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What are the most effective ways to use social media contests for content promotion?

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Social media contests are a great way to generate buzz, engagement, and leads for your content. They can also help you grow your audience, increase your reach, and boost your brand awareness. But how can you use them effectively to promote your content and achieve your goals? In this article, we'll share some tips and best practices for creating and running successful social media contests for content promotion.

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Misley Zehra

LinkedIn Organic Growth ??| Personal Branding | Helping founders to build their personal brands on LinkedIn | LinkedIn…
Yamini Acharya

Content Strategy at Brigade Real Estate Accelerator Program (REAP)
Amy Zaremba

Branch Office Administrator | Edward Jones

1 Choose the right platform and format

The first step is to decide which social media platform and format suits your content and your audience best. Different platforms have different features, rules, and audiences, so you need to do some research and planning before launching your contest. For example, if your content is a video, you might want to use YouTube, Instagram, or TikTok, and if your content is a blog post, you might want to use Facebook, Twitter, or LinkedIn. You also need to choose a format that matches your content and your goal, such as a sweepstakes, a quiz, a photo contest, or a caption contest.

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Misley Zehra

LinkedIn Organic Growth ??| Personal Branding | Helping founders to build their personal brands on LinkedIn | LinkedIn Influencer Marketing| B2B Influencer Marketing
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Choosing the right platform helps in: -Saving your time and efforts -reaching the right target audience -Customising the message as per the platform

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Krishna Shah

Insight || Freelance Content Writer & Copywriter - Finance, Fintech, B2B and Research || FRM P2 Candidate and CFA Aspirant || 62k+ LinkedIn Impressions in 7 days
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Analyze where your target audience spends most of their time online. Don't assume that the most popular platform is always the best choice. Focus on platforms where your audience actively engages with video content. Like if you have professional content Instagram or Youtube isn't the place for you. Go for LinkedIn.

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Amy Zaremba

Branch Office Administrator | Edward Jones
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Deciding on the right platform should be informed by what your goals are. You may get tons of traction and exposure on a particular platform, but if it is not producing the results you want it may not be the best platform for your target audience. You need to know your audience and not just where they spend their time, but what platforms THEY use when making decisions.

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2 Set clear and realistic goals and metrics

The next step is to define what you want to achieve with your contest and how you will measure it. Your goals should be specific, measurable, achievable, relevant, and time-bound (SMART). For example, you might want to increase your content views by 20% in two weeks, or generate 100 new leads for your email list in one month. Your metrics should be aligned with your goals and trackable with the tools you have. For example, you might use Google Analytics, social media insights, or email marketing software to track your content views, engagement, leads, conversions, and revenue.

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3 Create a catchy and relevant title and description

The title and description of your contest are crucial to attract and inform your potential participants. They should be catchy, clear, and relevant to your content and your audience. They should also include the main details of your contest, such as the prize, the rules, the deadline, and the call to action. For example, if your content is a podcast episode about digital marketing trends, your title might be "Win a free consultation with a digital marketing expert by listening to our podcast", and your description might be "Listen to our latest podcast episode about the top digital marketing trends for 2021 and answer a simple question to enter our sweepstakes. You could win a one-hour consultation with a digital marketing expert who will help you grow your online presence and sales. Hurry up, the contest ends on March 31st. Click here to enter now."

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Amy Zaremba

Branch Office Administrator | Edward Jones
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When crafting a catchy title and description, you want to convey not just the "what" but the "why." Including the "why" - answers to "Why would someone want to win?", "Why is this offer so valuable?" is a stronger call to action to get someone to take the action you want.

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4 Offer a valuable and relevant prize

The prize of your contest is what motivates your participants to enter and share your content. It should be valuable and relevant to your content and your audience. It should also be aligned with your goal and your budget. For example, if your goal is to generate leads for your online course, your prize might be a free enrollment or a discount coupon for your course. If your goal is to increase your content views, your prize might be a gift card or a product that relates to your content topic. Avoid offering prizes that are too generic or too expensive, as they might attract the wrong audience or create unrealistic expectations.

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Yamini Acharya

Content Strategy at Brigade Real Estate Accelerator Program (REAP)
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Even if you choose the perfect prize based on the context of the campaign, it is also important to choose the right winners. In the case of small businesses in India, contests are plagued by contest participants who engage only to win freebies. They don't truly convert as consumers of the product or service.

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5 Promote your contest and your content

The last step is to promote your contest and your content to your target audience and beyond. You need to use a mix of organic and paid strategies to reach and engage your potential participants. For example, you might use your own social media channels, email list, website, blog, or podcast to announce and remind your audience about your contest and your content. You might also use hashtags, influencers, partners, or ads to expand your reach and visibility. You should also encourage your participants to share your contest and your content with their friends and followers, by offering incentives, bonus entries, or referrals.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are the most effective ways to use social media contests for content promotion?

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1 Choose the right platform and format

2 Set clear and realistic goals and metrics

3 Create a catchy and relevant title and description

4 Offer a valuable and relevant prize

5 Promote your contest and your content

6 Here’s what else to consider

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