Exploring the Psychology Behind Instagram Giveaways
Who doesn’t like an unexpected gift, freebie, or giveaway? Getting free stuff is like hitting the jackpot. Whether it’s a surprise snack at the grocery store or a no-strings-attached trial of your go-to streaming service, there’s nothing quite like the thrill of snagging something for free.
It’s no wonder giveaways are such a quick and powerful way to gain more followers and build a customer base for us, marketers. And we can’t continue talking about giveaways without mentioning Instagram.
Instagram is the #1 go-to platform for hosting giveaways. The hashtags “giveaway” and “giveaways” alone have over 53 million posts on the platform.
But why, though? Why are we tempted to queue up at any sign of something “free”?
Turns out that there’s science behind it– our brains are wired to light up at the mere mention of “free.” Let’s explore more about it.
The Psychology of Giveaways
TL;DR: Freebies and giveaways exploit our brain’s love for deals and the thrill of getting something for nothing, leading to impulsive decisions. Dan Ariely’s book “Predictably Irrational” shows how people often prefer a free item, even if its value is low, over a paid item of higher quality. This rush of excitement and emotional response to free offers can drive quick actions and engagement.
Something about freebies seems to short our brain’s logic circuits and sometimes leads us to make quick decisions. Ever wonder why people lose their minds over a free pen? It’s actually less about the pen. It’s more about the thrill of getting something for nothing.
Giveaways tap into that little part of our brain that loves a good deal that can trigger a rush of excitement and satisfaction.
We don’t talk about the psychological reasons for giveaways or free stuff without mentioning Dan Ariely’s bestseller “Predictably Irrational.”
This book highlights a fascinating choice experiment that illustrates this surprising insight.
In the study, participants were asked to choose between a luxury Lindt chocolate truffle for 26 cents or a lower-quality Hershey’s chocolate kiss for one cent– which resulted in an even split of choices.
But when the prices were each reduced by one cent (this means Hershey’s Kiss is free), the decision landscape shifted dramatically. Despite the price difference remaining the same, the vast majority of participants opted for the free Hershey’s Kiss.
Our world is dominated by a constant flow of cost-benefit analyses. At almost everything in our lives, we’re constantly figuring out how much we’re going to lose, figure how much we’re going to gain, subtract the first from the second, and if we’re left with a positive number, have at it.
There’s an allure of “something for nothing.” The idea of getting a reward without any financial investment triggers a positive emotional response, often linked to the dopamine system in the brain.
This rush of excitement can create a sense of urgency and encourage quick action, whether it’s signing up for a contest, sharing a post, or making a purchase to increase your chances of winning.
In this case, giveaways throw a delightful wrench into the equation. There’s nothing to subtract. The gain is all upside and make it nearly impossible to resist.
So, Why Do Instagram Giveaways Work?
So… Why do Instagram giveaways work? Well, it’s a little like fishing. Except the fish are scrolling through their feeds, and the bait is anything from a free iPhone to a year’s supply of kombucha.
Instagram giveaways tap into our deep-seated love for free stuff, mixed with a dash of FOMO and a sprinkle of “maybe this time I’ll win.” It’s the perfect recipe for driving engagement and turning followers into a frenzied, tag-happy, post-sharing army.
No wonder that Instagram contest posts generate much more engagement than regular posts (they get 64 times more comments and 3.5 times more likes).
Here are some reasons why Instagram giveaways can fatten up your bottom line.
#1. The Thrill of Winning
The allure of winning, even if it’s just a small prize, triggers a rush of excitement and anticipation. All the excitement isn’t just about the prize itself. Some of us are just excited to have the experience of potentially beating the odds.
The chance to score something valuable without spending a penny creates a strong emotional pull. It’s why people eagerly follow the rules, share posts, and tag friends.
It doesn’t matter whether you’re an e-commerce business, an F&B, or even a voice-over agency, the opportunity to engage your audience and build a loyal following through giveaways is universal.
#2. Social Proof and FOMO
Instagram giveaways thrive on the powerful combination of social proof and FOMO (fear of missing out). When people see their friends or influencers participating in a giveaway, they feel a stronger urge to join in. It’s like being part of an exclusive club or catching the latest trend. Everyone wants to be involved.
Social proof works by leveraging the behavior of others to validate our own actions. When a giveaway garners a lot of entries and shares, it creates a buzz that attracts even more participants. The visibility of others’ involvement acts as a compelling endorsement, making the giveaway seem more appealing and credible.
FOMO kicks in when participants fear missing out on a chance to win something exciting. The urgency to act quickly and not be left out spurs people into action. This sense of urgency is amplified by limited-time offers or specific entry deadlines.
#3. The Power of Reciprocity
Instagram giveaways harness the principle of reciprocity, which is deeply ingrained in human behavior. When a brand offers something valuable for free, it triggers a natural inclination for people to reciprocate. This can manifest as increased brand loyalty, more followers, and a greater likelihood of future engagement.
The idea is simple: when you receive something for free, you often feel a subconscious urge to give back. This might mean following the brand’s account, liking their posts, sharing their content, or even making a purchase down the line.
It’s a psychological exchange where the act of giving away a prize fosters a sense of obligation or goodwill in the recipient.
#4. Expanding Reach and Visibility
When participants enter an Instagram giveaway, they often need to like, share, or tag friends in the post, creating a ripple effect that extends far beyond your immediate audience. This organic spread of content introduces your brand to new followers who might not have encountered it otherwise.
Each share or tag exposes your brand to a wider network, multiplying the chances of reaching potential customers. It’s like word-of-mouth marketing on steroids, where the incentive of a prize motivates people to spread the word more enthusiastically.
The more entries a giveaway receives, the more eyes land on your brand. The result? An increased awareness and potentially converting curious onlookers into loyal followers.
#5. The Allure of Scarcity
Scarcity is a psychological phenomenon where people place higher value on items or opportunities that are perceived to be limited in availability.
Instagram giveaways often create a sense of urgency by promoting limited-time offers or exclusive prizes. We’ve talked about FOMO before, this scarcity drives participants to act quickly to secure their chance of winning– which boosts their engagement with the giveaway.
When people believe they might miss out on something valuable, they’re more likely to take immediate action, such as following the account or tagging friends, thereby amplifying the giveaway’s reach and impact.
#6. Gamification Makes It Fun
Most of the time, Instagram giveaways appear like a game. Gamification involves incorporating game-like elements, such as challenges, rewards, and competition, into non-game contexts.
For example, an Instagram account run by an investment advisor might use giveaways to engage followers by asking them to complete simple financial quizzes or comment on posts with their financial goals.
Turning participation into a game like this taps into people’s natural desire for fun and achievement. This excitement can significantly boost engagement, as users are motivated not just by the potential prize but also by the enjoyment of the process itself.
Elements like multiple entry methods or creative tasks add layers of involvement that make the giveaway more appealing and memorable for participants.
#7. The Social Bonding Effect
Instagram giveaways often create a sense of community and social bonding among participants. How? While you might think that sharing the giveaway post can boost the visibility of the event itself, it also sparks interactions between users.
When participants tag friends or share the post, they invite their social circles into the experience. This extends beyond individual participation and creates a shared sense of excitement and involvement.
The collaborative aspect improves social connections and strengthens relationships within the community. Participants feel more engaged not only with the brand but also with each other, as they share in the excitement and anticipation of the giveaway.
But Don’t Forget These Ethical Considerations
When planning an Instagram giveaway, it’s easy to get caught up in the excitement of boosting engagement and growing your follower count.
However, amidst the flurry of likes, shares, and comments, it’s crucial not to overlook the ethical considerations that come with running these campaigns.
#1. Transparency in Rules and Eligibility
Participants should know exactly what they need to do to enter, how the winner will be selected, and any specific requirements they must meet.
Always clearly outline all the details in your post and terms to make sure that everyone who enters understands the process. Ambiguity or hidden conditions can lead to frustration, mistrust, and accusations of unfairness.
#2. Honesty in Prize Fulfillment
It’s not enough to simply announce the winners– following through on your promises is essential. Make sure that the prizes are clearly described, available as stated, and delivered within a reasonable timeframe.
Remember that any delays or changes should be communicated promptly and transparently to the winners. Failing to fulfill prizes can lead to damaged credibility, negative reviews, and a loss of follower trust, which can have long-term consequences for your brand.
Just like Ecos did. They create a short video to demonstrate the price– which is their own product. This way, they not only showcased the prize in a tangible way but also reinforced the authenticity of their giveaway to build excitement and trust among participants.
#3. Avoiding Misleading or Manipulative Practices
What does it mean by misleading or manipulative Instagram giveaways? It includes avoiding exaggerations about the value or rarity of the prize, as well as steering clear of tactics that pressure users into actions they might not otherwise take, like excessive tagging or sharing.
Misleading practices can quickly turn a positive campaign into a PR disaster that can lead to disillusioned followers and potential legal issues.
Instead, focus on creating a genuine and honest experience that reflects your brand’s values. Being upfront and sincere will not only enhance your brand’s credibility but also foster deeper connections with your audience.
#4. Respecting Privacy and Data Protection
Not every participant wants their data to be shared. So, you need to make sure that you’re transparent about how their information will be used and obtain explicit consent if you plan to collect any personal details beyond what’s necessary for the giveaway.
For example, if MGK Asia, an elevator company, is hosting a giveaway on Instagram, they should clearly inform participants if their data will be used to send product updates or promotions.
Never use participant data for unsolicited marketing purposes or share it with third parties without permission. Adhering to data protection regulations, such as GDPR or CCPA, is essential for maintaining trust and protecting your brand from potential legal issues.
#5. Fairness in Selection and Announcements
Use a random and unbiased method for choosing winners, such as a random number generator or a third-party tool designed for this purpose. Clearly communicate the selection process to participants to avoid any perceptions of favoritism or manipulation.
You can also announce winners in a transparent manner to provide evidence of the selection process if necessary. This reinforces your commitment to fairness and helps build a positive and trustworthy relationship with your audience.
Boosting the Bottom Line with Instagram Giveaway
Everyone loves a good deal, and nothing beats getting something for free. Any deal with the word “free” attached brings customers running. It creates a buzz that attracts new followers and engages existing ones, but the real magic happens when those participants stick around.
When done right, giveaways can lead to an uptick in sales, as participants who experience the brand for the first time through a freebie are more likely to return as paying customers. The goodwill generated by a giveaway can translate into repeat business, positive reviews, and word-of-mouth recommendations.
