HOW TO RUN AN INSTAGRAM COMPETITION IN AUSTRALIA

Find below how to run an Instagram Competition in Australia. Curated by MAU. Senior Digital Marketing Specialist and training facilitator at eDigital.

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HOW TO RUN AN INSTAGRAM COMPETITION IN AUSTRALIA

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UNDERSTAND INSTAGRAM RULES FOR CONTESTS BEFORE RUNNING YOUR INSTAGRAM COMPETITION

RULE 1 – STATEMENT OF RELEASE

One of the Instagram rules when running Instagram competitions, contests and giveaways is the statement of release. The following statement (or a similar one) MUST be included on all contest posts shared to Instagram:

“STATEMENT OF RELEASE” COPY

Per Instagram rules, this promotion is in no way sponsored, administered, or associated with Instagram, Inc. By entering, entrants confirm that they are 13+ years of age, release Instagram of responsibility, and agree to Instagram’s terms of use.

Be sure to write this statement at the end of your Instagram contest caption.

💡Tip: Save this copy on your notes on your mobile device for easy access for future contest posts.

Instagram requires you to run your contest legally, ensuring you don’t violate any federal, state, or other laws applicable to your area. In addition, Instagram requires you to include official contest rules and terms of eligibility.

RULE 2: CONTEST RULES AND TERMS OF ELIGIBILITY

Instagram will ask you to run your contest legally, making sure you don’t violate any federal, state, or other laws applicable to your area. Also, Instagram will ask you to include official contest rules and terms of eligibility.

RULE 3: TAGGING 

  • You must not tag anyone in the contest post who’s not actually in the post itself
  • you must not ask users to tag themselves in a photo in which they do not appear.
  • Users can mention (tag) people in the comments of a post but can’t be tagged in the actual post itself.

If you have a legal notice on your website regarding contest rules and details, you can post that link in your Instagram competition post caption. Click on this terms for Instagram contests, to find the latest Instagram rules for competitions.

CHOOSE A GOAL FOR YOUR INSTAGRAM COMPETITION

Some of the most popular goals and/or objectives marketers run Instagram contests are:

  • Grow your Instagram following.
  • Get followers to know about a new product or service.
  • Get more people to sign up for your email list
  • Get people to sign up to get a free sample or demo.
  • Produce user-generated content (UGC) you can use for future marketing campaigns.
  • Reach new audiences by “tag a friend in the comments”.

SELECT RELEVANT PRIZE

Your Instagram contest prize should be something related to your business or brand. You want to choose a prize of great value to ensure high level of participation. The more valuable the reward, the more entries you will get.

Related >> THE BEST INSTAGRAM COMPETITION IDEAS AND EXAMPLES

MAKE IT EASY FOR PEOPLE TO ENTER

Asking people to like a post and tag a friend in the comments is ok. However if you want people to take a photo with your product or performing an action and posting that to their profile is a big “ask” and your Instagram competition may not get a lot of traction.

Ideally, you should limit the entry requirements to maximum two steps.

Some of the things you can ask people to do in order to enter your Instagram competition are:

  • Follow your account
  • Like the Instagram competition post or any other specific post.
  • @mention one or more other friends
  • Post a photo or video with a hashtag
  • Visit a page on your website, find a hashtag and post a photo or video with that hashtag

The key is to make it easy for users to participate. Limit the entry requirements to three or four steps.

In this example from @shelleywebb, entrants must follow two accounts, like the post on each account, and tag two friends in the comments of the post. These three steps are easy to follow and worth the effort to win free tickets to a social media conference.


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DECIDE HOW LONG YOUR INSTAGRAM COMPETITION WILL BE LIVE

Two weeks to four weeks is the optimal length of time. If the requirements to enter involve participants sharing an image or other more time-consuming action, the campaign may need to run longer.

SELECT YOUR INSTAGRAM COMPETITION HASHTAG

Make sure your Instagram competition hashtag is short, easy to recognize and spell.

CONFIRM HOW YOU WILL CHOOSE AND NOTIFY THE WINNER

If it is a “game of skill” competition then you can choose the entry that you believe has greatest skill to win your Instagram competition.

If on the contrary, you have create a “game of chance” Instagram competition, you can use a random generator tool (free online tools are available)

You can notify the winners via email or phone call or both. It is a good idea to publicly announce them on Instagram via a campaign post and on a “Competition winners” page on your website. It’s a best practice to inform winners privately before publicly announcing them on Instagram.

DESIGN A GREAT IMAGE OR VIDEO TO PROMOTE YOUR INSTAGRAM COMPETITION

Design an image that’s related to the theme/content of the campaign. In your Instagram competition post caption, include the terms of entry and legal disclaimers mentioned above.

PROMOTING YOUR INSTAGRAM COMPETITION

How you promote the campaign will depend on how long it will run. Decide if you’ll post multiple times a day or once daily. Based on your Instagram analytics, determine the best times of the day to post (which may differ for different days of the week).

Most contests won’t go viral and generate massive results overnight. Your first Instagram competition may only get a few participants. If your Instagram followers are not used to you hosting contests, they may be hesitant to enter or may not even notice it’s an Instagram competition you’re promoting. Repetition and consistency in hosting contests will help build momentum for your business.

To ensure more people see the contest, cross-promote it to your Instagram Stories, your Facebook group or page, your newsletter, or in your store.

Note: If multiple people manage your Instagram account or you’re managing the campaign for a client, it’s important to confirm who’s responsible for answering questions related to your Instagram competition.

EVALUATE YOUR INSTAGRAM COMPETITION RESULTS

Things you can measure with your Instagram competition are:

  • Entries. The amount of people who enter your Instagram competition.
  • Increase in followers. The amount of new followers from the day you launch your Instagram competition;
  • Clicks to your website coming from Instagram.

A good ideas is to compare the data from each Instagram Competition to determine which types of prizes, the times of the year, the competition type, and the types of participation that drive the best results for your business, based on your goals.

When your Instagram competition finishes, you should edit your post caption to read “This Competition is now Closed” at the very beginning of the post. This will ensure that anyone who see the Instagram competition post after the competition has expired won’t attempt to participate.

NEXT >> THE BEST INSTAGRAM COMPETITION IDEAS AND EXAMPLES


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HOW TO RUN AN INSTAGRAM COMPETITION IN AUSTRALIA

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MAU. award winning digital marketing specialist at eDigital Agency

Award Winner Digital Marketer, top Linkedin Influencer, Certified Facebook / Adwords Professional, Certified SEO Consultant, StartUp Investor, Writer, Speaker. 15+ years optimising some of Australia’s top brands. MAU.trains marketers via Strategy Workshops & Training Sessions inc his popular Digital Marketing Plan & Social Media Plan templates. MAU. enjoys football, latin music & hiking while teaching Digital Marketing or completing creative photography briefs and conceptual photography assignments. Subscribe to MAU.’s e-newsletter connect on LinkedIn Instagram Facebook

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how to run an instagram competition in australia

how to run an instagram competition in australia