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4.4.4 Giveaways Giveaways on Instagram are quite easy to conduct as there are nearly no regulations on them compared to Facebook, for example. The only feature that Instagram requires is to have a statement of release below the promotion of the giveaway. The statement should look like the following one: Per Instagram rules, this promotion is in no way sponsored, administered, or associated with Instagram, Inc. By entering, entrants confirm that they are 13+ years of age, release Instagram of responsibility, and agree to Instagram’s terms of use. (Herman 2018.) After considering the legal issues, the plan for a giveaway needs to be set. The first item to decide is which purpose the company is pursuing with the giveaway: does the company want to have more interaction on the content, motivate consumers to create own content, or earn followers on its account, for example. Regarding the different goals the rules must be set differently. Generally, it can be said that giveaways support the already explained usage of the Instagram algorithm. Giveaways lead to more interaction on an account, which again leads to higher visibility of the company’s posts. (Herman 2018.) Subsequently, the contest has to be planned in terms of determining a price that appeals to the possible contest participant, defining the rules for what the person needs to do in order to participate in the giveaway contest, if there are any restrictions and a deadline. Eventually, a special hashtag can be created for the lottery. Finally, the notification of the winner needs to be clarified. When the planning process is done, the giveaway is going to be published and promoted on the Instagram account itself. It should obviously be shown that the content posted about the giveaway is not an ordinary daily picture. It should be made clear at first sight that there is a giveaway. (Herman 2018.) There are many ways on setting the rules for the participation in the giveaway contest. The most common requirements are to tag a friend below the post about the giveaway, follow the account which is running the giveaway and leave a comment - which can require anything from one word to telling a whole story. Another option could be to ask people to take a picture related to the brand and 31PDF Image | Brand-Awareness through Marketing on Instagram
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