SOCIAL MEDIA MARKETING
Do Sponsored Instagram Contests Really Work? (A Case Study)
These days you see more sponsored Instagram contests to add new followers. If you’re interested in running an Instagram giveaway to attract new followers, you can either host it on your own account or through an influencer’s account.
But the question is: is it worth doing them? do they really work?
Let’s discover it with a case study by Marsha Varnavski on Social Media Examiner.
What Are Sponsored Instagram Giveaway Contests?
With a sponsored giveaway, a sponsor or group of sponsors finance the contest prize and an influencer promotes the contest to their followers. To enter, contestants must follow all of the sponsors’ accounts on Instagram so all of those accounts will see a significant increase in followers.
But the key questions are, “Will they be the right type of followers?” and “Will they stick around after the contest ends?”
To find out, I monitored six giveaways launched by two influential accounts (Curated Businesses and Lux Life Now). I observed the giveaway sponsors’ accounts (which included a client) over the course of 1 year (2019–2020). I tracked the number of followers and the engagement rate at the beginning and end of the giveaway as well as 2 weeks and 4 weeks after the giveaway ended.
Sponsorship fees for giveaways organized by Curated Businesses range from $3,000–$10,000. They offer the potential to grow an Instagram account by an average of 45,000 new followers and reach a vast audience of potential clients for an estimated price of $0.06–$0.09 per person. Neither search engine ads nor social media ads can compete in this price range.
chart showing follower growth rates that and the average price per follower for those growth rates from instagram account curated businesses
Key Findings About the Effectiveness of Sponsored Instagram Giveaway Contests
Let’s look at Instagram sponsored giveaway contests from a marketing perspective and what opportunities they might provide. We’ll also analyze the findings from the case study mentioned above.
Read more here.
