Breaking down the myth to boosting your Instagram engagement
Almost every hack to growing your instagram account proposes doing instagram giveaways. Although, none of them describe the disaster after the giveaway is done. Do giveaways kill your instagram account for a temporary boost in engagement? In an overall perspective, it seems that the cons outweigh the pros.
Before the Kill : The start of the Giveaway
Initiating a giveaway in the start can seem like everything is going according to the plan. You start to receive engagement in the form of followers, likes and comments on posts, increasing the number of watches on your stories/reels, and so on. The instagram algorithm for your instagram page is through the roof and due to greater engagement, instagram helps your account gain more exposure. If everything seems so great, what could possibly happen to kill all this? The giveaway could end.
Start of the Kill: The end of the Giveaway
After the giveaway ends, everything that seemed to be going so great starts dropping almost instantly.
A lot of the times you end up with ghost followers being attracted. This means that while people may be interested in the prize attracting them to your account, they may not be interested in your content. Ghost followers can be extremely killing for your engagement as they pose the threat of either unfollowing you, causing your followers to drop, or staying followed but giving you no engagement. Due to this the engagement drops as well. It is very important to note that a common issues with a lot of giveaways is that the people engaging in the start are not your target audiences and thus, your content is not interesting for them after the giveaway ends and they are no longer getting something from you.
With fewer followers and engagement, instagram stops exposing you to larger audiences as well. Therefore, all the good that was gathered up in the beginning, goes away the instant that the giveaway comes to an end. A lot of big brands may fall into this loop of continuously performing giveaways to help boost their instagram activity, but only to fall back into the same place at the end of each giveaway.
Avoiding the Kill: Conducting a good Giveaway
Some tips to avoid bad giveaways and maintain your engagement after they end can be as follows:
- Revolve your giveaway around your target audience so there are better chances of your followers not turning out to be ghost followers
- Use the right hashtags to promote your giveaway because wrong hashtags can promote your giveaway to unknown people that aren’t your target audience, thus causing a spike in engagement by ghost followers
- Continuously state the deadline of the contest and once it ends, make sure you push out interesting content for your audience to keep them engaged and interested
Overall, not all giveaways are account killers if done correctly. Although, most giveaways that are suggested and performed by big brands usually result in a huge drop in engagement once it ends. The amount of effort that will take in order to get your account backup to the engagement level you had before the giveaway will be a lot more than the effort taken to conduct the giveaway. Therefore, in this case the cons outweigh the pros. If you choose to conduct a giveaway to grow your account make sure you do it correctly and attract the right audience.