Let’s talk about something we all secretly (or not-so-secretly) love: free stuff. But giveaways aren’t just about giving away cool prizes, they’re actually a smart way to reach new audiences and grow your business without spending a fortune on ads or begging people to notice you.
When done right, a giveaway can lead more eyes to your brand, grow your audience, and even boost sales. Sound good? Cool. Let’s walk through how to strategically create a giveaway in a fun and effective way.
🎯 Step 1: Start with a Goal (Not Just Vibes)
Before you go posting “GIVEAWAY!!!” in all caps, take a second to figure out what you actually want out of your campaign.
Ask yourself:
- Am I trying to grow my email list?
- Do I need more traffic to my website?
- Do I just want people to know I exist?
Having a clear goal helps you make smarter choices about the prize, entry rules, and how you promote it.
🎁 Step 2: Pick a Prize That Attracts the Right People
This part is important. Don’t just give away an iPad, unless you’re in the iPad business. The goal isn’t to attract everyone — it’s to attract the community of people who will become brand loyalists.
For example:
- Promoting a concert? Offer VIP tickets.
- Run a coaching biz? Give away a free session or course.
- Own a coffee shop? Free coffee for a month? YES PLEASE.
Stick with something your ideal customer would get excited about. This is more likely to attract the right audience for future marketing campaigns.
✨ Step 3: Decide How People Enter (And Make It Clear)
Now that you’ve got your awesome prize and a clear goal, it’s time to set the rules of the game. You want entering to be fun and easy, but also clear and legit, especially if you're collecting personal info or running this in certain states or countries (hello, legal stuff 👋).
Here’s what to consider:
🔞 Add Eligibility Requirements
If your giveaway has limits, like who can enter or how old they have to be, say it upfront. For example:
- “Open to U.S. residents only”
- “Must be 18+ to enter”
- “One entry per person”
Being clear here avoids confusion (and angry DMs later).
🧠 Include Skill-Testing Questions (If Required)
If you're running a giveaway in places like Canada, you might legally need to include a skill-testing question to keep it from being considered gambling.
📋 Optional: Ask for Feedback or Preferences
If you're feeling a little extra and want to learn about your audience, you can add optional questions like:
- “What type of products would you love to see next?”
- “How did you hear about us?”
- “What’s your biggest pain point your business solves?”
⚖️ Official Rules
You don’t need a 10-page document, but it’s smart to have a basic set of terms and conditions that explain:
- Who can enter
- When the giveaway starts and ends
- How a winner is chosen
- How you’ll contact them
- That it’s not affiliated with certain entities, like Instagram or Facebook, etc.
🎨Step 4: Create a Captivating Landing Page
Did you know? Giveaways on landing pages increased email leads by 700%. Rather than bogging down devs for a custom micro-site or bugging your designers for extra specific assets, just create a brand-aligned landing page using Drawbridge.
In about 5 minutes, you can create an enticing experience that turns heads, captures leads and reflects your brand.
📣 Step 5: Get the Word Out
No one can join your giveaway if they don’t know it’s happening. So promote the heck out of it!
- Team up with a partner or influencer for extra reach
- Post about it on all your socials
- Use Instagram Stories (seriously, people love polls and countdowns)
- Email your list
- Add it to your website or online store
The more buzz you create, the more people will discover your brand.
🥳 Step 6: Keep the Hype Going
A lot of people make this mistake: they post the giveaway once and then… crickets.
Keep the energy up! You can:
- Post reminders ("3 days left to enter!")
- Share behind-the-scenes stuff (like the prize getting packed up)
- Go live and chat about it
People need a few reminders before they actually take action, so don’t be shy. Remember your goal of why you’re running the giveaway in the first place!
🎉 Step 7: Announce a Winner (and Celebrate!)
The winner announcement is more than just a name drop. it’s your final impression from the giveaway. So go all in, make it fun, and keep the energy going!
After picking the winner, if it’s realistic for your brand, offer them a discount code on a future purchase via email, just as a ‘thank you for entering!’, or invite them to follow you or join your email list so they don’t miss the next giveaway. It’s a great way to turn non-winners into engaged leads and new customers.
