Executing and Wrapping Up Your Instagram Giveaway Like a Pro

In this post, we’ll explore the best practices for executing and wrapping up your Instagram giveaway, keeping your audience engaged every step of the way.

Step 1: Selecting  a Winner Fairly

Transparency is key when selecting a winner. Followers expect the process to be fair, and any hint of bias or favoritism can damage your reputation.

Here’s how to ensure fairness:

• Random selection for simple giveaways: Simplifying the process of picking a winner can be accomplished by requiring a comment to enter and then downloading the comments to randomly pick a winner. (plug: Stampede Social has this built into our dashboard)
• Judging for skill-based contests: If your giveaway required participants to submit content (like photos or captions), create a clear judging rubric to select the best entry. Make sure you communicate the judging criteria ahead of time so participants know what to expect. This should be outlined very clearly in your rules (also have your legal team review prior to announcing the contest)
• Multiple winners: For larger giveaways, you may want to pick multiple winners. If that’s the case, make sure to follow the same random or judging process for each prize to maintain fairness. Picking alternates upfront is important in case you can’t connect with those first selected or they don’t qualify.

Step 2: Announce the Winner Creatively

The announcement of your giveaway winner is an opportunity to re-engage your audience and build excitement—even for those who didn’t win.

Here’s how to make the announcement:

• Create a celebratory post: Use Stories, Reels, or feed posts to reveal the winner in an exciting way. Personalize the post by mentioning the winner’s handle and thanking all participants for entering.
• Announce across multiple formats: Use both Instagram Stories and feed posts to reach a broader audience. Consider adding interactive elements like a poll or countdown in your Stories to keep the engagement going.
• Encourage sharing: Invite the winner to share their win and excitement on their own Instagram feed or Story, creating more visibility for your brand.
• Follow up with the winner privately: Reach out to the winner via DM to gather any necessary information for prize fulfillment. This personal touch ensures a smooth experience for the winner and shows professionalism.
• The winner: Best to not use the winners full name when announcing to protect their privacy. Instead use: Jeff D. or Jeff from Michigan is our winner! 
• Edit the post after the giveaway has ended with something like ‘GIVEAWAY CLOSED’ so if someone stumbles on the post, they won’t enter after it is over.

Step 3: Prize Fulfillment

Delivering the prize quickly and efficiently is critical to maintaining your brand’s reputation. A smooth prize fulfillment process leaves a positive impression and can turn giveaway participants into long-term followers.

Here’s how to ensure a seamless prize delivery:

• Contact the winner promptly: As soon as you announce the winner, reach out to them to collect any necessary details and have them confirm their eligibility (e.g., shipping address, email).
• Send the prize in a timely manner: Deliver the prize as soon as possible. If there are any delays, communicate with the winner so they know when to expect it.
• Provide tracking info: If the prize is a physical product, provide the winner with tracking details to keep them updated.
• Add a personal touch: Consider including a personalized note or bonus gift with the prize. This small gesture can go a long way in building a stronger connection with the winner.

Step 4: Evaluate the Success of Your Giveaway

Once your giveaway is wrapped up, it’s time to analyze its performance. Evaluating your success will help you understand what worked, what didn’t, and how you can improve for future giveaways.

Here’s what to assess:

• Engagement metrics: Look at likes, comments, shares, and follower growth during the giveaway period. Did your engagement increase significantly?
• Reach and impressions: Analyze how many people saw your giveaway post and how far your content traveled across Instagram.
• New followers: Check how many new followers you gained as a direct result of the giveaway.
• Website traffic: If you used the giveaway to drive traffic to a landing page, blog post, or store, evaluate how successful it was in doing so. Use tools like Google Analytics to track this.
• Participant feedback: Review comments and messages from participants. Were they excited about the giveaway? Did they share positive feedback?

Step 5: Show Appreciation to Your Followers

Even though only one person may have won the prize, it’s important to show appreciation to everyone who entered. By thanking your followers, you maintain goodwill and increase the likelihood that they’ll participate in future giveaways.

Content to consider:

• Thank you posts: Create a follow-up post or Story thanking all participants for their involvement. Use language that makes everyone feel like a valued part of your community.
• Offer consolation prizes or discounts: Consider offering a small consolation prize, discount, or exclusive content to participants who didn’t win. This keeps the momentum going and gives people a reason to stay engaged with your brand.
• Encourage continued interaction: Use the post-giveaway period to encourage participants to follow your account for future giveaways, special offers, or new content.

Executing and wrapping up your Instagram giveaway properly ensures that your followers have a positive experience and strengthens your relationship with your audience. By picking a winner fairly, delivering the prize smoothly, and evaluating your success, you can build trust and excitement for future giveaways.

Disclaimer: The information provided in this blog (including the Social Growth Lab podcast) is intended for general informational purposes only and should not be construed as legal advice. While we aim to provide helpful guidance on social media sweepstakes and promotions, it's important to consult with a qualified attorney to ensure compliance with all applicable laws and regulations before running any promotions.

PS... Here is an overview of legal considerations to chat it up with your lawyer regarding your promotion.

Stampede Social is built specifically for solo creators and small teams trying to monetize their social channels faster, smarter and easier. It's time to reclaim YOUR time and make your social channels work for you.