The attention span of online users keeps decreasing and one way to spark enthusiasm and consumer- brand connection is by running social media contests. But not all social media platforms have the same reception to a particular type of contest. It is important to understand the audience on each platform in order to design a contest which garners interest.
That way, the probability of reaching out to the audience with your business products and message is particularly high.
Contests can be run to achieve various business growth goals. Marketing goals identify with brand awareness, increased customer base, launch of new products, have clearance sales, build business reputation and keep online users coming back to the page. You can use different formats for your contests and it is actually best to mix up the marketing goals.
POSITION CONTEST TO MAKE IT ENGAGING
Social media contests from Instagram, Facebook, Twitter, YouTube, etc. in the form of giveaways are easy for customers to engage with. Giveaways should be framed in order not to make the contest solely about the prize. For instance, questions with different prizes which run for days,eg. a week, triggers engagement and excitement in your audience. People easily remember and share such contests as they participate.
Another engagement tip is turning to connect human behavior with your brand. A smart health bracelet company can create a contest on the awareness of blood pressure; asking customers to tell them what the blood pressure of their partners means to them.
This triggers blood pressure awareness amongst couples and it’s a contest that goes deeper than simply buying a smartwatch. Such a contest creates genuine brand connection with customers.
POSITION CONTESTS TO INVOLVE AUDIENCE IN THE BRAND
Several brands on social media have engaged customers to design logos based on a new project they were having. Contest like this increases the customer base of the business as it sparks an opportunity for some designers to also market themselves. Additionally, people will easily come back to engage with the brand as it builds its online reputation as well.
MAKE THE PRIZE RELEVANT TO YOUR NICHE
Contest prizes which are not related to niche are often done by Youtubers who want to grow their fanbase and grow loyalty for their page. A fabric store on social media should have its prize as fabric. Social media influencers and individuals who work with brands can have giveaways in order to draw attention to their commission based businesses. When winners receive their prizes, they definitely show it to their loved ones and repost on their various social media handles. Thus, it’s best to have niche related prizes which will increase your brand’s organic reach.
PROMOTE CONTEST ACROSS ALL YOUR MEDIA PLATFORMS
As a business, if you have several social media platforms, one growth strategy is to publish it on all of these platforms. The level of engagement may be different on all these platforms but it helps your brand to grow it’s following on the platforms. Contests can be promoted on via email to your email list, encouraging subscribers to participate. You can also include a link of the contest on your website. Simply build the expoGreat idea!
GET CREATIVE WITH VIDEO CONTESTS
Video marketing is currently the most powerful medium with a higher engagement rate. Video format of a contest is a strategic conversion tool which can easily spark interest for the audience to participate.
In 2019, video was the #1 form of medium used in marketing. ( Source: 2020 State of Marketing)
POSITION CONTESTS BEFORE CLEARANCE SALES
Yes! Why not take advantage of the attention and new customer base you have to promote your clearance sales? Strike both marketing goals by offering your discount sales to customers whose interests are now sparked in your business.
SET A CUSTOM HASHTAG TREND TO IDENTIFY WITH CONTESTS
Hashtags play a vital role in organic reach without any paid ads. Trendy hashtags receive attention and online users easily find your brand anytime. Custom hashtags for social media contests promotes brand awareness and helps you achieve the goal for your contest.
CREATE CUSTOM RULES FOR CONTESTS
Rules of the contest can be set for participants to follow social media handles, share to stories, retweet, tag friends or repost on their pages. Rules on how the winner will be selected and announced can also be given. All these are organic ways to increase brand engagement and reach. This also drives sales and promotes brand awareness.
Social media contests, believe it or not ,can help a brand to achieve its marketing goals when the right strategies are implemented. Brands can turn new subscribers into customers using this technique, grow without spending on paid advertising and build their reputation as well. Give something of value and start growing your brand.