After the recent change of the Facebook promotion guidelines you can run contests on your timeline with a single post. But if besides engagement you also want to grow your email list and community, you should use apps.
You imagine thousands of subscribers, and likes, right? You are not alone, viral marketing is what everyone wants.
However, going viral is not easy.
I am a co-founder of a company that helps to build contests to Facebook and mobile, and after thousand of campaigns we have very good understanding of viral Facebook contests.
In this post I will share 7 essential functions.
#1. Incentives to invite friends
Last time you entered a sweepstakes you were are offered to share the promotion, right?
But why would you ever do that? If you share the promotion with friends, you just decrease your own chances to win.
Here is the solution: offer bonus entry points after friends who entered the sweepstakes. Then you can be sure that subscribers will work for you with tweeting, sharing, and emailing your promotion.
Also, make sure that sharing your promotion is easy.
#2. Mobile accessibility
Facebook tabs are not accessible from mobile though, so you need to find a workaround with mobile compatible contests.
It’s a photo contest here.
L’OCCITANE en Provence is using two links… With a decent solution one link should be enough – both mobile and desktop compatible.
If you use a self-serve contest builder, make sure that contests are accessible from mobile. The same link should work on any device.
#3. Multiple votes and entries
If you let people enter your promotion, or vote on an uploaded entry multiple times, then you can increase engagement a lot! The grand prize should be something that they want to win, and they will do everything to enter. Entrants can increase chances by entering multiple times, every week, day or hour.
This way entrants will keep your company in mind every hour, day or week.
#4. Auto messages for higher engagement
Send a message to entrants after they have entered the promotion. On the one hand it’s a good confirmation that their entry was successful. On the other hand, it’s great for you:
- include the contest’s link to share for bonus entry points
- notify entrants if friends entered from the shared link, and they received bonus entry points
- upsell – persuade them to go to your website
Such messages should be sent out automatically.
Here you are. After the promotion finished you can give entrants a special discount.
#5. Like-gate to Facebook
The like-gate, fan-gate, or “reveal tab” means the same: it is a static page that visitors see if they are not fans of your site. On the like gate you can ask them to like your page to see the promotion, so they become fans.
Reduce the churn with this smart design, and put an arrow towards the “like” button. It makes easier to know what to do.
#6. Auto sharing in Facebook New Feed
A post may appear both on the entrants’ and voters’ Facebook profiles with an optional text. It helps you to spread virally on Facebook, as this post appears in news feed of the entrants’ friends. Entrants can choose to not to show it publicly though – this is how Facebook works.
Here you (the admin of the contest) can decide what the comment should be, so write something casual and use first-person singular. Write it as your subscriber would say it.
What do you think?
What are the most important functions for you at sweepstakes and contests?
I would love to hear your opinion.