A Facebook contest is a good way of extending your reach, driving engagement, and getting your brand seen by more people – after all, FB has a staggering 1.23 billion daily active users on average.
But how do you run a contest without wasting your time & money, while also keeping within Facebook’s strict contest guidelines?
Here’re 10 key tips to help you get started: Instamate 2.0
1. Understand Facebook’s contest guidelines – Instamate 2.0
As noted, FB has strict rules governing on-platform contests, so make sure you are familiar with them before running your own.
Take a look at Facebook’s Page guidelines to keep away unwittingly breaking the rules – and don’t forget to review them again for every contest you run, as Facebook can make changes at any time.
2. Know what you want to achieve
It can be tempting to run a FB contest just for fun, but if you do not know what you hope to gain from it, how will you know whether it’s successful?
Spend some time clearly defining your aims before you get started.
For instance, you may want to use it to promote your products, drive more people to your website / generate buzz around your brand. Once you know your objectives, you could keep these in mind during the planning process.
3. Pick a relevant prize
Make entering your contest worth people’s while by offering a relevant & worthy prize.
Keep your target audiences in mind here – if you offer a prize that is not related to your key demographic, you may end up attracting a lot of entrants who are not actually interested in your business or products.
4. Choose your contest type
Next, decide what type of FB contest you plan to run. Instamate 2.0
You could ask your followers to caption a photo, to post their photo or video on your wall, to comment on a post, or to answer a question. Keep in mind that those contests will need to be judged by someone, and you can end up with hundreds of entries to look through.
A change is to consider running a straightforward sweepstake, where a winner is selected completely at random.
To take the hard work out of running your FB contest, you may want to consider using a third-party app – these can keep track of entrants & even pick a winner for you. They can help to organize any data (such as email addresses & Facebook user IDs).
5. Lay down the rules
Make sure you have clear & concise T&Cs for your Facebook contest. Instamate 2.0
Some necessary items to include are how people can enter, when the competition closes, whether there’re any age or location restrictions, what the prize will be, whether people can enter more than once & how the winner will be announced.
To ensure you are fully covered, and comply with any regional competition laws, you may want to find professional advice.
6. Make it easy to enter and share
We have all clicked on a Facebook contest hoping to win a great prize, only to realize we first want to fill in endless information about ourselves.
If your prize is a two-week, all-inclusive holiday to the Bahamas, everyone may be willing to spend time entering all the information you require, but for the most part, try to keep the entry mechanism as short & simple as possible – otherwise people will quickly lose interest which could reduce your entries & reach.
You should make it easy for participants to share your contest with their friends, as this can help to generate more entries for you.
7. Ensure your contest is mobile-friendly
A huge proportion of people who check FB are on their mobile, so to avoid missing out on their entry, you need to make sure that your contest is mobile-friendly.
If you are using a third-party app, pick one that works on mobile devices easily & always test it from your own mobile before pushing the contest live.
8. Boost with Facebook ads
Though people may naturally come across your contest in their News Feed, organic achieve may not be enough to deliver the results you’re looking for.
To help drive more visibility to your contest, try running some FB ads to promote it. If you need help with advertisements, take a look at Facebook’s guide.
9. Promote your contest beyond Facebook
You should consider promoting your Facebook contest beyond your Facebook Page.
Start by sharing it across all your social channels. Consider whether there is a suitable place to promote it via your website, and even in email newsletters you send out to customers. Add it to your email signature and do not under-estimate the power of word of mouth.
10. Measure your contest performance
Before you close the book on your contest, ensure you review its performance.
Consider whether it met your expectations, what worked well and what did not work so well.
Although this may seem tedious, any learnings that can be gleaned will help you to improve any FB contests you run in the future.