Alan Draper
A Facebook sweepstakes is a quick and exciting way to generate immediate attention for your brand and grow your social following. Armed with the right tips and tricks you can quickly gain traction and find the right customers for your businesses.
In this article, you’ll find 50 ideas, tips, and examples to run a viral Facebook sweepstakes.
10 of our favourite Facebook sweepstakes
1. SportChek
During the winter sports season SportChek gave away a massive $10,000 winter themed grand prize along with a bunch of secondary prizes in their Facebook sweepstakes.
What we like about this sweepstakes:
- Huge irresistible prize plus a high chance of winning something.
- Engaging entry rules that requires a lot of user participation.
- Simple design that incorporates the sweepstakes theme well.
2. M&M’s
M&Ms ran a vote sweepstakes for their fans to select their new M&M flavour.
What we like about this sweepstakes:
- Voting allows everyone to participate and contribute with their opinion.
- The fun and colourful graphics adds excitement to the mix. The familiar peanut M&M mascot is much more engaging for visitors.
- The lack of text and ample white space focuses a reader’s attention on the sweepstakes.
3.Coshell Charcoal
Coshell Charcoal ran a 4th of July sweepstakes and offered a massive BBQ prize to their fans.
What we like about this sweepstakes:
- The fun American themed graphics on this sweepstakes really drove home the 4th of July theme.
- The prize package is big and is a bundle of gifts that will appeal to more people.
- A countdown clock, counting down until the 4th of July kickoff.
4. ExpatExplore
ExpatExplore created this sweepstakes and offered trip to Italy to their fans.
What we like about this sweepstakes:
- Big bold benefit oriented headline.
- Clear entry and sharing rules that are easy to follow.
- A countdown clock to remind all visitors that the entry time is limited.
5. Before+Again
Before+Again gave away a shopping spree in their July sweepstakes.
What we like about this sweepstakes:
- Imagery represents the brand and the clothing well.
- The rules and contest details are clear and easy to understand
- The design promotes the “made in the USA” theme
6. London Drugs
London Drugs ran a tasty food-themed sweepstakes to promote their new Panasonic microwave.
What we like about this sweepstakes:
- The simple design, the copy doesn’t get lost and is easy to read.
- The benefits for entrees are clearly communicated
- The text, form, and images are all well contrasted from the dark background.
7. Main Cottage
Maine Cottage gave away a $1,000 gift card to their followers to boost engagement and generate leads.
What we like about this sweepstakes:
- Beautiful imagery gives viewers an example of what they could buy with their winnings.
- Very clear sweepstakes entry rules for visitors.
- Big bold headline and benefit oriented text so that it’s clear what the sweepstakes is offering.
8. Skyline Eco-Adventures
Skyline Eco-Adventures held a Facebook photo contest for all their fans to participate in.
What we like about this sweepstakes:
- The branded hashtags used to organize all the entries.
- Action shots of the adventures for all visitors to see what they’re winning.
- Encapsulated high-contrast theme that stands out on the landing page.
9. Mark’s
To win a $400 Mark’s gift card, all visitors have to do is select the prize they’d like to have on their wishlist.
What we like about this sweepstakes:
- Fantastic choice of imagery that adds to the whole holiday theme.
- Easy and engaging entry method of choosing your favourite item.
- Good use of contrast that incorporates the brand’s colours.
10. Mindzai
To engage their fans, Mindzai held a t-shirt design contest. Fans who submited the winning design would win $1,000 and be featured on Mindzai apparel.
What we like about this sweepstakes:
- All the copy on the page is easy to understand and follow.
- The images help elaborate on the contest details. Just by looking at the images you can see the contest is tailored towards t-shirt designs.
Why is a Facebook sweepstakes right for you?
11. Get more Facebook followers & fans
A sweepstakes is the perfect vehicle for you to engage with your fans and potentially gain new ones. Treat it like a fun event purposed to create conversation and friendly interactions. People will drop by enter, share it with friends, and grow more fond of your brand.
12. Increase your brand awareness online
The act of sharing your sweepstakes will push your brand across the web. A fantastic prize is all the more reason to get participants to share it and promote it to their network.
13. Collect emails and leads
Many brands live and die by their email list. A sweepstakes will help you grow your list with leads that are already interested in what you have to offer.
14. Make sales
A business dies a slow death without sales (obviously). Put your business in the right position to make sales with a Facebook sweepstakes. Collect valuable leads and direct traffic to your website with a Facebook sweepstakes.
15. Generate user feedback
A sweepstakes will put your product in the hands of your ideal target audience. Generating feedback from your target audience is the only way your business can improve.
16. Engage your followers
A sweepstakes will help your brand actively engage your follower who may have forgot you even exist.
17. Collect UGC (User Generated Content)
Social media content creation can be time-consuming and resource intensive. Employ the folks who love your brand the most: your fans. Collecting and using fan content like photos, reviews, or ideas is a great way to build a deeper connection with your fans.
18. Promote a new product
Trying to build hype around your newest release? A Facebook sweepstakes can help. Choosing to give one away to one lucky winner will build demand.
19. Generate more traffic
A stellar prize and fun entry rules generate lots of excitement for a Facebook sweepstakes. Traffic and sales will ensue.
20. Learn more about your target market
If engagement with your brand was lacking a Facebook sweepstakes will add some life and energy. Take the opportunity to learn more about your target audience. Respond to comments, start a conversion, and send emails asking questions to learn more.
21. Choose a proper theme
A Facebook sweepstakes theme like a holiday or anniversary can help establish more of a purpose for your sweepstakes. Not having an occasion or theme lowers the apparent value of the sweepstakes because it could be assumed that you run them all the time. Choose an occasion to celebrate so your fans can celebrate along with you.
22. Create a compelling headline
Like a beautiful storefront, your headline is what draws visitors in. A compelling headline should speak directly to the reader’s emotions. Explain the benefit to them so that it compels them to learn more about what you’re offering in your sweepstakes.
23. Create a unique sweepstakes hashtag
A unique hashtag for your sweepstakes makes searching up the entries on Facebook easy. A hashtag organized all entries under one tag. #FitChristmas2016 adds to the theme and gives everyone a chance to participate just by using it.
24. Benefit checklist
Visitors want to know what’s in it for them quickly. If nothing catches their interest they’re most likely going to split. Make the benefits easy to understand by using a checklist or bullet points. You want them to understand quickly that they’re going to get this, this, and this by entering your Facebook sweepstakes.
25. Employ compelling visuals
A picture says a thousands words as the old saying goes. In general, people would rather watch something opposed to read something. Help your visitors out by employing visuals wherever possible.
26. Clear and concise sweepstakes rules
The less conversion friction there is, the more likely your visitor is to convert. Hard to decipher rules, a boring prize, illegible rules are all things that create friction for your visitors. Don’t make your job any harder than it needs to be, keep things clear and concise.
27. Create a custom cover image
Let everyone who lands on your Facebook page know you have a sweepstakes going on. Create a custom Facebook cover image that promotes your sweepstakes. Don’t let that prime real estate go to waste, include your prize package, the entry dates, etc.
28. Bonus entries
Experiment with bonus entries for everyone who enters. Sharing the sweepstakes with their network or entering once a day for example, are a couple of ways to give bonus entries for extra participation. People love bonuses that give them a leg up on the competition.
29. Detail how the winner will be chosen
The last thing you want is angry sweepstakes participants. Clearly state how the winner will be chosen and all the things that go into the selection.
Make the choosing process simple. A social sweepstakes app like Wishpond will randomly choose and email the winner automatically to let them know.
30. Customize your Facebook tab and landing page
To host your Facebook sweepstakes directly on your Facebook page you’ll need to create a customer tab and landing page. Customize the image in your brand’s look and feel.
31. Use checkboxes
Checkboxes instead of drop down menus are far more user-friendly. Multiple choice tests in high school were far better than written. Why? Because they were less work. Make things easier for your visitors by using checkboxes where possible.
32. Use a countdown timer
Knowing that your Facebook sweepstakes has a confirmed end date creates urgency. Seeing a big red countdown clock count towards the end will urge visitors to enter now rather than later.
33. Make entry dates clear
The entry dates of the sweepstakes matter more than you would think. Pick the appropriate amount of time to maximize the amount of entries. Too long and the excitement can dim as time goes on. Too short and you might miss out on some entries.
34. Pre-sweepstakes email
Give all those who register a heads up a few days before the webinar date. Send one a week out, 3 days out, 1 day, and then the day of. An email that shows off the prize package will certainly put your Facebook sweepstakes on your audience’s radar.
35. Cross-promote on all channels
To maximize the exposure of your Facebook sweepstakes it’s important to cross-promote on your other web properties. This means posting on LinkedIn, tweeting, pinning on Pinterest etc.
36. Pin your post
Once your sweepstakes is published make sure to pin it to the top of your Facebook feed. A pinned post sticks to the top of the feed and accumulates more exposure from visitors. Anyone who looks down your feed will see your sweepstakes first.
37. Tie your prize back to your business
When choosing your prize package make sure it is tied back to your business. If your business sells appliances it’s not a good idea to give away an iPad. Tie the prize back to your business by including your product or a giftcard to spend at your store. It ensures that those who enter are at least mildly interested in what your business offers.
38. Regularly update fans on sweepstakes status
Don’t make your sweepstakes a one-and-done type operation. Keep your fans and participants updated on the status of your sweepstakes. This means making regular mentions of the number of entries or time left. It will encourage people to sign up or share the sweepstakes before it finishes.
39. Place banner on your website
Just because you sweepstakes is on Facebook there’s no reason to neglect your own website. A brightly coloured website banner sits right at the top of your homepage and alerts all of your visitors of your sweepstakes. Use it to direct visitors to your Facebook sweepstakes to enter.
40. Partner with other companies for prizes
When it comes to Facebook sweepstakes it can help to include additional prizes to appeal to more people. Partner with a company that is aligned with your business to offer an even larger prize. Both of your companies can promote the sweepstakes for twice the marketing power.
41. Use a sweepstakes building platform
The best way to run a Facebook sweepstakes is with a sweepstakes platform (like Wishpond). Don’t complicate things by trying to build and code your own custom Facebook tab. A sweepstakes platform makes creating, designing, and publishing a Facebook sweepstakes a breeze.
42. Have clear goals to measure success
Before building any part of your Facebook sweepstakes, establish the goal. Your goal will determine the measure of success for your sweepstakes. Leads, exposure, or follower growth are typical goals that can be measured against your cost per lead or cost per customer. Keep your goal in mind when deciding how much you’d like to spend on a prize and advertising.
43. Make your prize a package
Instead of a single massive grand prize, break it up into an entire prize package made of smaller prizes. This way your prize will have more variety and appeal to more people. A large number of items will also make your prize seem more valuable because of the variety.
44. Optimize for mobile
Half of all web traffic is now coming from mobile devices which means that your sweepstakess need to be mobile responsive. The best way to do this is to start with a Facebook sweepstakes building tool which comes with fully responsive templates. Although Facebook itself is always mobile responsive, your Facebook sweepstakes page may not be.
45. Promote with Facebook ads
Facebook ads are by far one of the most effective avenues for capturing immediate traffic for your Facebook sweepstakes. Facebook ads target users based on interests so it’s critical to locate those who are interested in your specific niche. Those who are strapped for time or who don’t have much of a social media following can generate immediate traffic with Facebook ads.
46. Feature the winner
When it’s all said and done feature the winner of your Facebook sweepstakes. It’s important to highlight the honor of winning and be sure to make them feel as special as possible. The amount of praise you’re able to give will prep and excite people anticipating your next sweepstakes.
47. A/B test your call to action
For a sweepstakes that is running for a longer period of time it is a good idea to run A/B tests on your call to action. By split testing your CTA you can see what language compels your visitors to convert more. Facebook sweepstakes platforms are able to split the traffic and send them to two different sweepstakes pages and see what works best.
48. Include the sweepstakes in your regular newsletter
Don’t forget to mention your new Facebook sweepstakes in your weekly/monthly newsletter for the people who don’t follow one of your social channels. If recipients are already receiving your newsletter they’re in your system but they may be able to share it within their networks as well.
49. Pre-populated Tweets
For one of your bonus entries try using a pre-populated tweet for your visitors to share. Write up some exciting copy for your visitors to share with one click. You’ll receive more attention for your Facebook sweepstakes and they’ll receive a bonus entry.
50. Optimize for speed
Aside from using a speedy Facebook sweepstakes building tool, there are a few ways you can optimize your sweepstakes page for speed.
- Use a better sweepstakes building tool.
- Reduce your image sizes.
- Clean up unnecessary code.
- Shorten the page.
- Upgrade your hosting.
This article was written for Business 2 Community by Alan Draper.
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