Yes, it’s an age-old idea but now it is a trend that is growing super fast and is here to stay!
Brands have now become as vastly versatile in nature as a country itself! Entrepreneurship has gone more than just coming up with unique product ideas and selling them. From building the brand awareness to correct marketing strategies, these days it has been harder to impress people across the world! In such a case, people often opt for paid SEO campaigns and other third-party options. While these campaigns generate responses in few cases, but in order to go viral, you need proper engagement of people – engagement that’ll make them come back to you at times to check on the buzz of your brand. Online contests with a proper target audience and theme related to them can do miracles for your brand and can make it an overnight success like many others in the market.
According to Hubspot, the power of contests are huge:
- New contests increase up to 35% of audience engagement
- One in every three contestants sign up for the newsletter if the contests and campaigns are regular and from a longer period of time
- 25-60 days is the best duration of a campaign
Contest Studies for Brands:
- In 2007, Twitter started hashtags which market about Twitter that itself is the best tool for social sharing. Once the trend started it became an international phenomenon and celebrities loved it for their movie and album promotions!
- Diamond Candles is a celebrated company that provides soy candles with surprise rings inside them. Last year they were in the news as because they gave away a $1000 ring hidden in their candle, that is priced around $25.
So How Exactly Does It Work?
Well, the science that goes into contests campaign is that the more aesthetically attractive the image, the more chances are to generate maximum attention. According to a recent study by Curalate, it has been found that in over 500,000 Pinterest images by various brands, images with multiple color background show better engagement than others. Similarly, if you’re running a contest campaign you need to understand your audiences better. For example, Today’s generation feels more for companies that give back to society and has an affinity for vacations, cars, music festivals, houses, etc.
For understanding it better, let’s have a rundown for the same, shall we?
Identifying with your target audience
People often misunderstand identifying with cramming up news-feed of their target audience with product promotion. Sorry, but it just simply doesn’t work that way! Subtlety is a virtue. Labeling your audience would be much better to go about it. For instance: If you’re selling beauty products, you’d always identify yourself with fashionistas more while technical products shall attract the tech-savvy people to your product. This might be in the beginning, but when what you’re delivering is good in quality and resonates with the needs of the people, your product shall surpass all labels and be the first-choice for people belonging from different walks of life. It needs years of trust building and patience, though!
Being Crafty with different platforms
When you’re doing campaigns, you need to understand one thing properly – Millenials are super active on all platforms and if they’re your target audience then you’ve to be creative on all social media platforms to prove your credibility and effort.
Let’s see Taco Bell’s TacoHead campaign it ran on Snapchat, Instagram, Facebook, and Twitter: With over 300 million active users on Snapchat, Taco Bell broke all records by getting over 224 million views within a single day at the price of only $750,000! If only there were a contest, the results for Taco Bell would have been more interesting! Just like Coca-Cola used musical.ly to invite their fans to share their music videos that are inspired by the brand.
Know Your Type of Contest
How your audience perceives you also matter in each case. While there can be many types of campaigns – starting from Video to image, comment or social giveaways contests. You need to know which type of campaign will create a larger impact is relevant.
If most of your audience belongs from the ‘inactive’ people on social media who do not participate nor create any content for you, then no amount of content can make them interested. But, if your target audience belongs from those who read your blogs, visit your social networking sites, comment or talk about your campaigns through their social media handles are the people you need to design for keeping in mind.
Investing Your Energy for Prizes
When it comes to giveaways, your prizes can either make it or break it. Customers need to be on their toes for the products that your giveaway – it maybe something exclusive or maybe something that is styled by a celebrity. Since the coming times are going to be more difficult for effective social media management – you need to keep them hooked!
With the proper strategies and posts, you can step up your game of online contests and stand out from the rest because of the engagement. Remember, it doesn’t matter if your contest didn’t have expensive gifts – what matters is it contains unique ideas and the end result that smudges the gap between your customers and your brand!