Tips to run a successful giveaway campaign using influencers
Giveaways and contests using influencers are a great value addition for brands to achieve increased engagement in social media platforms like Twitter, Snapchat, Instagram and YouTube. The greatest advantage of conceptualising an influencer marketing campaign with a giveaway or a contest is that there is a sense of authenticity in the brand content and messages delivered to the audience. Incorporating innovative giveaways and contests in influencer marketing campaigns also play a huge role in achieving increased brand awareness and lead generation. Here are a few key aspects that every brand must consider in order to execute a successful giveaway campaign using various social media influencers:
Identify the objective of your giveaway campaign
By enhancing an influencer marketing campaign with giveaways and contests, brands can achieve a wide range of marketing objectives like boosting their social media community, driving traffic to the websites and landing pages or simply informing the audience about the various products and services. Here are a few common goals that are associated with an influencer marketing campaign based on giveaways and contests:
Social media engagement:
By using a successful influencer and an effective content strategy, brands can increase their followers on social media platforms such as Instagram, YouTube and Snapchat. A compelling giveaway strategy must be implemented in order to make the audience like, comment, share, follow, subscribe or simply engage with the brand’s social channel.
New Product Launches:
Giveaways and contests are a great way to promote a newly launched product. For instance, a brand can offer its new product or service as a prize for the contest, making it a viable opportunity to build brand awareness. Using influencers, brands must focus on strategising effective giveaways that have the ability to create powerful conversations about the newly launched product and instil curiosity among the audience.
Website or landing page traffic:
Incorporating giveaways in influencer marketing campaigns is a great way to drive traffic to the landing pages or website of a brand. By working with appropriate influencers and organising giveaways and contests for specific target groups, brands can boost campaign awareness and reach in no time. Influencers can drive traffic towards a brand’s landing page or website by conceptualising giveaways and contests involving activities such as filling of forms, subscribing to brand’s newsletter or sharing on social media channels.
Find the right influencer
Partnering with the right influencer is crucial for a successful giveaway campaign. A brand must follow few important guidelines before choosing the ideal influencer for their contests.
Audience engagement:
Identify influencers who persuade their audience to take an action using their content strategy. Be it likes and comments on Instagram or subscriptions on YouTube, an ideal influencer must be able to create an active discussion forum with their audience.
Authenticity:
For a giveaway campaign to be successful, brands must also focus on choosing an influencer who is credible and authentic. A giveaway campaign using an influencer with organic followers will have a far-reaching impact. Additionally, if brands are considering to implement target group specific influencer marketing campaigns, then micro influencers would be a great option to achieve wider reach and engagement.
Understand how the giveaway works for social media
Before launching a giveaway campaign, brands must clearly lay down their rules and regulations in consultation with the influencers. The influencer and the brand must be aware of the difference between sweepstakes and contests. Ideally, a sweepstake is an activity in which the contribution from the audience is minimal and winners are picked up at random. On the other hand, for a contest to be successful, the audience responses are of paramount importance.
Influencer.in helped Softsens, one of the leading online shopping portal dealing with organic baby care essentials run a successful influencer marketing campaign. For this, Softsens collaborated with the leading mom bloggers on Instagram. The influencers asked the participants to share their favourite Softsens product that they would like to buy in case if they are given a free voucher. The rules of this giveaway campaign was clear and simple:
- Follow Softsens on Instagram
- Give the answers in the form of comments below the post
- Tag 3 or 5 friends and use the hashtag #Softsens
- Promote the giveaway on your Instagram account.
The winner was given a gift voucher worth Rs 500 from Softsens. Three other interesting entries were declared as runners-up and they won exciting discount vouchers.
Structurise the giveaway campaign
After clearly stating the rules and regulations of the giveaway campaign, brands must narrow down on the prize and strategise the intended action plan in accordance with the objectives of the campaign. Ideally, the action plan must include the intended responses and steps to be followed by the audience like liking, sharing, subscribing, following, maintaining a public profile and creating compelling content etc. Brands must advise their influencers to clearly communicate the terms and conditions of the giveaway campaign well in advance. A few important aspects that you have to keep in mind while drafting out the terms and conditions are the duration of the campaign, type of the social media profile, prize, mandatory actions, age and location specifications if any.
Executing and promoting the giveaway campaign
Execution is the most critical stage for any giveaway campaign. After selecting the influencer and clearly charting out the rules and regulations, brands must finally execute the campaign by promoting it on appropriate social media platforms. One of the important factors that contribute to the success of a giveaway campaign is that both the brand and the influencer must be in full alignment with the objectives of the campaign. Brands must regularly communicate with the influencers to understand the performance of the campaign at varying time intervals. A small mistake from either side can have a huge impact on the credibility and the reputation of the brand.
Furthermore, brands and influencers must always remember not to give any false promises to the audience. For example, if international shipping is not a viable option for the brand, then run a giveaway campaign by a targeting a particular locality taking into consideration factors such as feasibility and convenience. Also, brands must clearly discuss their expectations with the influencers in order to help them strategise appropriate content strategies. Make sure you incorporate these tips in your next giveaway influencer marketing campaign and grow your business.
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