Using giveaways to generate high-quality content

How to use giveaways to build a library of authentic, high-quality, User-Generated Content

Giveaways are known for their unique ability to boost engagement, but they offer much more than that. When well-crafted, these campaigns can be a superb opportunity for a brand to generate high-quality content that feels real and relatable.

One way to do this is to design a social media giveaway that encourages users to create content, from product photos to creative videos. However, not all giveaways lead to content worth using.

Today, we’ll share some strategies that can help encourage participation in a natural and exciting way, leading to the creation of high-quality user-generated content.

Encourage User-Generated Content (UGC) that feels natural

One of the best ways to create high-quality content through a giveaway is to find a way to encourage users to put an effort into their participation. This means that you’ll need to go beyond liking and sharing, so the campaign should be interesting enough for users to take their time and create meaningful content – whether that’s a photo, short video, or even a personal story related to your brand.

For example, if you are a fitness brand, you can ask people to share their favourite workout using your gear. If you are in fashion, you can have them style an outfit featuring your product. These types of challenges will tap into the interests of different people and make them create high-quality content you can then use to promote your brand.

Make the prize relevant to the content you want

In any giveaway, the prize sets the tone. This means that the prize you offer should feel like an extension of your brand and be related to the content you are targeting. If you offer cash prizes or unrelated freebies, you’ll attract an audience that doesn’t care about your brand or products.

For instance, if you are looking for user-generated travel photos, you need to give away travel gear or an all-expenses-paid trip. If you are looking for fashion-related content, you can give out a few of your newest products. The more relevant the prizes are, the more likely you are to receive high-quality submissions.

Leverage micro-influencers to set the example

People always need a precedent, and they are more likely to participate in a giveaway when they see others doing it first. For that, you can partner with creators related to your brand. Don’t go big here. Instead, use micro-influencers. These creators have a smaller but highly engaged audience, and their content will feel more natural than when it comes from the big names on social media.

Don’t even announce the contest yourself. Instead, leave it to multiple micro-influencers and have them create their content first. Whether it’s unboxing, product photos, or a creative challenge, their content will serve as an example and encourage others to create similar ones. This way, you’ll end up with high-quality content by just ensuring that the first few entries align with what you are looking for.

Turn entries into a content goldmine

A well-run giveaway will result in lots of content, and it’s your job to curate the best. As soon as the challenge launches, start saving the content you like before it fades into the background. You can then use it in different ways to boost your marketing efforts.

Start by featuring standout submissions on your social media pages, website, or even paid ads. You can also create a highlight reel that showcases the best user submissions. Just make sure you get permission from participants and give proper credit, depending on the terms and conditions of the challenge.

Even when a person doesn’t win, they’ll be more likely to engage with your brand when they see their content being recognized and celebrated. You’ll also have turned a simple giveaway into a goldmine of high-quality user-generated content.

A giveaway isn’t just about prizes but also a chance to collect authentic, high-quality content that strengthens your brand. Start designing a contest that encourages real engagement and creativity today!