“Giveaways Don’t Work”…Tips for Your Next Successful Giveaway
Let’s be honest. You’ve probably tried out a giveaway and thought, “Giveaways just don’t work for me.” And, hey, fair enough—they can flop. If you’ve poured your time into running one only to see bad results, it’s easy to see why you might think it’s not worth the effort. But when you approach a giveaway the right way, it can be worth its weight in gold (and no, that doesn’t have to mean new followers).
So, if you’re ready to give giveaways a second chance, think of them as a unique way to expand into new communities or grow a specific aspect of your existing one.
Giveaways are your best opportunity to collaborate with other creatives.
If you’re running a giveaway purely to watch your follower count climb, there’s a good chance you’re setting yourself up for disappointment. When you are the sole offerer of the giveaway, you are missing out on the opportunity to reach NEW audiences, which is, in my opinion, the goal.
The hardest part about gaining followers, is getting in front of new eyes. So try making your giveaway one that connects with other brand’s audiences that have your target audience as well.
Make sure your giveaway has a goal. Maybe you’re trying to grow a segment of your audience, like your email list. Here, it’s less about numbers and more about providing real value to the people already supporting you.
And remember: the goal of a giveaway is to create something irresistible—so good, people can’t not enter. Even though it’s free, make it feel like winning is the chance of a lifetime.
How to Run a Successful Giveaway
Ready to make it happen? Here are some essential tips for running a giveaway that’s worth it.
Collaborate with the Right Partners
One of the easiest ways to attract new eyes is to collaborate with brands or influencers who share your audience. This way, you’re not just shouting into the void; you’re engaging with communities that are already interested in what you offer. Look for brands with a following that aligns with yours but isn’t necessarily direct competition. For example, if you’re in wellness, a collaboration with a complementary brand like eco-friendly skincare or sustainable apparel can give you access to a larger but still relevant community.
Make Your Offer Crystal Clear
Here’s where many giveaways go wrong: the prize is vague, or it doesn’t feel compelling enough. When people enter your giveaway, they should know exactly what they’re getting and why it’s worth it. Spell it out, and don’t be shy about what makes the offer so great.
Set the Scene with Imagery or Video
Use visuals to create excitement. Great imagery lets people picture themselves enjoying the prize. Use a high-quality photo or a video that conveys emotion. Think about the feeling you want to evoke—happiness, exclusivity, excitement—and reflect that in the visuals. Check out this example: the image draws you in with a feeling of possibility and showcases exactly what’s up for grabs.
Keep It Simple
When people need to jump through hoops to enter, interest plummets. Keep your entry steps minimal and direct. A simple “follow + like + tag” formula works wonders and keeps things streamlined. Sure we want people to work for it - but a like is a like and helps feed your post as successful. Don’t send them in circles!
Giveaway Examples that Worked
These brands got it right, showing how effective a giveaway can be when you aim for real value, targeted partnerships, and clear calls to action. Let’s take a look:
Tofino Adventure Giveaway
Tofino’s giveaway was all about adventure. They partnered with local brands to create a dream experience in the heart of Tofino. The prize combined a whale-watching tour, a stay at a beachfront hotel, and a tasty local swag bag – the ideal package for anyone wanting to explore Tofino.
Why This Giveaway Worked:
Collaborative Power: Partnerships with local adventure brands gave the giveaway unique appeal.
Clear, Desirable Prize: The adventure package was valuable and attractive, drawing in Tofino’s ideal audience.
Imagery and Storytelling: Each part of the prize was relatable and got people picturing themselves on the trip.
The Little Nell Aspen Food & Wine Giveaway
Luxury hotel The Little Nell joined forces with Visit Aspen for a foodie-focused prize: a deluxe stay and tickets to the FOOD & WINE Classic. For high-end travelers and food enthusiasts, this was a dream opportunity to experience Aspen’s food scene in style.
Why This Giveaway Worked:
Exclusive Experience: The prize wasn’t just valuable – it was exclusive, giving the winner a VIP experience.
Engaging Entry Steps: Following the brand, tagging friends, and sharing to stories got the word out to a broader audience.
Targeted Appeal: It was a giveaway tailor-made for their upscale audience.
Your turn!
What’s your ultimate giveaway goal? Are you aiming to reach new communities, build your email list, or strengthen ties with your current followers? Let’s brainstorm ways to make your giveaway vision shine. The perfect giveaway is one where people feel like they have to enter, not just because it’s free, but because it’s an experience they don’t want to miss. So, what’s your giveaway dream?