Running contests and giveaways on Facebook has become an extremely popular marketing tactic for brands and businesses looking to increase engagement and gain new followers. However, there are specific rules and guidelines that must be followed when running Facebook contests in order to comply with Facebook’s promotions policies.
Facebook Contest Rules and Guidelines
Here are some of the key Facebook contest rules and guidelines to keep in mind:
- You must include the “Official Rules” of the contest clearly in the initial post and description of the contest. This should outline all key details including eligibility, entry requirements, judging criteria, prizes, etc.
- Contests cannot be used to incentivize likes, comments, shares or other engagement. All contests must allow entries without requiring engagement with the page or post.
- Winners must be chosen at random or based on skill. You cannot require payment or a donation in order to enter or increase chances of winning.
- Age and location restrictions must comply with all applicable laws and regulations. Common requirements include being 13+ years old and a resident of jurisdictions where the contest is valid.
- You must clearly disclose who is sponsoring/administering the contest.
- Comply with platform guidelines around prohibited content, spam, etc. when administering the contest.
- Abide by all applicable local and national laws and regulations for contests and sweepstakes.
It’s also recommended to:
- Have clear start and end dates for the contest entry period.
- State the number and value of prizes that will be awarded.
- Explain how winners will be notified and prizes delivered.
- Include any other key eligibility factors, restrictions or conditions.
Administering Facebook Contests
When running a Facebook contest, here are some best practices to follow:
- Use a third-party app to collect entries and pick random winners. This simplifies entry and provides transparency.
- Moderate comments on contest posts to ensure proper engagement and prevent spam.
- Publish winners on Facebook after contest ends and notify individually.
- Report contest winner names/values as legally required on tax forms.
- Consider promoting the contest through Facebook ads for greater reach.
- Analyze contest performance and improve in future contests based on insights.
Complying with Facebook’s Promotions Guidelines
To remain compliant with Facebook’s terms, be sure to:
- Only administer contests on your Facebook Page, not in private groups or individual profiles.
- Don’t use Facebook features like Check-ins for entries, or require sharing/tagging friends.
- Don’t require liking a Page or posting on timelines to enter or win.
- Use a Facebook app from the app directory when applicable versus custom build.
- Don’t use Facebook logos or branding without written permission.
Facebook Contest Ideas
Some popular types of contests to run on Facebook include:
- Photo Contests: Users submit photos based on a theme (ex. Photos with your product) to enter and winners are selected from among entries.
- Caption Contests: Provide a photo and have users submit funny/clever captions. Most entertaining caption wins.
- User-Generated Content Contests: Collect UGC like videos, testimonials, reviews, etc. and pick best entries.
- Sweepstakes: Users complete simple entry form for chance to win random drawing.
- Trivia Contests: Ask engaging trivia questions and pick winners from those with most correct answers.
- Like/Share Contests: Users like, share, or comment on a post for entry. Random winners chosen.
Giveaways vs. Contests
Here is the difference between contests and giveaways:
- Giveaways are completely random drawings that anyone can enter.
- Contests require some skill or effort like submitting photos, answering questions, etc. to enter.
- Giveaways have simpler entry mechanics (just comment, like, etc.) than contests.
- Contests often involve judging criteria and multiple winners vs. giveaways with just random winners.
Both contests and giveaways can be effective for Facebook marketing, so choose the type that best fits your goals and audience.
Facebook Contest Promotion
To spread awareness of your Facebook contest, some promotion ideas include:
- Posting contest details across your other social channels.
- Emailing subscriber list with contest announcement.
- Promoting through Instagram stories and feed posts.
- Running Facebook ads targeting relevant audiences.
- Leveraging influencers/brand ambassadors to help spread the word.
- Following up with additional contest reminder posts and messages.
Promoting your contest both before launch and during the entry period can help drive significant reach and engagement.
Facebook Contest Legal Compliance
To legally cover your contest, be sure to:
- Have official contest rules properly drafted by legal counsel.
- Comply with Facebook’s promotions guidelines as well as all local laws.
- Obtain any required licensing or permits based on contest structure and location.
- Disclose odds of winning if required based on jurisdiction.
- Pay required taxes on prizes and file necessary tax forms.
- Require winners to sign liability/publicity release to claim prizes.
Doing proper legal due diligence helps minimize risk when running Facebook contests.
Facebook Contest Metrics
To evaluate the success of your Facebook contest, review metrics like:
- Total entries/submissions received
- Unique entrants
- Content reach and engagement rate
- Page likes and follower growth
- Website traffic driven
- Social buzz and mentions
- Email list growth
- Ad performance if promoted
Analyze this data to see how well your contest performed and how to improve for the future.
Conclusion
Running contests on Facebook can be an extremely effective marketing and engagement strategy if executed properly. Be sure to create an appealing, legally compliant contest, promote it well, follow Facebook guidelines, and analyze results. With the right contest, you can gain valuable new followers, increase engagement, and achieve other marketing goals.