The Final Information to Operating a Contest on Instagram

With over 500+ million day by day customers and over 100+ million posts per day, Instagram has established itself as a advertising and marketing power to be reckoned with.

Operating an Instagram contest is a enjoyable and straightforward method to get extra followers, promote your small business and have interaction together with your viewers. With minimal effort, your costumers can win cool stuff and in trade you get to attach together with your viewers and promote your model.

To assist in giving you some course in your subsequent Instagram contest, we put collectively this final information, think about it a listing of steps to consider when planning your subsequent contest.

Understanding what’s allowed on Instagram is a crucial a part of deciding how your need to run your contest.

You have to guarantee you might be following Instagram’s tips, meaning taking time to study the principles for Instagram contests. The very last thing you need to is to need to take down your contest that you’ve put in effort and time to plan.

Listed here are a few necessary highlights:

  • Your contest should embrace guidelines, phrases and eligibility necessities.
  • You need to make it clear that your contest just isn’t sponsored by or related to Instagram.

Instagram’s Platform Coverage

There may be additionally a separate Platform Coverage for Instagram that you need to have a look at earlier than you determine to maneuver on together with your contest. In case you use Gleam in your contest we’ll robotically add the Instagram launch to your phrases and situations. Instagram gives an API for providers like Gleam to assist manufacturers to grasp, share and handle their Instagram accounts and that after all comes with phrases and situations.

There’s one necessary spotlight to consider in the event you determine to make use of for instance Gleam that can assist you together with your contest.

  • You possibly can administer a promotion on Instagram in the event you adjust to all relevant legal guidelines and laws, however don’t immediately incentivize different actions.

Which means that we will’t incentivize Observe as an motion as a substitute we encourage Visits as a name to motion.

Try an instance under:

Instagram’s Group Tips

Instagram additionally has a set of Group Tips that you need to learn earlier than you administer your promotion.

The primary level you need to think about right here is:

Assist us keep spam-free by not artificially gathering likes, followers, or shares, posting repetitive feedback or content material, or repeatedly contacting folks for business functions with out their consent.

Planning Your Instagram Contest

Earlier than you absolutely decide to a plan, take a look at your competitors and flick through associated Instagram contests. With the intention to measure the success of your Instagram contest, it is advisable write down your objectives. The clearer they’re, the higher probability of succeeding.

Setting Targets For the Marketing campaign

To assist slim the objectives, take into consideration the viewers you’re attempting to succeed in. Try to be aiming to align your objectives with the way you suppose your viewers may react to the marketing campaign.

Some objectives is perhaps:

  • Growing your Instagram followers
  • Growing engagement in your Instagram posts
  • Driving gross sales of a particular product
  • Basic consciousness for your small business or new product
  • Producing exercise round a particular Instagram #hashtag

Figuring out The Size of Your Contest

One other step consists of establishing a timeframe and total finances for the competition. Sadly, there’s no magic reply in relation to time! By deciding in your predominant objectives and figuring out how a lot work you might be prepared to place into promotion for working the competition, you need to be capable to really feel assured if you determine on the tip date.

Day by day Contest

Execs: Day by day contests could be a large (and straightforward) method to piggyback off in style days within the Calendar. This will let you get engagement on international #hashtags too.

Cons: Doubtlessly a considerable amount of setup and planning concerned for a shorter timeframe.

One Week or Much less

Execs: If you find yourself working a contest for every week or much less you robotically up the urgency issue. With the suitable day by day promotion a short-lived contest could cause pleasure in a brief period of time with very minimal effort. Individuals gained’t need to miss out on a possibility like that!

Cons: If you run a contest, you need it to succeed in as many individuals as doable. Per week or much less doesn’t offer you loads of time to do it, you’re more likely to obtain fewer entries and fewer consideration for a contest that’s short-lived. This issue ought to play into the general finances you allocate.

Two Weeks

Execs: Two weeks isn’t such a short while to run a contest and it’s not lengthy sufficient that folks will neglect about it. Two weeks provides the competition loads of time to flow into across the social media channels whereas nonetheless retaining it related and thrilling. It’s best to be capable to get a large amount of entries with the suitable promotion!

Cons: Relying on how large the competition is, two weeks may not offer you sufficient time to hit month-to-month targets so simply maintain that in thoughts.

A Month or Longer

Execs: Operating a contest for a month will provide you with loads of time to advertise, particularly if you’re working TV advertisements or different promoting campaigns alongside it. Sure themes can even keep related for a complete month (i.e. No Shave November and many others).

Cons: You’ll have to work laborious to maintain it related as a result of a month is certainly lengthy sufficient for it to be forgotten. You’ll find yourself spending extra time on selling the competition than on anything.

There are alternative ways of working a contest on Instagram. You possibly can run a contest inside an Instagram Put up or you’ll be able to ship customers by way of your bio hyperlink to your personal web site.

Let’s discover the professionals and cons of every:

Instantly on Instagram

Administering a contest inside an Instagram Put up is a fast and straightforward method to have interaction your customers.


  • Fast and straightforward to setup
  • Assist enhance engagement on particular Posts or #hashtags
  • You possibly can ask customers to Like / Touch upon Posts


  • You don’t get customers onto your mailing record or get entry to advertising and marketing knowledge
  • Onerous to trace: Choosing truthful winners from the info is extraordinarily tough
  • You miss out on visitors to your web site

Utilizing an Instagram Contest App

Utilizing an app additionally has professionals and cons (attributable to API restrictions on Apps), nonetheless it’s doable to mix the in Put up contest with an app to enormously enhance your publicity.



  • You possibly can seize important knowledge for contacting winners (or sending advertising and marketing emails)
  • Straightforward for followers to share the competition and achieve extra entries
  • Contest guidelines are displayed inside app
  • Extra detailed analytics
  • Straightforward to select and notify winners
  • Integration with different social media networks


  • Increased barrier to entry because the consumer should depart Instagram to enter
  • Apps are topic to API restrictions which prevents them from immediately incentivizing sure actions.

A Mixture Of Each

Tips for Running an Instagram Contest

Essentially the most profitable Instagram contests we’ve seen have mixed each of the methods above right into a single marketing campaign. This lets you achieve the benefits of each, and likewise eliminates a few of the disadvantages.

There’s loads of info on the market on this matter, so we’ve put collectively a Gleam particular information with over 40+ suggestions that can assist you run higher Instagram contests.

Wish to Win

A Wish to Win contest ask customers to love a photograph that your model has posted so as to enter. Winners are then randomly picked from the customers who’ve just like the picture as soon as the competition is over.

Ease of Setup: Straightforward
Moderation: Onerous
Affect: Variable

You may additionally see some manufacturers use Double Faucet to Enter as a substitute of Wish to Enter. The thought right here is that it encourages the motion of double tapping (which might enhance engagement).

Execs: A perk of a Wish to Win contest is the prospect to point out up on Instagram’s Uncover web page. That is the place Instagram reveals customers pictures primarily based on folks they comply with, likes and pictures which are in style of their nation. It’s an important publicity in your contest and account. These are additionally very simple contests to enter (contributors simply have to love the put up), so it’s a easy method to enhance your Instagram attain.

Cons: Members don’t need to expend a lot effort to enter the competition. It will also be extremely laborious to randomly decide a winner from the put up (as Instagram provides no method to export the info).

Ease of Setup: Straightforward
Moderation: Straightforward
Affect: Variable

A Remark to Win contest on Instagram asks customers to depart a touch upon a particular put up. Winners are chosen both at random from the group of commenters otherwise you may select the finest remark.

Execs: It’s much less possible uninterested customers will enter as a result of it’s slightly more durable to enter than Wish to Win contest. In case your aim is to extend put up engagement amongst your followers than this can be a nice method to do it. It’s also a method in your firm to get direct, natural visitors to your model’s Instagram account. This kind of contest can also be useful for gaining new followers.

Cons: A comment-to-win contest don’t let you accumulate details about your contributors which is able to make it laborious to nurture a relationship with them afterwards.

Choosing random winners could be a problem in the event you attempt to do it manually, however it’s a stroll within the park in the event you use Gleam’s Instagram Remark Import Actions to trace entries and draw winners. You will even be capable to filter the feedback you settle for by #hashtags or phrases to assist be certain that entrants are complying together with your guidelines and tips.

Repost Contest

Ease of Setup: Straightforward
Moderation: Onerous
Affect: Excessive

Repost to Win contests require contributors to repost the competition picture on their very own feed with a hashtag and tag the model working the competition. Try our newest put up about methods to repost pictures simply.

Execs: Individuals will share your picture on their very own profiles, your model shall be launched to their followers growing the quantity folks realizing about your model. Individuals care about what they share on their feed which suggests those who enter your contest care about your model.

Cons: Instagram doesn’t provide a local method to repost pictures, so it’s really fairly tough for customers to enter the sort of marketing campaign. It will also be a bit spammy attributable to a number of duplicate posts.

Tag a Photograph

Ease of Setup: Straightforward
Moderation: Average
Affect: Variable

Tag a Photograph contests may be administered by easy asking customers to tag somebody in an current picture or put up a brand new one then tag somebody in it.

Execs: These kinds of contests are an effective way to generate content material round your model, particularly out of your goal market. It will also be an effective way to determine your extra fanatical customers.

Cons: Just like the Remark to Win contest it’s much less possible uninterested customers will enter the competition due to the upper barrier to entry.

Selfie Contests

Ease of Setup: Straightforward
Moderation: Straightforward
Affect: Excessive

Everyone knows what a selfie is and Instagram makes it simple to take, put up and share selfies. A selfie contest merely asks the customers to take an image of themselves and put up it with the competition hashtag.

Having all of your entries collated throughout a particular #hashtag could make it simple to decide on a winner.

Execs: A selfie contest is an effective way to have interaction together with your costumers. It’s a method for the contributors to point out completely different method they use your product so as to win the competition. All the time use a hashtag as a result of that may maintain the posts in a single spot. That can create a way of life feeling in your model, but additionally make it simpler to select a winner.

Cons: A selfie contest works higher you probably have a selected type of model and a tradition surrounding your product. An instance of an organization that has a giant product tradition is Frank Physique the place folks put up footage all with the product on a regular basis utilizing the hashtag #thefrankeffect. Internet hosting a selfie contest may not be best for some varieties of companies.

Ease of Setup: Straightforward
Moderation: Straightforward
Affect: Excessive

Consumer generated content material is the preferred method to go on Instagram. All it’s important to do is ask customers to put up a photograph or a video with a particular hashtag.

You possibly can then select to select a winner at random, or you’ll be able to select the very best submission as your winner. With Gleam’s Competitions app you need to use our highly effective import actions to robotically accumulate submissions and award entries to customers who add a photograph together with your designated hashtag, or those that @point out you of their put up.

Execs: UGC contests are a unbelievable method to collate content material round your model and have interaction your followers on the similar time.

Cons: If the request is simply too detailed or the hashtag is simply too lengthy it might enhance the barrier to entry.

Use a Distinctive #hashtag

A very good hashtag helps to create a contest recognition. It’s the key to any participating Instagram contest. It may be laborious to seek out the right hashtag as a result of there are tons of hashtags being created every day, making it tough to seek out one thing distinctive. Whether it is doable attempt to create a theme in your hashtag and content material so as to add extra context to the competition.

Oreo makes use of the hashtag #OreoDunkSweepstakes for his or her contest.

Listed here are just a few suggestions when attempting to create the right hashtag:

  • Verify it first: Look on Instagram to see if the #hashtag is already getting used, the very last thing you need is non-relevant entries clogging up your contest.
  • Brief and memorable: The hashtag ought to follow folks’s minds. It needs to be identifiable, catchy and straightforward to go looking and write.
  • Related: The hashtag ought to relate again to your model, service or product.
  • Common: Take into consideration your viewers. When you’ve got any worldwide viewers make certain to make it simple for them to grasp by avoiding slang.

Instagram is a melting pot for E-commerce shops, it permits customers to comply with their favorite manufacturers and get a stay feed of their finest merchandise, new launches, provides and promotions.

As a retailer proprietor, there isn’t a higher time to be on Instagram. Visible content material is 40x extra more likely to get shared on social media than textual content and 60% of Instagram customers say they’ve realized a few particular services or products by way of a put up.

Incentivising your Instagram followers with contests is a unbelievable method to flip your Instagram followers into consumers.

You possibly can:

  • Drive extra customers onto your mailing lists
  • Ship customers to your web site (by way of your bio hyperlink)
  • Supply product particular giveaways

Right here’s a few of our high suggestions for E-commerce shops:

Use Carousels to Present Off Prizes

Skinnyme Tea makes use of Instagram’s new carousel function to point out off all of the prizes of their marketing campaign. This can be a nice method to drive buzz and engagement on the put up (and likewise hype up the competition).

Interact Your Customers With Your Product

As an E-commerce retailer your product is your life, so you need to use it to propel your model on Instagram.

Frank Physique requested customers to attract on their packaging as a part of their #frankcoffeeart contest.

The fifth Watches has a working Fan Photograph of the month contest asking customers to make use of the hashtag #the5thfam, and it’s labored wonders. Simply have a look at a few of the superb content material they’re gathering:

However what do you do with all this content material?

If you accumulate media by way of a contest you shouldn’t depart it sitting on Instagram for no-one to see.

You possibly can construct a Gallery and embed it in your web site so customers can see the content material and have interaction with it. That is extra more likely to drive gross sales of your merchandise.

Gleam provides an exquisite UGC Gallery app to let you just do this.

When figuring out what the prize needs to be in your contest, it is very important think about your finances. Your prize ought to align with the curiosity of your viewers, but additionally give worth and market your model.

For instance, giving freely your personal product will all the time be essentially the most price efficient method to run a contest.

You must also take into consideration if the competition shall be restricted to sure international locations, as this will impression delivery prices. Instagram doesn’t make it doable to limit entries to sure international locations nonetheless, so you’ll need to say this in your phrases and situations.

Frequent prizes that manufacturers use for contests are their very own merchandise, present playing cards, free providers, VIP experiences or shoutouts. You may get as inventive as you need as lengthy the prize is effective and related for your small business.

Bundle Merchandise Collectively

Supply your manufacturers hottest or current merchandise as a contest prize. If you wish to make it extra unique you’ll be able to provide a restricted version product or an Instagram solely product as a prize.

Bundling the merchandise collectively lets you make the marketing campaign extra enticing to entrants.

Right here’s one other instance of Playtext Child giving freely a really interesting bundle of their merchandise:

Giveaway an Expertise

Experiences may be priceless and past the boundaries of what somebody would usually be capable to attain. This makes them unbelievable Prizes.

Giveaway Signed Merchandise

Contemplate this Funko Vinyl Determine under, it’s solely price ~$16 to purchase. Nonetheless if you get it signed by the actor it turns into priceless.

Doing this will simply propel your contest from tons of of entries to 1000’s of entries simply as a result of shortage of the prize. You additionally enchantment to the followers of whoever signed the product (bonus factors for getting them to advertise the marketing campaign for you).

Associate With Different Manufacturers

Partnering with different manufacturers could be a unbelievable method to enhance your prize pool and attain. You possibly can function their merchandise or get them to chip in for a bigger prize.

Verify Out 150+ Superior Prize Concepts

Be taught extra about what makes an important prize and take a look at over 150 of our favorite prize concepts for each sort of giveaway and occassion.

Let’s Go

Your individual phrases and situations are as necessary as Instagram’s as a result of if you create a contest with a prize you will need to comply with authorized tips in your nation.

The legal guidelines will range relying on the place you might be primarily based and who you enable to enter your contest. It’s best to think about this as necessary as planning the competition as a result of with out related phrases and situations your marketing campaign could also be unlawful.

Listed here are some frequent issues to incorporate:

  • The identify and get in touch with particulars of the selling model
  • The dates of the competition (such because the date and method winner shall be knowledgeable and introduced)
  • The principles of who can enter (resembling age and worker restrictions)
  • The rules for the way folks enter
  • The rules for the way a winner is chosen
  • The time interval the winner has to reply and declare their prize
  • The particular of the prize (together with variety of prizes, description of prizes, and any caveats)
  • The main points of how the prize shall be delivered

We extremely advocate assembly with a lawyer to draft up a phrases and situations template in your model which you’ll be able to re-use for every contest.

If you lastly launch that marketing campaign it is advisable begin selling it. The probabilities are countless, however listed here are just a few concepts to encourage you.

Use Your Bio to Promote Your Touchdown Web page

Your Instagram bio is the one clickable hyperlink in your profile so make it depend. Use this to hyperlink to your contest then ask customers to click on the hyperlink in your bio to enter.

Oreo's Instagram Profile

Instagram Tales are the most popular factor on the town proper now. Not many manufacturers are utilizing them and they’re pinned to the highest of every customers timeline (which suggests extra views and engagement than a standard put up).

You may as well use it to remind customers concerning the contest (necessary dates and many others).

The good factor with Instagram Tales is you could see who watched every a part of your story. It’s type of a built-in engagement analytics. That is nice for segmenting your viewers the place you’ll be able to simply see which followers are ‘extremely’ engaged and watch each a part of your story. It would assist you to to grasp which one among your promotion tales works finest.

Oh, and Tales additionally offer you one other clickable hyperlink to price with. You may get customers to swipe up on the finish of a narrative to go to a hyperlink.


Leverage Different Social Networks

Instagram doesn’t should be a walled backyard. You possibly can have interaction your viewers from different platforms like Fb, Twitter and many others. There isn’t a higher place to advertise a social media contest than on social media. Direct your followers to your Instagram contest by a shortened hyperlink that directs them to your contest put up. Irrespective of how nice the prize is your contest gained’t promote itself.

You may additionally think about using paid advert choices on social media platforms so as to attain extra folks.

For instance, advertisements on Instagram let you present a clickable hyperlink to the competition.


You should utilize Fb to advertise your contest by including a hyperlink to the competition in your put up.

Movies on Fb have been performing a lot better than posts for manufacturers, you can too add your contest hyperlink within the description there too.

Fb can also be placing loads of deal with its Fb Reside function presently, this could be a unbelievable method to get in entrance of all of your followers with out paying for it.


When you’ve got a Twitter account you ought to be cross selling the competition to your Followers. In contrast to a Fb put up, you’ll want to select and select what you need to say since you’re solely restricted to 140 characters. A hyperlink is normally 22 characters. Replace your Twitter profile’s header picture to a promotional contest picture and fasten a hyperlink to the competition within the bio.

What to incorporate within the tweet – Prioritize what you need to embrace in your tweet due to the character restrict. Use a call-to-action messaging and point out the prize that’s being given away.
Embody pictures – Connect a picture to your tweet to make it extra enticing.
Use hashtags – Utilizing hashtags in your tweet will assist your tweet seem in related searches on Twitter. It’s a finest follow to make use of not more than two hashtags per tweet!


Snapchat is a really inventive platform to make use of for promotion, it comes with some distinctive options together with geofilters, instruments like paintbrush, stickers and lots of filters.

Promote your contest on Snapchat by creating snaps with directions of how folks can enter your contest. You possibly can associate up with influencers on Snapchat or use Snap Adverts the place you create a 10-second video advert that may seem within the newsfeed of your most popular demographics.

Devoted Web page on Your Web site

Dedicate a web page in your web site to advertise your contest with a direct hyperlink to your Instagram put up. Extra customers in your web site means extra potential gross sales or curiosity in your merchandise.

Gleam campaigns are embeddable which suggests you’ll be able to hosted them immediately by yourself touchdown pages.


Asserting in a Weblog Put up

Writing a weblog put up about your contest is an effective way to tell your readers that you just’re working a promotion. The put up ought to embrace an outline about your contest, methods to enter, what the prize is and a hyperlink to the competition. You may as well associate up with well-known bloggers to allow them to promote your contest.


Use can then use Instagram to direct your followers to your weblog put up, an effective way to increase your readership.

Electronic mail promotions may be highly effective in the event you do it proper (and have a giant record).

The topic line is crucial factor as a result of nobody will open an e mail if the topic line doesn’t curiosity them.

Hey Stuart, Our Greatest Sweepstakes Ever is Inside! Enter Now ?

Let your e mail recipients know what they’re going to get earlier than opening the e-mail. Make your emails personalised by for instance together with their first identify. Make them really feel like you might be speaking to proper to them, however don’t go overboard as a result of nobody likes to really feel like they’re being stalked.

Preserve it brief and easy and allow them to click on via to the web page for the Instagram contest for extra info.

Working With Influencers

Everybody has somebody they actually look as much as, and sometimes instances it’s somebody well-known. Having folks with thousands and thousands of followers on Instagram promote your contest is an effective way to market.

Try this marketing campaign under for 100 fidget spinners, it generated over 600k entries within the first 24 hours alone:

Influencers are relatable as a result of they began off with ten followers in some unspecified time in the future, however have over time gained thousands and thousands. Additionally they cowl many various kinds of audiences and niches, this implies you’ll be able to typically discover the right influencer that may assist you to attain your viewers.

As soon as the marketing campaign is over, don’t neglect to comply with up on all of the phrases and situations you set earlier than the competition. Preserve them in thoughts when reviewing the submissions!

Drawing a Random Winner

Drawing a random winner on an Instagram contest is definitely a very irritating course of. Instagram doesn’t present you a method to export the Likes or Feedback on a put up which suggests it is advisable attempt to discover an app to do it.

One technique is to make use of to attract a random quantity, then depend right down to that remark. Likes and Tags nonetheless change into extra complicated to manage.

In case you’re utilizing Gleam as a part of the marketing campaign we provide a random winner generator, which simply lets you draw random winners from customers which have entered by way of the Gleam widget.

We don’t nonetheless embrace any of the Instagram Put up particular exercise (Likes/Feedback/Follows) in our draw.

After deciding on the winner it is advisable notify the winner. Relying on the way you administered your promotion which decide the way you contact the winners.

On Instagram Instantly

The one method to contact the winner on this situation is to ship them a direct message (because you gained’t have their e mail deal with), or touch upon their picture letting them know to contact you.

Utilizing a Contest App

In case you used a contest app then you need to have the Names and Emails of all of the entrants. This implies you’ll be able to contact them by way of e mail after they win ?

Asserting Winners

Earlier than you announce something publicly, it is advisable be sure that the particular person is pleased with you utilizing their identify in your announcement and that they may reply to assert the prize. Give the winner 3-7 days to reply your e mail earlier than transferring on to select one other one. The e-mail needs to be pleasant and private.

If it’s a digital prize, ship an personalised thanks e mail together with the prize. If it’s a bodily prize ship it together with a hand written thanks observe or one thing that may make the winner really feel particular. Small gesturers will get you a great distance. Don’t neglect to make them Instagram well-known by a public announcement!

You would additionally e mail the non-winning contestants. Do not forget that they may in all probability be disillusioned for not profitable, so your aim with the e-mail is to offer them with some comfort. It’s best to thank them to taking the time to enter and perhaps provide small comfort prize, resembling a reduction coupon.

One last item to do after the competition is to measure and report the success of the objectives that you just arrange earlier than the competition. Take into consideration the metrics!

Mirror on success and failures for subsequent time. Have a look at quantitative knowledge for numbers, but additionally remember to measure the qualitative knowledge resembling feedback and questions in your put up. It will assist with the communication for subsequent time!

Gleam Instagram Reports

Listed here are some metrics to consider when monitoring submissions:

  • Variety of Posts: Complete variety of posts submitted.
  • Likes per Put up: Helps you retain observe of potential winners in case your contest is determined by likes.
  • Variety of Members: How many individuals enrolled within the contest.
  • Prime Members: Greatest followers.
  • Complete Attain: How many individuals your put up reached.
  • Follower Development Throughout Contest: Measure how a lot your following elevated in the course of the contest’s time interval.

Recommendations on instruments to measure the success of your contest:

  • Instagram Insights
  • Google Analytics
  • Guide Reporting / Exports
  • Contest Device Reporting

Essential to recollect there isn’t a such factor as an excessive amount of knowledge particularly if it’s your first contest. Measuring the metrics and objectives will change into simpler for every time!

Right here at Gleam we’ve constructed a platform that takes the heavy lifting out of working a profitable contest. Our widget seems nice, has all of the integrations you’ll want and even syncs with over 30+ e mail advertising and marketing suppliers.

Our platform is trusted by over 700k companies around the globe. We do the laborious work so you are able to do what you do finest, run superb Instagram campaigns in your followers or prospects.


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