1 How to build a winning social competition1.0.1 1. What should I do?1.0.2 2. Establish rules and legal rights1.0.3 3. Promote, engage, promote1.0.4 4. What will I win?1.0.5 5. Get social! How to build a winning social competition Many brands seek advice from social […]
Many brands seek advice from social media experts on how to best engage their communities. A social media contest is one of our top tips for encouraging audience participation.
A social competition can be simple, engaging, and effective for both your audience and internal teams. A successful social competition can increase your followers, brand awareness, and ultimately increase sales. A social competition can make your brand stand out with over 88% businesses using social media today.
These are the steps you need to take in order to create a social competition that is winning.
1. What should I do?
First, let’s clarify: Why is your brand interested in running a competition? Do you want to source content from your local community? Listen to what your customers have said. How can you increase engagement on social media channels for your brand?
This is an important first step in determining the goal of your social contest. From there you can choose the type of competition that will produce the best results for your desired outcomes.
Sweepstakes could be the right competition for your brand if you are looking to source user-generated material from your audience. By encouraging your audience to respond to a question or hashtag, you can collect authentic content from your organic followers.
This sweepstakes contest is offered by RACQ. Participants can submit their favourite photo of their furry friend via social media or direct upload to the 2019 Pet Search competition. The winner is featured on their website, on their calendar, as well as on the cover of The Road Ahead. Along with Hugo, the colorful winner, the top 12 pet photos are featured.
Pro tip: If your brand is looking to leverage the user-generated content your audience submits through sweepstakes across your brand’s channels, it’s essential to make sure you’re correctly gaining the rights to that content. See Tip #2 for a deeper dive.
If sourcing visual content isn’t the primary goal of your social competition, maybe a caption contest is the right move. Or, if you’re looking to focus on social engagement, encourage audience members to like and comment on your social content to enter to win a giveaway, prize, or experience.
To increase awareness of the competition, partner with other brands! Your audience will be more inclined to engage and participate if there is a low barrier of entry.
2. Establish rules and legal rights
Which platform will you use to host your competition? Will contest participants have access to the contest on all social media networks? Or will they be limited to tweets? Only Instagram content
No matter what you do, make sure to set clear ground rules. Participants must be clear about how to enter, what they will win, and what they need to do. Consumers are becoming more socially-savvy and more skeptical. They will only be able to participate if they feel confident about the use of their submitted content in the competition.
Obtaining the rights to your audience’s content is simple if you follow clear guidelines.
By simply placing rights requests within the Contest Terms and Conditions, consumers can grant rights instantly. This allows your brand to seamlessly use authentic content in all of your marketing channels, both during and after the competition.
3. Promote, engage, promote
It doesn’t matter if you have centered your social contest around a question or a hashtag. You need to create a calendar of promotional materials that will engage your audience.
Your content should be promoted across all channels. Encourage participation through emails, website copy and ads. Focaccia is a famous sandwich shop in San Francisco that hosted an Instagram contest. It was well-received by the entire office. The competition was promoted with concise posters in the store so that even customers who were hurrying to grab a quick bite could be aware of it.
Then, once you’ve obtained the rights to the user-generated content that participants are submitting, post your favorite photos across your brand channels! For example, Klondike asked its loyal fanbase to share what they’d be willing to do for a Klondike bar via video submissions. As the content rolled in, the brand hosted some of their favorites below on the website.
Brands who engage with submissions as they come in will encourage participation and increase engagement. Even if the submission doesn’t win, every feature on a brand account is a win. In fact, 51 per cent of consumers stated that they would be more inclined to engage with and purchase from a brand if it shared a photo, video or social post in its marketing.
4. What will I win?
We’ve discussed how to build a winning contest, managing rights to the competition aggregates content, and the promotion necessary to bring it to life. We must now discuss the prize part of any competition.
Many consumers today want more than a free product. Millennials are more interested in experiences than products, with 72 per cent preferring them. For brands in tourism and travel, a prize that includes a vacation or a special holiday is a great way to increase participation.
In 2015, Atlantis Resort held a social competition with a grand prize of two free tickets to the resort to see a popular boy band, Emblem3, perform. Followers had to retweet Atlantis tweets to enter the competition, establishing a low barrier to entry for a highly sought-after prize.
Within 48 hours of the competition being run, Atlantis’ social followers grew by 2,000. Atlantic gained social awareness with an experiential prize such as this. New followers are more likely stay if they’re interested in another contest that offers an award.
Expedia’s #EyeWanderWin competition also offered an experience travel prize, but the destination was kept a surprise. After more than 4,350 user-generated images of travel were submitted, Expedia selected three winners and revealed the destinations.
You’re prepared! These blocks create a social competition that attracts customer attention, engagement, loyalty.