A Facebook contest often naturally comes to marketers’ mind, which can be launched in less than an hour. But, a lack of Facebook contest strategy may lead to poor results.
You may be surprised to know many businesses don’t have clear objective when launching a Facebook contest, many of which simply aim for more fans. You should always have a well defined objective and KPI for measuring the success of your contest at the very beginning of the planning process.
It’s almost always among the first things to do in developing digital strategies for most digital channels. Without a thorough understanding and analysis of target demographic, the success of digital campaigns is left to chances.
Profiling the target audience requires the understanding of the following:
- Gender distribution
- Primary age group
- Geographic locations
Types of Contest Apps
You need to pick the type of contest apps your target Facebook users most likely engage; here are some of the most popular ones:
- Instant win
- Photo contest
- Survey or poll
If you have no way of knowing which may work best, follow your gut and keep the record of the test.
Your apps should be designed for optimal engagement and your objectives.
When you have everything ready, make sure you launch it at the best time you can possibly find out. Mid-year and end of year are often busy months with many brands launching online contests. Different day of week and time of day also matter. Make sure you do research or dig our your own historical data to identify the best timing strategy.
The duration of the Facebook contest is something you should also consider. I’d recommend 30 to 60 days to get as many contest entries as possible.
Facebook Contest Promotion
You should have your promotion strategy ready before you launch the contest. Simply announcing the contest on your Facebook Page will probably not be enough.
A contest promotion strategy must consists of at least incentives and promotion channels. I’d recommend you use multiple channels to boost the performance. Make sure you plan and track each channel properly.
These are some factors to consider to help you get started developing Facebook contest strategy. It could differ a lot from on industry to another. Plan wisely.
Also, check out this infographic created by Kontest: