How to Do a Giveaway on Instagram: Strategies for Your Online Store

How to Do a Giveaway on Instagram: Strategies for Your Online Store

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Instagram giveaway. Have you ever thought about applying this strategy to gain engagement and followers for your online store?
 
In fact, social media sweepstakes have been an interesting path in digital marketing and, if well structured, can make your pages attract a large volume of followers by offering a product or service.
 
Due to the expressive numbers, many brands are already investing in this action worldwide. This also applies to strengthening the positioning of companies in e-commerce.
 
That said, despite sweepstakes being efficient tools for a company to achieve the mission of multiplying followers, sweepstakes need to be implemented intelligently.
 
Thinking about Instagram, for example, before asking them to follow your page or “tag three friends”, “disclose in stories”, etc.

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You need to ask yourself some questions:

1. What is the purpose of this action?
2. How to keep new followers?
3. Was the investment well planned to generate business?

To help you answer these and other questions, we’ve listed steps for you to apply the best strategies and ensure the success of your online giveaway.
 
Also see how to do a giveaway on Instagram and other networks, and check out the best support tools so that the strategy brings you relevant results!

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How does an Instagram giveaway works?

To begin with, it is important to define exactly what sweepstakes on Instagram and the internet in general are all about.
 
In a very objective way, the online raffle is a promotional action, for a limited period of time.

For this period companies can:

1. Reinforce the positioning of a new product;
2. Offer gifts to gain new followers and likes;
3. Make a loyalty action for your current base of followers.

When is the best time to do a giveaway for my online store?

Before we approach the right time to carry out sweepstakes for your online store, it is worth analyzing the current scenario of U.S. e-commerce.
 
In this sense, in the last few months, there has been a boom in virtual commerce throughout the U.S..
 
According to data, online commerce revenues grew by 43% in 2021.
 
And the pace remains positive: in the first quarter of this year, e-commerce earned $13.2 billion (72% more than in the same period in 2021).

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And social networks are important vectors of this growth. According to a study by 57% of the companies surveyed use the social networks to make online sales.
 
Instagram stands out in this percentage as it leads the way in social media commerce.
 
Within this context, marketing strategies on Instagram naturally gain relevance in the online market and are also valid for those who have an online store.
 
And virtual sweepstakes enter the realm of these strategies. But when is the ideal time to do a giveaway on Instagram?
 
First, it is essential that sweepstakes are part of your strategic planning to sell online.
 
In other words: you have to remember that the giveaway alone, without a digital marketing strategy and plan as a basis, can end up disrupting your business.
 
It’s also important to think about what new followers will see on your profile.
 
If you want significant growth, you need to “clean up the house” to receive this new network of potential consumers, otherwise, they will leave at the same speed they arrived.
 
With this initial planning and organization carried out, you can now carry out an online giveaway for your online store on Instagram.

Three tips to make your draw for giveaways efficiently.

#1. Invest in the visual identity and content of your page

Visitors and new followers of your page need to know the purpose and positioning concept that your e-commerce offers to the market.
 
This is only possible with a clear visual identity and language, objective descriptions of your company and good photos, including your profile.
 
Invest in posts that describe your products, behind-the-scenes accounts, and testimonials that are capable of generating engagement and bringing credibility to your online store.
 
The key is to work with elements that can differentiate you from the competition, engaging potential customers from the beginning of their journeys as customers.

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#2. Set the period and rules of the draw for the giveaway

When launching an online sweepstakes, clearly disclose the rules of the promotion early on.
 
Thus, you will avoid setbacks and possible mistrust from your current followers. In the body of rules, choose simple to facilitate engagement with the draw.
 
The draw period  should also be carefully evaluated for the success of your Instagram giveaway.
 
It can’t be too long or too short, focusing on reaching the maximum potential for the attention of as many visitors as possible.
 
In this sense, the deadline is decided according to the strategy and type of business.
 
Most consulting agencies indicate two weeks as the average time, but this time is relative.
 
The important thing is to keep the audience engaged and active during the promotion period.

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#3. Watch out for the conversion

Investment in online strategies aims to expand the brand and convert the people reached into customers.
 
With this, the Instagram giveaway can not be applied randomly but rather as a strategic tool focused on conversion for your online store.
 
To do so, run tests, analyze data from your first campaigns, and see if, the giveaways impacted your online business positively or negatively.
 
If you’re considering partnerships to drive the giveaway, consider whether the influencer or partner company makes good sense for your business.

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And remember: create content capable of engaging, retaining and, ultimately, converting the new followers of your Instagram page.
 
Profiles with a lot of followers but few likes give a bad image and create a cycle of low engagement.
 
It is worth noting that the Instagram algorithm is based on the percentages of interactions that the most recent posts had.
 
In other words, as the number reduces, the lower the reach of your publications will be.
 
The engagement rate on Instagram can be calculated by the number of reactions plus shares, comments, and clicks divided by reach.
 
And the discrepancy in the result can impact future partnerships, in addition to generating public distrust in relation to the quality and trust of the product/service offered.
 
Be careful not to fall into vanity metrics! for the financial health of your online business.

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Tools to carry out the giveaway on Instagram

There are several platforms that can improve your giveaway experience on Instagram and other social networks.
 
To maintain transparency and engage the public, a tip is that the draw be conducted live, to prove that everything was done in accordance with the rules defined in the promotion’s disclosure.

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Here are some tools that may be useful for your giveaway:

1. Draw

One of the most popular and simple tools for sweepstakes, it is only necessary to place the link to the publication of the promotion, add your profile and an email so that the winner of the campaign is appointed.

2. Wishpond

Despite being paid, the platform offers additional features for sweepstakes with photos, texts, videos, and even the creation of landing pages for the dissemination of campaigns.

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3. Raffle

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Do you want to do sweepstakes on other social networks or even directly on your virtual store? The raffle is a great alternative.

Just enter a range with the number of participants in the draw and then click on “draw now”.

The process is simpler, but more rustic and manual, not being recommended for accounts that already have a lot of followers and engagement.

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Do not hold sweepstakes without registration.

You have to register with the appropriate government institution online, to apply for registration, enter the site, request authorization, and pay the fee charged according to the prize.

After carrying out the promotion, it is necessary to render accounts.

If the action is not in compliance with the law, punishments such as fines and termination of the Instagram profile may apply.
 
In addition, the platform itself has its own guidelines for conducting sweepstakes.

Advantages and disadvantages of social media sweepstakes

Now that you know the essentials for conducting online sweepstakes, check below a summary of the advantages and possible disadvantages of this strategy.

Sweepstakes Advantages

1. Potential for a significant increase in followers;
2. Engagement of the active follower base;
3. Possibility of converting new customers;
4. Strengthening the digital marketing positioning of your online store;
5. Potential increase in revenue and your online sales;
6. Mass dissemination of new products.

Sweepstakes Disadvantages

As stated at the beginning, virtual sweepstakes are a great alternative for marketing your e-commerce, but they must be implemented strategically.

Otherwise, you could have the reverse effect, with negative impacts that could include:

1. Low engagement rate (relationship between likes, comments and number of followers);
2. Rapid loss of followers and low loyalty;
3. Loss of reach of your posts;
4. Investments with low financial returns;
5. Loss of credibility and brand strength in the digital environment.

Conclusion

In this sense, to reap positive results from your promotion on Instagram, design actions in line with your marketing plan, objectives, target audience, and investment capacity.
 
Check cost-effectiveness, sweepstakes steps, and action results to continually implement sweepstakes improvements and increase your online sales.
 
With this analysis, you will make evidence-based choices. Thus, each draw tends to bring more effective results to your online store.
 
Test, but don’t overdo the number of campaigns: asking the user to do too many actions or repeat promotions in short periods of time will generate a negative image for your page.
 
With these parameters, each giveaway on Instagram will be a step towards the financial growth and marketing positioning of your online store!

Well, that’s it. We’ve got to the end of our article: How to Do a Giveaway on Instagram: Strategies for Your Online Store.

We hope that you enjoyed reading this article and got some helpful advice from it.

Feel free to comment and share this post.
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