Top tips for running a Facebook competition
Facebook competitions are a great way to increase engagement with your fans or create a buzz around a new product. Although it may seem like everyone knows how to run a Facebook competition, there is a lot to consider before going live. The team at Conscious Communications gives you our top tips to ensure your Facebook competition is effective – and also legal and adheres to Facebook’s own competition rules:
- Review Facebook’s Terms of Service – Every so often Facebook updates or changes its rules and regulations about running competitions and promotions. Make sure you check the Facebook Guidelines page before launching your contest so you know you aren’t breaking any rules. You must also make sure you include a disclaimer stating the contest is in no way sponsored, endorsed or administrated by, or associated with, Facebook, as this is a requirement. ShortStack created this handy infographic in January with some of the latest highlights.
- Set a S.M.A.R.T. goal (Specific, Measurable, Achievable, Relevant, Timely) – Make sure you clearly define the reason for running your competition and what you are hoping to achieve before you start planning. Are you looking to promote a new product? Do you want to expand your database or the number of followers you have on Facebook itself? Or do you perhaps need to boost traffic to your website? Once you know exactly what you are hoping to get out of your competition you can set up your contest for success.
- Choose the competition type – Once you have your goal outlined, you will need to choose the type of contest you are going to run. Caption competitions, where followers have to think up the most appropriate caption for an image, quizzes, polls and sweepstake competitions are always popular on Facebook so will work well if you want to reach a wide audience. Make sure that the amount of effort and skill required to participate is not so high that it acts as a barrier to your target audience participating.
- Pick a relevant prize – Choose a prize that will entice your target customers, rather than one that will be generically appealing (and try to make it a genuinely special prize – e.g. a £5 voucher is unlikely to be significant enough to encourage many people to participate in the competition). If you offer an iPad, you’ll get lots of entries; however, the people who are attracted to your prize might not necessarily be attracted to your brand. Once you have chosen a relevant prize, write enticing copy that includes key features of the prize, value, exclusivity and other benefits. Post this with a compelling image that will grab the attention of the audience you want to enter your
- Make your competition user-friendly – Some competition software is more mobile-friendly than others. Since most people access Facebook via mobile, be sure your competition includes a mobile-responsive smart URL. That way, the competition imagery and form will look good on both mobile and desktop. You can run a competition directly on your Page, now that Facebook has relaxed the rules, or through an app like ShortStack if you are interested in data collection.
Whatever type of competition you choose to run make sure, as with all other social media marketing activity, that it is authentic, engaging, relevant, and fun for your followers!