Think twice before running a competition
A social media competition can create real buzz but, if you get it wrong, you could end up in Facebook jail or killing your future content.
Know the rules
Meta’s guidelines catch out many businesses. Did you know, you actually can’t require people to like or share a post to enter? Or make tagging a friend part of the deal? What you can do is ask them to comment on your post and follow your page, but here’s why you might not want them to…
Don’t chase vanity metrics
The bigger question is whether a competition is attracting the right audience.
A £200 shopping voucher might generate hundreds of follows, likes and comments from people who simply want a freebie, with no interest in what your business normally provides.
That’s a problem because only a small proportion of your followers typically see your posts. Meta decides whose feed your post appears on, based on previous interactions. If your competition teaches the algorithm that your newly earned prize-hunter ‘fans’ are your ideal audience, your future content is more likely to be shown to them instead of genuine prospects – reducing engagement and making it harder to reach potential customers.
Think long term
If real growth is the goal, consistency beats gimmicks. Regular, valuable content will build an engaged audience – it just might take longer than a ‘one and done’ quick-win competition post.
If you want to put your foot on the accelerator, your prize money is better spent on some targeted social media advertising that can generate immediate results through engagement, lead generation or sales campaigns aimed at the right people.
For a bespoke marketing strategy and content creation that delivers real business growth, let’s talk.
