If you are on social media chances are you have seen, or have even entered, a social media giveaway. All you have to do to enter is like, tag other accounts, and follow the account(s) running the contest.
There are few major benefits to doing social media giveaways:
- Increase brand awareness
- Highlight a company value
- Build strong connections with other businesses or influencers
- Increase your following
Increase Brand Awareness
With all of these people liking and tagging their friends, your brand is getting a major boost for impressions. A few brands and influencers have really nailed this by offering incredible giveaways. The major one that comes to mind from this past year is Love-Islander, Molly-Mae Hague’s summer giveaway. This included iPads and Louis Vuitton handbags and laptops – it was a massively generous giveaway and the generosity awarded her almost 3 million comments, millions of likes, and she even had articles written about the event.
This was to thank her followers for 1 million YouTube subscribers and certainly got the word out about Molly-Mae.
Highlight a Company Value
Depending on what you decide to giveaway or the companies and influencers you partner with, you can use these giveaways to share something that you care about. Right now I am running a giveaway on one of the Instagram pages that I manage and we are highlighting the fact that we support our community.
Supporting local has been a big part of 2020, and as this company is a local business, I wanted to make sure we let the public know that we really do walk-the-walk and it isn’t only self-serving. Not only will the giveaway prize be a gift card purchased by the company (not donated), but the giveaway also gives clients a chance to interact with a charity that we are supporting for the holiday season.
The giveaway will definitely give us more followers. But those followers will have a special first engagement with the brand. Their first impression of this company will be that they are generous, and that they support local initiatives.
Now if your first impression of a brand was that they gave back to their community, I’d bet that the brand made a pretty good first impression on you.
Build Strong Connections with Other Businesses or Influencers
In the social media space we can sometimes forget that social media is meant to be social – not just to glorify our own stories and promote our products (though it is a great tool for that). By running giveaways we really open up a great opportunity to be social with other brands and influencers online.
Before setting up a giveaway it is important to reach out to the accounts you’ll be partnering with or donating to. You’ll want to establish a relationship with those accounts so they know you’re a legitimate partner, and that you’ll stick to your word when it comes time to donate.
If all goes well and the two (or however many) of you are happy with the results, you’ve just made a very strong social media connection.
Think about your personal account. You probably follow a few hundred people on social media, you may even like the majority of posts that you encounter on your carefully curated feed. But then there’s the people that you’ll be happy to respond to their stories. You comment on their posts, and you’ll even try something they’ve shared on their feeds.
The example above shows the kind of relationship that businesses and influencers can have on social media if they leverage things like giveaways. Let me say it again: social media is meant to be social. So don’t be afraid to reach out and engage. You could find yourself in a symbiotic social media relationship.
Increase your following
I left this one as the final benefit of social media giveaways because although it is definitely a benefit it comes with an asterisk. You can expect to see a major boost in followers during the giveaway, but if your content afterwards doesn’t meet the new follower’s needs, then you’ll likely lose them.
Be sure that if you are looking to gain followers from a giveaway, that you nurture those new followers. Send them a direct message after following and ask them what type of content they love on social media. If you see yourself losing a large number of followers after the giveaway, try posting a few stories with the poll or question stickers.
You’ll never know until you ask.