Running contests on your Facebook business page is one of the fastest ways to grow your brand online, boost engagement, and attract the right customers. However, running a contest without understanding Facebook’s rules can lead to disappointing results—or worse, get your page shut down. To help you avoid that, here’s a step-by-step guide on how to set up an effective Facebook contest that will boost engagement while keeping you compliant with Facebook’s terms of service.
Step 1: Define Your Contest Goal
Before you launch a contest, be clear on what you want to achieve. Possible goals include:
- Increasing page likes and followers.
- Boosting engagement such as comments and shares to improve your content’s visibility in the Facebook algorithm.
- Driving traffic off Facebook to your website to register for an event, sign up for a newsletter, or complete a purchase.
- Collecting user-generated content like photos or videos featuring your products.
Trying to achieve too many goals at once will dilute your efforts, so choose one clear objective to focus your contest around.
Step 2: Choose a Prize That Appeals to Your Ideal Customer
The prize is crucial—it should be something your target audience truly values. Offering a prize unrelated to your niche, such as an iPad from a pet store, might attract many entrants but won’t build a useful audience for your page. Instead:
- For product businesses: Give away your product or related accessories.
- For service businesses: Offer your service or a sample.
- For premium products: Consider giving away a smaller related item or partner with others for a valuable prize.
- For broad appeal businesses such as real estate or mortgage brokers: A gift card or popular item might be appropriate.
Remember, the effort required for entry should match the prize’s value. Simple entry actions warrant smaller prizes, while demanding tasks need more exciting rewards.
Step 3: Design How People Will Enter
Your contest’s entry method affects engagement and reach:
- Liking the post: Easy but generates minimal engagement.
- Leaving a comment: Better for engagement and starts conversations.
- Encourage meaningful comments to fuel responses and enhance visibility.
- Avoid low-effort responses like a single emoji or word.
- Private messaging: Entries via direct messages from the contest post can boost the post’s algorithm rank.
- Submitting user-generated content: Have entrants share photos or videos via direct message or by posting to their own profiles and tagging your page.
- Note: Facebook’s hashtag system isn’t reliable for tracking entries, so tagging your page is preferable.
- Entering off Facebook: Direct people to a website form, but remember that linking away reduces your post’s algorithm benefits. You might encourage people to comment first, then visit your site.
Step 4: Set Start and End Dates Clearly
Be transparent with contest timings:
- Include start and end dates in the post to avoid confusion.
- Consider posting reminders every 2-3 days during the contest to maintain momentum.
- Check regularly during the contest period to ensure everything functions correctly—broken links or errors can frustrate participants and cause you to miss entries.
- If limiting the contest to specific regions, specify that upfront to avoid annoying ineligible fans.
Important: Follow Facebook’s Contest Rules
Facebook prohibits asking people to share your post on their personal timelines or tag friends in posts they are not actually tagged in. Also, you’re responsible for complying with local laws and regulations governing contests.
While these legal bits might seem boring, they’re essential to keep your page safe and maintain trust with your audience. Consulting a legal expert familiar with contests is always a smart move.
Final Thoughts
When done right, Facebook contests can significantly increase your brand visibility, engage genuine followers, and help you gather valuable content. By clearly defining your goal, choosing a prize that resonates with your ideal customer, designing an easy and effective entry method, and staying within Facebook’s rules, you can run successful contests that grow your page without risking penalties.
Ready to get started? Pick your goal, craft your prize, and watch your Facebook engagement soar!
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