How to run a competition on social

Written by Missy Burrell on 23 August 2021

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Competitions seem to be the first port of call for brands looking to boost engagement and reach of their social channels.

But while it might seem as easy as throwing out a ‘like our page to win’ post, with a $50 or so prize on offer, there are a lot more things that need to be considered before committing to a giveaway promo on social media.

Platform T&Cs

No matter which platform you’re looking to launch a competition on – it’s likely they have their own terms and conditions when it comes to using them to host a promotion.

For example, Facebook has very clear guidelines on how to go about running a promotion through a Page or Group. These rules include clearly outlining your competition is not endorsed by Facebook, and how to run (or not run) the promo –

“Personal Timelines and friend connections must not be used to administer promotions (ex: “share on your Timeline to enter” or “share on your friend’s Timeline to get additional entries”, and “tag your friends in this post to enter” are not permitted).”

We know, we know. You see competitions just like that on Facebook – all. The. TIME. But it’s better to be a shining example of best practice on social, than scrape through ‘getting away’ with things. Especially when those things (in theory) could cause a Facebook ban for your brand.

Local rules and regulations

In addition to platform dos and don’ts, each Australian state and territory has its own rules covering trade promotions. If your competition is open to anyone in the country – it has to comply with all of them. You are *usually* ok if you steer clear of a lottery-type comp (and opt for a Game of Skill, or judged entries) and keep the prize value under $3,000.  To comply, you’ll also need to outline your full competition terms and conditions and make them easily accessible to entrants.

Competition mechanics

Once you’ve jumped over all of these hoops, it can be easy to get caught up in the excitement and buzz of running a competition – and forget all about considering the mechanics of it.

For what purpose are you hosting a competition? It could be for brand awareness, deeper engagement or even lead generation. Make sure your process serves your purpose.

One of the biggest mistakes we see in social competitions is a lack of simplicity … and an unimpressive prize.

Ask for entrants to comment (usually 25 words or less) and offer something exciting, and you’ll see great results.

Ask for entrants to like your page, ten other pages, tag 20 mates and share your post on their profile each week for a year – for the chance to win something worth $20? Cue the tumbleweeds.

Get in the experts

It sounds like a lot. It is a lot. And there’s more to it than just this. But done right, competitions can be a very valuable asset to your social strategy.

So call one of our experienced team members to talk all things social (including competitions) on (07) 5593 2011.

Note: This article is a general overview and should not be regarded as legal advice. While we do our best to keep our blogs current, the realm of social is constantly changing, so the currency of the above is not guaranteed. Do seek your own professional advice.