Monday, September 5, 2016

A Millennial's Take On Instagram Giveaways

If you're on Instagram, then there is probably a pretty good chance that you have come across some sort of giveaway contest on your feed.

Online giveaways are somewhat of a new fad for digital marketing that consist of users making some sort of action that will benefit the company hosting the giveaway for a chance to win something of value (ie product, giftcard, etc) from that company. On other platforms, some of these actions may include providing an email and/or other demographic information, sharing, pinning, or retweeting. For Instagram, these actions usually include liking, following, reposting, or tagging friends. All of these things have one common goal for the company who is hosting the giveaway: allowing more people to reach the account.

These giveaways are pretty genius. Brand accounts gain followers and popularity while users receive a chance to win a cool prize. And depending what the prize is, users may be more willing to participate. Take it from me: a loyal Instagram giveaway participant. I love the excitement of the competition and waiting for the end result to be announced. I've actually even won a few of these giveaways and have received prizes such as clothes, bags, jewelry, and planners. I love all of these gifts and now have somewhat of a loyal relationship with these brands. And if the brand is lucky, the winners will post a picture of their prize with the company's account tagged for more publicity!

While I am normally a fan of Instagram giveaways, there are some contests that just ask for too much. When a giveaway requires that a user tags 5+ friends and repost the image on their own feed with lots of tags and hashtags, this deters participants (especially if the prize is not worth all the effort). The loop giveaways are also a popular new trend that I am not that supportive of. This kind of giveaway leads users through a loop of around 10 accounts and requires that you follow/like/comment on photos from all accounts in that loop. Again, while all of those requirements benefit the individual companies involved in the giveaway, that is a lot of work for an average prize that users don't have a great chance of winning.

The matter of the fact is that Instagram is a platform for people to express themselves through pictures and gain inspiration from other accounts. While Instagram giveaways are a great opportunity for brands to gain audiences, remember that Instagram users want to maintain their own individual brand without being overwhelmed by rules and requirements from contests that are meant to be fun and enjoyable.
(But if you're giving away a million dollars, let me know, and I'll do whatever it takes!!)

1 comment:

  1. I could not agree with this post more! I am always interested in winning something and I will even do a few steps to get myself entered. I really hate the loop entries because I get lost and I am not even sure what I am doing by the end. Frustrating to say the least.

    Verna Hopkins @ Promosaurus Promotional Products


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