What are the key giveaway KPIs and returns?
Last updated: 9 May 2022
Many brands use Instagram as a primary channel for reaching and retaining consumers. In sectors such as beauty, food and travel, an engaging, original content strategy can provide a competitive advantage.
Even compelling content, however, may need more to create loyalty and a sense of community.
More brands are adding Instagram giveawaysto their content calendars. By offering community prizes, giveaways have become a popular promotional tool with clear advantages:
- encouraging follower loyalty, as people stay connected knowing that new giveaways will return
- helping brands turn followers into profiled contacts for their CRM
- helping brands acquire customers, for example through purchase incentives within contests and giveaways
What results can a giveaway deliver?
Managing hundreds of Instagram giveaways gives us access to a substantial dataset. We analysed it to summarise the average KPIs and returns associated with two giveaway formats:
- formats for giveaways linked to stories, activating a chatbot in DMs to collect participant details such as first name, surname, email and address
- formats running in the Instagram feed, such as Comment Picker (or tag and follow)
Here are the key Instagram giveaway KPIs and ROI figures:
