Perceived Authority: Why Social Media Is the Best Place For a Sweepstakes
Running a sweepstakes on social media is a better marketing idea than you might realize. Here's why.
It's Where the People Are.
Social media is where people are going to connect and engage with their friends, family, and co-workers. Currently, there are about 1.31 billion monthly active Facebook users, 302 million monthly active Twitter users, and 300 million monthly active Instagram users. If you want to reach new audiences, social media is the place to go.
It Creates a Word of Mouth Buzz.
Hosting sweepstakes, contests and other promotions online via social media works so well, not only because there's a huge audience base, but because that huge audience base does much of your marketing for you. Although you can't charge people to enter your sweepstakes (that goes against the sweepstakes rules and regulations discussed in a bit more detail here), you can ask entrants to share the sweepstakes on various social media sites, and if you structure the promotion the right way, share photos, videos, or short essays that can then be used as future advertising materials. Three of the first participants then enter, and share. Five of each of those participants' friends then do so, and on and on and on, until your sweepstakes has gone viral. Suddenly, a lot more people know about the brand than did before.
It Creates Perceived Authority.
Everyone knows that the most popular company isn't necessarily the best company out there. The second or third most popular may perhaps offer better service at a better price, for example. Yet, people can't help but choose the most popular brands, because of perceived authority. If a product or service were low-quality, it wouldn't be popular. When people see how popular something is, they make this inference, and assume it's one of the best out there, even if they've never shopped there before. With more and more people sharing and spreading your sweepstakes, you generate perceived authority. The more authoritative people perceive the brand to be, the more likely they are to trust it, do business there, and recommend it to others.
If you need a new, dynamic way to market your brand, consider having us administer your social media sweepstakes! We will write the official rules, help to ensure legal compliance and make sure your sweepstakes is on the up and up with the social networks you're using. Feel free to request a quote or give us a call at 800-894-5461. And, speaking of social networks, don't forget to follow us on Facebook, Google plus, and LinkedIn