[Reply] Managing Giveaways on Facebook and Instagram

Summary Advice on running giveaways
Picking a winner using Giveaways Manager Viewing your giveaway history


Giveaways on social media are promotions run by brands that encourage users to interact on a post in order to win a prize. These promotions are time-limited, and ask users to complete a task such as following an account, tagging friends, sharing a post, captioning a photo, answering a question, or commenting on the post with a specific hashtag. In turn, each eligible user is entered into a draw, with the chance of winning a prize.

The Giveaways Manager feature in Buffer Reply allows you to easily pick and notify your winner, making running giveaways easier and fairer than ever!

Advice on running a giveaway


Understand Facebook and Instagram's promotion rules

Please review Facebook's promotion guidelines here (Section 3), as well as Instagram's promotion guidelines here, and keep in mind the following key points:

  • You are responsible for the lawful operation of giveaways.
  • You must not inaccurately tag content or encourage users to inaccurately tag content (example: don’t encourage people to tag themselves in photos if they aren’t in the photo).
  • Promotions on Facebook and Instagram must include the following:
    • A complete release of Facebook/Instagram by each entrant or participant.
    • Acknowledgement that the promotion is in no way sponsored, endorsed or administered by, or associated with, Facebook/Instagram.

Decide on a prize

First things first, decide on what you'd like to give away to the winner! Prizes could range from swag (e.g. stickers, socks, t-shirts) to products (e.g. new sneakers, latest gadget, cosmetics) to services (e.g. a spa day, restaurant coupon, skydive). Mostly, prizes should be enough to entice people to enter, while not so expensive that they would be detrimental to sales revenue.

The prize will likely be related to whatever it is you're trying to promote. For example, if you're launching a new pair of sneakers, the prize could be... the new pair of sneakers! Whatever prize you choose, make sure it appeals to your target market.


Decide on the rules

Next, decide on the rules of your promotion. What are your entry criteria? This should be based on the goal of your campaign. For example, if your primary goal is to increase brand awareness, you might ask users to like your post and tag a friend. Or, if you want to promote a new product, you might ask users to visit the product page on your website and then answer a question in the comments section.

Other tasks might include following an account, sharing a post, captioning a photo, or commenting on the post with a specific hashtag.


Decide on the deadline

Make sure you tell users how long they have to enter the giveaway. The limited time should ideally create a sense of urgency and incentivize users to participate right away.


Launch and promote your giveaway

Once you've settled on a prize, decided on your rules, and determined a deadline, you're ready to launch your giveaway post! Choose a time that your post is likely to gain most attention.

If you're not already subscribed to Buffer Publish, now is a great opportunity to take it for a spin. You'll be able to create your giveaway post and schedule the exact date and time you'd like it to go live.

Depending on the size and nature of your giveaway, you might also promote it in other places, such as on your website or blog, or on other social media channels.


Pick a winner

Once your giveaway has come to and end, it's time to pick a winner! The Giveaways Manager feature in Buffer Reply allows you to easily pick and notify your winner, making running giveaways easier and fairer than ever!

Picking a winner using Giveaways Manager


Select Giveaways on the left hand side of your dashboard. You'll be brought to the Giveaway Manager area.


Click Pick Giveaway Winner towards to the top right of your dashboard.


Select the social account where the giveaway post was published and then click Choose Post.


Select the post you'd like to choose a winner on and then click Pick a Winner.


Wait a few seconds for Reply to choose a winner at random. The winner will be shown on the left hand side. Click Notify Winner.

You do also have the option to Pick another winner. This option should be used lightly as it's fairest to remain with the winner that was chosen at random. A scenario in which you might wish to pick another winner would be if Reply chose your own account as the winner (i.e. because you had responded to comments within the post).


You'll then be taken to the conversation view, where you're able to let the winner know!

Viewing your giveaway history

All previous posts that have been chosen as giveaways in Reply will be shown in the Giveaway Manager area. You'll be able to see each post, along with whether or not a winner has been picked.

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