We've all tried to organise a competition on social media and ended up in total disaster with only a dozen subscribers and a prize that was written off as an expense rather than an investment in traffic and conversions. What happened in these cases?
Actually, it's pretty clear - your contest was probably doomed from the start. The truth is, social media contests can be a great way to increase subscribers, build excitement and inspire loyalty among your best and potential customers. But how do you do them right? Today we reveal our best-kept secrets.
1. set yourself goals right from the start
Is there a goal you would like to achieve with your competition? Write it down. However, make sure that your competition goals are S.M.A.R.T. Essentially, a SMART goal means Specific, Measurable, Reachable, Relevant and Timely. Not to mention that this rule also applies to competitions on social media. So make sure you define the objectives of your competition before you even plan it. Do you want to promote your product or service? Or maybe grow your email list? Social media contests can generate traffic for any of these goals.
2. select the type of competition
Many competitions fail because they are the wrong type of competition for your fans and followers. But this is mainly due to a lack of planning and preparation. Choosing the right type of competition is the first step. And there are many that are well received. For example, caption competitions, photo polls, video polls and prize draws are always a good choice for Facebook. Offering a prize to the winner usually ensures the best engagement - and is known as a giveaway.
3. choose the right software
You're not planning to run the competition manually, are you? If you don't have a lot of time, using a contest software like Hootsuite or Rafflecopter for your social media contest is probably the best solution. In fact, the software programs have built-in voter verification features and other tools that allow you to capture the Facebook user numbers and names of everyone who engages with your post. And the best part? Whatever type of contest you choose, you can always use the information you collect for your future marketing campaigns. Insights you can use to better target your audience.
4. determine your time frame
Do you have an idea of how long your competition will actually last? One of the first things your audience should know is the start and end date of your competition. One-day competitions are best for products and goods and weekly or monthly competitions for more valuable prizes (e.g. higher value services, hotel stays, annual prizes, etc.)
4. create your list of rules
How will you choose the winner? At random - or by community vote? Your rules should be clearly visible to everyone who enters the competition. Make sure it's clear that voting is only part of the process and that a judge or jury will determine the final winner. Even in the case of suspected fraud (yes, unfortunately it happens), you have the right to determine the winner.
5. determine who can participate
If your local business wants to increase footfall in your shop, you should know that setting an age limit is very helpful in setting the rules of competition.
6. make sure your price is relevant and attractive
That actually goes without saying. But just in case we haven't emphasised this point enough, almost every successful social media competition offers an attractive prize for the winner. Without this prize, you won't attract participants. Make sure you are relevant to your business and your audience and choose prizes accordingly. If you own a hotel, offer an overnight stay for two people. An art dealer could offer a limited edition reprint. If you run a spa, you could offer a free 1-hour massage. The most important thing is that you offer something that will attract as many people as possible. Make sure you include a photo of your prize to give people even more reason to enter.
7. create your own hashtag
If you've ever wondered why brands choose personalised and custom hashtags when running competitions on social media, there's a science behind it. By coming up with a unique hashtag that reflects your brand and your competition, you can increase the reach of your competition across all social networks. For example, there are tools like Hashtagify.me that can help you find trends in your industry and potential hashtag goldmines.
So there you have it - you now know our best-kept secrets for running a perfect social media competition. However, you should know that not all social media is created equal. Demographics, content type and a host of other variables can play a role in how successful your contest ends up being. But if you follow these rules, you'll definitely be at an advantage, especially if you've never run a competition before.
Deutsch 
English (UK)