We already know that social media is essential to our digital marketing campaigns. Take a moment to process this: approximately 70 million photos are shared on Instagram every day, around 6,000 tweets are sent every second, and there are currently more than 1.5 billion active Facebook users.
With that in mind, it’s always a surprise when marketers have doubts about social. Particularly when compared with other avenues such as email marketing and inbound content.
Don’t get us wrong, email marketing and inbound content both have their place. However, when it comes to competitions, few avenues offer the reach and conversion rates that social media can. Here are a few reasons why social platforms are a great way to promote competitions.
Social is engaging
When we are consuming on social media, it’s fair to say we are not busy. In fact quite the opposite. We are actively seeking content to engage with. It doesn’t matter if it’s for entertainment and escapism, or something that strikes the right chord at the right time. The point is, as social media consumers we are poised and ready to click. All we need is to be convinced!
Social is trustworthy
Facebook is the most widely trusted source of branded content according to Acquity Group’s 2015 Next Generation of Commerce Study. Not only was Facebook ranked higher than all other social platforms, but it also crushed email, niche websites, TV and even print. What’s more, nearly half of all respondents aged between 18 and 50 admitted to trying a new product or service as a result of a social media campaign.
Social is shareable
A study by the New York Times found that “73% [of respondents] share information because it helps them connect with others who share their interests.” We have evolved to be a social species, and sharing helps reinforce our relationships. Conversion mechanics that reinforce and reward this natural sharing behaviour helps you cast a wider net. Campaign reach is by no means the decisive metric, but having a bigger pool to fish from can have a significant positive impact on the number of conversions your campaign yields.
So now it’s over to you! Social platforms have become a staple and trusted method of modern communication. By using social platforms to promote your competitions, you can significantly increase conversions and reach of your campaigns.