Instagram Giveaways During The COVID-19 Pandemic

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Throughout the COVID-19 pandemic, many brands have found themselves asking the same question: How can we give back to front-line workers and followers while continuing our efforts for increased exposure and awareness? The past few months have been a crucial time for brands to pair together with an overarching theme of giving back. Whether that is to nurses and doctors, the immunocompromised, or just their hard-hit fans and followers, brand collaborations have been an excellent tool to do so.

We have urged our clients to use this time to create giveaways with strategic partners while emphasizing the importance of work done by front line workers. To that end, various clients have created giveaways in an individualized way that makes sense for how they are giving back.

In order to successfully engage with audience members while conducting giveaways, you must identify your theme, pair with brands who share a similar message and add an interactive tactic for entering the giveaway. In addition, it is important that the asset featured for the giveaway is eye-catching. Bright colors, bold words, and/or animation are all successful tactics to draw in audience members.

Here are some ways Sircle Media clients have successfully engaged audiences with the use of giveaways:

1. Pair with brands that share your message

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One of our clients, Urban Remedy, an organic plant-based company, paired with other local wellness brands for their giveaway to highlight the importance of at-home wellness during the global pandemic. This is a great way to be very timely (we are all locked away at home), to give back to followers and to promote brands with a similar ethos and target audience.

2. Use a giveaway image that showcases the overall theme

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Playing ion a similar theme, but from a different angle, Positive Beverage recently conducted a giveaway with the focus of “packing your bags for a much-needed getaway”. The giveaway image had bright colors and clearly showcased all products featured around a large suitcase. This emphasizes the theme of a weekend getaway while promoting the various brands that were featured in the giveaway post. In addition, the main cost of entry was to enter your email on a landing page, which resulted in +1,000 emails for all of the participating brands to use at their discretion.

3. Use interactive tactics to engage audience members

Ithaca Hummus, makers of the most delicious and creative hummus, wanted to specifically highlight front-line nurses in their giveaway for Nurse’s Day. Their giveaway allowed users to nominate their favorite nurse as part of their entry requirement, in addition to following each brand featured. The personal aspect of this giveaway allowed followers to show appreciation to the nurses in their lives and teeing up a chance for their nominee to win this awesome package of prizes from some very well known brands. Knowing that many brands were interested in giving back in this type of way, we were able to contact bigger brands that would help accelerate this more than any normal giveaway and we received unanimous participation from all of the brands we asked.

Now is a great time for companies to utilize giveaways to promote their brand and their overall message while also doing some good, during a dark time. If you want to collaborate with any of our brands, just hit us up at hello@sircle.me and we can put one in motion right away!

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Instagram Saves Are All The Rage!

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Social networks are never static and always changing. Adjustments are constantly being to create a more impactful and user-friendly platform and if you are a professional in the space, you need to be fast and adjust with the times swiftly. In recent months Instagram has been testing out hiding likes as a way to improve the experience and devalue a vanity metric, which they found was having a negative influence on people.

We are big believers that like and follower counts are irrelevant, especially in a paid social-first environment, so this is a welcomed change. We care more about the consumption of content than how many people follow you, many of whom don’t see your posts in a nearly zero organic reach world. With the hiding of likes, one success metric a brand or business can hang their hat on is how many saves a post receives. Instagram saves are a part of the Instagram algorithm, meaning that the more saves a post receives, the more people will see it in their feed. Also, those users who already saved a post, are more likely to see that content more than 1X, which is great from an “awareness and consideration” POV.

As we started to see the positive impact of saves, we began shifting our tactics for clients right away. One early winner is creating a requirement to save a post in order to enter a brand giveaway! Most giveaways have rules to enter, one of them usually being “like this post”. We would argue that a save goes a bit deeper, as it is still one click, but it also curates that post for potential future consumption.

Recently, in order to rack up those saves, one of our clients, Bare Bones Broth, a line of all organic Bone Broth soups and collagen, participated in a multi-brand giveaway with three other brands, making the cost of entry to save or “bookmark” the post! The giveaway was Whole30 themed in order to help users get a jump start on the January Whole30 diet. We capitalized on a very popular trend (dieting or “cleaning up” to start the year) and found great partners to align with, which in turn helped us increase and improve the value of the prize for the winners. See below:

The results exceeded our expectations! The giveaway received 938 comments,10,415 impressions, 755 likes (yes, those are still in effect) and over 150 saves. That last metric is key as this is an excellent algorithm builder and because this group is very niche, it is highly likely that they will go back and reference the saved asset, as they think about maintaining their diet throughout the year and want to recall some of these awesome Whole30 approved brands.

With social media, you must be paying attention to platform moves, making informed decisions on how to adjust & react and then always be testing. SAVE this post as a reminder! ;)

 

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Nowadays, Giveaways are a smart way to hack exposure!

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With Q1 2020 quickly approaching, it’s essential to take inventory of your social media strategy from 2019 and adjust where necessary. Here at Sircle Media, we’re always staying on top of social media trends and making awareness, consideration, and trial the top priorities for our clients.

In 2019, giveaways were a surefire way to help increase followers and awareness among niche audiences, especially when collaborating with multiple brands.  If you strictly want eyeballs on your packaging and/or some usage cases, then side by side collaborations with likeminded brands remain a smart, and low-cost play.  The rub though with some of these collaborations is that users will often only follow the brands involved in order to receive a prize, rather than turn into a true fan of the product. This leads to a drop in followers after the giveaway has closed.

I would argue that this is ok and a byproduct of the strategy, as long as you got views on your solid content showcasing your product. BONUS: you picked a winner that is likely someone from your core target demo and you got the product into their home. If the product is good, repeat trial is likely. Also, all of the losers give your social media manager some targets to strike up a dialogue with and see if he/she can convert them with community management and/or surprise and delight tactics, such as delivery of coupons/discount codes, etc.

In 2020, take your giveaway strategy a bit deeper, by running some self underwritten promotions with larger prizes AND even include a CTA to one of your primary sales channels. To that end, recently, one of our clients, Energice, a line of vitamin-infused frozen hydration pops, held a giveaway where the prompt was to follow the Energice account for a chance to win a “40 Energice variety pack” and a $50 Dick’s Sporting Goods gift card.

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Energice is an attractive product for professional athletes and active individuals in general. Their pops have an isotonic formula of electrolytes, B vitamins, and potassium for peak performance. Energice is sold through their website, Amazon, and at Dick’s Sporting Goods.

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The Dick’s Sporting Goods $50 gift card was the ideal add on prize for this giveaway, considering it is:

1. The retailer at which the product is sold, and we created awareness around the partnership.

2. A relationship we really want to protect and grow.

2. Where Energice’s core target audience loves to shop and gives them a prize they can cash in on, above and beyond our client’s product.

All of the above made the giveaway extremely attractive to the exact target audience they wanted to speak with.

Rather than boosting this giveaway through The Facebook Ads Manager which we traditionally use, we boosted it through the Instagram App which has the button “View Profile”, making it even easier for Instagram users to find the Energice page. It also helps pad vanity metrics a bit, in the feed which helps incentivize others to join in.

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The results of this giveaway were favorable for the brand. First off, Energice received 400 new followers (not my most important KPI, but one the brand cares about nonetheless), and we only targeted new eyeballs, which means these are new prospects for the brand.  While they clearly didn’t follow the full instructions (the first ask was to LIKE the post and only 95 people did) it still earned a nice amount of impressions and significant comments. It also was a great advertisement for our shelf space at Dick’s and is a solid show of partnership for their salespeople to share with the buyer.

In 2020 it is important to get a little more creative with these exposure hacks, especially as Facebook and Instagram Ads will start to increase in price as the Presidential election draws near. Id recommend everybody consider, multi-brand, dual-brand, self-run, influencer supported and some retailer focused collaborations in the first quarter. Get out there and make it happen!

 

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