How to Run an Instagram Giveaway: The Complete Guide for Brands

It’s not just about getting people to enter the giveaway. You also need to define a clear entry mechanic, publish clear terms and conditions, collect all comments correctly, apply the participation requirements, select winners and alternates at random, and communicate the results transparently.

In this guide, we explain how to run an Instagram giveaway step by step, from the initial planning stage to announcing the winners. We also cover which entry requirements to use, how to manage giveaways with large volumes of comments, the role of Reels, Stories, influencers, and promoted posts, and how to demonstrate that the winner selection was fair and impartial.

Easypromos is a digital engagement platform that allows brands to create, manage, and complete Instagram giveaways by importing comments, selecting winners at random, managing alternates, and generating a Certificate of Validity. Our goal is to make each giveaway easy for the brand to manage and clear for the community to understand.

A professional giveaway does not end when a winner is selected. It ends when the brand can explain how entries were collected, which conditions were applied, how the selection was carried out, and where the results can be verified.

If you’ve already decided on the entry mechanic, create your account and start your Instagram Giveaway with Easypromos. If you’re still planning the campaign, this guide will help you review the key points before you publish.

What Is an Instagram Giveaway and When Does It Make Sense for a Brand?

An Instagram giveaway is a promotional mechanic in which a brand offers a prize and asks users to enter by completing an action on Instagram. The most common requirements are commenting on a post, mentioning other users, or including a specific hashtag in the comment.

For brands, Instagram giveaways make sense when the goal is to activate the community, increase engagement with a post, give a product greater visibility, or support a specific campaign. They can also reinforce product launches, influencer collaborations, seasonal campaigns, or promotions amplified through paid media. For example, Artea, a shopping center in Spain, regularly runs Instagram giveaways to showcase the businesses within the complex and increase their visibility and brand recognition.

A comment-based giveaway is usually the most effective option because it is easy to understand and creates a manageable list of participants. From there, brands can add requirements such as mentions, hashtags, or following the account, provided those conditions can be verified.

Before publishing the giveaway, define three things: the objective you want to achieve, the action participants will need to complete, and how the results will be managed and communicated transparently.

How to Run an Instagram Giveaway Step by Step

How to Create an Instagram Giveaway Post

The giveaway post is the main piece of content used to communicate the promotion. It should answer three questions immediately:

• What is the prize?
• How do I enter?
• When does the giveaway close?

If users have to read too much before they understand the entry mechanic, they may leave without entering or complete the steps incorrectly. The visual should showcase the prize and make it clear that the post is promoting a giveaway. It can be a single image, a carousel, or a Reel, but avoid overcrowding it with text.

Take a look at the visuals in the following examples. All three highlight the word “giveaway” and clearly show the prize.

The full details can be included in the post caption and the terms and conditions. The caption should state the main entry requirements, such as commenting, mentioning other users, using a hashtag, following the account, or completing any other action required by the brand. It should also include the opening and closing dates, when the winners will be announced, where the official terms and conditions can be viewed, and a statement confirming that Instagram does not sponsor, endorse, or administer the promotion.

It is also good practice to explain that the winners will be selected at random and that the results will be published transparently. When using Easypromos, you can state that the selection will be carried out using a random-selection system certified under the international GLI-19 standard, and that the results will be available on a public Winners Page and in the Certificate of Validity.

Before publishing, check that the post does not combine too many actions. A simple entry mechanic creates fewer questions, makes comment imports easier to manage, and allows the requirements to be applied more reliably when resolving the giveaway.

What Entry Requirements Should You Use for an Instagram Giveaway?

Entry requirements should be clear, simple, and verifiable. The more actions you ask users to complete, the more friction you create and the harder it becomes to confirm whether each entry meets the conditions.

➡️ Comment on the post. This is the main action we recommend for an Instagram Giveaway because it is simple for users and allows the entrant list to be built from all comments available through Meta’s official API.

From this initial list, the brand can review additional requirements, including mentions, hashtags, exclusions, or previous winners, before carrying out the random selection. Comments also help start a conversation through open-ended answers, preferences, or campaign-related responses.

➡️ Mention friends. Requiring mentions can help extend the reach of the giveaway, but it should be used in moderation. With Easypromos, mentions can be used in two ways: as a requirement for entering the giveaway or as additional entries. In both cases, the mechanic should be explained clearly in the post caption and the official terms and conditions.

➡️ Include a hashtag. Requiring a hashtag in the comment can help filter entries and verify whether users followed the mechanic correctly. This is useful when the brand wants to organize responses, identify a specific campaign, or validate a particular condition.

Keep the requirement simple. If the hashtag is too long, ambiguous, or difficult to type, the risk of invalid entries will increase.

➡️ Follow the brand. Asking users to follow the account can help build a more relevant community, but this requirement needs to be managed carefully. No platform outside Meta can independently verify whether a user follows an Instagram account. The brand must check this directly from its own profile.

For this reason, we recommend confirming that the selected winner follows the account before announcing them publicly. If they do not meet the requirement, the brand can move to the first alternate and verify their eligibility.

➡️ Like the post. A like can be included as a supporting action, but we do not recommend using it as the main eligibility criterion. It is easy for users to complete, but it does not offer the same operational reliability as a comment when entries need to be reviewed. If included, the validity of the giveaway should not depend on this action alone.

➡️ Share the giveaway to Stories. Story shares can increase visibility, but we do not recommend using them as a primary requirement unless there is a clear system for recording and verifying the action. There are practical limitations. For example, the brand may not see the mention if the user has a private account.

If sharing to Stories provides additional entries, the brand should define how proof will be collected and how those entries will be added to the final list before selecting the winners. This planning helps avoid uncertainty over whether every valid entry has been included.

➡️ Complete a form. A form can be useful when the campaign needs to collect data, obtain explicit acceptance of the terms, or connect Instagram participation with an external experience. In this case, the campaign is no longer purely comment-based and includes a registration mechanic. If the form provides additional entries or replaces the comment requirement, the brand must clearly define how those entrants will be added to the final giveaway list.

For most brands, the best approach is to base participation on verifiable comments and use Stories, influencers, and paid media as promotional channels rather than as the giveaway’s main entry requirements.

The best mechanic is not the one that asks users to complete the most actions. It is the one users understand immediately, the brand can verify, and the team can manage transparently.

How to Run an Instagram Comment Giveaway

A comment-based giveaway is the most common Instagram giveaway mechanic because it allows entries to be collected reliably. Users enter by commenting on the giveaway post or Reel, and those comments can then be imported for the winner selection.

Brands can structure the comment requirement in different ways:

➡️ Ask a simple question to start a conversation.
A good approach is to ask an easy question that encourages users to share an opinion, preference, or campaign-related response. This helps activate the community and provides more value than a generic comment.

By default, each user receives one entry, regardless of how many comments they post. This prevents someone from gaining more chances simply by commenting repeatedly, unless the brand has configured additional entries based on mentions.

In the following example, Fideos San Jorge, a noodle brand, asks its audience which dish makes their day easier. This creates a simple community poll, helps the brand learn more about audience preferences, and starts a conversation.

➡️ Mention friends.
Many brands keep the mechanic simple by asking users to comment and mention friends. It is easy for participants, helps generate organic reach, and allows comments to be collected in a structured way. In the following example, the brand asks users to mention three friends to enter the giveaway. With Easypromos, the brand can filter entrants based on this requirement so that only those who complete it are included in the final drawing.

You can also use mentions as additional giveaway entries. In this case, the user receives one extra entry for each valid mention, up to a maximum of 10 mentions.

➡️ Additional actions.
When you import the comments with Easypromos, the platform generates a final entrant list. At this stage, you can verify whether comments meet the defined mechanic and apply filters or exclusions based on mentions, hashtags, or other verifiable requirements.

You can also manually assign additional entries to eligible participants when needed. For example, some brands award extra entries to users who share the post to Stories, subscribe to a newsletter, make a purchase, or complete a registration form.

We never recommend selecting winners by manually reviewing the comments visible on Instagram. For brands, it is safer and more transparent to work from an imported entrant list, apply the defined criteria, and select winners and alternates at random.

How to Promote an Instagram Giveaway and Increase Participation

Giveaway participation depends on more than the original post. It also depends on how the brand promotes the campaign throughout the entry period.

Before publishing, define a promotion plan: where the giveaway will be communicated, how many reminders will be shared, and which channels will support the main post.

➡️ Promote the giveaway from your Instagram profile. The first promotional channel is the Instagram profile itself. In addition to the giveaway post or Reel, you can use Stories to announce the promotion, remind users of the deadline, and answer common questions about how to enter. Because Stories disappear after 24 hours, you can publish a new one each day while the giveaway is open.

You can also save giveaway Stories to a profile Highlight while the promotion is active. This makes it easier for users who visit the profile after the original post was published to find the relevant information. For example, this cleaning products brand regularly runs giveaways on its Instagram profile, promotes them through Stories, and saves all related communications in a dedicated “Giveaways” Highlight.

➡️ Share reminders throughout the entry period. Publish the giveaway and continue promoting it until entries close. A reminder midway through the campaign and another shortly before the deadline can help restore visibility and encourage users who saw the giveaway but did not enter at the time.

These reminder posts should be brief and clear: what the prize is, how to enter, and when the giveaway closes. With Easypromos, you can combine engagement from up to 25 posts, so comments on reminder posts can also be included in the giveaway.

➡️ Promote the giveaway through other owned channels. If the brand has other active channels, it can use them to drive traffic to the giveaway. These may include an email newsletter, website, blog, other social networks, customer service channels, loyalty program, or physical stores.

This type of promotion is especially useful when the giveaway is part of a broader campaign, product launch, seasonal activation, or point-of-sale promotion.

➡️ Collaborate with influencers or other brands. If the giveaway involves influencers, brand ambassadors, or partner brands, define what each account will publish and how entries will be collected. Collaborative giveaways can significantly extend the campaign’s reach, but they also add complexity. Plan from the outset which posts will be included in the giveaway and how the comments will be centralized before selecting the winners.

Below are two examples of giveaways organized by brands in collaboration with established Instagram content creators. A common option is to use Instagram Collabs, which allows the same giveaway post to appear on both the brand’s and the influencer’s profiles.

➡️ Promoted posts. You can also amplify the giveaway with Instagram ads. Promoted posts help you reach a broader or more targeted audience, but they need to be managed correctly to ensure no comments are left out. Take a look at the following examples. Each one is clearly labeled as an ad and was created through Meta Ads Manager.

When a post is promoted, Instagram creates a separate version with its own ID. Before selecting the winners, make sure you know how comments from both the organic and promoted versions will be collected.

Promoting a giveaway effectively does not mean creating more noise. It means giving the campaign visibility through the right channels and planning from the outset how every valid entry will be collected.

How to Run an Instagram Giveaway with Thousands of Comments

It is not always possible to predict how much participation an Instagram giveaway will generate. A campaign may begin as a simple activation and grow quickly if the prize is appealing, the community responds well, or the post gains additional exposure through Stories, influencers, or paid advertising.

In giveaways with a high volume of participation, the challenge is not simply selecting a winner. You first need to import the available comments and turn them into a reviewed entrant list to which the giveaway requirements can be applied. The goal is not only to save time, but also to demonstrate that entries were collected and reviewed according to clear criteria before the selection took place.

Importing a giveaway with thousands of comments can take time. This is why it is important to use a reliable platform that processes the comments in the background and allows you to continue working while the import is underway. Easypromos notifies you when the import is complete, so you can review entrants, apply filters, and carry out the random selection.

The following collaborative giveaway between Motorola, a consumer electronics brand, and Lenovo Spain, the Spanish division of the global technology company, generated more than 15,000 entries.

It is also important to check whether the giveaway was promoted through a single post or across multiple sources. If influencer posts, collaborator accounts, or promoted posts are involved, you may need to import more than one publication to bring all entries together in a single giveaway.

The more visible the giveaway becomes, the more important transparency is. For a brand, the challenge is not simply selecting a winner from a large number of comments, but being able to explain how entrants were collected, which filters were applied, and how the selection was carried out.

How to Select Instagram Giveaway Winners Transparently

Selecting the winners is the most sensitive stage of an Instagram giveaway. The brand must do more than choose someone at random. It should also be able to explain how the entrant list was created, which criteria were applied, and how the selection was carried out.

Why We Do Not Recommend Selecting Winners Manually

Manually selecting winners may seem quick for a small giveaway, but it does not provide the safeguards a brand needs. Comments can easily be missed, requirements may be applied inconsistently, duplicate entries may go undetected, and participants may question the outcome.

It can also be difficult to justify the result if the community asks how the winner was selected. A screenshot or screen recording can help communicate the result, but it does not replace a verifiable process.

➡️ Random winner selection
With Easypromos, winners are selected from an imported and reviewed entrant list. Once the necessary filters have been applied, the system selects the winners at random. This separates two important stages of the process. First, the brand prepares the final list of valid entrants. The random selection then takes place. This means the giveaway is not resolved based on the comments that are manually visible on Instagram, but on a structured entrant list.

➡️ Filters and exclusions before the selection
Before carrying out the drawing, the brand can apply filters and exclusions so that only valid entrants are included. For example, it can check whether a comment contains the required mentions or hashtag. It can also exclude previous winners or users included on a blacklist. The important point is to apply these criteria before selecting the winners, not afterward.

➡️ Winners and alternates
In addition to selecting winners, we recommend selecting alternates. Alternates allow the brand to resolve the giveaway without improvising if someone does not respond, declines the prize, or fails to meet one of the stated requirements. Because the alternates are also selected at random, there is usually no need to repeat the drawing.

This process should be covered in the official terms and conditions so the brand can replace a winner according to a clear procedure communicated from the outset. In the following example, the brand selected one winner for a prize consisting of concert tickets for two people. It also selected three alternates during the same random process, as shown in the Certificate of Validity.

➡️ GLI-19 Certification for the Random Selection System
Easypromos uses a random number generator certified under the international GLI-19 v3.0 standard. This certification confirms that the system meets security, fairness, and integrity requirements for processes involving random selection.

For brands, this provides an additional layer of trust. The giveaway is not resolved using an improvised method, but through an audited system designed to select winners impartially.

➡️ Certificate of Validity
After the drawing, Easypromos generates a Certificate of Validity containing the main details of the process, including the number of finalists, the date and time of the drawing, an internal reference, and the winners and alternates.

The certificate is hosted by Easypromos at a public URL and cannot be edited or deleted by the organizer. This allows the brand to share verifiable proof of the result and reinforce transparency with its community.

A professional giveaway should not only be fair. The brand should also be able to prove it.

How to Announce Instagram Giveaway Winners

Announcing the winners is a key part of the giveaway. Publishing a name in Stories or sharing a screenshot of the result is not enough. For a brand, the closing stage should be clear, verifiable, and easy for the community to access.

➡️ Public Winners Page
After completing the drawing with Easypromos, you can publish a public Winners Page. This page centralizes the results, displays the winners and alternates, and provides a public URL that the brand can share across its communication channels.

We recommend always sharing the Winners Page URL. On Instagram, a good practice is to add it to the links in the profile bio, where it is clickable and easy to find. La Lechera Yogures, a yogurt brand, used this approach for one of its Instagram giveaways.

➡️ Where to Announce the Giveaway Results
Share the results in several places on Instagram and, when appropriate, through the brand’s other owned channels. You can:

• Publish a Story announcing the winner or linking to the Winners Page.
• Save the Story to a giveaway Highlight so the result remains available beyond the usual 24-hour period.
• Edit the giveaway post to state that the results have been published.
• Leave a comment on the post mentioning the winner or directing users to the link in the bio.
• Share the Winners Page URL through email newsletters, the brand website, other social networks, or customer service channels.
• Add the results URL to the section of the brand website where official rules and past giveaway results are published.

Publishing the result in these locations improves the traceability of the brand’s promotions.

➡️ Use the Certificate of Validity to Support the Announcement
The Certificate of Validity provides evidence of how the selection was carried out. At this stage, it supports the announcement by giving the brand a clear resource to share if someone asks how the winners were selected.

Yoüme Sushi, a Japanese food chain, ran an Instagram giveaway offering 100 €30 coupons. The brand used Easypromos to select the winners and announce them through Stories, where it also shared the Certificate of Validity.

Easypromos allows brands to select up to 1,000 winners and alternates in a single random drawing.

➡️ Create a Winner Announcement Video
Easypromos can generate a video revealing the giveaway results. This helps brands announce winners in a more visual way and build anticipation, particularly when the video is shared through Stories or other social channels.

The video does not replace the public Winners Page or the Certificate of Validity. It is a communication resource designed to make the announcement more engaging. In the following example, an equestrian influencer account gave away rodeo tickets and published the result in a Story using a countdown video to reveal the winner.

➡️ How to Contact the Winners
After publishing the results, the brand should contact the winners through the channel specified in the official terms and conditions. For Instagram giveaways, this is usually done by replying to the winning comment, sending a direct message, or providing instructions through the public Winners Page.

From the Easypromos giveaway management panel, you can post a public winner notification as a reply to the winning comment. The message can be customized and include the Winners Page URL or instructions for claiming the prize.

Many brands use this public reply to ask the winner to send a direct message to the organizing account. This moves the conversation to a private channel, where the brand can collect the information needed for prize fulfillment without requesting personal details in public comments.

➡️ “Claim Your Prize” Form
If the giveaway has multiple winners or requires information for prize fulfillment, we recommend enabling the Claim Your Prize module. This form allows winners to confirm that they accept the prize and submit the information required to receive it. RACC, a Spanish automobile club, used this option to confirm the selected user’s identity.

The form saves time and avoids fragmented conversations across direct messages, emails, and comments. It also helps verify the winner’s identity and organize fulfillment when the giveaway includes multiple prizes, several winners, or specific data requirements.

➡️ What to Do If a Winner Does Not Respond
The official terms and conditionsf should state how long winners have to respond and what will happen if they miss the deadline. If a winner does not respond within the specified period, the brand can move to the first alternate and notify them that they have become the winner.

Communicating the results properly protects the community’s trust. A professional giveaway does not end when the winners are selected. It ends when the results have been published, can be verified, and the prizes have been managed in an organized way.

Advanced Instagram Giveaways: Reels, Multipost, Collabs, Influencers, and Ads

An Instagram Giveaway may begin with a single post, but many campaigns expand into more complex formats involving Reels, multiple posts, influencer partnerships, collaborator accounts, or promoted posts.

In these cases, the challenge is not only to increase reach. It is also to collect every valid entry correctly before selecting the winners.

➡️ Giveaways on Reels
Reels are a useful format for increasing giveaway visibility and presenting the prize in a more dynamic way. The entry mechanic can work in the same way as it does on a feed post: users comment on the Reel and mention other accounts.

To use a platform such as Easypromos to select a winner from the participants, comments must be enabled and commenting must be the primary entry action. A Reel giveaway should be planned with the same clarity as a giveaway on any other post: a simple mechanic, clear dates, and verifiable requirements.

Instagram treats Reels as posts, just like single-image posts and carousels. This means their comments can be imported into Easypromos for the drawing.

➡️ Multipost Giveaways
Some campaigns use several pieces of content throughout the entry period, such as the original giveaway post, reminder posts, posts featuring different products, or content aimed at specific audience segments.

With Easypromos, you can combine comments from up to 25 posts in a single giveaway. This means that if a user comments on a reminder post or another publication included in the campaign, that entry can be added to the same drawing.

This avoids having to resolve each post separately and allows the brand to work from one final entrant list.

➡️ Giveaways Using Instagram Collabs
Instagram Collabs allow the same post to appear as shared content across multiple accounts. This format is useful when a brand runs a giveaway with another brand, partner, or content creator.

When this format is used, the post displayed across several feeds retains the same ID, which simplifies the giveaway process. Because all comments belong to the same post, they can be imported through the API even though the content appears on multiple profiles.

The collaboration increases reach, while the winner selection still takes place from a single comment-based entrant list.

➡️ Giveaways with Influencers or Collaborator Accounts
When each influencer or collaborator publishes separate content, the giveaway is distributed across multiple accounts. This can increase reach, but it also adds complexity because each post generates its own comments, and all of them must be collected before the winners are selected.

Easypromos supports giveaways involving influencer or collaborator posts through an invitation system. The collaborator connects their account, selects the post taking part in the giveaway, and authorizes access for a defined period, without sharing login credentials with the brand. This feature is available with the Multi-Network Giveaway.

The process is particularly useful for agencies, brands working with ambassadors, and campaigns involving several participating profiles.

In the following example, The Fit Bowl, a food and gastronomy content creator, published an Instagram Giveaway for Jolca, a Spanish olive brand, on her own feed. Following the olive brand was one of the entry requirements, but the influencer managed the entire activation through her own social media account in collaboration with the marketing agency responsible for the brand’s campaign strategy.

There are several ways for brands and content creators to run collaborative giveaways, and this is one possible approach.

➡️ Giveaways with Promoted Posts
Promoting a giveaway through Meta Ads allows the brand to reach a broader or more precisely targeted audience. However, there is an important operational detail: when an Instagram post is promoted, Meta creates a promoted version with its own ID and a separate set of comments from the organic post.

Before selecting the winners, check whether entries were received on both the organic post and the promoted version. If so, both publications must be imported to ensure no participants are excluded.

Easypromos supports promoted posts and provides a process for obtaining the ID required to import them correctly. This is especially useful when paid media is managed by an external agency or a different team from the one responsible for resolving the giveaway.

➡️ Combined Instagram and Facebook Giveaways
Some campaigns are published on Instagram and Facebook at the same time. In these cases, the brand may need to collect comments from both platforms and select winners from a unified entrant list.

This makes it possible to extend the campaign’s reach without running a separate giveaway for each channel. It also allows the brand to publish one set of results and manage winners and alternates through a single process.

Advanced giveaways can generate greater reach, but they also require greater control. The more posts, accounts, and channels involved, the more important it becomes to centralize all entries and resolve the giveaway through a verifiable process.

Terms and Conditions for an Instagram Giveaway

Every Instagram Giveaway should have a set of terms and conditions. This document defines the conditions of entry, the prize, the campaign dates, the participation requirements, the winner-selection process, the alternates, and how the results will be announced. It also helps the brand manage questions or disputes by clearly stating which criteria will apply throughout the giveaway.

Instagram also requires organizers to release the platform from responsibility and state that the promotion is not sponsored, endorsed, administered by, or associated with Instagram.

Easypromos allows you to host the terms and conditions at a dedicated URL that can be shared easily with participants. You can also consult our guide to writing terms and conditions for social media promotions and download a template to prepare the terms of your next giveaway.

Instagram presents one challenge that does not apply in the same way on some other social networks: links in post captions are not clickable. You therefore need to make the official terms and conditions easy to access. Explain in the giveaway post where users can find them, add the link to your profile bio, and keep it there throughout the campaign. You can also share the link through Stories and save it to a Highlight so it remains readily available.

Common Mistakes When Running an Instagram Giveaway

Many Instagram Giveaway mistakes happen because the organizer focuses only on publishing the post, without planning how entries will be collected, requirements will be applied, and the results will be communicated.

1. Asking users to complete too many actions. The more requirements you include, the harder it becomes to enter and the more complex it is to verify whether each user has met the conditions. A simple, verifiable mechanic is usually the best option.
2. Failing to plan how all entries will be collected. If the giveaway is promoted through multiple posts, Reels, promoted posts, or collaborator accounts, define from the outset how all participants will be centralized.
3. Changing the conditions after the giveaway has been published. Modifying the dates, entry requirements, number of winners, or selection criteria during the campaign can create confusion and undermine trust.
4. Not explaining where to find the terms and conditions. Links in Instagram post captions are not clickable, so make it clear where users can access the terms, such as through the profile bio, a Story link, or the brand website.
5. Selecting winners before reviewing the final entrant list. Before carrying out the random drawing, review the entrants, apply the relevant filters, and exclude invalid entries. The selection should only take place once the final list has been prepared.
6. Failing to select alternates. If a winner does not respond or fails to meet the requirements, the brand needs a predefined replacement. Selecting alternates from the outset avoids having to repeat the drawing or improvise later.
7. Announcing the result with only a screenshot. A screenshot may support the announcement visually, but it does not prove how the drawing was carried out. For brands, it is better to publish a Winners Page and provide verifiable proof of the result.
8. Requesting personal information in public comments. Any information required for prize fulfillment should be collected through a private channel or a dedicated form. We do not recommend asking users to share addresses, phone numbers, or email addresses in public comments.
9. Failing to keep a clear record of the process. Once the giveaway is complete, the brand should be able to answer basic questions: how many entrants were included, which criteria were applied, who won, which alternates were selected, and where the results were published.
10. Using an unreliable or opaque solution to carry out the drawing. Selecting winners through methods or applications that do not provide sufficient transparency or reliability can create unnecessary controversy and damage the brand’s reputation.

Most of these mistakes can be avoided by following one simple principle: plan the giveaway with the final selection and communication process in mind.

Real-World Examples of Instagram Giveaways

Many brands use Instagram Giveaways on a recurring basis rather than as one-off activations. They incorporate them into their campaign calendars to engage their communities, increase product visibility, support collaborations, or reinforce key seasonal and commercial moments.

Santalucía, a Spanish insurance company specializing in home insurance and other protection products, partnered with three influencers to run a giveaway offering a trip to Greece for three friends. The campaign stands out for its exceptionally high participation, generating nearly 1 million comments on Instagram. With Easypromos, the brand was able to import the comments, centralize all entries, and select the winner automatically, demonstrating the importance of using a platform designed to manage high-volume giveaways.

Feiraco, a dairy brand from Galicia, Spain, runs giveaways regularly with a strong connection to its community and regional identity. Its campaigns are often linked to soccer, local sports, and a shared sense of belonging. This allows the brand to engage relevant audiences and strengthen its emotional connection with the community.

Haier Spain, the Spanish division of the home appliance and consumer technology brand, demonstrates another effective use of Instagram Giveaways: campaigns connected to sports sponsorships and branded experiences. The profile screenshot shows that giveaway posts generate significantly more interaction than other organic content, particularly in the comments. While other posts receive much lower levels of conversation, the featured giveaway generated thousands of comments.

This contrast illustrates one of the main benefits of Instagram Giveaways: they can activate a brand’s profile and increase its visibility across the platform. By asking users to complete a simple action, such as leaving a comment or mentioning another person, the giveaway encourages participation and generates more engagement signals around the post.

The key takeaway is that brands can use giveaways as a recurring tactic within their digital engagement strategy. When the prize is relevant, the mechanic is clear, and the results are communicated transparently, a giveaway becomes an easy-to-activate campaign that helps maintain an ongoing relationship with the community.

Instagram Giveaway FAQs

Start Your Instagram Giveaway with Easypromos

Now that you know how to plan, publish, and resolve an Instagram Giveaway, create your account and try Easypromos with your first campaign. Import the comments, select winners and alternates at random, publish the Winners Page, and generate the Certificate of Validity from a single dashboard.