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Module 5, Lesson 9
Start & Scale

Giveaways

In this lesson, I'm going to take you through running an effective social media giveaway to rapidly
grow your social following. This is important because giveaways are still the single most effective
way to quickly grow your presence on social media. In particular on Instagram. So it figures that if
you don't take advantage of this, you'll be missing out on a valuable way to grow your social
following. Giveaways tie into all the psychological triggers that we discussed in our lesson on
psychological marketing. Reciprocity, as you're giving something away in return for their entry.

Social proof, as a giveaway always receives more engagement than any other type of post. And
scarcity, as giveaways are time-limited by nature. The basic principle of the giveaway works by
leveraging a prize to use as an incentive to get your followers to perform certain actions on your
brand's behalf. These can be a huge number of things. From signing up to your email list, through
to following you on social media. And what you want to do, is get as much as much leverage and
exposure for your giveaway as possible.

So it's always going to be a good idea to team up with an account with higher reach their your
own in your niche. Like an influencer or vertical account, for example, to co-host your giveaway.
Or another brand, or another few brands, for example. And this is often done via what's called a
Loop Giveaway. The more reach, the better. As you're going to be offering an incentive for the
people viewing this post to engage with your brand and follow you on social media.

So there are a lot of different kinds of giveaways, but in this lesson, I'm going to discuss the most
simple and effective giveaway technique I've used again and again across all of my brands to
grow. And that is the Tag-to-Win giveaway. And this can either be hosted by your brand itself, via
social channels, for example, on your Instagram account or like I said, you might wanna team up
with an influencer to co-host your giveaway. Like Bambi Boutique did. Or another non-competing
brand in your niche, for example.

Like I said, I'm just going to be covering this one giveaway technique in detail in this lesson, so
that you can really nail that, but we're going to provide a whole heap of other great giveaway
examples that you can take inspiration from in the resources section as well. These include Loop
Giveaways, like I already mentioned. Celebrity-Hosted, Multi-Brand Giveaways, Milestone and
Leaderboard Giveaways using platforms like Viper or Viral Loops. Or emails that help turn your
social followers into your email subscribers using Gleam, for example.

So let's get into it. First up, what exactly is a tag-to-win giveaway? A tag-to-win giveaway is a
giveaway in which your brand or an influencer asks their followers to tag a friend on their post and
follow your brand to go in the draw to win a prize. Sounds simple, right? But I'm going to go a step
further and give you the exact caption that we used for our best ever performing tag-to-win
giveaway at The Fifth. which I'll give you in a minute. And of course I'll also add this into the
resources section this lesson, so don't worry.

You don't need to write it down word for word. But first, let's talk results. This is the exact caption
that we used at The Fifth to grow our Instagram following by 20,000 followers in the space of 24
hours. We received over 80,000 comments tagging a friend in the post, and according to
Instagram analytics platform, Iconosquare, we were the most engaged with brand profile on
Instagram in the world that day.

And the best part was, we were only giving away two watches on our own brand's account. So the
caption we used reads, "Tag to win a Fifth timepiece for you and your friend. "How to participate.
"One, follow @TheFifth. "Two, tag a friend under this photo "and ask them to follow @TheFifth.
"Bonus entries, one comment equals one entry, "and you can tag one friend per comment.
"Please note you must both be following The Fifth to win. "Competition ends in 48 hours, "and the
winner will be announced on Instagram.

"Please note this promotion is in no way sponsored, endorsed, associated, or administered by

So when my friend Lyia launched her brand, Bambi Boutique on Instagram, she achieved
ridiculous growth using only three super-targeted Instagram influencer giveaways over the space
of one week. Bambi teamed up with three macro influencers. Each with over a million followers on
Instagram, and prominent within the beauty industry to co-host giveaways with beauty prize packs
valued at over $2,500 each.
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Transcription
Module 5, Lesson 9
Start & Scale

The results were incredible, with Bambi Boutique growing from zero to 150,000 Instagram
followers in the space of a single week. Bambi Boutique received over 465,000 comments on their
competition posts alone. This figure doesn't even include the additional engagements on the
influencers' post themselves. This particular campaign shows that explosive Instagram growth is
still possible today when launching a targeted campaign at scale. I've provided screenshots of the
posts of this particular campaign in the resources section for your guys as well, so that you can
see exactly what they did.

Obviously this would have been a really high-budget launch campaign, but I'm trying to show you
just how effective this method can be when deployed at scale in the right way. And by the right
way, I mean that over the years, I've picked up quite a few things along the way that are going to
make or break your tag-to-win giveaway. So I'm going to share those with you now. So the first
step, is to include a strong, clear call-to-action. It should be as clear as possible right away, what
you want your entrants to do.

The next step is to make it as easy to enter as possible. The easier it is to enter then and there,
on the spot, the better. On this, we actually find that asking someone to tag just one friend, and
then more in additional comments, will work far better than asking them to tag five friends, for
example. The next step is to make the prize attainable. At my brands, we've found it works far
better to give away a watch or a Teetox. rather than an entire collection or huge prize like an all-
expenses paid holiday.

You can see that even Bambi took a very unedited, candid shot of their prize pack, rather than a
beautifully-curated image. This makes the entrant feel more likely to win. Like I could win a watch,
but I couldn't win a car. And shows that they really have the prize. That it hasn't just been
photoshopped in. My next tip is to give away two of the product. This makes it relevant to tag a
friend. Why would their friend end up following your account, if there wasn't something in it for
them as well? As you can see, this is what we did in The Fifth's caption.

The next step is to limit the time span of the giveaway to create a sense of urgency and inspire
action. Another tip is that you can use paid shout outs in your niche or vertical accounts to boost
the giveaway. You can even use influencers to hold a giveaway on your brand's behalf like in the
case of Bambi Boutique. And you can engage with these influencers on my platform, Hey
Influencers, for example.

Or just by reaching out to them via social media. And finally, if a giveaway is going well, I'd highly
recommend running a second chance draw followup giveaway with a smaller prize once it's over
to improve your follower retention. And definitely a discount code for your followers that didn't win,
which will obviously be the vast majority. So maybe something like, "Everyone's a winner 15" for
15% off store wide. So those are my top tips for running a tag-to-win giveaway.

As an action item for this lesson, I'd like you to edit The Fifth's caption for your brand. Then you'll
need to come up with the prizes that you're giving away, and whether you want to collaborate with
any other non-competing brands in your niche or paid influencers to co-host your giveaway. Then
we want to get it live. This is a great way to grow, and you don't even need to go big the first time.
I'd suggest keeping the prizes smaller, but relevant to your brand.

And just trialling one on one of your accounts. Get your friends and family to enter to start a bit of
buzz, and just see what happens from there. Even if we don't wanna be running giveaways all the
time, as they might devalue our brand later on down the track, at the start we have far less to
lose, so I'd say just go for it. So go ahead, do that now, and I'll see you in the next lesson.