Social media post
The most basic way to organize a competition on social media. You simply publish a post (it can be a photo or a video) and ask for contest submission in the form of comments below the original post. Then, you can choose the most creative one and grant it a prize.
What are the exemplary questions?
- What is the recipe for the nicest Christmas cake?
- What is the secret of perfect Christmas?
- Which watch would you like to get for Christmas and why?
- List three things you would like to receive for Christmas…
- What is your strongest New Year’s resolution?
Remember that terms & conditions are really crucial here and you can’t just choose the winner randomly. What really matters is describing how you are going to select the winning entry. The most common criteria is creativity, but you can as well require other things.
You can also prepare a collaboration proposal for other Pages that could be associated with yours (for example, you work in the same industry or you are based in the same district, if you want to prepare a local competition). There are quite a few advantages of doing it this way. First of all, you increase the overall reach of the competition. Secondly, you are likely to get new followers who are already following the participating parties. The third reason is that you can turn a small collaboration into a powerful business partnership and an opportunity to work together in the future. Sounds great? That’s what we thought.
This form of the contest can be very engaging for your followers because it is based on a conversation and it is private so that consumers can be more willing to participate as they do not have to publish any content publicly. Moreover, by interacting with Messenger users, you can message them later — that is how you can build your base for newsletter distributed via Facebook Messenger instead of email.
Even though it seems complicated, with the right chatbot platform, you can configure your contest bot in minutes. For example, Chatbotize provides a ready-to-use plugin, so that all you need to do is to come up with a great idea for your contest and fill in the template with your text.
Exemplary contest ideas:
- send a picture of your Christmas decorations
- answer the question of the day
- describe your best Christmas memory
PRO TIP: use the Promo Codes plugin to reward all participants with a discount for your products.
Instagram or Facebook Stories
This format is about quick wins — since the content disappears after 24 hours, brands face the challenge of keeping the engagement on the highest possible level during the whole duration of the contest. The contest can be either only announced through Stories (and therefore, become one of the promotional channel for your contest) or be held on Stories. Brands can use separate Stories for announcing the consecutive stages or make a bigger relation and save it to the Highlights on their profile afterwards. Pros? It seems to be a bit easier than handling communication in the Facebook comments. Cons? The dynamics of your competition can be a killer. Why wouldn’t you give it a go this Christmas? Ask your audience about inventing a new name for your product you are going to launch next year. Leave a “blank” field in your stories and ask your followers for screenshotting it and sending it back with their ideas.
Social media influencers can definitely help you spread the word or two about an upcoming competition, but they can be a blessing or a curse if you do not verify them before the contest. You need to evaluate whether a particular influencer will add any value to your contest, or would they rather get paid and forget about your brand?
What should you take into consideration when choosing the right influencer for your Christmas contest?
- the number of followers is a vanity metrics. Look at engagement rates!
- commercial exploit — how many campaigns have they already handled and were they any good?
- communication with a particular influencer — are they creative, or they very down to Earth and not too pleasant to work with?
- the aesthetic and tone of voice of the whole profile
- the brands that collaborated with that particular influencer
- social media reach (whether they are going to make the most of their reach on social media, or they want to be limited to one, small post only?)
- out-of-social-media activities (having a blog or website, being active on events or conferences)
How can any Christmas contest with influencers work well? What type of contest should you create? You can either use their reach to promote your social media posts, or let them reveal their creativity and post on their social media accounts, using Facebook, Instagram, or even… TikTok.
You need to identify whether you want to find an influencer for just one contest or actually build a relation and make them ambassadors of your brand. The latter will cost you more, but will pay off if you’ve chosen the right and dedicated influencer.
Content marketing is not dead! It can wonderfully support your social media activities if you share some info about the Christmas content you’ve created across platforms, blogs and other media. Not only do you secure a higher reach and getting to even more potential followers and participants, but — more importantly — you positively impact on SEO positioning and potential backlinks, and increase brand awareness for longer.
How can you prepare a contest using blog posts or press releases? You can either encourage bloggers to ask the potential participants for their answers in the comments section or in private messages, or redirect people to your social media or landing pages. Speaking of landing pages...
No matter if you use it as your main channel of contest communication, or rather as a support platform, landing pages are still one of the most popular ways to get people informed about the contest. Not only can you keep here all of the rules and conditions, but also announce the winners or publish the entries that got the highest prize. Landing pages can be great for generating some leads out of a contest or as a part of it. With modern drag & drop editors, it is fairly simple to prepare a dreamy landing page.
You can go the old way and create a contest in your newsletter, however, well-targeted and structured mailing can bring more results when it redirects, for example, to your social media channels and encourage your audience to take part in a great contest that you prepared. In the meantime, you can sparkle your e-mail marketing with unique Christmas offers that no one gives, and no one will. Before you start promoting — no matter if it is a contest or just a batch of offers - remember to refresh your database in order to avoid really low open rates if you send it to the database that is not verified.