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When I think about building a community, I think about big in-person events like a summer camp, but that’s begun to change. The communities that pop up online and on social media can be just as strong as - if not stronger than - those forged IRL.
Tapping into that kind of community-building power is a dream for most marketers, but it’s not the only thing that social media can do for your company. If you know what you’re doing, you can generate leads online, and expertly transform those leads into loyal customers.
I always have the most success when my team and I are having fun, and social media contests allow us to reap the rewards of a strong social media presence while having a spectacular time!
If you want to unleash the power of social media, all you need to know is what your goal is. Then, with it in your sights, you can’t miss.
Designing Your Social Media Contest
The course of any journey is largely dependent on your destination. There are lots of reasons your company may invest in a contest, and each will require a slightly different design.
Take some time to get to know your target audience, decide what your goal is, and then tailor your promotion accordingly. Once you’ve got an idea of what you’d like to accomplish, you can start crafting your own rules. Goals, criteria for entering, prizes, and time-limit are all things to keep in mind.
Increase Engagement
There’s one mysterious force that can make or break any marketing campaign on social media. Seasoned marketers and content creators know it well and have seen it help and hinder them, seemingly at random.
The Algorithm.
This system can be the deciding factor on whether your content gets in front of the right people. So how do you ensure the odds are stacked in your favor? With engagement.
Having lots of likes, comments, shares, and reactions will signal to the algorithm that your content is worth showing off. That’s why these types of contests are so powerful. They incentivize interacting with your posts.
User Generated Content
Aerie killed two birds with one stone when they created this user-generated content contest and charity drive. In one fell swoop, they were able to up their engagement, create UGC, and show that they care about things their audience cares about.
User-generated content can push conversion rates through the roof, and customers are far more likely to connect with a brand that shares their values. Consider making a hybrid contest of your own to get people talking.
Like/Comment/Share
When people see a contest or giveaway, their first question is going to be, “What can I win,” followed quickly by “How do I enter?” A chill giveaway like the one above has an enticing “choose your own prize” element to pull people in.
Then the trap is sprung! If your goal is to get tons of likes, shares, and comments, simply have those actions be a part of entering the contest! You’ll be raking in the engagement in no time!
Increase Followers
Followers are a built-in audience that your brand can call upon for feedback, engagement, and (ideally) sales. That little number on a screen can also add credibility to your brand if someone stumbles upon you for the first time.
No matter what your goals are for your company’s social media, having more followers is never bad, so long as they’re real people and not bots.
To ensure true engagement, running a contest that brings followers in can do wonders! Just make sure the people you attract are there for more than a contest.
Tag a Friend
Getting contestants to tag people in your contest will bring in way more traffic than simple ads ever could. This signals to the algorithm that your content is worth sharing with people and increases the odds that you’ll have new people enter your contest and become a follower.
In this example, Mob Kitchen uses tasteful slang to connect with its desired audience.
Reoccurring Draws
While contests that boost follower rates can be a huge success, they can be short-lived when some users instantly unfollow you. That’s why having an incentive to keep them around long-term is a stellar move.
This contest by Acme Corporation was an even more powerful endeavor because it also allowed the company to collect data from their customers over time. Each time there was a winner, the team got to see what category they were most invested in. Over time this turned into valuable information about how to connect with their online followers.
Collect Leads and Generate Sales
A sales funnel shows you exactly what actions you need new leads to take to start them on a path toward purchasing. While there are tons of uses for this kind of funnel, a big one is knowing what kinds of asks you should make to convert curious scrollers into valuable leads.
When you’re designing your contest, consider having the requirements be the first step on your funnel, like visiting your landing page or signing up for an email list!
Sign Up To Win
Just like with liking, commenting, and sharing, simply asking people to sign up for an email list or other contact form is often enough to get them started. Just make sure it’s easy and accessible from the moment people see the contest.
Send People To Your Landing Page
If you’ve taken the time to create an eye-catching and effective landing page, why not use your contest to show it off? This Blue Jackets giveaway is a great example of this because it makes going to the landing page as simple as possible.
A scan with a phone takes you directly to their website, and as you check out the contest details, you’re bound to feel connected with the brand. Without even noticing it, users are on their way down the sales funnel!
Increase Brand Awareness
If someone sees a post promoting your brand enough times, they’re eventually going to remember it. That’s brand awareness. It’s so powerful that some companies dedicate the entirety of their content to brand awareness.
A social media contest can ensure that your post is seen frequently, giving any potential customer numerous chances to recognize your brand. You can also use it to get people more familiar with your values, product, or service.
Brand Partnerships
Contests are a great excuse to team up with another brand in your niche, or even with a competitor. This kind of collaboration can get your users excited, and reach a far wider audience.
Chances are, even if you operate in the same sphere, there are fans of the other brand who haven’t heard of you or gotten invested in your content. By working with them for a contest, you can tap into a whole new sector of the market!
Filters and AR
If you’re looking to connect with a younger audience, a great option would be to create a branded filter on Snapchat or TikTok. A contest related to these filters is a simple, fun, and endlessly sharable way to show new customers your brand.
Yes, Oreo’s filter is a little unsettling, but don’t you kind of want to send it to your friends and get their reactions? This kind of content, when done right, can become a recipe for a viral trend.
Build Community and Brand Loyalty
Brands that make an effort to create an engaged, positive community will always reap the rewards. People will remain loyal “fans” of your content if they enjoy interacting with you and each other.
Contests are a great way to get people involved. They’re able to interact with your brand in a fun, challenging way as well as having the chance to win a prize. The more people partake, the better opportunity you have to get to know your audience more efficiently.
Quiz Contest
Using a contest to reward and encourage brand loyalty is a stellar plan if you want to create followers that last. These kinds of trivia and quiz-based giveaways keep long-time fans invested and get people to pay attention to everything your brand does.
This kind of quiz can help you track what your customers remember, and help you to follow the things that hold their attention. Just make sure the questions are the perfect blend of challenge and possibility.
Referral Contests
Referral programs can make a ridiculously huge difference in a marketing campaign, and turning one into a contest can make it even more effective. When you’re trying to build a community online with your users, allowing them to invite people in and shape said community is a big incentive.
Getting a referral also requires existing customers to name what they love about your company, encouraging them to stay loyal long into the future!
Frequently Asked Questions
What Platform Should I Use For My Social Media Contest?
Every social media contest is unique and will require something different from its platform. The best way to know which platform will help your business is to look at your target audience and see what they’re using.
For example, TikTok is going to generate far more “Gen Z” leads than Facebook. The goal is to know your goals and measure the demographic on each platform against them.
How Can I Promote My Social Media Contest?
Promotion for a social media contest is much like promotion for anything else in your business. Having smart copy, eye-catching visuals, and concise information will get you a long way, especially if your ads are popping up on the platform you’re using.
The specifics of your promotion also depend on your goals for the contest. You might focus on engaging your existing followers using posts on your page, or put more energy into getting users to share your posts and bring in new followers.
Whatever you choose, consider having a mix of traditional ads, user-generated content, and referrals.
How Do I Ensure My Social Media Contest Runs Smoothly?
Many social media contests can be managed directly from the platform, but some more complex ones feature a lot of moving parts. If your team isn’t well-versed with referral programs or tracking links, there’s nothing wrong with getting a little help.
Software like ReferralHero allows you to focus on all the fun parts of organizing a contest, and leave the complicated tracking and analytics to the experts.
The Bottom Line
While social media marketing can feel overwhelming, a few strategic contests can make everything click into place. Whether you want to boost engagement, gain a following, or encourage brand loyalty, there’s a contest that can help.
All you need to do is choose your goal, and keep your sights set on it!
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