Digital Marketing, Social Media
Running a competition on Facebook is a great way to increase your engagement rate and following.
Let’s be honest, who doesn’t love the opportunity to win something?
However, running the competition can sometimes be a difficult task, especially if you’re not an expert on Facebook’s Promotion Policies or ACCC guidelines.
This is where we come in. We’re going to run you through the dos and don’ts of Facebook competitions.
Facebook will typically consider any type of competition on their platform a promotion. A promotion is anything with:
When running a Facebook competition, there are a few things you cannot do, including:
When running a Facebook competition, there are certain things you can and cannot say. To put it simply, you can not ask users to:
The best way to run competitions while keeping within these guidelines is to switch up the wording. If you want people to tag someone in your competition, simply ask your followers to ‘let you know’ in the comments below. Or better yet, steer away from this tactic and design a promotion which asks users to contribute something else rather than a tag. This could include asking users to comment their favourite product, suggest a name for a new product, tell you why their friend deserves the prize or anything else along these lines.
Asking people to administer the promotion on their personal timeline means asking them to do anything which places the competition post on their personal timeline where it can be seen by other users. This includes asking them to:
Facebook guidelines do not allow individuals or businesses to run competitions on their platforms where purchasing a ticket is a requirement.
Facebook does not allow you to incentivise people to take actions on your page, including asking people to ‘like’ or ‘share’ your page to enter. It should also be noted this does apply to any social plugins you may use on your website. Meaning you cannot incentivise people to like your page, share content, or take other actions via your website.
An alternative to incentivising your audience may be to ask them to visit your page, although they will likely not do this, nor will you be able to track the success of this request.
When running a competition on Facebook, you are allowed to run your promotion in any way which allows the winner to be chosen via complete chance. This can be achieved by using a random winner picker platform online, by the traditional pick a name out of the hat or simply picking someone at random.
As long as you are selecting your winner/s randomly and publicly announcing a winner, Facebook allows you to do so.
You can also run competitions where the winners are chosen by judges. These types of competitions include things like ‘name our new product’ and ‘caption this’.
With judged competitions, ensure you post the winner’s name in the comments to avoid landing yourself in any hot water.
While Facebook does allow competitions where the user is required to leave the platform to enter, they typically don’t perform as well as those kept on the social site.
Actions you may wish the user to perform to enter your competition include:
Terms and conditions (T&C) must be included in any Facebook competition you run, if not to meet Facebook regulation, but to protect your own brand. T&Cs help your business show they’re complying with the applicable rules which govern the running of any promotions in Australia. Your terms and conditions need to include:
You may wish to include this in the comment of your post, or include a short link through to a page on your website with full T&C so as not to clog up your post.
While releasing all connections to Facebook should come under your terms and conditions, it is imperative we highlight the importance of this step. As outlined on Facebook’s Promotional Terms and Conditions, any party running a promotion must acknowledge the promotion is in no way associated with Facebook. This can be easily added in your terms and conditions.
User-generated content is a great way to advertise your product, and it can be especially effective in promotions or competitions. However, before using user generated content, you need to ensure you’ve gained the permission of the content owners i.e the person who posted the image initially. In fact, in Facebook’s data collection policy it explicitly says you must “obtain user consent for your use of the content.”
For example, say a pet shop runs a competition asking users to submit a photo of their dog wearing a collar from their store for a chance to win a prize. If you wish to use any of the submitted images to promote your promotion or in future competitions, you’ll need to gain permissions from the image owner.
There really are endless opportunities when it comes to competitions you can run on Facebook. Before deciding on a competition type, have a look at your page insights and see what your followers engage with most. Do they like informational posts or do they prefer fun and lighthearted content?
From here you can base your competition. Those whose followers are fans of informational and factual posts may be better off running a quiz or asking a factual question their audience can relate to. For those with an audience who like to engage in what would typically be considered more ‘fun’ posts, try a ‘caption this image’ competition.
If you’re still stuck, here are a few ideas of Facebook competitions your business can easily run:
The opportunities are endless when it comes to competitions you can run on your Facebook page. At the end of the day, no one knows your audience better than you. Experiment with what works for your business and Facebook Page, but keep in mind those tricky Facebook regulations.
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