We've all tried to organise a competition on social media and it ended 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 make them properly?
Today we reveal our best-kept secrets.
1. set yourself goals right from the start
Is there a goal you want to achieve with your competition? Write it down. However, make sure that your competition objectives are S.M.A.R.T. What does that mean?
Essentially, a SMART goal means Specific, measurable, reachable, relevantand 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.
Would you like to advertise 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 their fans and followers. However, 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 sell well. For example, there are caption competitions, photo polls, video polls and competitions that 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 on running the competition manually, are you? Unless you have a lot of time on your hands, using a competition software like Hootsuite or Rafflecopter for your social media competition is probably the best way to manage it.
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 participates in your post. And the best part?
No matter what type of competition you choose, you can always use the information you collect for your future marketing campaigns. Insights that 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 for products and goods and weekly or monthly competitions for more valuable prizes (e.g. higher value services, hotel stays, annual prizes, etc.) are most suitable.
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 taking part in the competition.
Make sure it is clear that voting is only part of the process and that a jury or panel of jurors 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 the number of visitors to your shop, you should know that setting an age limit is very important when determining the competition rules.
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 that you remain relevant to your company and your target group and select appropriate prices. 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 one-hour massage. The most important thing is that you offer something that will attract the most people. 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 goldmines in terms of hashtags.
So, that's it - now you 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 following these rules will definitely give you an edge, especially if you've never run a contest before.
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