All kinds of characters sprout online that encourage the use of giveaways, and after rigorous testing, at least on the Romanian market, for over 3 years and hundreds of organized giveaways, today we can draw a very important conclusion. Moreover in order to highlight how these giveaways work, we will use the most recent example of a client A, for which we organized such a giveaway with over 1000 participants.
The first online myth about these giveaways is that they can give you conversion. Do you think that this particular type of final consumer did not realize what your intention was, by offering products for free, products that are usually not very important and of a high value (due to the fact that they must be taxed anyway if they exceed a certain value threshold in Romania)? Didn't they realize that what you really wanted is to get them on your page? Moreover, fake groups and profiles have appeared, specially created by users, through which they participate in absolutely all the giveaways they find, your actual conversion being 0. I call them "giveaway hunters": people who wanted to cheat more than you wanted to cheat. For any action there is a reaction, and the reaction, or response of the market to what businesses have tried to do through these giveaways, is to create these fake profiles and participate.
The second myth about giveaways: what is the best platform to launch a giveaway on? Facebook or Instagram? As for the number of interactions and awareness, well, neither one nor the other or both, but what I would suggest is that when you do giveaways, to do them on both platforms, the mode of interaction being totally different, and the mode of exploration being also different. If you want to reach as many people as possible, because this should also be the purpose of a giveaway, to bring awareness, then the smartest choice is to use Facebook with ”share post”, because when it is shared, due to the way in which the Facebook algorithm works, it considers the share a very strong engagement, and causes you to be explored more. Instead, what I noticed is that Facebook does not know how to associate giveaways with other giveaways. So, what I want to tell you is that, for example, if you watch a video with football, clothes or anything else, when you enter your feed, you will see other pages with similar topics as suggestions. However, if you participate in many giveaways, and it is something which we have tested, you will not receive suggestions for other giveaways from Facebook. So, the conclusion would be that the platforms do not know how to categorize these giveaways, so as to offer them as suggestions to users. And the way to explore the giveaway share is a much more personal one. On Instagram you can do the same, but in the story, choosing this option, you can be explored by friends of friends participating in giveaways, giving you visibility through their stories. Unfortunately, for many of the profiles that are on Instagram at the moment, their action on the stories is not intelligent and well documented. For the way the stories work on Instagram, they require a long action in order to enter the algorithmic filter, and if these actions are not performed, the number of views in the story is lower. The longer you stay on the story, or the longer you keep your followers in the story, the more people your stories will reach.
And the third very common myth about giveaways is that they will boost your page stats. Well, no. In the month you have the giveaway, the statistics will increase, but these, I repeat, after years of experience, do not matter as much as normal posts. Behind Facebook there is something that delimits the reach, or impact that the page has in total in that month, and the following month you return to exactly the same number, without any deviation, exactly in the normal order of growth of + 10-20% compared to last month, not being any difference from what happened before and after you made that giveaway. So, what you really need to do is interact with the people on the giveaway, given that they are real people, for them to stay on the page, so that it really matters in the next month.
The case study we present to you today is about a client, who organized a holiday giveaway, although I suggested that he didn't do this because, from all the experiences I have had so far, every time when you organize a giveaway, you actually encourage procrastination. People who really follow you and want to earn the products you offer, especially when you have them for sale, will not buy them during the giveaway. Why? Because each of them has hopes that they will win the prize / prizes in the giveaway, that is why they will procrastinate and will not buy your products anymore. This can affect you extremely, because it slows down your sales a lot. You don't actually target a single individual, like you would in the case of a sale, instead when you do a giveaway, you go en masse and you can communicate at the same time with thousands of people, who are considering buying one of your products, but because you offer them the chance to win your products, they won't follow through with the actual purchase.
Consequently , sales before the giveaway were over 1000 euros per week, and sales during the giveaway were less than 300 euros per week. During the period in which the giveaway took place, for 3 weeks, this was the average sales figure. When the giveaway ended, instantly, the people who did not win, began to buy, and even more, began to buy the most expensive products of that customer, sales propelling to over 1000 euros per week . And, making use of reason, I can say that these things, the fact that people have not won, can affect you even in the long run, because people are frustrated that they haven’t won and will refuse to buy from you, even subliminally: they will think that they don't need you at the moment, because someone else took what they wanted. So giveaways can have negative effects if you don't know how to perform them.
We will also offer you an example of a powerful giveaway. If you really want to give something to the community, designed for the community, and not to simply attract these online "giveaway hunters" in order to boost your page, which anyway, as you have seen, does not work, then we can provide some examples of smart giveaways to get the maximum results and, of course, to be able to take advantage in the medium and long term, because the strongest impact of any online action is not short-term, but always long-term.
Likewise, if you organize too many giveaways, this can affect you because people will procrastinate and procrastinate and continue to procrastinate: instead of buying your products, they will wait for you to give them a gift. We have seen another strategy, for example, which is still in a phase where we are testing to see what the impact is, if people create other accounts to make these giveaways, (lets call them dead profiles, because their activity does not exist), and using these profiles only for giveaways, you don't actually create organic content that Facebook's algorithm appreciates. Again, there is an extremely important delimitation that we are unable to understand at the moment, but giveaways are not treated as normal posts because of the algorithm. Moreover, the impact of that giveaway created on a page with an impact of over 500,000 people per month was 9,430 people, given that the last normal post created had an impact, at the time of writing, of 53,768 people. So choose well what you want to do, because you can shoot yourself in the foot.