How to Choose the Right Type of Facebook Contest
By Emeric Ernoult
Published July 1, 2013
Are you thinking of launching a Facebook contest or giveaway?
Is your goal focused on recruiting new fans? Collecting qualified emails? Engaging your existing fan base?
How can you be sure the type of contest you choose fits your Page and your goals?
Choosing the right type of contest to run on Facebook can be a challenge.
To help you decide what will work best for your goals, here are six types of contests you can run on Facebook.
#1: Sweepstakes Campaigns
A sweepstakes is a great vehicle for collecting email addresses from existing or new fans.
Participants enter and a winner is chosen by a random draw on a specified date.
A sweepstakes campaign shows your participating friends and provides various sharing features.
Sweepstakes are the contest of choice if you want to maximize the number of participants without spending a lot of time on the effort. But it has its drawbacks. Here’s what you need to know:
The pros: Sweepstakes are easy for the Page admin to set up and easy for participants to use. An excellent choice to engage your existing fan base and recruit new fans. The entry process is generally fast, which helps you to convert a higher percentage of participants and get more fans through the process quickly.
The cons: The user experience is a non-event. And they aren’t always as fun as some other promotion formats, so your participants’ experiences may not make an impression for your brand. A sweepstakes contest is not good for leveraging viral reach through share, invite buttons and any other of Facebook’s automatic sharing options.
If you want your participants to remember you next year, this is not the contest for you!
#2: Instant-Win Contests
Instant-win contests are an excellent choice for recruiting new fans and they engage your existing fan base.
Instant-win contests are almost as simple as a sweepstakes, except the contest works like a slot machine. So users know immediately whether they’ve won or lost, and are encouraged to return for another chance.
An instant-win contest where you can see the latest winners.
Due to the fast-paced user experience, you’ll convert new fans more quickly. This promotion format is a little more fun than the sweepstakes, so it’s slightly more memorable and may leave a lasting impression for your brand.
The pros: Instant-win contests are easy for the Page admin to set up and easy for participants to use. This format is a good choice for maximizing the number of participants without your team spending a lot of time and effort on management. The user experience will likely be more memorable than the sweepstakes, as participants will not have to wait to know if they have the winning ticket!
The cons: The instant-win contest still doesn’t cut it as the ultimate brand awareness tool. Given the nature of the contest, you’ll probably not experience high virality through share, invite buttons and other Facebook automatic sharing options.
Choose one of the more “fun” contest options below if you want a contest to help you create brand awareness.