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Promo toolkit: How to run a competition

And the winner is…

As all of us grapple with the brand new enterprise panorama set forth by the pandemic, your model may use all the eye it will possibly get. Many shoppers are anxious, cash-strapped, and determined for a ray of sunshine within the gloom, which is why a social media competition may lighten the temper on each ends.  For those who’ve ever questioned how to run a competition on social media, now’s the time to roll up your sleeves and dive in.

Operating a competition is one thing you are able to do straight away to create buzz for your enterprise and generate optimistic engagement out of your prospects.

When somebody believes they may win a competition, there’s a psychological impact that generates heat and fuzzy emotions. These emotions convey positivity to your model, together with a enhance in natural promotion — particularly since all winners love sharing the excellent news with family and friends.


Achieved with empathy and authenticity, a competition may come throughout as a beneficiant gesture when your model offers one thing away. It affords a renewed sense of human connection together with your prospects in a means that the pandemic can’t intervene with. Competitions will all the time be worthwhile for model visibility and new leads or gross sales, however they’re additionally an expression of giving again.

Example of competition giveaway graphic featuring three young women

Why working a competition is vital

A competition is a nice brand-building alternative that brings your services or products into the highlight – particularly if it’s the prize in query. You’ll be able to put it into the fingers of latest shoppers and make them really feel particular on the identical time. In case your model is new, launching a competition can even assist fast-track consciousness and make your product immediately fascinating.‍ Example of competition giveaway graphic featuring handbag in background


Manufacturers usually create competitions within the type of:

  • Contests
  • Fortunate attracts
  • Giveaways

These sorts of competitions make us concentrate to what a model is providing by involving it within the competition mechanism. With a worthwhile prize at stake, audiences are usually extra susceptible to:

  • Utilizing your product
  • Researching the way it works
  • Selling and sharing it with family and friends
  • Innovating your product even additional

Leveraging these efforts can, in flip, lead to a great deal of partaking content material. It may well additionally lead to worthwhile shopper insights, together with elevated model consciousness.


How to run a competition with out dropping cash

Giving a prize away isn’t simply a random act of kindness. Nicely, in fact, it might be, however your enterprise ought to ideally profit in return for what you’re providing.

Operating a competition is a trade-off, and it’s a delicate steadiness to strike.


Gaining or partaking prospects is all the time going to price some advertising and marketing {dollars}. It’s worthwhile to know the associated fee quantity when weighing up how beneficiant you may be. An costly prize will flip extra heads in your course, however it may depend as a loss for you.

If the quantity of customers getting into the edge from “probability taker” to “new buyer” is lower than anticipated, this might have an effect on your backside line.

Do the maths and make it depend. Make certain to fire up some huge model vitality whilst you have the additional consideration.

Example of competition giveaway graphic for salon with tropical theme

Getting observed

A fascinating prize is the muse of a nice competition, however it’s also possible to ramp up the desirability with a gorgeous design. A superb social graphic could make individuals cease scrolling and begin studying.

Present your customers what they stand to win in its very best gentle.


Impactful photos are essentially the most direct route to the “should enter now!” a part of the mind.

Competitions have phrases of engagement, which require us to (within the phrases of Vanilla Ice) “cease, collaborate, and pay attention.” Drawing people in to see what’s concerned, and deciding whether or not or not to give it a go, is your first problem. And that requires studying. Ugh!


Design and typography are your largest pals right here. Hold issues as uncluttered as doable to preserve your viewers’s eyes on the prize. Clear, daring sans-serifs are nice for affect and legibility. You don’t all the time have to stick together with your model’s common typeface – draw consideration to one thing out of the extraordinary. Contemplate including a BIG BOLD show font to your model’s assortment, particularly for promotions.

Example of beauty and apparel giveaway graphic 

The advertising and marketing calendar

As with all promotions, it’s clever to seek the advice of the advertising and marketing calendar whenever you’re planning a competition. Tapping into the prevailing temper and time of 12 months makes your competition appear related. Search for one thing that’s taking place proper now.

Seasonality must also information your prize. For those who’re giving one thing away, attempt to provide instantly helpful prizes. For instance, giving freely baking merchandise throughout the holidays are extra interesting than giving freely live performance tickets in colder climate.

Graphic depicting different calendar months 

Particular days on the calendar can even thematically tie up your competition. Make certain to gear it in the direction of a related viewers like:

  • An Xbox on Nationwide Video Sport Day
  • Tickets to the World Cup Closing
  • A designer gown throughout Vogue Week
  • A visit to Eire for St. Patrick’s Day

Take exact purpose and incentivize the gang most certainly to enroll, with the factor they need most.

Your personal particular days are additionally a good excuse to be beneficiant. Have fun your enterprise birthday or vital milestones by sharing the love together with your viewers. Fashionable milestones to contemplate embody:

  • Variety of followers
  • Product launches
  • Successful an award

Competition graphic celebrating business birthday 

Key ways to attempt‍

These are a few variants of the competition you may want to attempt when constructing your personal model or small enterprise. Beneath we’ll evaluation a few of the key ways you may contemplate implementing straight away.

Like and remark to win

That is just like the plain white t-shirt of competitions. It takes seconds to get entangled, will increase your possibilities of getting loads of takers, and helps spike your social engagement. Nevertheless it’s a very fleeting and generic engagement.

Many customers are doubtless to neglect all about it as quickly as the subsequent fairly factor pops up on their feed. For those who’re inviting feedback, use them as market analysis and contemplate asking questions like:

  • What’s your favourite factor about us?
  • The place would you want us to go subsequent?

Get to know your prospects’ wants and needs higher.

Two graphics with questions seeking customer feedback 

Vote to win

A variant of the “Like and Remark” method is the “Vote to Win” methodology. That is one other secret weapon that market researchers use to be taught extra about their target market. For instance, market researchers within the pet business may ask their fanbase if they’re extra into canine or cats.

It’s additionally tremendous helpful whenever you’re confronted with a important product or technique resolution to your model. Invite your prospects to vote for issues they’d like to see extra of. This might embody:

  • Design selections: Ought to we go along with lilac or peach for our product?
  • Geographical enter: Would you want to see our subsequent pop-up even in Portugal or Greece?
  • Emblem recommendation: Will the owl or the one with the raven be higher?

Let the knowledge of the gang determine and reward them accordingly.

A graphic encouraging users to vote for upcoming promo ideas

Follower milestones

Like we stated earlier, competitions can typically be an act of kindness. Giving one thing away to your followers and supporters whenever you hit 100, 1000, or 1000000 followers is a cool factor to do.

It reveals your gratitude and generosity towards your fanbase. You could possibly even tie it into any of the opposite ways we’ve mentioned earlier.

Alternatively, you possibly can simply take a second to acknowledge the oldsters who’re serving to you make your dream come true. There’s nothing mistaken with a lil’ humblebrag to let the world know you’re shifting on up.

Two graphics thanking fans for their engagement

Shock a follower

In case your followers know they stand a probability to randomly win one thing day-after-day, week, or month (only for being in your prolonged squad), they’re doubtless to enroll and cling round. And, after they win, you may make any individual’s day.

You’ll want to sift by way of contest-tourists to discover your true tribe although. However if you happen to can afford a common giveaway, you’ll preserve a fixed vitality in your feed.‍

A graphic that celebrates the winner of a competition

Create to win

If you recognize your viewers has artistic inclinations, use this to your benefit. Encourage them to create content material for you and construct your model consciousness within the course of. You should use this as a lens to view your product within the fingers of actual individuals and in the true world. Person-generated content material may be a goldmine to your model as a result of it’s:

  • Genuine
  • Participating
  • Related

Competitions like these additionally appeal to extra curiosity, because the winner is determined extra on benefit than luck. The barrier to entry is a little larger, however the worthwhile collateral somebody stands to achieve is nicely price a huge, shiny prize.‍

A graphic for a jewelry store encouraging users to share photos of themselves

Outsource concepts‍

The regulation of averages dictates that there’ll all the time be a few geniuses amongst your viewers. A purple sizzling prize is a great way to acknowledge and draw them out. Relying in your business, the next examples might help offer you an concept of how to get them . Invite them to take part in issues like:

  • Creating a new emblem redesign
  • Including perception to a new recipe you’d like to develop
  • Making artwork for the duvet to your new album

Attempt focusing on followers with worthwhile abilities and insights, then reward them handsomely. Make a fuss over the winner by interviewing them in your weblog or nudging your followers in the direction of their different work. Folks thrive on recognition – which might be thought of a part of the prize.

A graphic encouraging users to share their favorite recipe


Competitions require all of your geese to be in a very neat row earlier than saying it to the world. You’ll need to be sure to pre-empt something earlier than you go reside. Do that by ensuring you’ve acquired the necessities in place. The guidelines under will show you how to safeguard your bases.

The prize‍

The central character on this story is the grand prize. You could possibly embody a few tiered prizes or ten an identical ones. Simply be sure we all know precisely what’s up for grabs. ‍

The mechanism‍

The very last thing you need is to be spending half your day tending to a torrent of questions. Make the entry mechanism and the competition standards unmissable. Intention for being crystal clear by asking your self how the winner can be determined upfront. This might be decided by:

  • A vote
  • An govt resolution
  • A draw

Whichever route you determine to go along with, it’s all essential stuff that impacts your viewers’s resolution to enter.‍


As soon as the winner is chosen, how are you going to get the prize delivered to them and when? Be sure you know this and talk it upfront. A disgruntled winner is the simplest means for a competition to backfire.‍

Measuring success‍

An vital query to ask your self is: What are you buying and selling the prize for? You must ideally have a way to measure this by referencing information that determines in case your competition ended up being a win to your model. Labored even higher than anticipated? Nice! Now, how are you going to make it greater subsequent 12 months? ‍

Phrases and situations‍

Competitions convey feelings into play and also you want to handle these. Everybody desires to win and typically individuals grow to be determined over it as a result of it’s vital to them. One of the best ways to mitigate in opposition to a peeved buyer is to be truthful and clear from the get-go.‍

Unmissable social media posts‍

Uptake is a product of hype and hype is a product of preparation. So, set a while apart to design some banging graphics. Use these to usher in as many individuals as doable to your competition. You’ll be amazed at how a vibrant design can sub-consciously dial up the joy. Make it stand out by downloading the GoDaddy Studio app and creating your masterpiece on the go.

All photos inside this submit can be found as editable templates in GoDaddy Studio.

Picture by: Ekaterina Shevchenko on Unsplash

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