Tips to Host a Giveaway: What I Wouldn’t Do Next Time

Whether you’re a small business or a non-profit organization, a well-planned giveaway can boost your online presence and drive meaningful engagement for your brand. After being thrust into the whirlwind of promoting a fundraising event, I presented my client with the idea of hosting a giveaway to broaden her reach and draw attention to her upcoming gala. My client’s goal: create new leads for her organization of like-minded individuals to her current follower base, who would value the work she does in the community through “word of mouth” on social media. While many guides exist online outlining how to create your own giveaway, here's a list of things I’d do differently, the next time I host one!

1. Don’t Stress Over the Prize

When it comes to giveaways, the prize doesn’t have to be extravagant to generate excitement. Whether it’s an Amazon gift card or tickets to Taylor Swift’s concert, everyone loves a giveaway! My one tip - just be sure the prize aligns with your brand. For instance, if you’re a local photographer, offer a free session; if you own a small clothing store, consider a $50 shopping spree. Remember to weigh the cost of your giveaway against its potential return on investment (ROI). A $50 prize and a social media post could get your business in front of hundreds or even thousands of new eyes—especially if the entries come from tags of people not yet invested in your brand. In today’s digital landscape, social media tagging acts as the modern word-of-mouth.

2. Connect Your Meta Accounts

If you’re running a giveaway on both Facebook and Instagram, make your Meta accounts are connected. My client had multiple people managing her social media, and I quickly discovered I didn’t have access to both her Facebook and Instagram inboxes. This oversight meant I could respond to comments through Meta Business Suite, but I couldn't reach out to commenters directly. When it came time to choose a winner, I couldn't message them from the verified account, and I’d look like a scammer if I messaged the winner from my personal account. I even tried a work around, tagging the winner in the original caption and asking them to send the brand a message to claim her prize. But once again, even if she did, I wouldn’t be able to access it. Yay, Meta.

3. Avoid Manual Entry for Winner Selection

If you have over 50 entries, do not manually enter names into a winner generator. This was one of my biggest mistakes and a significant time drain! The manual entry of contestants would probably be my number 1 deterrent from hosting another giveaway. If you have a solution, let me know! Bonus points if it’s FREE!

4. Be Transparent

Transparency goes a long way in building trust with your audience. If you want to go the extra mile, consider recording the winner’s name being picked from your generator. Personal experience: In a previous giveaway I entered, the brand showcased all the names in the generator before revealing the winner, just like I’m suggesting. Except… my name wasn’t even in the generator selections. I kept thinking I’d overlooked my name, but I was right. It wasn’t in there. I messaged the brand privately and asked if I didn’t qualify for some reason, thinking maybe I didn’t share their story or something. The brand took a second look and then apologized profusely, they had mistakenly left off my name. They offered to give me the same prize as the winner received, even though I wasn’t in the drawing at all! Brands that prioritize honesty foster lasting relationships with their customers - I’ll never forget their integrity!

5. Follow Up with Your Audience

Once you’ve selected a winner, don’t forget to communicate with your entire audience. Edit your giveaway caption to indicate that the giveaway is closed, and tag the winner. Not only will everyone be able to see the giveaway is closed, but they won’t have to wonder if they won and they didn’t receive word from you. This ensures everyone knows the outcome and alleviates any uncertainty for participants.

6. Plan for Prize Delivery

Make sure you have a clear plan for delivering the prize. In my case, I offered digital tickets to an event. I understood the process for ticket purchases, but I didn’t think through how to get a free ticket to my winner. Should they simply show up with their name on a special VIP list, or is there a way to send them a ticket from the regular site? I did not think this through, and really wish I had!

7. Keep It Short

People have SHORT attention spans. Keeping it open longer gives a chance for more people to enter, but it can also diminish the excitement and urgency surrounding the giveaway.

By keeping these tips in mind, you can create an engaging and effective giveaway that resonates with your audience and achieves your goals, without all the same mistakes I made! Happy giving!