Social Media Contests: How to Choose the Right Platform and Prize
TL;DR – How to Run an Effective Social Media Contest
Set clear goals (followers, leads, engagement) before you launch anything.
Pick the right platform based on where your audience spends time (Instagram, TikTok, etc.).
Keep it simple and legal—make entry steps easy and follow platform rules.
Offer a prize that fits your audience, not just something “cool.”
Promote it well and follow up after to keep the momentum going.
In 2023, Instagram contests drove engagement rates 3.5x higher than regular posts. That’s not a fluke, it’s a signal.
Contests aren’t just a fun add-on to your social media strategy. They’re a growth tool. Done right, they can help you generate leads, build community, and explode your brand visibility.
But most businesses wing it. No plan, no clear goal, and definitely no clue how to stay within the platform’s guidelines. That’s when contests flop.
I’ve seen this firsthand with clients who came to us after wasting time and ad spend on giveaways that didn’t convert. With the right structure and a few smart moves, contests can actually work really well.
Why Should You Run a Social Media Contest?
What a Social Media Contest Actually Is (and Isn’t)
A social media contest is a campaign that encourages your audience to take action—like liking, commenting, tagging friends, sharing a post, or creating content—for the chance to win a prize. There are three main types:
Contests = winner chosen by skill or creativity (e.g., best photo)
Giveaways = random winner (aka sweepstakes)
Sweepstakes = legally defined giveaways with specific rules
Each format can work well, depending on your goals.
Why Contests Work So Well
Social media contests can increase engagement, branding awareness, web traffic, and even lead generation. Brands who run giveaways often see a spike in followers and content shares, especially when the prize is relevant to their target audience.
Real-World Results (and What You Can Expect)
Roughly 33% of people who enter a contest are willing to receive future promotional emails. That means contests don’t just work in the moment, they can help build your list and sales funnel long term.
Before You Start: Set Yourself Up for Success
Set Clear Goals (So You Know What Success Looks Like)
What do you want your contest to do? Here are some common goals:
Grow your social media following
Get more engagement (likes, shares, comments)
Collect email addresses
Drive traffic to your website
Generate user-generated content
Pick one primary goal so your contest stays focused.
Pick the Right Platform for Your Audience
Choose the platform where your audience already hangs out. Here’s a quick cheat sheet:
Facebook = good for older audiences, detailed posts, shares
Instagram = visual content, hashtags, tagging friends
Twitter = short entries, retweets, fast-paced giveaways
Pinterest = great for saving and sharing visuals
TikTok = perfect for creative, video-based contests
Know Your Budget (Time + Money)
Running a contest doesn’t have to cost a lot, but you should plan:
Time to promote it
Time to monitor and respond
Cost of the prize
Potential ad spend to promote the contest
How to Plan and Run a Great Social Media Contest
How Long Should Your Contest Run?
7 to 14 days is the sweet spot for most contests. Short contests (under 3 days) feel rushed. Long ones (over 30 days) lose steam.
Step-by-Step Guide to Running a Contest
1. Pick a Simple Idea
Make it easy to enter. Avoid too many rules or complicated steps.
2. Write Clear Instructions
Tell people exactly what to do: like, comment, share, tag a friend, use a hashtag, etc.
3. Use Eye-Catching Graphics or Video
Make your contest stand out in the feed with a branded post, video, or graphic.
4. Promote It Early and Often
Use your email list, stories, ads, and partnerships to get the word out.
5. Monitor the Contest
Engage with people who enter, answer questions, and keep the momentum going.
6. Announce the Winner Clearly
Follow up, thank everyone, and make it public (with permission).
Running a Contest on Specific Platforms
Facebook Contest Tips
Use a comment-to-enter format
Ask users to share why they want to win
Avoid requiring shares or tagging too many friends (Facebook frowns on this)
Instagram Contest Tips
Ask for a follow + comment + tag a friend
Use a branded hashtag
Include entry instructions in the caption and on the image
Twitter Contest Tips
Ask for a retweet or reply to enter
Keep it simple—Twitter is fast-paced
Use a contest-specific hashtag
Pinterest Contest Tips
Run a "Pin to Win" campaign
Create a board where users save entries
Require a branded hashtag in their pins
TikTok Contest Tips
Ask users to post videos using your hashtag
Make it fun, trend-based, and shareable
Feature user content on your profile
How to Pick the Right Prize for Your Contest
Make the Prize Match Your Audience
A good prize should:
Attract your ideal customer
Relate to your product or service
Be valuable, but not too generic (like an iPad, which attracts freebie hunters)
Prize Ideas That Attract the Right People
Free product or service
Exclusive discounts
Access to a course or event
Partnered giveaway with another brand
How to Make Sure Your Contest Follows the Rules
The Legal Basics You Should Know
No purchase necessary
Include start and end dates
Disclose how winners are chosen
List prize value
Include eligibility (age, location, etc.)
What You Need to Include in Every Contest
Terms & conditions
Platform disclaimers (e.g., "This giveaway is not sponsored by Instagram")
Privacy notice if collecting emails
Rules by Platform
Each social platform has different rules. Always check the latest guidelines:
Tips for Promoting Your Contest and Getting More Entries
How to Get the Word Out
Post across all your channels
Email your list
Collaborate with influencers or brand partners
Run paid ads (even $20-$50 can go a long way)
What to Post During the Contest
Daily reminders
Behind-the-scenes videos
Show prize previews
Share user entries (with permission)
What to Do After the Contest Ends
Pick and Announce the Winner
Use a random picker (if it’s a giveaway)
Verify eligibility
Share the winner publicly (with permission)
What You Can Learn From Your Contest
How many people entered
How many new followers or leads you got
Engagement rates
Which posts performed best
Keep the Momentum Going
Send a follow-up email with a thank-you and bonus offer
Tease your next contest or event
Reuse the content you collected (like testimonials or UGC)
Final Thoughts: Are Social Media Contests Worth It?
Running a social media contest isn’t just about giving away a freebie, it’s about creating real momentum for your brand. When done with intention, contests can spark engagement, grow your audience, collect valuable leads, and even generate user-generated content you can use long after the campaign ends.
We covered everything you need to run an effective social media contest: from setting clear goals and choosing the right platform, to picking a prize your ideal customer actually wants. We also talked about platform-specific strategies, how long your contest should run, what legal boxes to check, and how to keep the excitement going even after the winner is announced.
FAQs About Social Media Contests
What is a social media contest?
A social media contest is a campaign where people engage with your post or create content for a chance to win a prize. It boosts visibility and interaction.
How do you run a successful social media contest?
Set clear goals, choose the right platform, keep it simple, follow legal rules, promote it well, and pick a prize your audience cares about.
How long should a social media contest run?
7 to 14 days is ideal. Long enough to build momentum, short enough to keep attention.
What are the legal rules for social media contests?
You must disclose how to enter, the prize, eligibility rules, how winners are chosen, and follow platform-specific guidelines.
What makes a good prize?
Something related to your business that your target customer would love.
Does Schulze Creative help run social media contests?
No, but we do help businesses clarify their messaging so their contest will resonate with their audience.
How do I get started with Schulze Creative?
Just book a free consultation and we’ll walk you through our system.
