[6/6] Get Inspired by These Examples of Big Brands Doing Social Media Giveaways

Big brands are consistently investing in social media giveaways and contests.

Sure, the bigger the prize, the more chances the giveaway will attract more people. But that’s hardly the only factor that influences the success of a campaign.

This why it is paramount to make sure the contest aligns properly with the audience, as well as your brand’s core values and personality.

The messaging and the accompanying content need to be spot on. You’ll want your audience to get excited and want to share your giveaway with their friends and family online.

That’s how you put your hand in the cookie jar.

Here are some examples of giveaways ran by major brands and what you can learn from them.

1. Ikea

They ran a contest using Facebook’s geo-photo tagging function.

Their objective: create buzz for their new store opening in Sweden.

On their page, Ikea uploaded photos of different items in Ikea showrooms around the world.

The first person to tag themselves on any of the items in the room was the winner of that item.

It’s a fun and original concept; not to mention the fact that they totally nailed the “promote a new product” benefit you already learned about in a previous lesson.

2. Birdhouse

You may not know this company by name, but you may know its owner: Tony Hawk, the professional skater.

The Tony Hawk Twitter Hunt runs pretty much every year. It started in 2009.

As part of the campaign, Tony’s team hides boxes of collectibles in different places from around the world.

Then they tweet pictures with the location – without giving out obvious clues.

social giveaway

The first to find the collectible wins it. Then they have to tweet a picture of themselves with the prize.

Every time they run this campaign, the team over at Birdhouse generates a lot of buzz for the brand.

3. Lipton

A few years ago, Lipton ran a contest on Instagram that had great results.

The contest was active in 11 countries; in seven different languages. With such a wide area covered, you can bet they got a lot of participants.

People were required to sign up for the contests’ app – called Lipstagram – with their Instagram accounts. Participants then had to upload a photo related to a weekly hashtag.

The prize was a safari trip to Kenya for two.

Their giveaway is really cool because of how much liberty it offered to the participants. Not to underestimate the awesome prize, though.

4. Sephora

To mark their 15 years of being in business, Sephora, the well-known chain of beauty stores, ran their Sweet 15 Sweepstakes.

Entrants simply had to fill out a form for a chance to win a trip to Costa Rica.

What Sephora did right is that they tied the giveaway with an important event and offered an extravagant prize that would appeal to their trendy consumers.

5. Qwertee

Qwertee, a limited-edition t-shirt producer, ran a successful contest on Facebook.

They asked people to like their page and submit their email address to enter the contest and possibly win a month’s supply of T-shirts.

This is a great example that even small giveaways can deliver excellent results if they are played out in a creative manner.

6. Dove

Dove’s ‘Real Beauty Should be Shared’ contest on Facebook is yet another example of social media contests done right.

The brand asked their followers to involve a friend and say what makes that friend beautiful. The prize? The chance to become the next face of Dove and be featured in one of their videos.

This mostly works for bigger brands who already have notoriety and a permissive budget.

But what you can take away from their campaign is that you can use social media giveaways to communicate the core values of your brand.

It’s Your Turn Now

Hopefully, this final lesson has provided you with even more inspiration. Hopefully, you now feel like you know enough to tackle social media giveaways and contests on your own.

Let all the knowledge you’ve acquired through this masterclass empower you to create awesome giveaways for your audience.

You got this!

[4/6] How to Run an Unforgettable Social Media Giveaway: Part 1

So far in this MasterClass, we’ve established that running social media giveaways is a great way to get new fans and boost exposure for your brand.

We’ve talked about all the great benefits you can gain from it – as well the wrong reasons to do it.

The next two lessons from this MasterClass will cover all the necessary steps you need to take to put together a successful social media giveaway.

You’ll learn how to set it up from zero and how to achieve maximum ROI (Return on investment).

So, buckle up and let’s go on a journey through the magical realm of social media contests and giveaways.

1. Set Your Objectives (the Smart Way)

Like just about anything in business, planning is key.

Before you get started with anything, set some crystal-clear objectives. This way, every aspect of the giveaway will be designed to help you reach those goals.

Ask yourself:

What are you trying to achieve with this? What offers you the best ROI?

Analyze what’s your highest converting channel. If it’s email marketing, getting a larger email list could be a goal you set up for your giveaway.

Important!

If you’re asking giveaway participants for their email address, make sure you make it clear. Also, give them the chance to unsubscribe.

Alternatively, if you just want exposure, encourage shares. Make sure you advertise the giveaway beforehand and draw it out over a longer period of time.

These are just ideas, though.

You know best what your company needs and you’ll also know the best way to achieve this. The vital part is that you know what you’re looking for during the whole process.

Also, do your best to set SMART goals.

SMART stands for:

  • Specific
  • Measurable
  • Attainable
  • Relevant
  • Timely

A SMART objective sounds like this:

We want to gain 300 quality leads within 20 days of the giveaway start.

After setting your goals and KPIs (Key Performance Indicator), start monitoring them throughout the giveaway.

Keep your eyes on the prize!

2. Choose the Platform where the Social Media Giveaway Will Take Place

Even though you’ll promote the giveaway basically on all your channels, you still have to decide where to run it.

You could pick Facebook, Twitter, or Instagram. These are the most popular social media channels for giveaways.

The choice should be connected to the objectives you set in the first place.

Different channels have different strong points.

For example, if your goal is to increase your number of Instagram followers, then that is where you will run the giveaway, of course.

If Facebook is your most active channel and you want leads, use that.

If you want to grow one of your other social media pages, pick that.

Another option you may not know about is to use a giveaway website.

The advantage of using giveaway sites is that you get a chance to attract new followers from new groups.

They may not have even heard of your brand before, but now you have a chance to get them hooked on your products or services.

Here are some sites you might want to check out now and save for later:

Copy/paste the links below in a new tab to open them.

  • ilovegiveaways.com
  • online-sweepstakes.com
  • giveawayfrenzy.com
  • contest-corner.com

Check these sites out and see if any of them would be a good fit for the giveaway you have in mind.

As you can see, you have plenty of options. The sky is the limit.

Well, actually, there are other limits: the platform’s rules regarding contests and giveaways.

If you don’t know them beforehand, you might end up wasting your time or even getting into trouble.

3. Don’t Begin Yet! Read the Networks’ Promotion Rules

Legally speaking, when it comes to giving away stuff to your audience for the purpose of marketing your business, you have two options:

  • The traditional sweepstake or giveaway. It’s when you give out a prize, and the winners are chosen as a result of chance, typically following a draw.
  • Contests. This involves the participants having to do some work to win the prize. The winners are chosen based on merit.

A lottery belongs in an entirely different class, and private lotteries are NOT legal. 

They require:

  • purchase,
  • payment,
  • other compensation (the contestant has to buy something to enter the competition),
  • chance,
  • and a prize.

This step is extremely important. Avoid wasting your time.

Before you get started working on your campaign, you’ll want to have a look at the rules. All social media platforms have specific rules for contests or giveaways.

Do some research to understand the rules.

Make sure what you plan on doing isn’t violating their terms.

Once you know what you can and can’t do in social media contests or giveaways, it’s time to choose.

It is best to stick with just one social media platform.

It will be easier to track and analyze. Your focus will be in just one place. It will also make your life easier, because there are key differences between Instagram and Twitter users, for example.

4. Decide What Type of Social Media Giveaway You’ll Organize

It is important that you correlate the type of giveaway with your objective. Remember your goals and determine what style will serve them the best.

  • Sweepstakes – participants win a prize by chance. These are the type of giveaways where you ask for likes, comments, or shares. The winner is picked randomly, usually using a tool like random.org. No one can interfere with the results. It’s just pure luck.

  • Contests– effort or skill is required to win the prize. You can ask participants to upload photos or videos, for example. You can also ask them to get creative and provide unique descriptions for their posts. The winner is picked by a jury, through voting, or by using other criteria you come up with.

Sweepstakes/giveaways can become viral and generate many likes, shares, or comments.

Contests do that as well, but typically require more work from those who enter.

The more complex the task, the fewer people will sign up for the prize. But that isn’t always a bad thing. You know that the ones who completed the requirements are quality fans.

Contests are a great way to get user-generated content and build your email list.

You can, of course, create a variation of one of these two types. That would be a good idea actually, as the more creative and unique the giveaway, the more memorable it will be.

The important thing is to choose a type that is suitable for your brand and objective.

5. Create a Set of Rules and an Entry Process

If you already established a few goals, then you probably already have some ideas about the entry process.

If you want to grow your contact list, for example, you’ll ask people to give their email address.

When creating the entry process, remember this crucial rule: keep it simple.

Your visitors will be deterred by giveaways that have too many steps.

Don’t ask people to give out their email, then fill a form, then give out their credit card information and then do a backflip.

An email address or a share on social media should be enough. If you’re dead-set on asking for more, you’ll need to offer better prizes as well.

From the audience’s point of view, it’s simple: the prize has to be worth the trouble of participating.

Another thing you’ll have to do is explain every little step of the process in detail. Ambiguity can lead to confusion and confusion can lead to problems.

Besides the entry process, you also have to present a set of rules by which the social media giveaway will abide.

Generally speaking, the rules put in place by the platform you’ll use are enough for a nice and orderly giveaway. If you’re holding a contest, though, you’ll need your own extra rules regarding the winner selection process.

So, the keywords here are these: simplicity and clarity.

Let your audience know what they can and can’t do.

Let them know you can disqualify them if they break the rules.

Clearly state how validation works. Outline the judging criteria. Make the entire process as transparent as possible.

Don’t forget to mention if there are any requirements for entering your giveaway.

For example, if you’re a company based in New York and your giveaway is only targeted at people who live in that area, let your audience know that only people living in New York can participate.

It is also a good idea to add a +18 years old rule.

6. Determine Your Budget and Pick a Relevant Prize

When setting a budget, you need to consider all the aspects.

If you ask a lot from your audience – like shooting a 10 seconds video and tagging 10 friends – make sure the prize is worth it.

Another route would be to offer lots of smaller prizes.

Still, have a big one that will get everyone’s attention.

As a rule of thumb, if you ask a lot from your audience, you need to offer a killer prize, too. Otherwise, fewer people will participate.

If only 100 people participate, your conversion rate will be small.

If you’re asking a lot, offer a lot.

By asking participants to perform a simpler task (or a task that doesn’t require a lot of commitment), you guarantee yourself more participants.

This will increase your conversion rate and the prize can be cheaper.

If you don’t want to blow a lot of money, that’s fine. Just make sure people feel like the effort they put into participating is worth the prize.

The most important aspect of the prize is (and will always be) its relevancy.

You want people to remember your brand, so the whole giveaway has to be something specific and unique to you.

The prize should be relevant to the profile of your company and your audience.

Let’s say that you’re a skincare company and you offer a lawnmower as a prize. Is that relevant?

No, it isn’t!

Instead, you could offer:

  • New products you’re launching
  • A goodie bag that contains premium skincare products
  • A facial treatment at a luxury spa
  • Product supplies for an entire year

And the list can go on and on. If you have a bigger budget, you can, of course, have a more impressive prize, such as a trip to a dreamy destination.

End Of Part 1

Successfully organizing social media contests or giveaways requires having a well-thought-out plan.

Coming up with a great idea is the best start you can ask for. Build on that and stay relevant to your audience and brand.

Check out part two for the rest of the steps you should follow to plan a successful social media giveaway.

 

[3/6] Wrong Reasons to Run a Social Media Giveaway

We already talked about all the great benefits you can enjoy by running a social media giveaway.

You saw how a giveaway can be the right thing to do if you want to grow your business.

However, if you organize it for the wrong reason (set the wrong goals), you don’t really gain anything.

It’s important to tackle this before we move any further.

So, in this lesson, we’re going to talk about the wrong reasons to organize a Social Media Giveaway.

Let’s jump right in.

You Shouldn’t Run a Social Media Giveaway just to Get Likes

Facebook users generate millions of likes every minute. It’s true.

But there are also millions of fake accounts that generate those likes. So you should ask yourself just how relevant a Like actually is.

A person who liked your page may never actually engage with your content. Sad, but true.

Let’s say your business’ page has just reached 10.000 likes.

Good job! Amazing job!

However, even if your content is great and engaging, there is a chance that only a small percentage of the people who liked your page will get to see your content.

Why?

Facebook has kept on squeezing the organic reach for brand pages.

At the moment, if you’re reaching 3% of your audience, consider yourself lucky.

So, even if your business’ page has 10.000 likes, there is a chance that only about 300 people would engage with it.

The moral of this example is that likes alone are not a good indicator of engagement.

You can get tons of likes with a social media giveaway, but it might not help you in any meaningful way.

Key takeaway: social media contests and giveaways should NOT be done just for likes.

 

Forced Followers

Let’s get one thing straight:

Asking your audience to follow you on social media as part of the giveaway is NOT inherently bad.

The problem is when you ONLY measure the success of the event by counting them afterward.

When you give away stuff, expect to gain new followers.

Some of them will only be there to get the free stuff while others will actually be interested in your brand and what you have to offer.

When you force people to follow you so that they get something in return, though, you can expect a lot more uninterested followers.

While uninterested followers don’t necessarily do anything bad, they rarely do you any good either.

The reality of the situation is that very few will become clients.

And this is why measuring your success by the number of new followers alone is not a good way to go about this.

If you don’t demand people to follow you as a requirement to enter the giveaway, you’ll know that the people who still do it are truly interested in your company.

Now You Know

Now that you know that you shouldn’t organize social media giveaways just to gain likes or force people to follow you, you’re ready to start planning.

The exact steps you need to follow to successfully plan a social media giveaway are waiting for you in the next lesson.

[2/6] Why Run a Social Media Giveaway, Anyway? Key Benefits You Should Know

This lesson will tackle the main question that was probably on your mind ever since we first mentioned social media giveaways.

And that is:

Why would you give free stuff away? What’s in it for you? Well, let’s take a look at some of the most remarkable benefits of running a social media giveaway. 

1. Exposure

Startups that want to increase their following might do a giveaway so that more people will find out about them.

Big companies will do the same to ensure they stay top of mind with their existing audience.

Any way you look at it, exposure is good for business.

 With social media giveaways, you’re creating a powerful incentive for people to pay attention to you.

And the more people pay attention to you, the more people will be exposed to your brand and your message.

social giveaway

2. Engagement

One challenge with social media today is that people follow a lot of brands.

That sounds fine at first, but it becomes hard to keep up with them and react to what they post.

Most social media users don’t have the energy to respond to everything in their feed. A post may be funny or informative, or whatever, and people can still react to them, but only in their minds.

In other words, they DON’T engage with the person/company that posted.

Well, giveaways are different.

When there’s free stuff to be won, people find the energy to respond.

 A giveaway can entice people to re-engage with your brand.

After all, the point of being on social media is to create a dialogue between you and your audience. A monologue won’t bring you any benefits.

3. Better Understand Your Audience

By asking a simple question as part of your giveaway, you can find out so many things about the people who follow your company/brand on social media.

You may get precious insight when it comes to what their habits are, how they use your products or services, and what motivates them to buy.

social giveaway

The possibilities are endless here.

It’s just a matter of figuring out what kind of information would be useful to you.

4. Free Content

There are many creative giveaways out there that harness the power of user-generated content.

Here’s how this works:

Let’s say you sell cereal (a delicious idea). You could ask your followers to submit a picture of their breakfast bowl for a chance to win a yearly supply of your products.

The guideline or the theme for the pictures can be to contain your brand of cereal.

Just like that, you’ll have plenty of images for your upcoming posts (with the users’ approval, of course).

You can go even further and ask for videos or written content (like testimonials or product reviews).

Careful, though, there’s a catch. Those options can complicate the giveaway.

We’ll go into details about this in a future lesson.

5. Growing Your Email List

Your weekly or monthly email newsletter may be fascinating, but it won’t have much of an impact if there are only a few people on the receiving end.

By running a giveaway and asking the participants to enter by simply giving their name and email address, you can effectively grow your email list.

However, don’t use this opportunity to spam them. You’d severely hurt your brand.

social giveaway

6. Promoting a New Product or Service

A giveaway is one of the best ways to promote a new product or service.

All you have to do is offer a new product/service as a prize.

Considering it’s new and interesting to your audience, they will enter the giveaway hoping to be the first to try it out.

It’s a double victory for you; you get all the normal benefits that come with running a social media giveaway and generate buzz for your new product/service.

7. The Potential for More Traffic

On social media, a giveaway usually involves participants liking your page and sharing it.

So, by running a social media giveaway, you can attract new visitors to your site. That means more traffic and more people who learn about your brand and the services or products that you offer.

social media giveaway

Everyone who participates in your giveaways gets you more exposure. 

There’s something about giveaways that makes businesses seem more human, as well.

You get the chance to showcase a different side of your brand and show that you care about your audience. In turn, they will ask you questions and leave comments about the social media giveaway.

That’s how conversations start.

And going from there, who knows? You might get a new lead, client, or even partner.

social media giveaway

8. You Have Control over the Budget and There Are No Hidden Fees

Tweeting about your giveaway and picking a winner is completely free. The only things you might have to buy are the prizes themselves.

That being said, you can always offer content as a prize.

Not everything has to be iPhones and laptops.

A word of warning, though:

If you create the prizes yourself, put your heart into it.

The prizes you offer should be things that people actually want.

Otherwise, the giveaway won’t have much of an effect.

You may also decide to invest in promoting the giveaway. Think about creating a landing page or setting up ads on the channel you’ll use for the event.

social media giveaway

All in all, you can create a killer giveaway without stretching your budget. The only real requirement is the effort.

9. Creating Demand for Your Product

You should always make your products and services part of the giveaway. The most straightforward way of doing this is to offer them as prizes.

Of course, you can add other things as well.

After you announce the social media giveaway, this will be your audience’s train of thought:

  1. Oh, look at those prizes! 😍 They seem worth checking out.
  2. Man, these products are awesome. Sign me right up! Those prizes are as good as mine.🤗
  3. Wow, there are already 300 other people who entered the giveaway. My chance of winning is pretty slim. 👀
  4. Now I really want this stuff! You know what? If I don’t win, I’ll just buy it instead.😀💸

social media giveaway

Of course, there will also be people who do win.

They won’t have to buy your products, but you can count on them to become brand ambassadors after the event.

And if you have a service that is subscription-based, it may be worth giving it for free for the first few months.

Think of Netflix who offers the 1st month of streaming for free. Most people continue the subscription after the trial has come to an end, so it pays off.

End of Lesson 2

As you saw from this portion of the masterclass, running a social media giveaway comes with remarkable benefits that will help you grow your business and spruce up your social media presence.

These benefits surely got you excited about planning your own social media giveaways.

The next lessons will help with that.

[1/6] How You Win By Giving Away Stuff: An Introduction to Social Media Giveaways

Nowadays, just about every business has at least one social media account. Most have several.

It makes perfect sense too: today’s most popular social media networks have billions of active users, which makes social media marketing be too good of an opportunity to pass up.

Everyone wants to get traffic and leads through social media.

The question is “How?”

Well, there are tons of methods but throughout this MasterClass, we will focus on just one.

And that is social media giveaways.

You see, people follow businesses on social media for many reasons, but one of the biggest reasons is the chance to get free stuff.

Awesome gifs are cool but what the audience really wants is awesome gifts!

Let’s be honest; most people love getting things for free, and that’s one of the main reasons why social media giveaways work so well. 

The other one is that everyone wants to be a winner, and giveaways make people feel like winners.

Some of you may be thinking this right now:

“But that’s just a waste of money!”

Well, as it turns out, giving people free stuff is actually a good way of making money.

Let’s talk about that for a minute by taking a look at three main psychological factors that come into play when a company organizes a social media giveaway.

1. The Reciprocity Principle

When somebody does us a favor, we feel obligated to pay that person back somehow.

It doesn’t matter if we asked for the service or not. It’s not even a conscious thing. Our brains are just hard-wired that way.

The reciprocity principle is one of the basic laws of social psychology.

And it doesn’t just work for interhuman interaction.

It also works between people and businesses as well. And how do you repay a favor done by a business?

You purchase some of their products or services, spread the word, and praise that company every chance you get.

2. People Can’t Put a Price on Free Items

Let’s say that your local supermarket has a sale on your favorite brand of milk.

You might think that it’s about to expire, that they just want to get rid of the milk. You’d assume that the lower price equals lower quality.

How do people assess the quality of something that was offered for free, though?

It’s easy to put a price on a thing that already has one (i.e. the discount value). But when there is no price to judge by, the mind starts squirming for answers.

The most common answer that people usually come up with is this:

“Hey, if it’s a prize in a contest, then it must be valuable!”

After all, who would offer worthless stuff?

3. Most People Want More Stuff, Not a Discount

Let’s say two bakeries sell the same cake for the same price.

The first one starts offering you 40% more cake, while the second one cuts the price by 40%.

Where do you buy your cake from?

If you picked the first one, you just lost the chance to get almost two times the cake for almost the same price.

The second offer gave you a better cake/money ratio.

When faced with a decision, people often don’t take the time to think it through mathematically.

We just base the decision on our primal instinct of “more is better.”

The same principle applies to getting free (i.e. more) stuff.

social giveaway

Bonus: Word of Mouth Still Works

Who doesn’t like to talk about receiving free gifts or getting a good deal?

Most people even like to brag about receiving something for 10% off!

Even though we’re in the digital age, don’t underestimate the power of “word of mouth” marketing.

A social media giveaway will get people talking about your company. It’s a great way to generate buzz and get your name out there.

But we’ll talk more about the major gains that you can enjoy by organizing a successful social media giveaway in the next lesson.

Awesome Job! You’ve Just Crossed the Start Line

Ok, that’s enough psychology for one lesson.

The next lesson will be all about the main benefits that you can get by successfully organizing a social media giveaway.

 

[5/6] How to Run an Unforgettable Social Media Giveaway: Part 2

In the previous lesson, we went through the first six steps you need to take in order to put together a successful social media giveaway or contest.

Now it’s time for the rest.

Let’s jump right in.

7. Come Up with a Schedule

Before you set up a specific date for your contest, take your time to get everything ready. Create the posts, the images or videos you may want to use, and so forth.

The prizes should be prepared as well.

Decide on how long the giveaway or contest will last for.

Make sure you have an exact date for when you’ll start advertising, as well as a clear date for when you’ll allow participants to begin registering.

Also, take the date you’ll be announcing the winner into consideration.

Follow-up is critical as well– conclusions and insights that your audience would like to read about. Have everything planned out.

It can be a bit tricky to come up with a schedule.

If you rush things, not enough people will find out about the giveaway and you won’t get the desired effect. If it goes on for too long, though, people will start to lose interest and you’ll end up with the same problem.

As a general best practice, three to four weeks is usually a timeframe that works well.

That timeframe includes the advertising, as well as the giveaway itself.

We’ll talk about these topics as well.  So, by the end of the lesson, you’ll know how much time and effort each part require.

8. Create Hype and Start Promoting

There’s a saying:

If a tree falls in a forest and no one is around to hear it, does it actually make a sound?

That’s how it is with social media giveaways. Don’t keep it a secret.

After all, you want as many people as possible to know about it and take part in it, right?

The first step is to use all of your communication channels to get the word out.

This means email lists, all of your social media channels, website (pop-ups, blogs), plus others that would greatly depend on the type of business you’re running.

It can be anything from in-app notifications to messages on mobile phones.

social giveaway

Make a list where you include every channel that you’ll use to promote the giveaway. This way, you don’t forget anything.

Then, the next step is to create content for all of them.

Articles, posts, dedicated landing pages, videos, infographics, images; the wider the variety, the better.

For your social media posts, consider creating and then using a branded giveaway hashtag. Ask people to enter your giveaway by mentioning and using the branded hashtag.

It’s a great way of growing your brand’s hashtag popularity.

Keep in mind that it is NOT enough to post the message announcing the giveaway only once.

Constantly remind people about it, but don’t be spammy about it. The objective is to make the audience get excited about the prize(s) you offer.

Promoting the giveaway on your communication channels is not the only tool in the box, though.

If you can, try to get some big names in the mix.

By big names, we mean thought leaders and influencers in the industry. If people see a person they trust promoting your giveaway, guess what? You’ll have a higher participation rate.

You can use a tool such as Followerwonk to get in contact with thought leaders in your field. You can search for keywords on Twitter, and it will find bios based on them.

Pitch your giveaway to your influencer/thought leader list. Show them what they get in return (a guest post, more traffic, free sample of your product, and so on).

The more influencers you manage to get on board, the more exposure you’ll get.

9. Start the Social Media Giveaway

After you’re done promoting and people know what to expect, it’s time to go live with the contest or giveaway.

And then immediately resume the promotion.

Start contacting again all the people and brands you spoke with before the launch. Tell them your social media giveaway is now live.

Ask them to promote it again to their audience and fans.

Shift your promotion efforts into 5th gear and talk about the giveaway non-stop. Message your email list. Ask your friends to help you out with promoting it.

Answer every question the audience asks. At this point, you have to do as much as possible to keep people’s attention. There’s no better way to do that than by talking WITH them, not AT them.

You might see a big wave of people right at the beginning of the giveaway and then notice the number of new participants decreases consistently. You shouldn’t panic if that happens.

That’s how things usually go. But through promotion, you can get more people on board even after the giveaway has started.

10. Take Time to Carefully Observe What’s Going on

Keep a close eye for anything that might go wrong. Engage with people who leave you comments or complain about something.

Treat everything like feedback.

While ensuring that everything is going well, you should also check your KPIs carefully. Make a habit of consistently tracking the results. This way, you can make small adjustments to maximize results.

Don’t just check every KPI at the end of the giveaway and decide whether it was worth the effort or not.

A successful event can have long-lasting effects that can’t be measured until later on.

If you ever plan on running another giveaway at some point (and you totally should), the insight you get now will be crucial. Based on it, you will be able to put together and an even better contest or giveaway next time around.

11. Hand Out the Prizes and Thank Everyone for Participating

When the right time has come, announce the winner.

If you’ve organized a social media giveaway (like a sweepstake) try to record the process of you drawing the winner. Make everything as transparent as possible.

If you’re using random.org, OBS Studio is a great piece of software to record the process. (find it at obsproject.com)

If it was a contest, the decision should be transparent as well.

Message the winner to congratulate him/her. Your winners can become ambassadors for your brand.

If you have the resources, try to offer a small prize to every participant.

Something like a 5$ gift card. If not, it’s ok, but you should definitely thank everyone who entered.

This is also a good time to publicly thank the influencers and other helpers who supported your giveaway.

It sends a positive message. Plus, everyone could use a “thank you!” from time to time.

12. Do a Final Analysis

After you’ve handed out the prize and generated buzz about it, measure everything again.

Take your initial data and compare it with what you have now. You’ll probably have a few surprises, positive or not.

social giveaway

Draw conclusions and write a post describing your results and what you learned from this experience. 

Your audience will be happy to hear they were a part of something big.

The winner will feel much better knowing he/she was the best/luckiest out of a large number of participants.

You don’t need to make everything public. Keep the metrics and the results that are only relevant to you and your business private.

And there you have it: a complete guide to giveaways.

Awesome Job Completing this Lesson!

Now that you know all this, you’re ready to organize a killer giveaway.

Social media giveaways and contests are not the easiest things in the world to plan, but they work.

That’s the reason they are so popular with brands all over the world.

Talking about brands, the final lesson from this MasterClass will provide you with even more inspiration. You’ll get to learn about a few social media giveaways and contests ran by some of the biggest brands out there.