With over 2.91 billion monthly active users as of the last quarter of 2021, Facebook is the most widely used social network, offering businesses of all sizes great marketing potential. Facebook giveaways are an effective strategy to attract followers, build a social media presence, and increase brand awareness.
Setting up and running a contest takes a lot of thinking, generating ideas, and planning. But fear not! We’ve got you covered. With this step-by-step guide and the right tools, you will come through with flying colors.
In this article, we’ve compiled all the important information you need to know about how to host a giveaway on Facebook along with inspiring giveaway ideas and examples. Before diving into the steps to kick off your contest campaign, let’s discuss the platform’s rules and some basic details.
The Facebook rules for running a contest are quite straightforward:
Now that you know these rules and parameters, let’s look at the steps to make Facebook giveaways work for you.
When you set up a giveaway campaign, announce it on a giveaway landing page on your website. This will attract more people to participate in your contest and provide the details and a signup form.
The next step is choosing a custom URL, which is the unique link to your landing page. It should be short, memorable, and reference your giveaway.
When you create the Facebook ad, make sure it links to your custom URL to indicate where you’d like to send your advertising traffic.
Once you’ve created your Facebook ad and linked it to your contest page, you’ll want to be able to assess your ad performance. Use a Meta Pixel to track conversions and see how much traffic your Facebook ad is generating. It will enable you to measure the impact of your ad by providing information on who visited your landing page. You’ll need to install a Meta Pixel on your website and set up the giveaway event you want to track. For complete instructions on using a Meta Pixel to gain insights into your contest campaign performance, go through the dedicated Facebook guidelines.
American businesses spend around $17 billion a year on product giveaways. If used effectively and strategically, a contest can boost your brand awareness and sales.
So, how do you choose a prize to grab the attention of existing and new customers?
Think of your audience. What would they like? How can you attract their attention and engage them? By answering these questions, you’ll get an idea of what prize will be the best hook and make sure it is something that your audience would find interesting and relevant.
The prize could be anything enticing enough for people to enter the giveaway. It also makes sense to give away things that would suit your niche. For example, if you're running a Youtube channel for technology and gadgets, you could host a Facebook giveaway with smartphones as a prize.
Among the popular options are free products and services. Limited edition items are like rare gems that evoke a sense of exclusivity in your fans. These can be either new products or services that haven’t been released yet or existing ones with an additional personalization or a special feature.
You can also consider giving away branded everyday items, such as pens, t-shirts, mugs, caps, or bags. This is a simple but effective Facebook giveaway idea that works for a lot of businesses. It allows you to attract a more general audience outside of your specific brand and product.This can help you unlock new opportunities to engage and convert new customers as they participate in your giveaway.
In addition to product prizes, include gift cards, cash prizes, and subscription discounts. These are easy to provide and are universally loved. Coupons are a great way to get contest participants to use your products and turn them into return customers. You can use gift cards to promote some of your other products or services.
The phrase “grand prize” is an unparalleled eye-catcher that you can use to attract more people to enter your contest. Pave the way with smaller prizes and engage your customers with curiosity and excitement to become the grand prize winner.
Finally, to gain valuable insights into the most enticing prizes to offer, you can simply ask your customers about their preferences. Incorporating their feedback will improve your current and future contests.
Before you launch your Facebook giveaway, it’s important to define eligibility requirements.
Make sure to clearly specify any entry restrictions, such as age and location. For example, to be eligible to enter your contest and win a prize, people must be 18 or older U.S. residents with a Facebook account. You may also specify that the Facebook giveaway is inaccessible for your employees, their immediate families, or anyone associated with the organizations involved, such as sponsors, advertising agencies, or suppliers.
It’s essential to state the eligibility requirements, rules, and regulations for your contest on the landing page and Facebook post and ad. This Bluelake Interiors engagement giveaway provides an example of how to incorporate your participant restrictions in your post:
Now that you know what details to cover, let’s dive into the nuts and bolts of crafting your contest landing page.
Landing pages can make or break your marketing campaign. They are designed to attract people and get them excited about the chance to win a prize. A conversion rate greater than 10% is considered good. On average, landing pages can generate a 9.7% conversion rate, which makes them a must for your Facebook giveaway.
Using a landing page for your contest allows you to focus on a single goal and avoid the distractions of other content. The easiest way to build your giveaway landing page is with ready-to-use templates from your website provider.
Among the great variety of tools that can be readily used with WordPress and offer easy-to-customize templates are RafflePress, Rafflecopter, Gleam, ShortStack, Agorapulse, and Easypromos. They are specially designed to enable you to create an appealing and attention-grabbing landing page promoting your giveaway.
The overall aesthetic and design of your giveaway are up to you. However, there are some essential things you should include. Following these best practices ensures that your campaign is successful and achieves a high conversion rate.
Here are the essentials that every giveaway landing page must include:
Hook your reader's attention with a catchy heading and use subheadings to divide the writing into smaller, readable chunks.
Your landing page copy needs to be persuasive. It should attract readers to continue reading. Evoke and tap into your readers' emotions and use imagery to help them visualize winning the prize.
Creating landing page copy is one of the greatest challenges for a startup founder or marketer. You don’t want visitors to abandon your site because the content is not appealing enough to engage them and make them take the desired action.
With the right solution, you can simplify the process of creating a landing page for your Facebook giveaway. Copy.ai, for example, offers simple and effective tools to help you craft your landing page copy. With Landing Page Hero Text, you can create your catchy headline.
The Event Copy tool enables you to come up with engaging landing page copy.
Illustrate the prize in a vivid and appealing way to show readers what they might end up winning.
Make sure to explain all regulations that determine the way your contest is going to be organized — from the eligibility rules and entry procedure to the winner announcement. This image of the National Day Calendar contest provides a clear illustration of extensively laying out the rules of their Facebook giveaway:
Make sure you include:
Also, remember to include all information required by Facebook.
Here are some landing page examples to inspire your own:
This example of a giveaway landing page offers an Amazon gift card as a prize and clearly states that with bold headlines and descriptions.
This contest is intended to increase interaction on the brand's Facebook giveaway page, and offers three options to enter.
The landing page below is specially designed to increase their Facebook page engagement.
The giveaway comes with two entry options that increase views and likes on your post. Also, the headline and the discount coupon image are designed to attract more participants. The bright background image gives the landing page a stylish and appealing look.
This is a short, to-the-point giveaway page example that utilizes a form for personal data collecting.
The white and black color scheme of the landing page aligns with the Corkcicle brand colors, and the background image of the EPCOT festival is intended to speak for the giveaway and build excitement. The header clearly specifies the prize that the participants can win, and the entry form asks for the necessary details only, making it quick and easy to enter.
The giveaway rules are briefly addressed with a link provided to a more extensive list of regulations, followed by a short and direct CTA. The live timer at the bottom of the page creates a sense of urgency and reinforces the message.
The giveaway of the debut novel by Ryan R. Campbell is announced on a simple and clear landing page that focuses on providing all important information about the contest period and prizes, along with the entry procedure and winner selection and announcement.
The giveaway comes with a variety of entry options to fit the preferences of wider audiences. Links to an audio preview of the eBook and paperback preorders are located at the end of the page to entice prospective readers into entering the giveaway.
The new gaming website launch contest below is announced via a landing page designed with a bold and impressive color scheme.
This landing page includes an appealing image and details about the prize, making it even more enticing by indicating its value.This is a great way to build curiosity and excitement and create a buzz before the launch.
Make sure the contest is easy to enter and don't collect more information than you need. A great example is the landing page of a PS5 giveaway hosted by Xtremeskins on their website. They added a simple infographic giving step-by-step guidelines listing all the rules and entry requirements.
Also, if you prefer to use forms, the most effective number of fields is three, with a conversion rate of 10% on average. The most popular examples of Facebook giveaway landing pages require either the reader’s email address, name, and/or birthdate.
A landing page has a unique URL, which you’ll need to include in your Facebook ad to identify where your traffic will be directed.
Your giveaway landing page URL can be previewed in the Landing Page Builder. It consists of two parts: an identifier (your domain) and the title of your page. Make your URL easily recognizable and memorable for your audience by including relevant keywords in the title and keeping it clear and concise.
Let’s look at an example using the National Calendar’s contest we discussed above. Compare the two URLs:
Note that the second URL reflects the topic and the object of the landing page and is much more readable.
Although you’ll be able to edit your URLs after you’ve published them, it’s a good rule of thumb to take time and do it right before activating them.
Once you’ve crafted your giveaway landing page URL, you’ll have to copy and paste it into your Facebook ad. But before that, let’s go through the steps to create a trackable URL for your ad and design the ad itself.
Having a custom Facebook ad URL helps you leverage the full potential of your advertisement and gives you the opportunity to accurately track its performance. Using a Meta Pixel is a great way to know how many people viewed and clicked on your ad, but you can’t get any further information after they navigate away from the platform.
Creating a trackable URL will enable you to obtain valuable insights into conversions with Google Analytics. Let’s go through the process together.
The first step you need to take is to generate a URL parameter for your ad, which is designed to provide more context about your campaign.
You can use the free Google Analytics tool. We’ll use the eBook giveaway landing page from the examples above to illustrate how the URL parameter generation works:
This will generate a new URL. The line after the question mark contains the parameters.
Another option you have is to create your URL using Google Campaign URL builder. You follow similar steps and fill in the same information:
Upon creating your new URL, you can opt to shorten it, which will make a bitly window pop up.
Again, you’ll see the URL parameters after your giveaway landing page URL:
Now, you have a URL specifically created for your Facebook giveaway ad, and you can see how it’s performing.
Setting up a Meta Pixel will give you insights into your ad performance while your audience interacts with them on Facebook. You can use the free Google Analytics tool to explore your conversions when interactions take place outside Facebook as well. It generates reports about the traffic coming from your ads using parameters and tags.
To keep track of all your custom URLs when running multiple ads, add parameters to the destination URLs. Then, you can collect data on the overall effectiveness of those ads and determine where the campaigns are most effective.
When a customer clicks a referral link, the parameters you provide are delivered to Analytics, and the corresponding data is visible in the Campaigns reports.
There are a lot of boxes that need to be checked when creating a Facebook ad for your giveaway. You have to consider your target audience, image quality, aesthetics, headings, and many other things.
It can get a bit confusing, but don't let these hassles discourage you. Here's a step-by-step guide to clear it up.
If you’ve already set up an account on Facebook Ads Manager, you can skip this section and jump right to the discussion on creating your Facebook giveaway ad.
To start creating your ad, you have to set up a Facebook Ads account. To do so, you need to have a Facebook personal profile as well.
Facebook Ads Manager is your advertising creation and management hub solely dedicated to advertising on Facebook. It enables you to:
You have two options to create a Facebook Ads account: by creating a business page or by using Business Manager.
Let’s take a look at the first method, which is ideal if you want to promote your products and services.
Facebook Business Page is a free tool designed to help you engage wide audiences. By default, as soon as you create your own page, you are automatically given a Facebook Ads account, which you can check if you open the Ads Manager section under the Account tab. Note that there, you’ll find your Ad account ID, which you can use for launching your campaigns in the future, assign new users, and more. This is what it will look like:
Screenshot of Facebook Ads account tab
You can click on “Create” and select “Page” in your Facebook profile menu:
Or you can navigate to Facebook Ads Manager and click on the “Create a Page” button on the top right of your screen.
In the window that will open, you’ll be asked to fill in the name of your business or a name that explains what the page is about.
Then in the “Category” field, you need to choose a category that speaks for the type of your business, such as web design, retail, educational consultant, online store, real estate, law, restaurant, etc. Enter a keyword related to your business and choose from the available options.
Finally, enter a short description of your business or the purpose of the page.
After hitting the “Create Page” button, you can upload a profile picture and a cover photo and press “Save”.
The system will then prompt you to add a button by selecting the option that best matches your goals.
You can fill in any additional information, such as website, physical and email address, phone number, and business hours.
Note that you can hide your location from visitors to the page by checking the box “Don’t show my address.”
Now that your page has been created, you can promote it by pressing the “Promote” button, which will show an ad creation window:
Or, you can check your Facebook Ads account and your settings.
You need to make sure the settings are correct and specify the payment method and billing details. Go to the Ads Manager page and click on the “Go to Ads Manager" button.
Click on your account name and locate the Settings icon in your Campaign window.
You have the option to deactivate your account, add other people, or specify your payment settings.
Clicking “Open Payment Settings” will lead you to a page identifying your current balance, payment methods setting, payment activities, your account spending limit setting, and an editable business information field.
Clicking on the “Add Payment Method” option will open a window where you need to choose your preferred payment method and enter your payment information in the next window that will appear. Note that you should have at least a few dollars available on your bank card or digital account.
Once everything has been set up, you can use Ads Manager as a control hub for all your Facebook Ads.
The ad creation process passes through three levels:
We’ll start with the first level — creating your campaign.
To get started, navigate to your Ads Manager ”Campaigns” page and press the green "Create" button on the top left of your screen.
You’ll then be guided through your campaign settings.
Facebook Ads Manager is designed to run campaigns while keeping your overall goal in mind. So, before you begin creating your ad, Facebook will prompt you to choose an objective from three main categories:
Running a Facebook giveaway is an effective strategy for Top, Middle, and Bottom of the Funnel alike, so you can choose your objective based on which stage of the funnel you are targeting. You can select Awareness to focus on your TOFU prospects, aiming to increase brand awareness. With the Consideration objective, your goal will be to enhance the audience’s awareness of your giveaway. Selecting the Conversion objective, you can concentrate on making people take a particular action, like signing up for your contest.
Let’s see how it works with the Conversion objective.
Once you've selected the objective, you can add your campaign, ad set, and ad name.
Then, identify the conversion event location of your ad set.
Since you want to drive traffic to your giveaway landing page, select the “Website” option.
With your budget settings, you have two options: you can set daily budgets or lifetime budgets.
Daily budgets are helpful if you want your ad to be broadcast continually throughout the day. Facebook will pace your spending per day when you use a daily budget. You can make your campaign run immediately and indefinitely, or you could manually set the start and end dates.
If you want to run your ad for a certain period, choose a lifetime budget. This implies that Facebook will spread your money out across the period you specify for the ad to run.
With lifetime budgeting of your ads, you have an additional option to configure them to run only during specific hours and days of the week by checking the “Run Ads on a Schedule” box. Then, simply select the time slot for each day of the week when you want your ad to be shown.
Facebook has vast targeting criteria. It includes options such as location, age, gender, languages, education, work, ethnicity, interests, and even behaviors!
To narrow your focus, keep your objectives in mind when targeting an audience. For example, if you want to generate traffic, target the people you know are interested in your niche.
However, if you want to raise brand recognition or advertise a generally attractive deal, you may target a broader audience.
To select your page, proceed to the ad level and identify the page you want to use for publishing your ad.
Create primary text, making sure to include your custom landing page URL. Come up with a catchy headline and a compelling description and type them in the corresponding fields.
Interested in learning more about crafting attention-grabbing ad copy so you can make the most out of your campaign? Explore this article on how to write highly converting ad copy to find valuable tips on mastering the process.
If you want to streamline the process of creating your Facebook ad copy, take a look at the various Digital Ad Copy tools available with the Free Plan of Copy.ai.
Screenshot of Digital Ad Copy tools of copy.ai
Try out the different tools to generate multiple copy suggestions and choose the one that best matches your preferences and brand tone. You can select a preset tone or enter a custom one. Also, you have the option to replace parts of the generated text using the editing tools located on the top right of the screen.
Here’s an example of using the Facebook Primary Text generator for our eBook giveaway ad:
Screenshot of Facebook Primary Text generator for our eBook facebook giveaway ad
You can also add a “Sign up” button to prompt your audience to take part in your contest.
An effective strategy is to create an easy-to-locate and clear CTA for your Facebook ad, tailoring your tone to your audience. If you want to dig into more details and find inspirational ideas, check out our article on effective CTA tactics for social media.
Now, you’re almost set! Just one final step — include the destination where your prospective participants will be sent immediately after they've clicked on your ad.
Once you’ve created your giveaway landing page URL, copy it from your Landing Page Builder and paste it into your Facebook ad. You can paste the new trackable URL with the parameters you added for Google Analytics.
After all your hard work, you’re finally ready to hit the green “Publish” button at the right bottom corner and send your ad out into the world.
Before taking the leap to launch your first Facebook giveaway, make sure you cover the most critical aspects of how to host a successful giveaway. This will help your campaign run smoothly.
Start with setting the objective of your giveaway. Your goal could be to grow your email list, attract new customers, increase followers, promote a sale, or even host an event.
Next, plan a budget and strategy to help achieve your marketing goals within the scheduled duration.
Creating a budget for the entire giveaway is essential if you want to avoid last-minute unforeseen issues.
The budget for your Facebook giveaway should include:
Once you've decided on a theme for your giveaway, it's time to figure out the overall budget. On average, social media contests have budgets around $369, but your budget should depend entirely on your niche and marketing goals.
The duration of a Facebook giveaway depends on how long it takes to reach your goal. For example, if your goal is to grow your email list, you may want to know how other businesses are doing to estimate a timeline. You’ll be surprised to find that Sublime Text grew their email list by nearly 200K in just 11 days.
On average, the best duration for your campaign is 25 to 60 days. These figures indicate the periods of peak activity on Facebook giveaways and social media contests in general.
The more people know about your Facebook contest, the greater your chances of achieving your campaign goal, boosting your online presence, and generating more leads.
Data published in Facebook's latest earnings report shows the total number of users increased by roughly 2 million in three months leading up to January 2022. This highlights how effective promoting your giveaway could be at reaching a wide audience.
There are many ways to promote your Facebook giveaway. Among the most popular and widely adopted is social media marketing.
As we already mentioned, Facebook ads are a no-brainer when you're running a Facebook giveaway. Marketers can reach an ever-growing audience of billions of individuals through Facebook ads.
Once again, when creating your promotional ads, remember to include the following essential information:
Here is an example of a Facebook ad by Coolpad:
They're an excellent place to publish giveaway promotions. Public Groups give prospects an opportunity to learn about your business, services, and products. There are a lot of advantages to this way of promoting a giveaway. It’s free, you can post your giveaway as often as you wish, and it can be seen by thousands of people.
Note that you should choose a Facebook group carefully. Look at its size, demographics, and the group activities. Also, make sure there’s a good balance of giveaway hosts and visitors. Here are some options you may find useful:
Public Facebook Groups:
Private Facebook Groups:
It’s a good practice to use Twitter as an announcement platform. Ask people to spread the word and tag friends to increase your overall outreach and drive more traffic to your giveaway.
Promoting your giveaway on Instagram is another easy way to expand your audience. Craft an enticing caption and let people know about your Facebook contest. You can easily come up with some great ideas using a Free Instagram Caption Generator. All you need to do is fill in the object of your post and the tone you’re aiming at. Here’s just one example of a range of captions suggested by this tool for an iPhone giveaway:
In addition, use hashtags to reach your target audience and help the right people find your post. With the Copy.ai Hashtag Generator, you can get a whole list of suggestions in a matter of seconds.
If you already have an email subscriber list, you should send them an email informing them about the giveaway. To attract more people to your contest, think of an appealing subject line that will make them read your message and take part in your event. While using enticing words, keep in mind the best practices to prevent your email from going into the spam folder.
If you’ve run out of subject line ideas, why not try our free subject line generator and get some inspiration?
Once you've achieved your marketing goals, it's time to choose a winner. Depending on the kind of giveaway you're hosting, you'll either select a winner at random or the individual who has best satisfied the giveaway's rules; e.g., best photo or most referrals.
The most unbiased way to select a winner is to choose one at random. This is true for the majority of Facebook contests. However, instead of manually picking random names, you can also utilize programs like Excel or Random Name Picker.
If you have particular rules and entry requirements for your giveaway, such as submitting a photo, make sure to explain why you picked the winner so that no one complains.
After selecting the winner, announce it on your Facebook page publicly. You can create a post and tag the winner across multiple social media platforms like Facebook, Instagram, and Twitter. Posting across multiple networks makes it easier to reach out to the winner and inform people that the giveaway has ended.
A great marketing tip would be to make every effort to stay in touch with those who participated in your giveaway. Follow up and send a thank you email for their participation as this can be another effective step towards converting them into paying customers.
This might mean sending a few customized emails, making a unique offer, or simply adding them to your regular newsletter list. You can also send out discount codes in these emails to turn your leads into customers.
Once you've determined who the winners are, notify and contact them. The easiest way to do this is to respond immediately and announce the winners in the comment stream by tagging them.
Note that Facebook usually marks messages from people outside your friend group as spam. So, if you try to contact the winner through direct message, there's a high probability that it won't get read by them.
Other ways to contact the winner include status updates and following up via email, Twitter, or other platforms.
Setting up a Facebook giveaway is one of the best social strategies you can implement to promote your brand, products, and services. It’s a powerful marketing tool to establish your online presence, grow your audience, build an email list, and connect with your prospects in a positive way by offering a chance at winning a prize.
Complicated as it may seem, running a Facebook contest will become a mission accomplished if you follow the steps we highlighted:
Regardless of the size of your business or the value of your prize, consumers love free items and are often willing to provide their information for a chance to win. So, knowing how to run a giveaway on Facebook can be an excellent opportunity to boost brand awareness, drive traffic, and generate leads.
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