Instagram Giveaway: Rules and Guidelines for a Successful Sweepstakes

While giving away products or services for free may initially seem like a counterintuitive way to earn revenue, Instagram giveaways are a great way to grow your following 👥 and gain exposure. Ultimately, giveaways and similar promotions should result in product sales that help you make money 💰!

That being said, if you’re looking into Instagram giveaways as a marketing strategy, there are a few rules you must follow as well as guidelines you can use to optimize your results. 

Instagram Giveaway Rules ⚠️

Instagram’s promotion guidelines provide a very clear, easy to understand outline of the legal requirements for anyone hosting a giveaway.

More specifically, Instagram giveaway rules are as follows:

✔️ The official rules of the sweepstakes must be legal

✔️ You must offer terms and eligibility requirements, such as age and residency restrictions

✔️ The prizes must comply with government regulations

✔️ You cannot ask people to tag #️⃣ anything or anyone in an image in which the subject does not appear

✔️ The sweepstakes should not appear to be sponsored or supported by Instagram in any way

✔️ All giveaways are done at your own risk

In other words, any time you host an Instagram giveaway, you must do so in a legal manner – and Instagram will not help you determine whether that is true in your case.

Therefore, based on these guidelines, any influencer hosting a giveaway should do so under the legal protection of a social media attorney 💼. An attorney can help ensure the language in a giveaway is appropriate and follows Instagram’s rules to keep you out of trouble. 

Instagram Giveaway Guidelines and Strategies

✅ Pick the product

Once you understand Instagram’s promotional rules, you can begin planning for your giveaway! 

First, determine what you’d like to use as your sweepstakes’s prize 🏆. Perhaps your brand’s best-selling product will be suitable; or, maybe you can partner with a brand you love and give away an item of theirs. Sometimes, a simple shout out video may even do the trick!

Overall, whatever product, service, or experience you decide to use, make sure it’s something your followers want. 

Also, be sure to provide your followers with an accurate description of who is sponsoring the giveaway. Whether you’re giving away swag and repping your brand or sending off a hair care product you love 💗, everyone who enters your sweepstakes must know who is sponsoring it.

✅ Determine entry requirements

The actions your giveaway entrants must take to secure eligibility will depend on your underlying goal for running the campaign. For example, if you’re looking to increase followers 🙋, you may ask Instagram users to simply follow your page and “like” an image.

On the other hand, if you’re promoting a product, you may ask your followers to post an image of themselves using another product from the same brand and tag the brand and you in the post.

If you’re looking for inspiration for your sweepstakes, check out what other brands are doing! There are tons of examples out there of successful Instagram giveaways, and you can’t go wrong when replicating many of them.

✅ Promote your sweepstakes

Where else do your fans and followers catch your content? If you’re a popular blogger ⌨️, for example, remember to promote your Instagram giveaway in a couple blog posts! This is also a great way to gain social media followers.

✅ Choose your winner 🏅

Of course, your giveaway will have to be fair. Luckily, there are many online sources you can use to randomly select a winner out of the hundreds or thousands of entrants you’ve acquired.

For example, you could assign each of your entrants a number, perhaps using the order in which they entered, and then use a free random number generator to select one! Or, if you’d like to skip one step, you could always use a free random name picker instead.

On the other hand, if you choose to conduct your promotional business on a sweepstakes app 📱 of some sort, many of them come with a built-in random winner selection.

Overall, whether you’re trying to improve brand recognition and increase your follower count, or you have partnered with another brand for an extra source of income, it’s extremely important that you follow Instagram giveaway rules. 

Luckily, a social media lawyer can help you protect ⚔️ yourself from career-ending mistakes, as well as provide further support and strategies for a successful sweepstakes.