How Contests Can Help You Go Viral on Instagram

Instagram is more than just a platform for sharing selfies and brunch photos. With over a billion users, it's a bustling marketplace where brands can engage with potential customers in creative and interactive ways. One of the most effective strategies for boosting engagement and brand visibility is through Instagram contests. Yet, as with any opportunity for growth, challenges such as cheating and fraud lurk in the shadows, ready to spoil your success.

In this article, I'll walk you through how contests can help you go viral on Instagram, all while keeping the integrity of the contest intact. We'll explore how to create engaging contests, how to manage user-generated content, and how to implement foolproof strategies to prevent cheating.

The Power of Instagram Contests

Why Instagram Contests?

Instagram contests are a phenomenal way to increase engagement and expand your reach. They encourage user-generated content (UGC), which not only fosters community but also provides your brand with authentic content that showcases your products or services in a real-world context. Here's why Instagram contests are a must:

• Increase Engagement: Contests can lead to significant spikes in likes, comments, and shares. This heightened activity not only boosts your post's visibility in the algorithm but also makes your brand more memorable to participants. Engaging your audience in such a dynamic way can lead to a more profound and lasting connection with your followers.
• Expand Reach: With the right contest, you can tap into new audiences through participants who share your contest with their followers. Each participant acts as a mini-ambassador for your brand, spreading your message far beyond your immediate circle. This organic reach is invaluable and can propel your brand into new demographics and markets.
• Build Brand Loyalty: By engaging your audience with fun and rewarding contests, you can strengthen brand loyalty and create lasting connections. When participants feel valued and rewarded, they are more likely to become repeat customers and advocates for your brand. Contests provide a platform for showing your brand's personality, values, and dedication to customer satisfaction.

Types of Instagram Contests

There are several types of contests you can host on Instagram, each with its unique benefits:

• Like and Share to Win: Simple and effective, participants like your post and share it on their stories to enter. This type of contest leverages the power of Instagram's algorithm by increasing engagement metrics, making your post more likely to appear on the Explore page.
• Tag a Friend: Encourages participants to tag friends, increasing your post's visibility. This not only grows your audience but also introduces your brand to potential new customers through trusted recommendations. The social proof provided by a friend's tag can be a powerful motivator for new followers.
• Photo Challenge: Participants submit photos using a specific hashtag branded for your business, generating UGC and promoting creativity. This type of contest allows participants to engage deeply with your brand, as they put time and thought into their entries. Not only does the resulting content serve as an invaluable resource for future marketing efforts (learn how to import those hashtagged posts into a downloadable feed), but the branded hashtag helps boost brand awareness and discoverability.
• Caption Contest: Engage your audience's creativity by asking them to caption a photo you post. This can lead to high levels of interaction as followers compete to create the most clever or amusing captions. The humor and creativity fostered by caption contests can enhance your brand's image as fun and relatable. If you’re not choosing a winner based on votes, but instead, at random (like in a comment contest), use this importer tool from ShortStack to select a winner truly at random. 
• Video Submission Contest: Encourage participants to submit short videos related to your brand or product. Video content is increasingly popular and can offer a richer storytelling medium. By hosting a video contest, you can tap into this trend and receive dynamic, engaging content to share with your audience.

Crafting an Engaging Instagram Contest

Set Clear Goals and Rules

Begin with a clear set of objectives—what do you hope to achieve? More followers? Increased engagement? Set these goals and craft the contest rules to align with them. (Need a template? We have one here.) Clearly outline the entry process, eligibility, and deadlines to avoid confusion and potential disputes.

• Define Your Objectives: Before launching a contest, pinpoint what you want to accomplish. Whether it's boosting brand awareness, increasing engagement, or driving sales, having specific goals will guide your strategy and help measure success.
• Craft Precise Rules: Establishing clear and concise rules is crucial. This includes outlining who can enter, how to enter, and the deadline for submissions. Transparency in rules builds trust and ensures a smoother contest experience for both participants and organizers.
• Align with Brand Values: Ensure that your contest reflects your brand's mission and values. This alignment not only makes your contest more authentic but also resonates more deeply with your target audience, encouraging participation.

Leverage User-Generated Content

UGC is the golden ticket in Instagram marketing. Encourage participants to create content that aligns with your brand's message. Not only does this promote authenticity, but it also provides you with a treasure trove of content that you can repurpose.

A great example of a brand leveraging user-generated content is GoPro. By asking GoPro users to post their best photo with the hashtag #GoProAwards, they’ve amassed thousands of examples of how their customers are using their products. 

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• Encourage Creativity: Give participants creative freedom while guiding them with a theme or prompt. This balance allows them to express individuality while still aligning with your brand's image. Encouraging creativity can lead to unique and diverse content that captivates your audience.
• Repurpose Content: The entries you receive can be repurposed for future content. Highlighting UGC on your profile or in campaigns not only saves resources but also builds community by showcasing real customers. This approach can also enhance trust and credibility among your audience.
• Foster Community Engagement: By encouraging participants to engage with each other’s entries, you foster a sense of community. This can lead to increased interaction and loyalty as participants feel part of a larger group connected by your brand.

Promote, Promote, Promote

Your contest won't go viral if no one knows about it. Use Instagram ads, collaborate with influencers, or partner with other brands to broaden your reach. Announce your contest across all your social media channels and encourage your followers to spread the word.

• Maximize Exposure: Utilize Instagram’s ad platform to reach a targeted audience. Ads can help ensure that your contest reaches those most likely to engage with your brand, increasing the overall success of your campaign.
• Leverage Influencer Partnerships: Collaborating with influencers can significantly amplify your contest’s reach. Influencers bring their established audiences, lending credibility and expanding the pool of potential participants. Choose influencers whose values align with your brand for the most effective partnerships.
• Cross-Promote on Other Platforms: Don’t limit your promotion to Instagram alone. Share your contest details on other social media platforms, newsletters, and even your website. This multi-channel approach ensures maximum visibility and engagement.

Preventing Cheating and Fraud

Now, let's address the elephant in the room—cheating. Unfortunately, where there's a prize, there's often someone trying to game the system. But fear not; with the right strategies, you can minimize these risks.

Use a Third-Party App

When it comes to preventing cheating and fraud, using a third-party app is a total game-changer. Many of these apps come with built-in fraud detection features that can help you spot suspicious activity, such as duplicate entries or votes from the same IP address. But how are these apps used with an Instagram contest? ShortStack is a contest app that allows you to import hashtagged posts and comments from Instagram into a gallery where voting can be enabled. Then, set up voting restrictions based on IP, browser info, or even require an email validation. These measures allow you to protect the integrity of your contest from fake accounts, bots, and other types of voter fraud.  

Fraud Detection Tools: Third-party apps often include sophisticated fraud detection tools. These tools can automatically identify and flag suspicious activity, such as multiple entries from the same IP address, helping to maintain fairness.

• Streamlined Management: Managing a contest through an app can simplify the process. These platforms offer features like automated entry collection, winner selection, and voting restrictions, reducing the workload and potential for human error.
• Enhanced User Experience: Using a dedicated app can improve the participant experience. These platforms often offer user-friendly interfaces and clear instructions, ensuring that participants can easily navigate the contest process.

Randomize the Winner Selection

For contests that allow, ensure the winner selection process is random. This reduces the likelihood of accusations of bias or favoritism. A third-party contest app like ShortStack will allow you to import comments or hashtagged posts and offer random selection features that are both fair and transparent.

• Fair Selection Process: Randomizing winner selection ensures a fair process, minimizing disputes and accusations of favoritism. This approach builds trust with participants and enhances the contest's credibility.
• Transparency: Clearly communicate the random selection process to participants. Transparency in how winners are chosen can alleviate concerns and enhance the integrity of your contest.
• Use of Technology: Leverage technology to automate and document the selection process. This not only simplifies the task but also provides a record that can be referenced in case of disputes, ensuring accountability.

Monitor Entries and Engagement

Keep a close eye on the entries and engagement levels throughout your contest. Look for sudden spikes in likes or comments, which could indicate manipulation. Regular monitoring helps you address any issues promptly before they escalate.

• Real-Time Monitoring: Regularly check for unusual activity, such as a sudden increase in likes or comments. These spikes can indicate manipulation, allowing you to take swift action.
• Engagement Analysis: Analyze engagement patterns throughout your contest. This data can help identify potential fraudulent activity and also provide insights into participant behavior and preferences.
• Prompt Issue Resolution: Address any irregularities promptly to maintain contest integrity. Swift resolution of issues can prevent them from escalating and ensure a fair experience for all participants.

Real-World Success Stories

Contests that Went Viral

Several brands have successfully used Instagram contests to go viral. For instance, a well-known fitness brand ran a photo challenge asking followers to share their workout transformations, tagging the brand for a chance to win a year's supply of fitness gear. The contest generated thousands of entries and significantly increased brand visibility.

1. Calvin Klein – #MyCalvins

Campaign Overview:
Calvin Klein launched the #MyCalvins campaign to promote their underwear and jeans lines. Users were encouraged to share photos of themselves wearing Calvin Klein products using the hashtag.

Why It Went Viral:

• Celebrity participation (e.g., Justin Bieber, Kendall Jenner).
• Strong brand identity and aspirational lifestyle image.
• High-quality, aesthetic user submissions.

2. Starbucks – #RedCupContest

Campaign Overview:
Each holiday season, Starbucks releases festive red cups. They encouraged fans to post pictures of their red cups with the hashtag #RedCupContest.

Why It Went Viral:

• Seasonal excitement and tradition around the red cups.
• Prizes and a short contest window created urgency.
• Strong visual component that fit Instagram’s style.

3. GoPro – #GoProAwards

Campaign Overview:
GoPro users were invited to submit photos and videos taken with their GoPro cameras using the hashtag #GoProAwards for a chance to win cash and gear.

Why It Went Viral:

• Clear tie-in with the product’s strengths.
• Cash prizes and visibility for creators.
• Community-driven ethos and strong adventure branding.

4. Aerie – #AerieREAL

Campaign Overview:
American Eagle’s Aerie brand ran a body positivity campaign encouraging women to share un-retouched photos of themselves in Aerie apparel using #AerieREAL.

Why It Went Viral:

• Social mission (body positivity and inclusivity).
• Featuring real customers in marketing campaigns.
• Emotional and empowering tone resonated deeply.

5. Adobe – #AdobePerspective

Campaign Overview:
Adobe challenged users to share creative photos or art that showcased a unique perspective using the hashtag #AdobePerspective.

Why It Went Viral:

• Appealed to creative professionals and hobbyists.
• Offered exposure through Adobe’s large platform.
• Tied into Adobe’s product suite (Photoshop, Lightroom, etc.).

Lessons from the Trenches

While many contests are successful, it's essential to learn from those that faced challenges. Some brands have encountered backlash due to unclear rules or perceived unfairness in winner selection. Ensuring transparency and communication throughout the process can help mitigate these risks.

• Clarity is Key: Clear and precise guidelines are crucial to avoid misunderstandings and ensure a smooth contest experience.
• Avoiding Perceived Bias: Accusations of favoritism can tarnish a contest's reputation. Randomizing winner selection and using transparent criteria can prevent these issues and maintain trust with participants.
• Effective Communication: Regular updates and open communication with participants can prevent many common contest issues. By keeping participants informed, brands can address concerns before they escalate, ensuring a positive experience for all involved.

Conclusion: Ready, Set, Go Viral!

Instagram contests are a powerful tool for engaging your audience and expanding your brand's reach. By crafting engaging contests, leveraging user-generated content, and implementing strategies to prevent cheating, you can create a seamless and successful experience that benefits both your brand and your participants.

Remember, the key to going viral is not just about reaching the masses but creating authentic connections that resonate with your audience. With these strategies in hand, you're ready to take the Instagram world by storm—one contest at a time. Now, go forth and create contests that captivate, engage, and, most importantly, are fair for all involved. Happy contesting!

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