{"id":64793,"date":"2019-06-13T08:46:45","date_gmt":"2019-06-13T08:46:45","guid":{"rendered":"https:\/\/www.easypromosapp.com\/blog\/instagram-giveaways-ecommerce\/"},"modified":"2023-05-10T12:02:59","modified_gmt":"2023-05-10T10:02:59","slug":"instagram-giveaways-ecommerce","status":"publish","type":"post","link":"https:\/\/www.easypromosapp.com\/blog\/en\/instagram-giveaways-ecommerce\/","title":{"rendered":"How to Use Instagram Giveaways for eCommerce Business"},"content":{"rendered":"\n<p>If you\u2019re like most e-commerce marketers, you:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Use Instagram to increase <strong>brand awareness<\/strong><\/li>\n\n\n\n<li>Use Instagram as a <strong>sales channel<\/strong><\/li>\n\n\n\n<li>Run <strong>giveaways<\/strong> to achieve your Instagram marketing goals, but aren\u2019t sure how to quantify the results&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>Giveaways have become integral to ecommerce growth on Instagram. A quick giveaway on Instagram can grow your followers <a href=\"https:\/\/www.easypromosapp.com\/blog\/en\/ultimate-instagram-giveaways\/\">70% faster<\/a> than any other method.&nbsp;<\/p>\n\n\n\n<p>But what are the key performance indicators to analyze, and how do we quantify the results?<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Instagram marketing objectives&nbsp;<\/h2>\n\n\n\n<p>You\u2019re probably vaguely, if not fully, aware of the benefits that your ecommerce business can reap from running giveaways on Instagram.<\/p>\n\n\n\n<p>Here are the top marketing objectives that Instagram outlines:<\/p>\n\n\n\n<p><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter is-resized\"><img decoding=\"async\" src=\"https:\/\/wwwcdn.cstmapp.com\/blog\/en\/wp-content\/uploads\/1-2.png\" alt=\"Chart of 3 marketing objectives. Awareness: drive awareness of your business, product, and service. Consideration: have potential customers learn more about your products or services. Conversion: increase product sales, mobile app downloads, even visitors to your store. \" loading=\"lazy\" class=\"wp-image-18907\" width=\"590\"\/><\/figure>\n<\/div>\n\n\n<p><\/p>\n\n\n\n<p>At the top of the funnel, your marketing objectives are all about <strong>awareness<\/strong>, and <strong>consideration<\/strong>. It\u2019s important to keep in mind that vanity metrics like reach or even likes may not be very beneficial for your business objectives. Instead, you want to start building a genuine, active audience.&nbsp;<\/p>\n\n\n\n<p>At the middle and bottom of the funnel, your marketing objectives should be geared towards <strong>conversion<\/strong>. The exact conversion event will vary. It depends on your business\u2019 conversion window and the product you\u2019re selling.<\/p>\n\n\n\n<p>It\u2019s imperative that you\u2019re fully aware which stage of the funnel your marketing campaign is targeting. This will determine the objective and will allow you to set a goal that you can quantify.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Setting a goal<\/h2>\n\n\n\n<p>Your goal will determine the rules and rewards of your giveaway.<\/p>\n\n\n\n<p>Establish your <strong>key performance indicators<\/strong>. These will help you know what you want to achieve, and how you\u2019ll determine if your campaign is a success.<\/p>\n\n\n\n<p>For instance, if you want to generate more sales, then your key performance metric should be conversion events like add to carts &amp; purchases.<\/p>\n\n\n\n<p>If you have <strong>historical data<\/strong> from previous giveaways, use it to benchmark your goal. If you don\u2019t, it can be tricky to set an arbitrary number. So be realistic, and don\u2019t get de-motivated if you don\u2019t achieve it right away!<\/p>\n\n\n\n<p>Don\u2019t complicate things by having too many objectives at once. Having a <strong>single goal<\/strong> is better because you\u2019ll focus your energy and efforts on that goal &#8211; and it\u2019s easy to track your performance.&nbsp;<\/p>\n\n\n\n<p>In this article, we\u2019ll explore three different objectives that you could focus on, with key metrics and top tips for each one.&nbsp;<\/p>\n\n\n\n<p><br><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Create product awareness: showcase specific products in your giveaways<\/h2>\n\n\n\n<p>If you have a great product you want to showcase, one of the most effective ways to generate awareness is through a giveaway.&nbsp;<\/p>\n\n\n\n<p>I often see ecommerce businesses doing giveaways where the prize isn\u2019t a product they actually sell. There\u2019s nothing wrong with this if you know what products your community loves.&nbsp; The prize is the holy grail of your campaign, and it should excite your target audience.<\/p>\n\n\n\n<p>But if your goal is to create <strong>awareness<\/strong> and you\u2019re convinced you have a great product that your community will love, then consider <strong>showcasing specific products<\/strong> in your giveaways.&nbsp;<\/p>\n\n\n\n<p>Get to know your audience and know what they have in common. Know their needs and ask them what they want.<\/p>\n\n\n\n<p>The internet-bred eCommerce fashion retailer, <a href=\"https:\/\/www.instagram.com\/dollskill\/\" target=\"_blank\" rel=\"noreferrer noopener\">Dolls Kill<\/a>, is killing it when it comes to their Instagram marketing. Their Instagram account is the 2,600<sup>th<\/sup> most followed account with 2.6M followers (which grew from 55%-60% from the previous year).<\/p>\n\n\n\n<p><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter is-resized\"><img decoding=\"async\" src=\"https:\/\/wwwcdn.cstmapp.com\/blog\/en\/wp-content\/uploads\/2-2.png\" alt=\"Analysis of Dolls Kill Instagram account, listing their overall grade (A minus), followers rank, following rank, media rank, and engagement rank on Instagram.\" loading=\"lazy\" class=\"wp-image-18908\" width=\"590\"\/><\/figure>\n<\/div>\n\n\n<p><\/p>\n\n\n\n<p>Dolls Kill often run <a href=\"https:\/\/www.instagram.com\/dollskill\/p\/Be6R7f6AR8P\/?hl=en\" target=\"_blank\" rel=\"noreferrer noopener\">giveaway campaigns<\/a> to showcase an item from their upcoming mini-collections.<\/p>\n\n\n\n<p><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img decoding=\"async\" src=\"https:\/\/wwwcdn.cstmapp.com\/blog\/en\/wp-content\/uploads\/3-3.webp\" alt=\"Screenshot of a Dolls Kill Instagram post. The image shows a collection of pink lingerie, accessories, and cosmetics. The caption invites users to a Valentine's Day giveaway worth over $2000. Users have to follow and tag friends to enter.\" loading=\"lazy\" class=\"wp-image-29783\" width=\"638\" height=\"426\"\/><\/a><\/figure>\n<\/div>\n\n\n<p><\/p>\n\n\n\n<p>The most common mistake most entrepreneurs make is offering a prize that appeals to an overly broad audience.&nbsp;<\/p>\n\n\n\n<p><strong>Generic prizes produce short-term results<\/strong>. A larger number of people may take part in your campaign, but they might only be interested in your prize as opposed to your business. And once your campaign is over, they\u2019ll probably unfollow you.<\/p>\n\n\n\n<p>You want to build a tribe with a cult-like-following. Not a bunch of followers who don\u2019t take any action and support your online shop. Which brings us to our next objective&#8230;<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Build a cult-like following: run giveaways to reward your community<\/h2>\n\n\n\n<p>Building a tribe is not easy. But you\u2019d rather have 1,000 true fans than 10,000 people who are un-engaged. Ultimately, this will <strong>make or break your business\u2019 growth<\/strong> on Instagram.<\/p>\n\n\n\n<p>Genuine giveaways allow you to build your tribe. They\u2019re&nbsp; one of the most effective ways to <a href=\"https:\/\/www.oberlo.com\/blog\/how-to-get-followers-on-instagram?\" target=\"_blank\" rel=\"noreferrer noopener\">increase your followers<\/a> by giving back to your community and making them feel like a part of your tribe.&nbsp;<\/p>\n\n\n\n<p>You can also make your giveaways fun and more engaging by adding a <strong>competitive element<\/strong> to them.&nbsp;<\/p>\n\n\n\n<p>When they first started out, Dolls Kill ran <a href=\"https:\/\/www.easypromosapp.com\/instagram-photo-contest\/\">photo contests<\/a> for followers who modelled their clothes. They later recruited the winners as their main influencers, which has allowed them to grow rapidly in an authentic way.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Use Instagram as a sales channel: run giveaways to promote sales<\/h2>\n\n\n\n<p>Instagram is one of the most effective sales channel for ecommerce businesses because:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>It\u2019s visual<\/strong>: impeccable for showcasing products.<\/li>\n\n\n\n<li><strong>Its users are engaged millennials<\/strong>: 80% of users follow a brand.<\/li>\n\n\n\n<li><strong>Its users are making purchases<\/strong>: Instagram has the 2<sup>nd<\/sup> highest average order value out of all social channels.<\/li>\n\n\n\n<li><strong>It\u2019s continually adding new, business-friendly features<\/strong>: think of shoppable tags, or the native payments IG is currently testing.<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter is-resized\"><img decoding=\"async\" src=\"https:\/\/wwwcdn.cstmapp.com\/blog\/en\/wp-content\/uploads\/4-3.png\" alt=\"\" loading=\"lazy\" class=\"wp-image-18910\" width=\"490\"\/><\/figure>\n<\/div>\n\n\n<p><\/p>\n\n\n\n<p>That being said, I wouldn\u2019t recommend making purchases the primary objective of your giveaway campaign. Your campaign might (and probably will) generate sales, but if you make it the main objective, you\u2019re likely to be disappointed.<\/p>\n\n\n\n<p>Using Instagram as a sales channel is an objective to consider once you&#8217;ve already <strong>raised&nbsp;product&nbsp;awareness<\/strong> and <strong>built&nbsp;a&nbsp;community<\/strong> with previous giveaways. Start with the first two objectives in this article &#8211; then move on to promoting sales with giveaways when you&#8217;re ready.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Leverage giveaways to build your business<\/h2>\n\n\n\n<p class=\"has-text-align-left\">We started this blogpost by considering the <strong>three&nbsp;marketing objectives<\/strong>&nbsp;recommended&nbsp;by&nbsp;Instagram:<strong>&nbsp;awareness,&nbsp;consideration,&nbsp;and&nbsp;conversion.<\/strong><\/p>\n\n\n\n<p>Next, we saw how you can work towards those goals by <strong>raising&nbsp;product&nbsp;awareness<\/strong>,&nbsp;then <strong>building&nbsp;a&nbsp;community,<\/strong>&nbsp;and finally <strong>promoting&nbsp;sales&nbsp;and&nbsp;conversions<\/strong> with Instagram giveaways. Just as your customers move through the funnel in three stages, you can think of your Instagram campaign as having three stages of giveaways.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"has-vivid-cyan-blue-background-color has-text-color has-background\" style=\"color:#ffffff\">Ready to get started? Make sure your first giveaway follows Instagram guidelines &#8211; by using our <a href=\"https:\/\/www.easypromosapp.com\/standard-instagram-giveaway\/\" style=\"color:#ffffff\">free templates for giveaway posts and Stories<\/a>, with text and images designed for success.<\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"In our latest guest post, marketing specialist Stefanos Bournias explores Instagram marketing objectives for ecommerce &#8211;  and how your business can achieve and measure them with giveaways.\n","protected":false},"author":54,"featured_media":64794,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_links_to":"","_links_to_target":""},"categories":[7060],"tags":[],"class_list":{"0":"post-64793","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-instagram-promotions"},"yoast_head":"<!-- This site is optimized with the Yoast 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