EM360 Digital Blog

31 Aug 2016
Business at the start of a social media competition

How Do Social Media Contests Work? And Are They Worth the Investment

Social media con­tests are an effec­tive way to reach con­sumers and get imme­di­ate con­sumer response action.  How­ev­er, there’s been a lot of hearsay late­ly about whether or not the invest­ment in con­tests is worth it. We’ll get into the details, but our short answer is yes!

Now, here’s why:  

  • Cre­ative social media con­tests paint an air of cre­ativ­i­ty around your brand.  It’s a way to show con­sumers how inno­v­a­tive you are and how wide­ly you’re will­ing to dive into the enter­tain­ment side of mar­ket­ing.  
  • It’s an oppor­tu­ni­ty to part­ner with endem­ic or non-endem­ic brands to bol­ster one another’s con­sumer base and estab­lish a rela­tion­ship that is nat­ur­al to con­sumers and speaks to both enti­ties’ prod­ucts or ser­vices.
  • Con­tests give con­sumers a rea­son to read what you’ve post­ed and to fol­low the steps for con­test entry, acquaint­ing them more close­ly with your brand in a grad­ual way.  Con­sumers spend more time on your page, learn­ing about what they’ll win (aka what you sell), and inher­ent­ly get exposed repeat­ed­ly to your brand name and cul­ture.  

The con­tests can work in a vari­ety of ways, but they usu­al­ly involve some lev­el of con­nec­tiv­i­ty. This almost always includes fol­low­ers tag­ging their friends or shar­ing the con­tent in some capac­i­ty that organ­i­cal­ly increas­es your con­sumer data­base.  Pret­ty great!

Give­aways (large or small), pho­to and video con­tests are both sig­nif­i­cant ways to engage the audi­ence.  They all have their own perks:

  • Give­aways fea­tur­ing large prizes like inter­na­tion­al trips or lux­u­ry stay-cations are obvi­ous­ly so desir­able, they entice con­sumers to par­tic­i­pate with­out much con­vinc­ing.  The reward is usu­al­ly high enough that con­tes­tants will tag to get their friends involved for extra shots at the shared prize.
  • Small give­aways work because they are con­ceiv­ably winnable. The pool of par­tic­i­pants is gen­er­al­ly small­er, so the chance of win­ning tends to be greater!
  • Pho­to and video con­tests work well on their respec­tive plat­forms. Some­times just the chance to have a pho­to fea­tured or repost­ed by a brand is enough reward for the con­sumer to share and par­tic­i­pate!  Remem­ber, con­sumers are part of the brand fam­i­ly, so invit­ing them into the inner work­ings of mar­ket­ing increas­es the bond!

Like we said at the begin­ning, social media con­tests are worth the invest­ment!  In most cas­es, the invest­ment in pret­ty light, inten­si­fy­ing the returns on the project. Whether you are look­ing for a mar­ket­ing con­sul­ta­tion, insight on con­tests and oth­er strate­gies or a pro­fes­sion­al social media mar­ket­ing ser­vice, EM360 is your team.  Our spe­cial­ty in small busi­ness mar­ket­ing has made us a client favorite and won us a track record heav­i­ly speck­led with suc­cess­ful cam­paigns. We look for­ward to hear­ing from you!


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