviously need to decide on what you want to give away and also how you’re going to go about picking your winner(s), but the very first question you should ask yourself is, what’s your overall goal? Decide what benefits in particular you wish to get out of it. Do you wish to grow your followers count or perhaps you want to expand your brand identity?

"The very first question you should ask yourself is, what’s your overall goal?"

Your end goal should help decide the type of contest you should run, so once you answer this very important initial question, it’s time to lock down the type of Instagram campaign to run.

Here are four of the most popular types to consider:

Like to win

In this type of contest, the participant must simply ‘follow’ your account and ‘like’ a competition related photo that you have posted in order to enter. The purpose of this is to get both new followers on your account, as well as welcoming users to engage with your visual content. This is the easiest type of Instagram competition out there.

Tag a friend

Another easy option is by encouraging participants to ‘tag’ another user (a friend) within the comment field of a competition related photo that you have posted. The purpose of this is to initiate your current followers to help introduce new potential customers to your business.

Post your own picture and hashtag

The way this particular contest works is by encouraging participants to ‘post’ their own original photo that is related to your brand as well as adding a custom competition ‘hashtag’ within their caption. The purpose of this is increasing user engagement and creating a buzz about your giveaway. Another advantage of this type of contest is the ability to use any great content that your participants may create by means of ‘reposting’ their entries within your own account.

Repost and hashtag

In this type of contest, participants must ‘repost’ a competition related photo that you have posted as well as adding a custom competition ‘hashtag’ in their own post. The purpose of this is to not only reach your current followers, but your followers’ followers and therefore help increase both your social reach and brand identity.

Once your campaign is done and dusted, reflect on what worked and what didn’t. Make sure you keep tabs on how many followers and the level of engagement you had before and after your competition, this way, you can properly track and measure the success of your campaign.

Pauline Morrissey

Pauline is a Sydney-based journalist for Domain and is frequently featured amongst various Fairfax Media mastheads including The Sydney Morning Herald and The Age.

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