How to Successfully Run Instagram Contests to Grow Your Business
With over 300 million users, Instagram has become a powerful platform for marketing. However, its visually-driven, non-commercial nature can make some businesses hesitant when it comes to launching Instagram contests. Fortunately, more companies are now using Instagram to host the kinds of contests and giveaways that have already proven successful on platforms like Facebook.
To help you get started, we’ve outlined tips for running Instagram contests that will attract followers and boost engagement.
Instagram’s flexible promotional guidelines allow for creative freedom, making it an ideal place to experiment with different contest formats. Below are some popular types of Instagram contests:
This contest asks users to “like” a photo to enter. It’s a simple, low-effort way to boost engagement and increase your photo’s chances of appearing on Instagram’s Discover page. For example, Buffalo Jordan, a restaurant, quadrupled its likes with this type of contest.
In a comment-to-win contest, users enter by leaving a comment on your post. This format not only increases engagement but also encourages feedback from users. It can be especially useful for gaining insights into product preferences or ideas.
Here, users are required to tag a friend in the comments to enter the contest. This format helps direct organic traffic to your Instagram account, making it ideal for gaining new followers.
Popular among brands, photo challenges ask users to post a picture using a specific hashtag to enter. This approach fosters creativity and encourages followers to showcase your brand’s products, similar to Nasty Gal’s #NastyGalTruthorDare campaign.
In this contest, users repost a specific image from your account to their own feed, using a unique hashtag to track entries. While this allows your brand to control the message, be mindful that some users might hesitate to repost if it doesn’t align with their personal aesthetic.
Unlike Facebook, Instagram’s promotional guidelines are relatively simple. Brands must acknowledge that their contest isn’t sponsored or endorsed by Instagram and avoid misleading users about tagging rules. However, it’s important to clearly communicate your contest rules—whether in the caption or by linking to a rules page on your website.
For more complex contests, consider using a campaign landing page to manage entries and collect valuable data, such as email addresses. This also allows you to avoid long caption copy and instead instruct users to “click the link in our bio” for contest details.
The key to attracting the right audience is offering a prize relevant to your brand. For example, if you’re a beauty company, a gift card or one of your top-selling products will entice participants who are genuinely interested in what you offer.
To maximize visibility, use relevant hashtags in your posts, such as:
Cross-promote your contest across other social media platforms and through email marketing to reach a wider audience. Emailing your existing customers is particularly effective, as they are already familiar with your brand and more likely to participate.
Instagram contests are a great way to engage with your audience, encourage creativity, and grow your follower base. By selecting the right contest format, offering valuable prizes, and promoting your contest effectively, you can create a successful Instagram campaign that benefits both your brand and your followers.
Matrix can improve your performance on Instagram and other social channels!
By Jeff Sheridan
By Conor McCaffrey