To run a giveaway that gets sales, give away your own product (not an iPhone or cash), ask people to enter in a way that shows they're interested in what you sell, collect their contact details so you can follow up, and send everyone who didn't win a discount code that ends in a few days. The point isn't followers. It's finding people who want your product, then giving them a reason to buy.
"Follow, like, tag three friends" giveaways bring lots of followers who only wanted the prize. Here's how to do it better.
1. Pick the right prize
The prize decides who enters.
- Give away your own product or bundle. Only people who want it will enter. Those are your future buyers.
- Avoid generic prizes like cash, phones or airtime. Everyone enters, nobody buys.
- Make it worth winning: your best-seller, a gift set, or a full course rather than a sample.
2. Make entry useful
Choose entry steps that help your business:
- Enter with name and WhatsApp number or email through a short form, so you can follow up.
- Answer a question like "Which scent would you choose and why?" The answers tell you what people want.
- Share a post or tag one friend who'd genuinely like it, not three random people.
On Paylead, a simple form collects entries, and each entrant is saved as a contact you can message later (with their permission).
3. Set clear rules
Write them in the post:
- Start and end date and time
- How to enter
- How and when the winner is chosen
- Where you deliver the prize
- That the giveaway isn't sponsored by Instagram, TikTok or Facebook
Check each platform's rules for promotions before you run one.
4. Run it for a short time
Three to seven days is enough. Longer giveaways lose energy. Post reminders: "48 hours left", "Last day".
5. Pick and announce the winner fairly
- Use a random picker and record your screen, or go live.
- Announce the winner publicly and message them privately.
- Post a photo when they receive the prize (with permission). It proves the giveaway was real and builds trust.
6. Turn entrants into buyers
This is the step most sellers skip, and it's where the sales are.
Within a day of announcing the winner, message every entrant:
"Thank you for entering! You didn't win this time, but here's 15% off anything in the store until Sunday: code THANKYOU15. [store link]"
- Create the code under discount codes with an end date.
- Send it by email or SMS to everyone who agreed to hear from you.
- Remind them once, the day before the code ends.
Track how many orders use the code to see whether the giveaway paid off.
7. Partner for a bigger reach
Team up with a business your buyers also like: a skincare brand with a hair salon, a baby store with a photographer. Each gives a prize and shares to their followers. You reach new people who are already a good fit.
8. Measure it
After the giveaway, check:
- How many entries?
- How many new contacts?
- How many orders used the discount code?
- Sales from the code vs the cost of the prize
If the code brought more profit than the prize cost, it worked. If not, change the prize or audience next time.
Frequently asked questions
Do giveaways really increase sales?
Only if the prize attracts people who want your product and you follow up with an offer. Generic giveaways mostly bring followers who don't buy.
How often should I run giveaways?
Every few months is enough. Too many and people wait for free things instead of buying.
Can I ask people to buy to enter?
Rules on "purchase to enter" promotions can be strict. Keep giveaways free to enter, and use discount codes for buyers.
Read next: how to create discount codes, how to build an email list and how to work with influencers.
