A successful contest or giveaway on Instagram that won’t attract just “prize hunters” – see how to conduct it!

It’s not always bots. Sometimes you just attract people who came only for the prize – and disappear without a trace right after the results are announced. Zero engagement, zero clicks, zero sense. Instead of building a community, you’re left with inflated follower numbers who will never return.

But a contest can really work. It can increase reach, generate sales, and strengthen loyalty. But you have to execute it well – from the rules to the follow-up.

Is it a contest or a lottery? How to avoid penalties and organize everything legally

If the prize depends on a draw and not on the participant’s skill – you’re entering lottery territory. And that’s a completely different legal story. And unfortunately – a story with the obligation to report to the Tax Administration Chamber and pay gambling tax.

How to distinguish a contest from a lottery?

• Contest – the prize depends on a task performed (e.g., a creative answer, photo, knowledge test).
  
• Lottery – the winner is chosen at random, e.g., from all commenters.
  
• Material prizes over 2000 PLN – may be subject to a 10% tax
  
• No regulations – it’s not just a legal risk, but also an image risk.
  

It’s best to opt for a contest with an evaluation element – e.g., “answer creatively” or “create a meme”. This way you steer clear of lottery regulations, while also building greater engagement.

How to scare off prize hunters? Good prizes and smart tasks do the trick

An iPhone, smartwatch or “box of cosmetics” is a sure bet for a flood of people who click on every giveaway and never return. If you care about a quality community, you need to choose something that attracts the right group – even if 1000 people don’t click on it.

How to do it?

• Choose a prize that fits your niche – e.g., for an educational creator: e-books, consultations, access to your course.
  
• Set a task condition – e.g., a mini test, creative answer, a photo with your product.
  
• Don’t give a ready answer in the post – if someone can copy a comment, they will do it.
  
• Limit the duration – 2–3 days = fewer random people from “Giveaway PL” groups.
  

This might lead to fewer entries, but a greater potential for future engagement and sales. If someone took the time to complete the task – they are not a typical prize hunter. It’s someone who genuinely wanted to join your community.

How to create an Instagram contest that spreads by itself?

Are you tired of the “tag 3 people and win” mechanics? So are the viewers. It’s the simplest way for a quick boost, but also the surest way to lose trust. People know when they’re being “used” to generate reach – and they don’t like it at all.

How to drive a contest organically?

• Use Stories with questions or quizzes as announcements – engage before the announcement.
  
• Add an option “share on Story if you want” – instead of a requirement.
  
• Instead of “tag friends”, write: “who else would appreciate this?” – changes the tone to a more human one.
  
• Invite to co-create – e.g., ask for inspiration for the next product/topic/collection.
  

A well-executed contest doesn’t feel like an ad, but like a fun activity with a bonus. And people are more willing to engage in something they feel is authentic – especially if the prize matches their interests.

How long should an IG contest last and when to remind about it?

Too long a contest? People will forget. Too short? They won’t have time to engage. The duration of the campaign is something that realistically affects reach, number of entries, and the quality of the entire activity. And then there’s the question: when and how to remind about the contest without sounding like a desperate guy with a megaphone.

What works in practice?

• Optimal duration: 2–4 days – long enough to gather entries, but without boredom
  
• Best start: Tuesday or Wednesday – you avoid weekend chaos and Monday slump
  
• Reminder in Stories – once a day – don’t spam, but show that the topic is alive
  
• Countdown sticker + repost good submissions – encourage, inspire, activate
  

People need a deadline. A clear, definitive end. “Submit by Friday, 10:00 PM – then we close” sounds much stronger than “contest until the end of the week.” And if you remind them thoughtfully, you won’t be pushy – just effective.

Contest rules on Instagram without legal jargon – what must be included?

Rules are not just a formality – they’re your shield. Against “bounty hunters,” complainers, and unexpected problems. But you don’t have to write it like a law firm. Just include some key information and do it simply, humanly, but specifically.

What should be included in the rules?

• Who organizes the contest – the details of your profile or company.
  
• When the contest takes place and when the results will be announced.
  
• Participation rules – what needs to be done.
  
• On what basis you choose the winner – drawing, jury, subjective choice.
  
• What the prize is, how many, how it will be delivered.
  
• Who covers the cost of shipping/tax (if applicable).
  
• Data processing rules (GDPR) – you can paste a simple link to the privacy policy.
  
• Disclaimer that Instagram is not a sponsor and is not responsible for the contest.
  

You don’t need to create a separate page. You can upload the rules as a cloud document (e.g., Google Docs) and link to it in the bio or Story. Or condense it into a carousel with slides. The important thing is it’s there – and that it’s understandable.

What to do after the contest? Instead of dead souls – retention and sales

Gathering followers is one thing. Keeping them – that’s the real art. A contest can attract people, but what you do afterward will determine whether they stay with you for the long haul. And that’s where the real creator’s work begins.

How not to lose people after the contest?

• Announce who won – clearly and transparently (Stories, post, graphic)
  
• Write to the non-winners – with thanks and a discount code/bonus
  
• Conduct a survey: what they would like to see in the next contest
  
• Show backstage: how you chose the winner, how you pack the prize, etc.
  
• Engage people in further activities – e.g., newsletter subscription, RefSpace, live Q&A
  

This is the phase where many accounts lose everything they’ve gained. Because after giving out prizes… silence. Yet you can turn this into a long-term relationship. Show that you care not just about the numbers but about building a community – and then the giveaway becomes a real lever for your brand.

FAQ

Can I organize a contest without a business activity?

Yes – as a private individual, you can conduct a contest as long as it does not generate profit. If you do it regularly and it connects to your brand or products – it’s worth considering unregistered activity or a business.

Can I draw a winner from commenters?

Yes – but then you are entering the area of a promotional lottery, which means additional legal requirements. It is much safer to choose a winner based on submissions (e.g., “most interesting answer”).

What if someone doesn’t claim the prize?

It’s worth including a clause in the rules that you have the right to select another winner after X days without contact.

Do you need to report the contest to Instagram?

No – but Instagram requires you to clearly state that it is not organizing or sponsoring the contest. A standard formula in the description is sufficient.

How can I manage submissions if there are many?

Use tools like Comment Picker, Loomly, Hootsuite, or simply Excel with comment export – but only if you are not drawing randomly, but evaluating!