top of page

Instagram Content Strategy: Growing A Following Through Contests and Giveaways

In the bustling world of social media, Instagram remains a powerful platform for connecting with audiences and building brand awareness. One of the most effective strategies to enhance engagement and grow a following on Instagram involves leveraging contests and giveaways. This article explores the ins and outs of using these tactics to boost your Instagram presence, ensuring that your efforts lead to tangible results.

Understanding the Power of Contests and Giveaways

The Appeal to Your Audience

Instagram contests and giveaways tap into a fundamental aspect of human nature: the love for freebies and the thrill of competition. They offer a fun and interactive way for followers to engage with your brand, creating a sense of community and belonging. Beyond the allure of winning, these campaigns provide users with a direct benefit from interacting with your content, whether it's through prizes, discounts, or exclusive access.

Benefits for Your Brand

The strategic use of contests and giveaways on Instagram can lead to numerous benefits for brands, including:

  • Enhanced Engagement: Interactive contests encourage likes, comments, and shares, significantly boosting your content's visibility.

  • Increased Followers: Well-orchestrated giveaways can attract new followers, expanding your reach on the platform.

  • Audience Insights: Engagement metrics from these campaigns offer valuable insights into your audience's preferences and behavior.

  • Brand Loyalty: By rewarding your community, you foster goodwill and loyalty among your existing followers.

Crafting a Winning Instagram Contest or Giveaway

Setting Clear Objectives

Before launching a contest or giveaway, define your goals. Are you aiming to increase your follower count, boost engagement, or perhaps promote a new product? Your objectives will shape the campaign's design, from the entry requirements to the choice of prizes.

Choosing the Right Type of Contest

Select a contest format that aligns with your goals and is likely to resonate with your target audience. Options include:

  • Like and Share Contests: Participants must like and share your post to enter.

  • Tag-a-Friend Giveaways: Users enter by tagging friends in the comments, potentially multiplying your reach.

  • Photo Contest: Followers submit their own photos related to a specific theme or using a branded hashtag.

Offering Enticing Prizes

The success of your campaign heavily depends on the appeal of the prizes. Choose rewards that are valuable and relevant to your audience, yet aligned with your brand. This could range from your products or services to exclusive experiences or collaborations with influencers.

Promoting Your Campaign

Maximize the visibility of your contest or giveaway through a multi-channel approach:

  • Tease the upcoming contest with posts and stories leading up to the launch.

  • Leverage Instagram's features like Stories, Reels, and IGTV for broader promotion.

  • Collaborate with influencers to tap into their followers and enhance credibility.

  • Utilize paid advertising to extend your reach beyond your existing audience.

Best Practices for Instagram Contests and Giveaways

  • Clearly state the rules: Transparency is key to building trust. Clearly outline how to enter, the criteria for winning, and when the winner will be announced.

  • Ensure legality: Comply with local laws regarding contests and giveaways, as well as Instagram's own policies.

  • Engage with participants: Use the opportunity to interact with your audience, thanking them for their entries and answering any questions.

  • Analyze and learn: After the campaign, review the performance metrics to understand what worked well and what could be improved for future contests.

FAQ and Conclusion

How often should I run Instagram contests or giveaways?

Balance is crucial. While regular contests can keep your audience engaged, too many may lead to fatigue. Consider your resources and the novelty of each campaign to determine the optimal frequency.

Can contests and giveaways attract unengaged followers?

While there's a risk of attracting followers more interested in freebies than your brand, carefully crafted contests that align with your brand identity can attract genuine, interested followers.


Instagram contests and giveaways are potent tools for boosting engagement, growing your following, and fostering brand loyalty. By setting clear objectives, choosing the right type of contest, offering enticing prizes, and promoting your campaign effectively, you can leverage these strategies to achieve significant growth on Instagram. Remember, the key to success lies in planning, execution, and learning from each campaign to continually refine your approach.


bottom of page