How to run Instagram sweepstakes in 2025: step-by-step guide

Instagram sweepstakes remain a powerful tool for engaging audiences, increasing brand awareness, and stimulating interaction with followers. However, in 2025, Instagram has tightened the requirements for running promotions, which requires organizers to pay more attention to details. In this article, we’ll look at how to organize a sweepstakes that will not only be effective but also comply with all the current rules of the platform.

1. Determine the purpose of the draw

Before starting the draw, clearly state its purpose. It can be:

• Increase the number of subscribers
• Increase audience engagement
• Promotion of a new product or service
• Collecting user-generated content (UGC)

A clear understanding of the goal will help you determine the format of the draw, choose a suitable prize, and set the criteria for participation.

2. Select the type of draw

In 2025, the following draw formats remain popular:

• “Like and comment”: an easy way to increase engagement.
• “Subscribe, like, tag a friend”: effective for attracting new subscribers.
• UGC sweepstakes: participants create content related to your brand.
• Joint sweepstakes with other brands or influencers: helps to expand the audience.

The choice of format depends on your target audience and goals.

3. Follow the rules of Instagram

Instagram sets clear requirements for conducting sweepstakes:

• Transparency: clearly indicate the rules of participation, criteria for selecting winners, and deadlines.
• Voluntary participation: avoid forcing actions that could be considered manipulative, such as mass tagging of friends.

Failure to comply with these rules may result in the post being deleted or your account being blocked.

4. 4. Set clear terms of participation

The terms of participation should be simple and clear. For example:

• Sign up for our account.
• Please like this post.
• Leave a comment by tagging a friend.

Also indicate:

• Dates: for example, “from May 1 to May 7, 2025”.
• Criteria for selecting winners: random selection or based on creativity.
• Number of winners: for example, “3 winners will be selected”.

5. Use reliable tools to select winners

To ensure the transparency of the winner selection process, use a trusted service such as SOM, a Ukrainian online randomizer that allows you to select winners from the comments fairly and quickly. SOM offers free testing for posts with up to 10 comments.

6. Announce the winners and provide prizes

After the draw is over:

• Announce the winners: do it publicly through a post or story.
• Contact the winners: send them a personal message with instructions on how to claim their prize.
• Provide prizes: make sure that the prizes are delivered on time and in good condition.

This will increase the credibility of your brand and encourage participation in future sweepstakes.

7. Analyze the results

After the draw is over, analyze its effectiveness, including the number of new subscribers, engagement rate, and other key indicators. This will help you improve future campaigns.