How to organize a Facebook giveaway: a 6-step guide


Did you know that 78.4% of the contest’s shares are on Facebook? And that on average, 34% of new fans are acquired through a contest?

In addition, Facebook has more 2.7 billion monthly active users in the second quarter of 2020.

As a marketer, these statistics are hard to ignore. Social media contests and giveaways are a great way to engage fans and gain followers.

However, running a competition requires a lot of planning. It’s not as easy as 1-2-3 or ABC.

Today, let’s go over everything you need to know about managing a Facebook giveaway. First of all, let’s dive into the rules. Next, we’ll discuss how to get started with your own Facebook giveaway. Finally, we’ll give you some ideas and examples to inspire your own competition.

Facebook Gift Rules

The rules for Facebook giveaways are pretty straightforward. According to Facebook, if you are hosting a Facebook giveaway, you must include official rules, offer conditions and eligibility conditions (such as age and residence restrictions), and compliance with applicable rules and regulations governing the promotion and all prizes offered (ie listing and obtaining the necessary regulatory approvals).

Additionally, the copy must include a full version of Facebook by each entrant and an acknowledgment that the giveaway is in no way sponsored, endorsed or administered by Facebook.

You can launch a giveaway on pages, groups, events, or in apps. However, you cannot launch a giveaway on a personal Facebook page. You also can’t use personal friend connections as part of the giveaway, which means you can’t let people share on their timeline to enter or share on a friend’s timeline, or tag friends. in the post to participate.

Warning: This blog post includes information on legal issues related to internet marketing, but legal information is not the same as legal advice – applying the law to a specific circumstance. We have conducted research to better ensure that our information is accurate and useful, but we insist that you speak to a lawyer if you want professional assurance that our information and your interpretation is correct. In a nutshell, you cannot trust this information as legal advice, nor as a recommendation or endorsement of a particular legal understanding, and instead you should see the information in this post for entertainment purposes only.

Okay, now that the detail is out of place, let’s move on to the meat and potato Facebook giveaways.

1. Define your goals.

The first thing you need to do before throwing a giveaway on Facebook is to decide what the goal is.

Your goal may be to increase your brand awareness, collect email addresses, gain new subscribers, increase engagement, or drive traffic to your site.

Once you know your goal, you can come up with the type of giveaway you want to host (more info below). For example, if you want to gain new followers, you can run a photo voting contest, where users have to ask friends to like their photo in the contest. This will attract more people to your Facebook page and hopefully convince some of them to follow you.

2. Pick a price that makes sense to your target audience.

Once you know the type of contest you’re going to run, it’s time to pick a prize. The price you choose should be meaningful to your target audience and be something they want. Choosing a prize of $ 20 likely won’t entice people to participate. In fact, the the average value of a social media contest prize is $ 369.

Also, generic prices don’t usually work as well. Try to find something specific that your audience would like. For example, if you are a fitness influencer, you can host a Facebook giveaway with a training bike as a prize. In this example, the price makes sense given the target audience of a fitness enthusiast.

3. Write the rules.

Now you need to set the rules. Set a timeline for your competition, choose a method of participation and decide on the eligibility requirements.

Once you have decided on the rules and regulations, write them down. Remember to include all the information Facebook needs.

4. Create your assets.

At this point you know what kind of giveaway you’re having, you’ve decided on the price, and you’ve written the rules. All that’s left to do before clicking “Publish” is to create the items. You will need pictures, graphics and a written caption. The assets should clearly state that you are hosting a giveaway and what the price is.

5. Promote, promote, promote.

Once you’ve posted your giveaway on Facebook, you need to promote it through multiple channels. Organic reach on Facebook has dropped to 2% in recent years, therefore, you can’t just trust that your followers will even see the post.

To promote your Facebook giveaway, you can use other social media platforms, write a blog post, create a video, and email your subscriber list. The more you can get out of it, the better.

6. Measure success.

Now that your giveaway is complete, you’ve contacted the winner, and announced that the giveaway has ended, what do you do?

It’s time to measure the success of your campaign. You had a goal and now you should look at a few key metrics to see if you were successful.

Some indicators to look at, depending on your goals:

  • Response rate / number of submissions
  • Impressions / Audience
  • Website visits from giveaway item
  • Brand mentions
  • Like, comment, share
  • Email subscribers

1. Photo vote.

A photo vote is a type of Facebook giveaway where you ask users to upload a photo. Then you will encourage people to vote for which photo is the best.

This is a great way to acquire new followers as attendees will ask their friends and family to vote on their photo.

2. Comment to win.

While you can’t add tags to friends or share posts on their personal page, you can still ask them to comment on your posts to win.

These types of gifts typically require users to write a caption, fill in the blank, or answer a creative question.

3. Likes to win.

As with the above, sometimes you just need to ask people to like the post. While you can’t ask people to like your page, by Facebook’s rules, you can still make them like your posts.

This is a very simple entry method that could be ideal for increasing engagement and brand awareness.

Now, let’s take a look at some Facebook giveaways in action.

Examples of Facebook gifts

1. Loveline Golden Retrievers

In this Facebook giveaway, Loveline’s Golden Retrievers ask attendees to send them a photo of their dog to feature in their annual calendar. Once users uploaded the photos, they uploaded them to an album. The photos with the most likes won the contest.

This is a classic photo voting contest with a prize clearly targeted at the audience. People with golden retrievers would love to see their pets featured on a calendar (I mean, who wouldn’t?).

2. Bling

This is another great example of a giveaway that clearly targets the right audience. Presumably, most of the people who like a game page, like Bling, on Facebook are actually playing the game.

That’s why a gift for free in-game points is a great idea. Plus, this is also a low barrier entry giveaway – just like the article and comment.

Managing a Facebook giveaway doesn’t have to be a problem. It can actually be a straightforward process if you follow our six step guide.

Facebook Strategy Guide

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