Social Media Contest Case Study
Earlier in 2016 I ran a Social Media Contest for a new company “Client A” to increase their following on four platforms Facebook, Instagram, Twitter, and SoundCloud. In this Case Study I will explain how I planned, implemented, and successfully completed a contest to help reach Client A’s company goals and how I increased their Facebook following by 7,500+ Followers in one month. The statistics and graphs provided represent the contest’s impact in regards to their Facebook page and does not include the growth from other platforms.
When running a contest you’ll want to do some research on which software has the right tools and features to help you successfully reach your companies goals. In this case study Client A wanted to Increase their following across all four social media platforms listed before. After doing some research at the time I decided to use a software called Hive which enabled me to set contest entry methods (like-gate) for all four platforms. On top of that I was able to export a CSV file with selected demographics to include email, name, zip code, gender and age at the end of the contest.
Note: I am not affiliated or sponsored by Hive
Example of Contest Entry Methods: In this example Follow Spotify, Share Contest Link and Like Facebook page were used as the contest entry methods.
When planning keep in mind the Audience you are trying to reach. Client A is in the music festival industry and wanted to reach festival active festival attendees. So for this contest I decided to give away a pair of tickets to a popular festival with a similar audience my client wanted to reach.
Note: I researched the festivals guidelines on ticket contests and reached out via email for approval prior to running the contest.
Next I used the following tips to select the message that will go with the contest link.
- Keep it simple
- Have a call to action
- Tell them what they can win
- Include description on how to win
- When will the winner be announced
Example: Enter now for a chance to win 2 tickets for popular festival! One winner will be selected randomly and announced 24hrs after the contest ends.
When launching the contest you can run ads across the platforms to gain quick exposure for the contest or you can depend on your organic growth to spread it to your idea following. In this instance Client A was a new company and had a small following (325 Likes) so ideally sponsored ads would have been the best approach. Due to their low marketing budget I was not able to run ads and had to resort to a different approach. Luckily for us Facebook has a large amount of music festival groups and pages with similar audiences.
Facebook Groups: I shared the contest message and link into numerous groups with anywhere from 1k-50k members that were directed at the music festival industry. As you could imagine the contest started to spread quickly and due to having multiple like-gates it was spreading across all the platforms.
Facebook Pages: I reached out to a few pages that had similar audiences and ended up striking a Facebook post repost for repost deal for free. Meaning they would share the contest to their followers and in return Client A would share a pre-determined Facebook post to their followers after the contest was over. A couple of the pages had over 40k followers so this increased contest entries for FREE!
After one month Client A gained a total of 7,533 Facebook followers along with an increased following on the other platforms as well. If you only count Facebook stats the average cost per like ended up being $0.021 not including any of the followers gained on other platforms.
Note: I highly recommend running contests 2-4 weeks. With 4 weeks being the max it creates scarcity and drives more engagement.
After completing the contest, continued page growth increased by an average of 2 followers a day compared to time period before the contest.
When everything is all said and done be sure to take advantage of all the insights offered via Facebook and other platforms.
Learn how to turn post likes into page likes!