拥有超过 5亿年 日活跃用户, Instagram is no longer just a place to share a time capsule of pictures and videos - it has established itself as one of the leading platforms and a force to be reckoned with when it comes to advertising.
From influencers to brands alike, anyone who is anyone is on Instagram. And if you’re not, then you’d better make a start. If you’re not so clued up with the ins and outs of running an organic social media competition, 我们会帮你的.
From time frames to the type of content you should be putting out there, here’s everything you need to know about running an Instagram exclusive competition.
设定目标 🏆
Running a social media competition is all well and good, but it helps to have an initial game plan in place. Outlining goals before you even start planning a social contest is important because it allows you to achieve your goals and predict an outcome. An idea of goals you might already have in mind are:
- 增加你最初的追随者数量
- 提高品牌知名度
- 推动特定产品的销售
- 吸引人们对品牌发布的关注
- 增加接触
- 促进事业或合作
时间框架:利弊 ⏰
一旦你确立了你的目标, the next step is to look into time frames and exactly how long you’d like your competition to run for.
每天
的优点: One obvious pro is that daily contests can be a quick fix for upping your follower count and engagement. They’re also an effective way to piggyback off any marketing dates in your social media calendar.
的缺点: 每天的比赛如此短暂, they might struggle to get engagement levels as high as longer running competitions - it also involves a whole lot of planning for such a short-lived time frame. If you’re running a contest for just one day, it might be worth building awareness beforehand or cross-promoting the competition on various social media platforms.
一周或更长时间
的优点: Running a social competition for less than a week plays on urgency. A strict time limit to enter may serve as a quick and easy way to increase engagement because it creates FOMO; users will enter because they fear missing out on potentially winning the prize.
的缺点: 类似于每天的社交媒体竞赛, a week isn’t always enough time to reach the number of people you’d like to. You’ll likely receive fewer entries and less attention if it’s not executed the right way!
一个月以上
的优点: The apparent pro to running a social competition for longer than a month is that you’ll have plenty of time to promote it. The longer you promote a contest, the more entrants you’re likely to have. Month-long social media contests also work exceptionally well with marketing calendar occasions that last for the whole month, 比如Veganuary.
的缺点: A con to running a competition for a month or longer is that you’ll actively work at keeping it relevant. Running something longer than a month can become stale, and users could lose interest after the initial build-up.
Instagram竞赛的类型📸
喜欢赢: Like-to-win contests do what they say on the tin. It’s the process of getting users to like the post to be in with the chance of winning the prize. Once the competition closes, a winner is selected at random from the likes. A like-to-win contest can be most effective when it’s teamed up with another entry requirement such as, “Like this post and tag a friend to enter”.
评论获胜: 类似于想要赢得比赛, a comment to win organic contest relies on users commenting and tagging their friends. 这些可以通过几种方式执行, such as commenting with a specific hashtag, 表情符号或标记其他用户.
分享才能赢: A share to win competition revolves around users sharing the Instagram post with other users. 通常, this is a case of reposting the competition to their Instagram story to generate more impressions and gain traction. This is an effective way to get more engagement.
选择奖品🎁
谁不爱奖品呢? Slap the word giveaway on anything, and people will flock no matter what the prize is at stake. Running a successful competition works hand in hand with enticing people to purchase from your brand. So, even though users may enter regardless of the prize, it helps to have a worthwhile reward for the credibility of your brand.
After all, the overall aim is to convert any entrants into potential customers. 纠结于提供什么奖励? 我们挑选了一些想法:
- 你的产品或服务
- 与另一个品牌的合作
- 与你的品牌相关的产品
- 现金或代金券
- 一次旅行或经历
