What is an Instagram Giveaway
An Instagram giveaway is a contest where participants perform specific actions (like following, liking, commenting) for a chance to win a prize. A successful giveaway can increase your reach by 70% and attract new followers.
Preparing for the Giveaway
Define Your Goals and Budget
Before launching, determine:
Goal: increase followers, sell a product, enhance brand awareness
Prize Budget: recommended 7-20% of your monthly marketing budget
Duration: ideally 3-7 days
Choose a Prize
The prize should be:
Appealing to your target audience
Relevant to your brand or product
Valued between 500 to 50,000 UAH (depending on your account size)
Rules for Conducting a Giveaway
Adhering to Instagram Rules
Instagram prohibits:
Asking users to tag themselves in photos where they are not present
Making reposts in Stories a mandatory condition
Creating fake accounts for participation
Legal Requirements
According to Ukrainian legislation:
A giveaway valued over 850 UAH requires tax payment by the winner; consult your lawyer before launching.
Clearly state the full rules of participation
Keep documentation of the giveaway
Step-by-Step Guide to Conducting a Giveaway
Step 1: Create a Post with Rules
Your post must include:
What participants need to do to enter
Who can participate (age, geography)
The end date of the giveaway
How the winner will be announced
Step 2: Gather Participants
Typical entry conditions include:
Following your account
Liking the post
Commenting on the post
Tagging friends (no more than 3)
Step 3: Select a Winner
For a fair selection, use:
Specialized services like SOM
Comment numbering and random number generator
A transparent process with video recording
How to Choose a Winner from Comments for Free
Method 1: Manual Numbering
Number all valid comments
Use Google’s random number generator
The drawn number corresponds to the winner's number
Method 2: Using SOM
The SOM platform allows you to:
Automatically gather participants
Filter by entry conditions
Conduct a transparent giveaway
Generate reports for documentation
Announcing Results
How to Notify the Winner
Post the results within 24 hours
Tag the winner in the comments
Send a direct message
Show the selection process (screenshot or video)
What to Do if the Winner Doesn’t Respond
If the winner does not respond within 48 hours:
Conduct a redraw among the remaining participants
Announce this publicly
Follow the same selection rules
Analyzing Giveaway Results
Key Metrics
Track:
Number of Participants: an average giveaway attracts 200-500 people
Follower Growth: a quality giveaway yields +15-25%
Post Reach: increases by 3-5 times
Engagement: engagement rate increases by 40-60%
Retaining New Audience
To keep new followers:
Post quality content immediately after the giveaway
Engage with new followers
Run giveaways regularly (every 2-3 months)
Common Mistakes and How to Avoid Them
Technical Errors
Inaccurate Rules: always proofread the text before posting
Lack of Deadline: specify the exact date and time of completion
Ignoring Instagram Guidelines: familiarize yourself with the platform's rules
Legal Risks
Lack of Rules: detail the conditions of participation
GDPR Violations: obtain consent for data processing
Tax Obligations: inform the winner about potential taxes
FAQ: Answers to Common Questions
Can I run a giveaway without registering as a sole proprietor? Yes, if it’s a one-time giveaway for promoting a personal brand. For business accounts, it's better to have official registration. Costs include the prize value (starting from 500 UAH) and possibly a service to conduct it (SOM offers a free plan). Ideally, every 2-3 months. More frequent giveaways can dilute value and engagement. In Ukraine, a prize valued over 850 UAH is subject to an 18% tax + 1.5% military tax. Contact Instagram support and provide evidence of compliance with platform rules. Use automated services like SOM or check manually through the follower list. Start your first giveaway with [SOM's free plan](https://app.it-som.net) — the platform will automatically filter participants and conduct a fair winner selection.How much does it cost to run a giveaway?
How often can I run giveaways?
Do I need to pay tax on the prize?
What if Instagram blocks the giveaway?
How can I check if a participant follows my account?
