To stay relevant, brands must continue to engage their customers through ads, contests, and other marketing strategies.
But what is a Facebook contest? How it works? And why should I care?
Contests are a great way to get noticed and build brand awareness. They are excellent for getting more likes on your page and in your group or for increasing traffic to your site. They also provide a fun opportunity to interact with your audience.
Contests on Facebook can involve posting a question or challenge and then promoting it to engage your followers.
Rewards can include cash prizes, giveaways, or even admission to exclusive events.
But before you jump into a competition, there are some things you should consider. To make sure your contest is a success, check out these helpful tips.
1. What are Facebook’s official rules?
Like most aspects of Facebook, there are official rules, including rules for all competitions.
However, the rules tend to change as new policies appear, so it is important to check them before starting a competition. Current ones include:
Configuring your own restrictions
When you create a contest, the Facebook page or group owner’s job is to make sure it works properly and legally.
This means that you need to put in place conditions and eligibility criteria which would include the age range for who can enter and the region for the contest.
So, for example, a brand may establish guidelines that only people 18 and older in the United States can enter the contest.
It also means that there must be clear standards for how the competition will be organised. For example, how and when participants will participate and receive rewards.
Transparency is paramount. This will ensure everyone knows how the competition will work and won’t put your brand in sticky situations with Facebook or the law.
Create a statement on Facebook
You should also mention in a message or statement that Facebook is not involved in the contest in any way. And that the brand itself is in charge and responsible for the competition.
Entrants must also agree to these terms. It is therefore up to you to get the participants to accept these conditions before participating.
Restrictions on where you can post campaign information
Only official Facebook pages, groups or events may be used as platforms to promote a contest.
A brand cannot encourage its team or other participants to promote, tag or share the contest on their personal Timelines.
People may find this spammy to promote a contest anyway, so it shouldn’t impact your contest promotion.
Understand who is involved
Unfortunately, you are solely and responsible for running a campaign on Facebook. Thus, Facebook cannot get involved if problems arise; it’s your job to deal with potential problems.
2. What goals do you want to achieve?
Now that you know the rules, it’s time to set your goals for the competition.
There are many goals you can select for a Facebook contest.
Some of them include:
- Increase likes or followers.
- Get traffic from other pages.
- Strengthen engagement
- Promote a product or service.
If you want to increase the number of likes you receive for posts and use a contest to help you, you need to post regularly and engage with users.
To build engagement, you need to ask your attendees questions and respond to the answers they give.
Also, if you want to promote any product or service, you should use promotional tools like Facebook Ads.
Generally, the main goals of any Facebook contest are to increase engagement and gain followers.
If you want higher engagement rates, you need to create a competition where participants feel they have something to gain.
This may mean giving prizes to certain participants after encouraging them to participate on your social media pages or redirecting them to your website to sign up for your email subscription.
This helps you get more active leads while generating engagement.
Monitoring your competition
As you would set goals for other social media campaigns, selecting specific and measurable goals is paramount. This way you can track the success of the campaign.
Gathering a few key performance indicators (KPIs) can help inform your promotional strategy for your Facebook competition.
It is also extremely important to set a schedule to regularly monitor Facebook promotion analytics.
Promote your competition
For your competitors to gain traction, you need to leverage your marketing efforts.
Whether your contest takes place on Facebook only or you use it on multiple platforms, it is crucial to reach all the areas where your customers follow you.
Direct them to Facebook to enter or make it clear how and where they can enter the contest on other platforms, such as your website.
Also, depending on your brand’s goals for the competition, it might be worth boosting it as a paid Facebook post.
You can also personalize your campaign by creating unique hashtags. This will help entrants associate a post with your contest to remind them to enter if they haven’t already or rekindle their excitement about potential prizes.
Also, don’t forget to set a fixed schedule for when and how you’ll post about your contest throughout its duration.
Do you need an application for your competition?
Using a third-party app to manage your competition takes away a lot of the headaches associated with running a promotion, but also has some downsides.
For example, they may not offer any additional functionality beyond what your team can handle.
Also, if you plan to promote through Facebook ads, you’ll have to pay for each campaign separately (which could get expensive).
And finally, these apps are generally not designed to work on mobile devices, so you won’t be able to easily access them from a smartphone or tablet.
3. What audience do you want to engage with?
Once you’ve established your goals and rules, it’s time to decide who you want to involve in your competition. Tailoring your competition to your target audience is essential.
What do you think your target audience wants? Do you have a new product or product line coming out soon? In this case, you may be able to offer a few participants some of these products.
Or maybe there is a product that is usually sold out. Then a few lucky winners can receive this elusive good.
You can also create a limited edition product especially for the competition. This way, more people will be excited to participate, so they don’t miss out on this unique offer.
Figuring out what your audience wants most can help improve your competition’s success. Pick a price that appeals to your ideal customers. You want your attendees to be thrilled when they finally receive their gift.
Finally, think carefully about how you reach your target audience.
Will they respond positively to how you plan to promote your competition? Are you offering enough prizes for the type of following you have on Facebook or social media?
4. What type of competition do you choose?
A Facebook contest requires a lot of planning. Before starting a Facebook contest, you need to decide how much effort and money you want to invest in the contest.
For example, how much money you want to spend on Facebook ads and other promotional activities, as well as the prizes you want to give away and the number of prizes you are willing to give away. Then it will be easier to select the type of competition that would work best.
Three traditional competitions include giveaways, sweepstakes, and contests. Everyone has different rules.
If you plan to host a giveaway, you should consider limiting the number of products you give away. Usually with a giveaway, a set number of people who enter first receive a prize.
A sweepstakes is more of a lottery where you would select a certain number of entrants from the entrants that enter the competition over a period of time.
And a contest would have more specific criteria for participants to follow, and then the participant or participants who best follow the criteria would win. Like an image contest.
How long will the contest last?
If you want to run a contest on Facebook, you need to know how long the contest will last. The typical duration is one month.
However, some competitions may be open longer if you have the budget and time or certain long-term goals for that competition.
Some contests end when they reach a certain number of entries, while others continue until a specific date.
5. How will you follow up with participants?
It’s crucial to communicate how you will follow up with your participants to let them know who won the contest.
This way you won’t create unnecessary upset or misunderstandings about when the prizes will be distributed. You don’t want to waste all your hard work by ending the competition on a sour note.
Here are some tips on how you can follow up with entrants after the contest ends:
- Announce the end of the contest and thank everyone for their participation.
- Note the names of the winners and send them a message with information on how and when they will receive the prize.
- Finally, don’t forget to periodically check for new messages or comments they leave.
Take away food
Facebook contests are a fun way to promote your business, brand, product, service or cause.
Also, they are a great way to build a community around your brand and get feedback from followers.
They’re free, easy to set up, and fun to watch. So if you want to build a community around your product or service, try creating a Facebook contest.
Feature image: Dean Drobot/Shutterstock