How to Run a Facebook Page Like Campaign on Instagram (Growth Hack)
By: Shivam K
Tags: Social Media Marketing, Giveaway Contest, Growth Marketing, Instagram Marketing, Growth Hacking

What you need?

A contextual idea A growth mindset A small giveaway A handful of nano-influencers

Step 1

Find an idea that is contextual in two ways. Something that strikes a chord with your existing follower base. For example, if you are an FnB brand, make sure your idea is conceptualised with a hashtag that resonates with your brand proposition or the umbrella campaign. You may also choose to use the umbrella campaign hashtag as the contest hashtag. For example, #HarGhoontMeinSwag contest.

The second context can be around the season or the calendar. In that case, you can build your idea around a calendar day, a festival or the season. A tea brand that stands for strong blends can choose to name its contest #TheKadakWinterChai (translates to a ‘strong cup of tea’ in English) if it’s running a giveaway campaign during Nov-Jan in India. It’s also important to keep the contest simple, which brings us to our next step.

Step 2

As I said, it is very important to have a growth mindset when it comes to executing a giveaway campaign (or contest). You do NOT want to miss out on your potential followers by making the participation steps complicated. Keep it simple, easy to follow, relatable and intriguing so that it piques their interest. The qualifying answer should be simple and should be something that can be answered in a word.

If you are asking users to share their Diwali experience with families, it may have a little friction in their mind because of the descriptive nature of the answer. On the other hand, if you ask them to describe their Diwali time in three words, it is intriguing and offers much less friction. Makes sense?

The second part involves crafting the participation steps to create a viral loop. You may want your users to follow you on Instagram, tag at least 3 of their friends alongside their answer, give you Amazon reviews (if that’s your channel of interest) and DM you after they complete all the steps. So that it is easy for you to track the participation.

Step 3

The two steps above ensure that you are through the ideation process of the campaign and all you need is a relevant giveaway. The criteria of selecting the giveaway is simple: It should be something that the user is keen to possess. It should be something that builds a brand recall. For example, you can choose to club an Amazon gift card with one of your limited edition/bestselling/signature products so that it fits both the criteria.

Step 4

The final and a crucial step in the giveaway campaign is finding a bunch of people you want to float the contest through. You can choose to find a bunch of nano-influencers who may agree to do this on a barter basis. Alternatively, you can float it through some influential people in your family/friend groups. If you don’t want to either, just promote it with an initial budget of INR 200–400 and get ready to see the magic.

Sample Campaign:

For the sake of exemplifying the steps above, go through this campaign which we have recently concluded: The Instagram following of the brand has already grown by close to 100% in the last one week itself. We haven’t spent more than INR 500 on this campaign. So, we basically acquired a follower at less than INR 2. :)

If you liked what you read, let’s connect on Linkedin where I post a lot of stuff related to marketing for consumer brands. Alternatively, you can write to me at shivam@theteasercompany.com if you want us to take up social media management for you.