A social media giveaway is an effective way to boost engagement, grow your audience, and increase brand awareness.

Everyone likes getting something for free and this is reflected in the data. Social media giveaways generate significantly more engagement than regular posts.

One study found that there were 64 times more comments and 3.5 times more likes on giveaways. 91% of all posts that received 1,000 or more comments were giveaways. 

While it may not be wise to allocate half of your social media budget to a social media giveaway, it’s a valid way to draw the attention of users, gain followers, and boost your brand’s visibility.

That said, giveaways aren’t as simple as you might think. Each platform has its own set of rules. Plus, follower growth from giveaways can be temporary. 

In this article, we provide clarity on social media giveaways, helping you determine whether they’re worth it for your business. We guide you through the process of creating a social media giveaway and deliver tips for success. 

What is a social media giveaway? 

Before we get into the nuts and bolts, it’s important to fully understand what a social media giveaway is. 

A social media giveaway is a promotional campaign where brands offer free products, services, prizes, or exclusive perks in exchange for user participation.

Participation typically involves something relatively simple, such as liking a post, tagging friends, sharing content, or a combination. Some giveaways require users to submit user-generated content (UGC). 

Giveaways are rarely spontaneous acts of generosity from businesses. They’re typically more strategic in nature, playing a role in achieving a larger goal. Some straightforward reasons a brand might run a social media giveaway campaign include: 

• Boosting engagement: Giveaways encourage likes, shares, and comments, increasing your visibility and reach. More engagement signals to social media algorithms that the content is relevant, resulting in greater organic exposure. In turn, this leads to more users finding your page and viewing your other content. 

• Follower growth: Giveaways attract new audiences who hope to win whatever prize is on offer. Normally, brands require the winner to be following their page, so you can gain plenty of new followers. A larger audience means more potential customers to market to with future posts. 

• Driving website traffic: Some giveaways require participants to visit a landing page, bringing more traffic to your website. Increased traffic has a number of benefits, like better SEO performance, exposure to other information on your site, and more direct sales opportunities. 

• Generating leads: If you collect emails or contact information as part of the entry process, you build a valuable marketing cohort for future campaigns. 

• Promoting products or services: When linked to launches or even existing products and services, giveaways can increase exposure and demand. Similarly, giveaway winners receive something from your business which can encourage word-of-mouth marketing, positive reviews, and repeat purchases. 

The structure and goals of your giveaway are dependent on the nature of your business. However, you should view social media giveaways as opportunities to accelerate progress toward a goal. 

Do social media giveaways still work?

Social media giveaways are still effective. However, their medium to long-term impact depends on how well they’re strategically executed. Instagram, one of the biggest social media networks in the world is among the most popular platforms for giveaways.

On Google, there are 720 million search results around giveaways. 

The key is seizing the opportunity and making the most of the traction you gain from your giveaway. Let’s take a look at some of the main advantages of running a social media giveaway. 

• Higher engagement rates
• Rapid audience growth
• Lead generation
• Brand awareness and exposure
• Driving website traffic
• Boosting product awareness
• Building customer loyalty
• Improving social media algorithm performance
• Encouraging platform growth

The advantages are clear. However, businesses must be aware of the potential drawbacks. A poorly executed social media giveaway has a number of sticking points, such as: 

• Attracting non-targeted audiences: Some participants may only follow your page and enter the giveaway for the prize. Afterwards, they might disengage or even unfollow your page, resulting in lower long-term retention. 
• Compliance and platform restrictions: As we mentioned, each platform has specific rules on giveaways. Failing to comply can lead to post removals or account penalties. 
• Cost vs ROI: If not planned well, giveaways often generate engagement without translating into meaningful conversions or sales. 

Social media giveaway ideas

Choosing the right type of giveaway is an important decision and it will depend on your resources, goals, target market, and active platforms. 

Below, we delve into some of the most effective types of social media giveaways. Each one is designed to boost engagement and brand awareness, with a view to converting or impacting a broader goal long term. 

#1 Like, comment, and share

This is a simple yet effective giveaway that requires users to engage with a profile by liking, commenting, and/or sharing its content. Some brands ask for a specific prompt, such as answering a question. 

• Why it works: This giveaway approach maximises reach and engagement because the high activity on the post (likes, comments, and shares) exposes the giveaway to new audiences organically. Plus, it also encourages interaction with the brand, improving its visibility in platform algorithms. 

Tips for execution

• Keep entry steps simple to encourage participation. 
• Explain directions clearly. 
• Specify clear deadlines and winner announcement details. 

#2 Tag-a-friend

Participants enter the giveaway by tagging one or more friends in the comments. This expands the giveaways’ reach as tagged users will receive notifications and likely engage. Some brands incorporate additional actions or requirements, like following the page or sharing the original post. 

• Why it works: Essentially, this is digital word-of-mouth marketing, one of the most effective methods of spreading awareness of a brand or campaign. Not only does the giveaway boost engagement, but it also brings new potential followers who are connected to your existing audience. 

Tips for execution

• Set a reasonable tag limit (e.g., up to three friends) to avoid spam. 
• Encourage tagging people who would genuinely enjoy the prize to bring valuable eyes to your page. 
• Pair the giveaway with eye-catching visuals to grab attention in crowded feeds. 

#3 User-generated content giveaways

UGC giveaways ask participants to create or share content to enter. The content is generally a photo, video, or testimonial. These types of giveaways work best when using a specific hashtag or tagging the brand account. 

• Why it works: UGC builds authenticity and trust as people are more likely to engage with content created by real customers. It also provides brands with valuable, reusable content for future campaigns. 

Tips for execution

• Clearly define entry requirements to avoid confusion (e.g., “Post a photo using our product with the hashtag #BrandGiveaway”).
• Feature standout entries on relevant channels to encourage more participation and shares. 
• Offer a relevant prize to attract the right participants, not just freebie hunters. 

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#4 Caption contest giveaways

Caption contests require participants to come up with a creative or funny caption for an image or video. The winner can be chosen in a number of ways. For maximum engagement, brands often opt to award the prize to the post with the most likes. However, you can choose a different method. 

• Why it works: Caption giveaways encourage creativity and interaction, providing entertainment without the brand having to do much work. Since entries come via comments, your post gets significant engagement, feeding the algorithm and helping the post reach a wider audience. 

Tips for execution

• Choose an eye-catching or entertaining image or video that relates to your brand. 
• Set clear guidelines (e.g., humour or originality). 
• Encourage further engagement by asking followers to vote by liking their favourite captions. 

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#5 Holiday-themed giveaways

Holiday-themed giveaways capitalise on seasonal excitement by offering prizes tied to specific holidays, like Christmas, Halloween, or Valentine’s Day. The format of the giveaway can be tailored to your liking. For example, you might run a like, comment, and share, or a user-generated content giveaway. 

• Why it works: Retailers tend to push sales or special offers around the holidays. With people already engaged in seasonal promotions, it’s the perfect time to take advantage. Running a giveaway alongside a bigger sale can be a winning combination. Furthermore, themes give you more scope to get creative. 

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Tips for execution

• Use holiday-specific branding and hashtags to differentiate from competitors. 
• Offer prizes that relate to the holiday (e.g., Christmas gift cards or offers for couples). 
• Time the giveaway strategically to make the most out of the holiday build-up. 

#6 Flash giveaways

Flash giveaways are quite unique. They are time-sensitive and create urgency by allowing users to enter within a limited window, often just a few hours. Flash giveaways work best for big brands with a large following. However, small businesses can execute flash giveaways with a good strategy that generates hype before the flash event goes live. 

• Why it works: Flash giveaways trigger the social phenomenon of FOMO (fear of missing out), driving participation over a short period. This format is particularly effective for boosting engagement, attracting new followers, and promoting product launches. 

Tips for execution

• With limited time for entry, it’s imperative that participation is made seamless (e.g., tag a friend and like the post). 
• Use countdowns and reminders in stories to create more urgency. 
• Announce winners quickly to maintain the excitement. 
• If you have the resources, consider hosting multiple flash giveaways every year. 

#7 Partner giveaways

Partner giveaways involve collaborating with another brand, influencer, or business to co-promote a campaign or offer a joint prize. The giveaway helps both parties and expands their audiences by tapping into each other’s followers. 

Source: GoPro and Polaris Instagram

• Why it works: Partnering with another brand exposes your business to new eyes and boosts credibility. Working with someone else acts as a stamp of approval from their audience. Your campaign automatically gains traction and you benefit from a shared promotional effort. 

Tips for execution

• Partner with an organisation that has similar values and a target market from which you can benefit. 
• Work together to create clear entry rules and ensure both brands are aligned regarding the promotion. 
• Use co-branding on all promotional content and use multiple platforms for maximum reach. 

#8 Launch giveaways

Product or service launches provide perfect opportunities to run a giveaway. It’s ultimately an additional promotional campaign that shines a light on your new release. As well as the prize, you generate buzz and encourage engagement around your launch. 

• Why it works: New releases are exciting so pairing a giveaway with your launch builds hype and generates word-of-mouth marketing. If the prize is the product you’re releasing, entrants may continue the promotion by sharing content on their social channels. 

Tips for execution

• Promote the giveaway strategically ahead of the launch to build anticipation. 
• Require the participants to follow your page and engage with the launch announcements to enter. 
• Offer a prize related to the launch. 

#9 Milestone giveaways

Milestone giveaways celebrate a business achievement, like reaching a certain follower count, an anniversary, or a sales goal. They engage the audience while reinforcing brand credibility for a certain accomplishment. 

• Why it works: Milestone giveaways involve followers in your success, increasing loyalty and creating a sense of community. Since the giveaway is tied to your milestone, followers are encouraged to celebrate with you. 

Tips for execution

• Use the giveaway as just one element of a larger milestone campaign. 
• Encourage participation that involves UGC or followers sharing something about your brand. 

#10 Mystery giveaways

Mystery giveaways offer a prize without revealing exactly what it is. For example, a fashion brand might give away a mystery box filled with clothes. 

• Why it works: The element of surprise builds excitement and anticipation which may encourage more participation. Everyone who enters will likely want to see the reveal, giving the brand prolonged exposure. 

Tips for execution

• Build tension by dropping hints or teasers. 
• Ensure the prize aligns with the audience’s interests and doesn’t disappoint. 
• Encourage more engagement by asking users to guess the prize. 

#11 Loyalty giveaways

Loyalty giveaways reward repeat customers, VIP members, or long-time followers with exclusive prizes. These are different from other giveaway formats as they normally run all the time. 

• Why it works: They reward customers for staying with the brand, encouraging loyalty. Plus, they increase retention by showing appreciation for ongoing support. 

Tips for execution

• Create a clear structure that makes the offers attractive to customers. 
• Use tiers so customers can earn better prizes for multiple purchases or longer relationships. 
• Use email lists or loyalty programs for exclusive access. 
• Regularly feature winners to highlight the giveaway. 

#12 Giving back” giveaways

These giveaways focus on charity, community support, or cause-based initiatives where winners may choose a donation, or entries that contribute to a charitable goal. 

• Why it works: They align with socially conscious marketing which many social users will appreciate. 45% of customers are more likely to purchase from a business that gives a portion of their earnings to charity. Running this type of campaign leans into the emotions of your followers. 

Tips for execution

• Choose a charitable partner that aligns with your business. 
• Market the campaign with stories related to the cause. 
• Use a branded hashtag to spread awareness. 

How to track the success of social media giveaways 

Running a giveaway is just one part of the process. Measuring its impact is where the real value lies. Tracking key metrics helps you understand how the campaign impacted engagement, reach, and return on investment (ROI).

Here are some important metrics to focus on. 

• Engagement rate: This includes likes, comments, shares, and saves in your posts. Compare the engagement rate on your giveaway content against regular posts. 
• Follower growth: The number of new followers that come as a result of your giveaway content. It’s important to monitor this the entire way through as you may experience a drop-off after the winner is announced. 
• Reach and impressions: Shows how many people see your giveaway post, including non-followers. 
• Click-through rate: If your giveaway involves visiting your website, tracking click-through is important in terms of lead generation. 
• Conversion rate: Giveaway campaigns can drive sales. If this is a goal, calculate how many participants became paying customers. 
• Hashtag statistics: As mentioned, branded giveaways that use hashtags can gain a lot of traction. 

Best practices for hosting social media giveaways

Regardless of the social media giveaway format you choose, executing a successful campaign needs careful planning and execution. That said, it’s not rocket science. To ensure your giveaway strategy hits the mark, take note of the following best practices. 

1. Define clear goals

Common social media giveaway goals include: 

• Increasing brand awareness
• Growing social media following
• Developing a more engaged audience
• Driving website traffic
• Generating leads

2. Choose a relevant prize

The prize should be valuable enough to generate interest and must be relevant to your business. If possible, give away one of your products or services. Make sure the ROI is worth it. 

3. Select the right platform

Each social network has its own set of regulations for giveaways. Furthermore, the demographics and features differ significantly between them. Choose the right platform for your audience or go for a multi-platform strategy. 

4. Set clear and fair rules

Avoid any potential issues by outlining participation requirements, eligibility, and deadlines clearly. Pay close attention to the rules and policies of each social platform you plan to market through. 

5. Develop marketing strategy

Maximise the impact of your giveaway by building a strategy around it. Otherwise, it may have little to no impact in the medium to long term. 

6. Engage with participants

Encourage more interaction by responding to comments and shares. This helps boost organic reach through social algorithms, bringing your content to bigger audiences. 

7. Ensure a fair winner selection

Be transparent with your winner selection. For example, you could use a random draw generator and video the process. Announce the winner quickly but make sure they fulfill all entry requirements first. 

8. Analyse the campaign performance 

Track key metrics and evaluate the performance of the giveaway with a detailed report when all is said and done. Identify what worked well and what could be improved for the next one. 

How can Sendible help with social media giveaways?

Running a successful social media giveaway isn’t overly difficult but without planning, organisation, and analysis, a lot can go wrong. Management tools, like Sendible, help you plan and execute giveaways multiple times per year without a hitch.

To boot, Sendible helps with virtually all aspects of social media management, saving you time and resources. 

Here are some of Sendible’s key tools that will help with your next social media giveaway. 

• Campaigns: Conceptualise, plan, and create all giveaway content under a specific campaign banner for better organisation and easier analysis. 
• Optimal times: Sendible lets you know when your audience is most active. Our scheduling tool allows you to schedule content in advance so it goes live at the perfect time. 
• Smart queues: Automate giveaway reminders and promotional posts across multiple platforms without manual scheduling. 
• Priority inbox: Easily track and respond to participant comments and messages from one place. 
• Collaboration tools: Work with your team or clients to manage giveaway tasks, set workflow approvals, and create compelling content seamlessly. 
• AI Assist: Generate giveaway captions and responses quickly with Sendible’s AI-powered assistant. 
• In-depth analytics: Track key metrics from all platforms in one place to measure the success of your campaign and optimise future giveaways. 

If you’re looking for a tool to take your social media marketing to the next level with giveaways, channel-specific campaigns, and quality content, Sendible is your go-to resource. You can test it for free with our 14-day trial.