In an era where Instagram content appears to be never-ending, how do you grab the attention of your audience? The answer: a competition with purpose and strategy. It’s more than just about giving a gift – it’s an opportunity for engagement, lead generation and increasing the community surrounding your brand. A well-designed contest on Instagram can boost customer engagement, increase brand recognition and drive sales.

Read on and discover, step by step, how to create a competition which will attract attention and achieve real results.

1. Set a clear goal

Before you start, think about what it is you want to achieve:

• An increase in followers?
  
  
• More engagement through comments and likes?
  
  
• A growing email list?
  
  
• Greater visibility for a new product?
  
  

Example goal: Increase engagement by 30% in one week.

2. Choose the right prize

The prize should appeal to your target audience and be directly connected with your brand.
Tip: Avoid generic prizes such as iPhones which will attract the wrong audience.
Suggestion: Giveaway of one of your limited edition items or a gift card for your e-shop.

3. Clearly define entry rules

Keep it simple but clear.

Examples:
Follow @brandname
Like & tag two friends in the comments
Optional: Repost to your story for an extra entry

Tip: Use emojis, bullet points and carousel posts to explain things visually.

4. Boost momentum with dynamic timing and duration

Don’t prolong the contest unnecessarily.
Ideal duration: 5-7 days to maintain interest.
Strategic timing: Start on a day with high engagement (e.g. Tuesday or Thursday evening).

5. Create eye-catching visuals

The competition image is the first thing people notice.
Tip: Use bold graphics, clear branding and highlight the prize or gift.
Idea: Add “GIVEAWAY” in bold letters in the first image and create a carousel for the details.

6. Actively promote the contest

Don’t just rely on the algorithm:
Post the contest on Stories with a countdown.
Send out a newsletter.
Add a pinned post.
Collaborate with micro-influencers for extra reach.

7. Announce the winner transparently

Post the winner publicly in order to keep things transparent and build trust.
Tip: Create a special post tagging the winner (@name) and thank all of the other participants for taking part.

8. Measure the results

Analyse the metrics:
Likes, comments, saves
Increase in followers
Site visits
New leads/emails
Recommended: Create a Google Sheet with KPIs for each giveaway.

A successful contest on Instagram is so much more than a simple ‘follow & tag’. It’s a strategic tool which will boost your brand’s profile, attract a new audience and build an active community. With the right preparation and authenticity, the results may surprise you.

Make your goal for the next contest about engagement + sales – don’t make it just about the numbers.