Instagram contest rules Learning the Instagram contest rules is not the most exciting part of launching an Instagram contest. They specifically say they “will not assist you in the administration of your promotion and cannot advise you on whether consent is required for use of user content or on how to obtain any necessary consent.” You’re also on the hook if any problems arise: “If you use our service to administer your promotion, you do so at your own risk.” Instagram contest ideas Now that you know the rules of how to run and Instagram contest, you need consider what type of contest makes the most sense for your brand, and your goals for this particular Instagram promotion. Asking for a comment directly related to the photo, as in the Cosabella example above, will help ensure people learn something about your brand through the contest, and may weed out people who are just hunting for Instagram sweepstakes to enter. Post it on your Instagram feed and ask fans to post their caption in the comments. The concept is simple: ask users to tag their friends in the comments of your post for a chance to win a prize. User-generated content contest An Instagram contest is a great way to collect content from fans that you can share across your social channels. Instagram Stories contest Don’t neglect Instagram Stories when thinking about how to run an Instagram contest. For example, if you want users to share a photo with a specific hashtag, say so. Cross-promote on other channels Make sure fans know about your contest even if they’re not yet following you on Instagram. You can use all those extra interactions to build a custom audience for Instagram ads once your contest is over to make sure you stay visible to people who may have liked or commented on your contest post but not followed your brand account.
An Instagram contest is a great way to draw attention to your brand on the platform that has more than one billion users. Contests and giveaways will help boost engagement and get your content noticed by the Instagram algorithm.
Before you dive into your first Instagram contest, though, there are a few things you need to know—from how to stay on the right side of the rules to how to get the best results.
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Instagram contest rules
Learning the Instagram contest rules is not the most exciting part of launching an Instagram contest. But understanding and following the rules is one of the most important things you can do to ensure the success of your contest, and protect your brand.
Here are the dos and don’t of running an Instagram giveaway.
Do follow the law
Sure, this sounds obvious, and most brands don’t intentionally set out to break the law when they run an Instagram sweepstakes. But laws and regulations governing contests and giveaways con be complex—especially on a platform where your contest could be seen by people from all around the world.
Make sure you understand the laws and regulations in your area. If you plan to allow entries from people outside of your area, and especially outside of your country, you’re wading into complicated legal territory and you might want to ask a lawyer to help you draft your Instagram contest rules.
If you work with influencers on an Instagram giveaway (for example, by giving them a sample of your product to offer as a prize), make sure you follow the appropriate disclosure rules.
Do create a clear set of official rules
And make them easy to find.
For example, you could post your Instagram contest rules on your website and include a link in your Instagram profile for the duration of your contest.
You could also post them as the first comment on your post. Either way, be sure to tell people where to find the full rules.
If your contest is only open to people in a specific geographic area, you may wish to include that information right in the post, since it will eliminate a lot of unqualified entries from people who do not bother to read the rest of your rules.
No matter where you post your Instagram contest rules, they must include a statement that releases Instagram from any responsibility for the contest.
Do make it clear that Instagram is not involved in the contest
According to Instagram’s promotion guidelines, you must advise potential entrants that your contest “is in no way sponsored, endorsed or administered by, or associated with, Instagram.”
Do not encourage inaccurate tagging
It’s okay to ask people to tag themselves or a friend in the comments on a post, but you cannot ask them to add inaccurate tags to a photo.
For instance, you cannot ask someone to tag your brand in a photo that does not include your products or services. (Ask them to use a branded hashtag instead.) You also can’t ask them to tag a friend in a photo unless the friend actually appears in that photo. (Again, tagging friends in comments is okay.)
Do not request Instagram support
Instagram is pretty clear on this one: If you choose to use their platform for a contest, you need to figure things out yourself. They specifically say they “will not assist you in the administration of your promotion and cannot advise you on whether consent is required for use of user content or on how to obtain any necessary consent.”
You’re also on the hook if any problems arise: “If you use our service to administer your promotion, you do so at your own risk.”
Instagram contest ideas
Now that you know the rules of how to run and Instagram contest, you need consider what type of contest makes the most sense for your brand, and your goals for this particular Instagram promotion.
1. Like and/or comment to win
This is one of the most common Instagram contest idea. It’s also one of the easiest for people to enter—especially if a Like is all that’s required. It’s easy for you to moderate as well, not requiring you to track hashtags or review incoming entries.
The Italian lingerie brand Cosabella runs a weekly giveaway contest on their Instagram account, usually asking people to like the photo and follow their account, plus comment on something related to the photo.
The ease of entering this kind of contest can actually present a challenge for marketers. If you’re using a contest as a lead-generation strategy, you could bring in a large number of leads, but they may not be very good quality, especially if all you ask for is a Like.
Asking for a comment directly related to the photo, as in the Cosabella example above, will help ensure people learn something about your brand through the contest, and may weed out people who are just hunting for Instagram sweepstakes to enter.
2. Photo caption contest
It’s human nature to want to show off our wit and humor. A photo caption contest allows fans to do just that while also showing their loyalty to your brand.
All you need is an interesting or unusual photo. Post it on your Instagram feed and ask fans to post their caption in the comments.
The Sudbury Wolves OHL hockey team used this strategy to get fans excited about their first game of the season, offering a chance to win two tickets to the opening game for the person who commented with the best caption for this photo.
3. Tag-a-friend
A tag-a-friend contest can be a great way to expose your brand to people who may not have heard of you before, or who may not yet be following you on Instagram. The concept is simple: ask users to tag their friends in the comments of your post for a chance to win a prize.
Each person who is tagged will get a notification and will likely…
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