Giveaways are a powerful way to engage your audience, reward loyal followers, and even boost sales. But if you don’t structure them right, you’ll end up with freebie hunters who never buy—or worse, you could accidentally break giveaway rules and risk getting penalized.

Over time, I’ve learned how to run giveaways that actually benefit my business without attracting the wrong audience. Here’s how to structure yours the right way.

💡 Want a strategy to convert giveaway participants into actual buyers? Scroll down to sign up for our email list and get a free Post-Giveaway Follow-Up Strategy Guide!

1. Who Should Your Giveaway Be For?

A mistake I see a lot of small businesses make is running giveaways to attract a new audience. But in my experience, that brings in the wrong people, people who just want free stuff and won’t engage beyond the giveaway.

How I Approach Giveaways:

✅ I use them as a reward for my current followers (not to bring in random new ones).
✅ I run them when I hit a follower milestone (ex: 10k, 20k, etc.).
✅ I keep it simple so it’s easy to enter & manage.

💡 Lesson learned: Instead of trying to grow numbers, I use giveaways to build stronger relationships with the people who already support me.

2. Choosing the Right Giveaway Prize

The better the prize, the more engagement you’ll get, but it still needs to attract the right audience.

What I’ve Given Away Before:

✅ Bundles of my best-selling items (pill cases, stickers, art prints, cigarette cases)
✅ Higher-value prizes for email signups (though these get lower interaction)
✅ Future plans: Giveaways to promote new product launches

💡 Pro Tip: Choose a prize that excites your current audience, not just anyone looking for free stuff.

3. The Best Giveaway Format (That Actually Works)

I’ve only done random giveaways in the past, but I’m running my first contest-based giveaway for ArtVend in March!

How I Structure My Giveaways:

✅ Tag X amount of friends & share on Instagram Stories
✅ I don’t require posting on their feed (people curate their feeds and don’t want random posts cluttering them)
✅ Keep it in ONE place—Instagram (but announce it on TikTok & email)

💡 Why this works: It’s easy to track, simple for followers to enter, and drives engagement.

4. Legal Rules You NEED to Know Before Running a Giveaway

Social media platforms have strict rules about giveaways, and breaking them could get your post taken down, or worse, get your account flagged.

What You Must Include in Your Giveaway Post:

✅ Clear entry rules – Ex: “Tag 2 friends & share on your Story to enter.”
✅ A disclaimer that your giveaway isn’t affiliated with Instagram/TikTok.
✅ Eligibility details – Who can enter? (Ex: Must be 18+ and in the U.S.)
✅ End date and time – Be specific about when the giveaway closes.
✅ How the winner will be chosen & announced – Example: “Winner will be randomly selected and announced via our Instagram Story.”

What NOT to Do:

❌ Don’t require purchases for entry – That makes it a lottery, which is illegal in many places.
❌ Don’t say “Follow to Enter” as the only requirement – Instagram has cracked down on this as engagement baiting.
❌ Don’t forget to check local laws – Some states/countries have extra restrictions on giveaways.

💡 Pro Tip: A simple disclaimer like “This giveaway is not sponsored, endorsed, or administered by Instagram or TikTok” keeps you compliant.

5. How to Convert Giveaway Participants Into Customers

The giveaway shouldn’t just end when you pick a winner, you want to turn those engaged followers into buyers.

How I Turn Giveaway Participants Into Customers:

✅ If it’s a high-value giveaway, I collect emails to keep in touch with participants.
✅ For sales-focused giveaways, I send a discount to non-winners.
✅ I follow up with an email or post-showcasing the winner & encouraging followers to shop.

💡 Why this works: Many people who enter are already interested in your products, sometimes they just need a little push to buy.

6. Download Your Free Post-Giveaway Follow-Up Strategy!

Want to make sure your giveaway actually leads to sales? Sign up for our email list and get a free step-by-step guide on how to:

✅ Engage participants after the giveaway ends
✅ Use discount codes to convert non-winners into buyers
✅ Keep giveaway participants on your email list & nurture them into repeat customers
✅ Turn giveaway buzz into long-term engagement & sales

 

Giveaways aren’t just about getting more followers—they should be about rewarding and engaging the right people while keeping them excited about your brand.

✅ Giveaways should focus on your current audience, not attracting random new people.
✅ Choose a prize that excites your best customers.
✅ Keep the entry process simple (tag & share is best).
✅ Use Instagram as the main platform but promote across others.
✅ Convert non-winners into customers with a strategic follow-up plan.

Looking for a fun, interactive way to run giveaways or exclusive promotions? The ArtVend vending machine is perfect for in-person events, offering limited edition prizes, mystery items, and engagement incentives. Check out The ArtVend to start vending your art today!

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