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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 might use all the eye it could possibly get. Many customers are anxious, cash-strapped, and determined for a ray of sunshine within the gloom, which is why a social media competition might lighten the temper on each ends.  If you’ve ever puzzled how to run a competition on social media, now’s the time to roll up your sleeves and dive in.

Running a competition is one thing you are able to do straight away to create buzz for your online business and generate constructive engagement out of your clients.

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


Done with empathy and authenticity, a competition might come throughout as a beneficiant gesture when your model provides one thing away. It affords a renewed sense of human connection along with your clients in a manner that the pandemic can’t intrude with. Competitions will all the time be helpful 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 operating a competition is necessary

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 can put it into the fingers of latest customers and make them really feel particular on the similar time. If 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


Brands typically create competitions within the type of:

  • Contests
  • Lucky attracts
  • Giveaways

These sorts of competitions make us listen 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:

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

Leveraging these efforts can, in flip, lead to a great deal of participating content material. It can even lead to helpful client insights, together with elevated model consciousness.


How to run a competition with out shedding cash

Giving a prize away isn’t simply a random act of kindness. Well, after all, it may very well be, however your online business ought to ideally profit in return for what you’re providing.

Running a competition is a trade-off, and it’s a delicate stability to strike.


Gaining or participating clients is all the time going to price some advertising {dollars}. It’s worthwhile to know the price quantity when weighing up how beneficiant you will be. An costly prize will flip extra heads in your path, however it might depend as a loss for you.

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

Do the mathematics and make it depend. Make positive to fire up some huge model power whilst you have the additional consideration.

Example of competition giveaway graphic for salon with tropical theme

Getting seen

A fascinating prize is the muse of a nice competition, however you can too ramp up the desirability with a gorgeous design. social graphic could make folks cease scrolling and begin studying.

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


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

Competitions have phrases of engagement, which require us to (within the phrases of Vanilla Ice) “stop, collaborate, and listen.” Drawing of us 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. Keep issues as uncluttered as potential to maintain your viewers’s eyes on the prize. Clean, daring sans-serifs are nice for impression and legibility. You don’t all the time have to stick along with your model’s common typeface – draw consideration to one thing out of the unusual. Consider including a BIG BOLD show font to your model’s assortment, particularly for promotions.

Example of beauty and apparel giveaway graphic 

The advertising calendar

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

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

Graphic depicting different calendar months 

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

  • An Xbox on National Video Game Day
  • Tickets to the World Cup Final
  • A designer costume throughout Fashion Week
  • A visit to Ireland for St. Patrick’s Day

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

Your personal particular days are additionally a good excuse to be beneficiant. Celebrate your online business birthday or necessary milestones by sharing the love along with your viewers. Popular milestones to contemplate embody:

  • Number of followers
  • Product launches
  • Winning 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. Below we’ll evaluate a few of the key ways you possibly can contemplate implementing straight away.

Like and remark to win

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

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

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

Get to know your clients’ wants and needs higher.

Two graphics with questions seeking customer feedback 

Vote to win

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

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

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

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

A graphic encouraging users to vote for upcoming promo ideas

Follower milestones

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

It exhibits your gratitude and generosity towards your fanbase. You might 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 unsuitable with a lil’ humblebrag to let the world know you’re transferring on up.

Two graphics thanking fans for their engagement

Surprise a follower

If your followers know they stand a probability to randomly win one thing on daily basis, week, or month (only for being in your prolonged squad), they’re seemingly to enroll and hold round. And, after they win, you may make any person’s day.

You’ll want to sift by means of contest-tourists to discover your true tribe although. But should you can afford a common giveaway, you’ll maintain a fixed power in your feed.‍

A graphic that celebrates the winner of a competition

Create to win

If you understand 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 can use this as a lens to view your product within the fingers of actual folks and in the actual world. User-generated content material will be a goldmine in your model as a result of it’s:

  • Authentic
  • Engaging
  • Relevant

Competitions like these additionally appeal to extra curiosity, for the reason that winner is determined extra on advantage than luck. The barrier to entry is a little increased, however the helpful collateral somebody stands to acquire is properly 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 pink scorching prize is a great way to acknowledge and draw them out. Depending in your trade, the next examples may also help offer you an thought of how to get them . Invite them to take part in issues like:

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

Try concentrating on followers with helpful skills and insights, then reward them handsomely. Make a fuss over the winner by interviewing them in your weblog or nudging your followers in direction of their different work. People thrive on recognition – which may very well be thought-about 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 certain to pre-empt something earlier than you go reside. Do this by ensuring you’ve received the necessities in place. The guidelines beneath will enable you to safeguard your bases.

The prize‍

The central character on this story is the grand prize. You might embody a few tiered prizes or ten equivalent ones. Just be certain we all know precisely what’s up for grabs. ‍

The mechanism‍

The final 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. Aim for being crystal clear by asking your self how the winner can be determined upfront. This may very well be decided by:

  • A vote
  • An government determination
  • A draw

Whichever route you resolve to go together with, it’s all essential stuff that impacts your viewers’s determination to enter.‍


Once the winner is chosen, how are you going to get the prize delivered to them and when? Make positive you understand this and talk it upfront. A disgruntled winner is the best manner for a competition to backfire.‍

Measuring success‍

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

Terms and circumstances‍

Competitions deliver feelings into play and also you want to handle these. Everyone needs to win and typically folks develop into determined over it as a result of it’s necessary to them. The finest manner to mitigate towards a peeved buyer is to be honest 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 potential 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 pictures inside this publish can be found as editable templates in GoDaddy Studio.

Image by: Ekaterina Shevchenko on Unsplash

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