How to Plan an Instagram Giveaway That Actually Grows Your Following

“Are Instagram giveaways still relevant?” It’s a fair question. And if you're managing a brand account, you have probably asked yourself this umpteen times.

Instagram’s algorithm still changes every now and then. Tactics that worked two years ago? Not a sure thing today. So it’s only natural to wonder if giveaways still deserve a spot in your strategy.

Here’s the quick answer, though. Yes, they do. But here’s the catch. They don’t work the same way they used to.

Instagram giveaways are not just about posting a prize and crossing your fingers. Today’s best giveaways are thoughtful, strategic, and designed to do more than just boost numbers.

Let’s circle back to basics. Why do people follow brand accounts on Instagram in the first place? They are not there for job listings or press releases. After all this isn’t LinkedIn! They follow because they want value. Discounts, early access, exclusive offers, and yes, probably an occasional shot at something free.

And that’s where giveaways come in. They are the perfect way to deliver value while connecting with potential customers. In fact, giveaways can increase follower growth by 70% and drive 3.5 times more engagement than a regular post. Plus, 91% of posts with over 1,000 comments are giveaways. That’s the power they still hold.

But here’s the catch, not all giveaways work. It’s easy to attract unengaged followers or get a temporary boost in engagement that fades just as quickly.

So how do you run a social media giveaway that actually works?

Do Instagram giveaways actually increase engagement?

Take a look at the chart above. Engagement rates were kind of all over the place before the giveaway. But the moment the giveaway kicks in (around day 6 to 9), boom, engagement spikes to over 3%. That’s 3x, even 5x the usual rates for some brands.

But it’s not just engagement that gets a glow-up. Here’s the reach graph as well. During the giveaway window, the Rate of Reach shoots well above the minimum benchmark and, in some cases, nudges close to that maximum threshold. That means the content wasn’t just getting liked, it was getting seen by way more people than usual. 

And while the initial hype naturally cools down after the giveaway ends, here’s what’s really interesting: both engagement and reach stay elevated. They don’t just crash back down to pre-giveaway levels. They level out at a higher baseline. This is evidence that Instagram giveaways do create long-term value.

These findings come from a Social Media Examiner case study, and they really drive the point home. Sponsored giveaways, especially in collaboration with influencers or like-minded brands, don’t just bring temporary buzz. They build momentum, delivering new eyes and a more engaged, loyal audience that sticks around.

What are the different types of Instagram giveaways?

If you think Instagram giveaways are just about tagging three friends, it’s time to level up. That old "like, follow, and tag" routine still works, but it’s getting a bit stale.

Audiences today want more. More interaction, more personalization, more creativity. And good brands are catching on fast. They are moving beyond the basics and trying new giveaway formats that actually excite people and get them properly engaged.

1. Collaborative giveaway

Instagram giveaways have come a long way, and brands are getting creative with how they engage their audience. One of the most popular formats right now is collaborative giveaways.

These involve two or more brands teaming up to offer a shared prize, which helps them tap into each other's audience and boost visibility. A skincare brand might partner with a yoga studio and a wellness influencer to give away a complete self-care bundle.

2. Gamified entries

Another growing trend is gamified entries, where the giveaway is turned into a fun activity like a quiz or puzzle. A fashion brand, for instance, might post a “this or that” style game in their Stories, and users who screenshot and share their picks get entered into the draw. 

3. AR giveaways

AR giveaways use Instagram filters to make the experience more interactive. A sunglasses brand could let users virtually try on different styles using a filter and post their favorite look to enter. This gives potential customers a sneak peek at how products look on them.

4. Multi-platform giveaways 

Multi-platform giveaways ask followers to engage with the brand across multiple platforms. Say, follow on Instagram, subscribe on YouTube, and sign up for a newsletter. A tech brand might use this approach to grow its entire ecosystem in one campaign.

5. Blockchain-based giveaways

In more niche circles, we’re seeing blockchain-based giveaways, where prizes include NFTs or digital tokens. For example, a gaming startup could offer limited edition in-game assets as part of a launch campaign, perfect for engaging Web3-savvy users.

6. Community-based giveaways

On the more heartfelt side, community-based giveaways are designed to celebrate real people and stories. A local bakery might run a campaign asking followers to nominate someone who deserves a treat. Both the nominator and the nominee could win a box of cupcakes, it's feel-good marketing at its best.

7. AI-driven personalized giveaways

Finally, there’s the emerging space of AI-driven personalized giveaways. These use AI to tailor the experience based on each user’s preferences. A beauty subscription box could ask a few quick questions about your skin type and build a prize pack just for you, adding a layer of personal touch that feels fresh and thoughtful.

If you are after high conversion and instant results, instant gratification rewards are the way to go. People love winning, even if it’s something small.

How to create wildly successful Instagram giveaway content (without breaking a sweat)

You’ve probably seen them a hundred times on your feed. Those bright, bold posts shouting “GIVEAWAY!” with emojis galore and a promise of something shiny.

But what separates the forgettable ones from the viral, can't-stop-tagging-my-friends kind? Strategy. The kind that brings in real followers, real engagement, and real results.

Here’s how to run a giveaway that doesn’t just look pretty but also performs.

Step 1: Know why you are doing this

Before you start designing a flashy graphic or picking a prize, take a step back and ask yourself, “What’s the point?”.

A giveaway without purpose is like a party without a guest list.

You need to know whether you're trying to boost engagement, grow your audience, hype up a launch, or simply reward your existing fans.

Look at how ColourPop nails this. Their giveaways are laser-focused, promoting new product drops, driving conversations, or rewarding loyal fans. And it’s not by accident. There’s the intention behind every post.

The secret? Don’t just give stuff away for the sake of it. Do it to move the needle where it matters most for your brand.

Step 2: The prize has to be worth the click

People aren’t going to pause their scroll for a $5 gift card or a random water bottle with your logo on it. The prize needs to mean something. It should be something your ideal audience actually wants. No, craves.

Look at Olipop. In this post, they announced their giveaway with Hidden Valley featuring bundles of goodies in their exclusive swag bags. It’s not just “stuff”, it’s an experience. That’s the energy you want.

A killer prize is the hook. Make it irresistible.

Step 3: Make it simple to enter

If someone has to read your caption three times to figure out how to enter, you've already lost them. Keep it dead simple. No five-step rituals or signing up for your newsletter while standing on one foot.

Kiehl’s gets this right. Their entry mechanics are always short, sweet, and to the point. Which is why their comment sections fill up faster than a sneaker drop.

The easier it is to enter, the more people will jump in and bring their friends with them.

Step 4: Set a deadline and stick to it

Urgency is your best friend here. No one gets excited about a giveaway that runs for a month. Create that limited-time-only buzz. Three to seven days is usually the sweet spot, giving enough time for people to find it but not so long they forget it.

And don’t ghost them afterward. Tell people when the winner will be announced and actually follow through. That kind of transparency builds trust and keeps your brand looking sharp.

Step 5: Write a caption that sings

Think of your giveaway caption like your pickup line. It needs to grab attention, be clear, and give people a reason to care. Skip the corporate speak. Talk like a human. Better yet, talk like a friend hyping up a chance to win something awesome.

Hook them in the first sentence. Use emojis if that’s your thing. Make it feel like a party they don’t want to miss. And yes, include that boring (but necessary) “This is not sponsored by Instagram” line at the end, after all we’re all playing by the rules here.

Step 6: Promote like you mean it

Posting once isn’t going to cut it. You need to shout it from the rooftops, or at least from your Instagram Stories, Reels, and maybe even TikTok. Share behind-the-scenes, show off the prize, and tease the countdown. This is the time to be loud.

Take a page from the Anthropologie book. Their dreamy bridal giveaways are everywhere when they go live. Stories, email blasts, collabs. They don’t just hope people show up, they roll out the red carpet and invite them in.

Step 7: Announce the winner and don’t ghost the rest

The giveaway ends, someone wins, and... silence? Nope. This is your moment to keep the momentum going. Announce the winner in a fun, celebratory way, maybe even a story shoutout. Thank everyone for entering and let them know there’s more fun to come.

Pro tip? Offer a small perk to everyone else. A discount code, free shipping, or early access to something new. That way, even the non-winners feel like they got something out of it.

Step 8: Keep the vibe alive

At the end of your campaign, hopefully you've got some new followers. Don’t let them forget you. Follow up with content that keeps them engaged, like BTS peeks, polls, helpful tips, and funny memes. Whatever your brand’s personality is, keep showing it and showing up.

One giveaway done right can be the spark that lights a long-term fire. So treat those new eyeballs like VIPs.

Bonus: 7 tips for making your Instagram giveaway a standout

So, you've got the basics down. Let’s take it up a notch. Here are some insider tips that seasoned brands use to amplify their giveaway campaigns and squeeze every drop of value out of them:

Tip 1: Collaborate with a like-minded brand or influencer

Giveaways are a perfect excuse to team up. Find another brand or creator whose audience overlaps with yours, someone who shares your vibe, but isn’t a direct competitor.

You tap into their following, they tap into yours, and boom! Double the exposure, double the hype.

When Chamberlain Coffee partners with health-conscious brands like Olipop or Haus, the alignment feels organic. And followers from both sides win, literally.

Tip 2: Make the visuals unmissable

The visual is what makes someone stop scrolling. Use high-quality, scroll-stopping images or a fun Reel to showcase the prize. Don’t forget to include the word “GIVEAWAY” loud and proud right in the image or video thumbnail.

If you can, throw in a short video showing the actual prize being unboxed or used. Dynamic content almost always performs better than a static post.

Tip 3: Ask a fun, on-brand question

Instead of just “Tag a friend,” spice it up by asking something fun:

• “What’s your desert island beauty product?”

• “Who’s your favorite coffee date?”

• “Tell us your dream vacay spot!”

  
  

People love to share their opinions and it boosts engagement beyond just tagging.

Tip 4: Time it right

Don’t launch a giveaway at 9 PM on a random Tuesday. Post during your audience’s peak engagement hours, usually mid-morning or early evening, depending on your insights.

Also, try to tie it to a moment like a product launch, a prominent holiday (Valentine’s, Mother’s Day, etc.), or a milestone (hitting 10K followers, or opening a new location). It gives your giveaway a built-in theme.

Tip 5: Engage during the giveaway

Reply to comments, thank people for entering, re-share story tags, and hype things up during the campaign. The more you engage, the more Instagram will reward you.

Tip 6: Overdeliver on the winner experience

Don’t just DM a winner and ship a box. Make it feel like a mini celebration. Send a personalized note.

Make sure the package is beautiful and ask them to make unboxing videos so you score some UGC. Ask permission if they are okay with being tagged publicly, and if so be sure to share with the rest of your audience.

Happy winners often become brand evangelists and they’ll share that win with their own network.

Tip 7: Use Measure Studio to track your giveaway’s real impact

Okay, here’s the part most people skip, but it’s so important. After the giveaway, don’t just look at likes and call it a day. You want to know:

• Did you actually gain quality followers?

• What was the post’s reach vs. your average?

• How many entries came from Stories vs. feed?

• Are those new followers still engaging a week later?

This is where Measure Studio shines. It pulls together all your Instagram data in a clear, easy-to-read dashboard so you can track how your giveaway performed in context. Compare it to previous posts, see follower retention over time, and figure out if you hit your goals.

And if you’re planning future giveaways? You’ll know exactly what to tweak and where to double down.

Conclusion

When attention spans are measured in milliseconds, getting people to actually stop, engage, and care is no small feat. That’s what makes Instagram giveaways so effective when done right.

They are not about gimmicks or quick wins anymore. They are about building real connections with your audience and giving them a reason to stick around.

And the best part? You don’t need a massive team or a million-dollar budget to make it happen. You just need a little strategy, a dash of creativity, and the right tools to guide you.

So whether this is your first giveaway or your fifteenth, remember; it’s not about going viral, it’s about growing with intention. Every post, every entry, every interaction is a chance to turn followers into fans and fans into community.

And hey, when you're ready to get into the data (without the headache), tools like Measure Studio have your back. Because numbers don’t lie, and your next big idea might just be hiding in the insights.

Get started with Measure Studio today.

Ready to make your next giveaway the one people talk about? Let’s do this.

Frequently Asked Questions

How often should I run giveaways on Instagram?

There’s no one-size-fits-all answer, but a good rule of thumb is to space them out enough that they feel special. Once every 1–2 months is a solid starting point. If you run them too frequently, followers might tune them out or only stick around for freebies. Keep them fresh and tied to specific goals like product launches, seasonal promos, or brand milestones.

What’s the best day and time to post a giveaway?

Can small brands still benefit from giveaways?