What are giveaways?
Giveaways are a popular growth strategy that brands often use to increase their engagement and follower count on social media. The majority of giveaways are done by asking their audience to follow the account, tag friends in the comments and share it on their story. This is an excellent way to increase traffic to your online store and your social media account since the algorithm cares about the quality of the post and the percentage of your followers engaging with it. Liking, commenting and tagging friends inflate this and as a result, the algorithm pushes your post to the top of people’s feeds and is more likely to be seen by others.
Are giveaways effective?
Yes! But success will depend on a myriad of factors. As previously mentioned, giveaways are a great tool for increasing your following and creating awareness about your brand and what you have to offer. The only problem with this is that it can attract “ghost followers”, inactive followers that aren’t interested in your product. Because the algorithm doesn’t care about your total followers, these ghost followers can negatively affect your engagement rating since they won’t be interacting with your organic content. A way to get around this is by offering prizes that are a little more niche and catered to your existing audience. In other words, don’t offer generic prizes like gift cards and consoles. Having something specific to your audience will stop people like me from entering contests just because it’s free and easy.
Best practices when hosting giveaways:
- Make entering easy! How many times have you clicked off a giveaway because they were asking for too much? Simplicity is key.
- Make sure someone is moderating the comments and is interacting with the audience. I was pleasantly surprised when the account I followed for a giveaway thanked me for entering.
- Follow up after the giveaway is over by announcing the winner and giving the rest of the participants a reason to visit your online store
- Giveaway products that your audience would appreciate and is relevant to them.
What’s your general outlook on giveaways, do you think it means brands are shilling for followers or do you think it’s an effective way to increase brand awareness? Let me know in the comments below!
Facebook: Have you ever wondered why giveaways are so popular on social media? Find out now by reading my latest blog post here: http://bit.ly/GiveawaySM
Twitter: Are giveaways helping or hurting brands? Find out now by reading my latest blog post here: http://bit.ly/GiveawaySM