I’ll give something away – people will love me and I’ll gain so many new fans!
No. Also, no. As a general rule, giveaways are a horrendous thought, and we have a direct understanding of why you presumably shouldn’t burn through your time and cash.
Throughout the years, I’ve by and by running various giveaways and helped plan giveaways for organizations I’ve worked at, including the one we ran for the Fullscreen Arcade reboot. By all accounts, these giveaways may seem effective, however investigating, particularly months after the fact, an altogether different story is told.
Most giveaways nowadays center around commitment; increasing new devotees’ remarks, the video sees, retweets, etc. Do these things occur? Totally. Is it accurate to say that they are useful over the long haul? My Magic 8 Ball says “impossible”. You’re not going to like what I state straight away, however it should be said.
MOST OF THOSE WHO ENTER GIVEAWAYS DON’T CARE ABOUT YOU. THEY ARE ONLY ABOUT WHAT YOU’RE OFFERING.
Sure, this doesn’t apply to everyone who enters, but in the automated world that we live in, a good chunk of the followers you’ll end up gaining will be faceless bots – who’s soul(less) purpose is to win anything and everything.
CASE STUDY: ARCADE REBOOT.
As mentioned, we thought it would be a fun idea to launch a giveaway around the reboot of our Arcade initiative, which we hosted through Gleam to help us spread the word around. Word definitely got around, and we almost doubled our Twitter following, but long-term engagement, which was a primary goal, hasn’t improved as a result of the giveaway.
CASE STUDY: AMAZON.
This one is fun, and very miserable. Recently I was made aware of Amazon’s new Giveaways platform which works similar to Gleam, but allows you to purchase an item directly from Amazon to offer the winner. As a test, I purchased a $25 Starbucks card and launched a campaign with the “Follow on Twitter” entry method. Big mistake!
Within minutes of the campaign going live, dozens of faceless followers hit my account, and by the following day, I had over 3,000 new followers – and quickly scanning these accounts, they were almost all bots who will never engage with my content.
SHOULD YOU DO IT?
Giveaways will yield different results for different creators, but if your primary objective is to increase your followers and long-term engagement, you’re going to be disappointed. However, if your goal is to give back to your most loyal followers, a giveaway is a great way to show your audience that you care.
TIPS TO RUNNING A MORE SUCCESSFUL CAMPAIGN.
• Try not to list your giveaway publicly
• If you post it, bots will come
• Focus on rewarding your core audience
• Tweets/RTs can be a good way to attract new eyes
• These Tweets should be about your content, not promoting the giveaway
Have you had long-term success running a giveaway? Let us know below comment box.