25 Prompts for Holiday Social Media Contests

** Why Holiday Social Media Contests Boost Engagement & Sales**

The holidays are the busiest time of year for brands. Shoppers are looking for deals, gifts, and fun ways to celebrate—and social media contests are one of the best ways to grab their attention. But not all contests are created equal. A simple “like and share” giveaway might get a few entries, but a well-planned holiday contest can do so much more: grow your audience, boost sales, and turn followers into loyal customers.

So why do holiday contests work so well? For starters, people are already in a festive mood. They’re scrolling more, engaging more, and looking for ways to win free stuff. A study by Tailwind found that brands see a 30% increase in followers during holiday giveaways. But the real magic happens when you make it interactive—like a “12 Days of Giveaways” campaign. Instead of one big prize, you spread it out over multiple days, keeping people coming back for more.

Why “12 Days of Giveaways” Works Better Than One-Time Contests

Most social media contests last a day or two, then disappear. But a multi-day giveaway keeps your brand top of mind. Here’s why it’s so effective:

• More touchpoints: Instead of one chance to win, followers engage with your brand for nearly two weeks.
• Psychological triggers: People love the excitement of daily surprises—it’s like opening a digital advent calendar.
• Higher retention: Followers stick around longer, increasing the chances they’ll buy something (or tell their friends about you).

What’s Your Goal? Align Your Contest with Your Business Needs

Before you launch, ask yourself: What do I want from this contest? Different prompts and entry rules can help you achieve different things. For example:

• Want more followers? Use prompts like “Tag 3 friends for extra entries.”
• Need email leads? Ask people to sign up for your newsletter to enter.
• Looking to boost sales? Offer a discount code as a consolation prize for non-winners.

The key is to make it fun, easy, and rewarding. If your contest feels like a chore, people won’t participate. But if it feels like a holiday tradition—something they look forward to every year—you’ll see real results. Ready to make your holiday contest the best one yet? Let’s dive in.

Section 1: Planning Your “12 Days of Giveaways” – Strategy & Logistics

The holidays are the perfect time to spread cheer—and grow your brand. A “12 Days of Giveaways” contest can turn casual followers into loyal fans, boost engagement, and even drive sales. But before you start posting, you need a solid plan. Without one, your contest might fizzle out before it even begins.

Think of this like baking holiday cookies. You wouldn’t just throw ingredients together and hope for the best, right? You’d measure, mix, and follow a recipe. The same goes for your giveaway. The right platform, timeline, prizes, and rules make all the difference between a flop and a viral success.

Choosing the Right Platform: Where Should You Run Your Contest?

Not all social media platforms are created equal. Some are better for visuals, others for quick engagement. Here’s a quick breakdown:

• Instagram: Best for brands with strong visuals (fashion, food, travel). Stories and Reels make it easy to post daily prompts. But organic reach is low—you’ll need to promote posts.
• Facebook: Great for older audiences or local businesses. Groups and Events can help spread the word. But younger users might not engage as much.
• TikTok: Perfect for viral challenges and trends. If your audience is Gen Z or millennials, this is where you’ll get the most buzz. But it’s fast-paced—you’ll need to post daily to stay relevant.
• Multi-platform: Running the contest on 2-3 platforms (like Instagram + Facebook) can maximize reach. But it’s more work—you’ll need to tailor content for each.

Pro tip: If you’re new to contests, start with one platform. Once you get the hang of it, expand next year.

Setting a Timeline: When to Start and How Long to Run

Timing is everything. Start too early, and people won’t be in the holiday spirit yet. Start too late, and they’ll be too busy with shopping and family.

• When to launch: Aim for early December. This gives you time to build excitement before the holiday rush.
• How long to run: 12 days is the sweet spot—long enough to keep people engaged, but not so long they lose interest.
• Daily prompts: Space them out so followers have time to enter. Posting at the same time each day (like 9 AM) helps build a habit.

Example: A small boutique ran their giveaway from December 1-12. They posted daily at 10 AM, and engagement peaked on weekends when people had more free time.

Budgeting for Prizes: How to Pick Winners Without Breaking the Bank

Prizes don’t have to be expensive to be exciting. The key is choosing rewards your audience actually wants.

• Tiered prizes: Offer small daily wins (like a $10 gift card) and one big grand prize (like a $200 shopping spree). This keeps people coming back.
• Partner collaborations: Team up with another brand to split costs. For example, a coffee shop could partner with a bakery for a “coffee + pastry” prize.
• Digital rewards: Not everything has to be physical. E-books, online courses, or exclusive discounts work too.

Case study: A fitness influencer ran a 12-day challenge with prizes like free workout plans, branded water bottles, and a 1-on-1 coaching session. The total cost? Under $300—but the engagement was worth thousands.

Legal Considerations: Don’t Let Rules Ruin Your Fun

Even the best contest can backfire if you don’t follow the rules. Here’s what you need to know:

• FTC guidelines: If you’re in the U.S., you must disclose that the contest is a promotion (not a scam). Use hashtags like #giveaway or #contest.
• Platform policies: Each social media site has its own rules. For example, Instagram requires you to say the contest isn’t affiliated with them.
• Tax implications: If prizes are over $600, winners may need to report them to the IRS. Check local laws to be sure.

Quick checklist: ✅ Write clear rules (how to enter, when winners are chosen, etc.). ✅ Include a disclaimer (e.g., “No purchase necessary”). ✅ Keep records of entries and winners in case of disputes.

Final Thought: Start Small, Think Big

You don’t need a huge budget or a massive following to run a successful “12 Days of Giveaways.” What matters most is planning ahead, knowing your audience, and making it fun. If you do it right, your contest could become a holiday tradition—one that grows bigger every year.

Ready to get started? Pick your platform, set your timeline, and start brainstorming those prizes. The holidays are coming—don’t miss your chance to shine!

25 High-Converting Holiday Contest Prompts (With Examples)

The holidays are the perfect time to boost engagement on social media. People are already in a festive mood, ready to celebrate, and more likely to interact with brands. But not all contest prompts work the same way. Some get tons of entries, while others fall flat. The secret? Matching the right prompt to the right day—and making it easy and fun for your audience.

Think about it: Would you rather fill out a long form or just tag a friend for a chance to win? Most people prefer the easy option. That’s why starting with low-effort prompts is smart. They build momentum early, get people excited, and make them more likely to participate in bigger challenges later. Then, as the contest goes on, you can ask for more effort—like user-generated content or even purchases—because your audience is already hooked.

Here’s how to make it work for your brand, with 25 tested prompts that drive real results.

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Days 1-4: Low-Effort Engagement Prompts

These are your “warm-up” days. The goal is to get as many people as possible to enter without asking for too much. Simple actions like liking, commenting, or tagging friends work best here because they take just a few seconds.

Example prompts that work:

• “Like this post, comment your favorite holiday movie, and tag 2 friends to enter!” (Great for early traction—people love sharing their favorites.)
• “Caption this holiday meme! Best caption wins.” (Humor spreads fast, and people will share it with friends for more laughs.)
• “Guess how many candy canes are in this jar! Closest guess wins.” (Interactive and fun—people will come back to see if they won.)
• “Fill in the blank: My favorite holiday tradition is ___.” (Encourages storytelling and personal connections.)

These prompts are easy to join, but they also give you valuable insights. For example, the “favorite holiday tradition” prompt tells you what your audience cares about, which you can use in future marketing.

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Days 5-8: User-Generated Content (UGC) Prompts

Now that people are engaged, it’s time to ask for a little more effort. UGC prompts get your audience creating content for you—photos, videos, or even creative writing. This not only boosts engagement but also gives you authentic material to repurpose later.

Example prompts that work:

• “Post a photo with our product and use #BrandHolidayGiveaway for a chance to win!” (Builds social proof—other people see your product in action.)
• “Share your best holiday recipe! We’ll pick our favorite to feature.” (Taps into seasonal trends and community love for food.)
• “Create a holiday-themed Reel or TikTok with our product. Most creative wins!” (Leverages short-form video, which gets more reach.)
• “Write a haiku about the holidays. Best one wins!” (Fun, creative, and low-pressure—great for brands with a playful tone.)

UGC is powerful because it turns your customers into brand ambassadors. When people see their friends posting about your product, they’re more likely to trust you. Plus, you get a library of content to use in ads or future posts.

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Days 9-12: High-Value Conversion Prompts

By now, your audience is invested. This is the time to ask for actions that benefit your business—like signing up for emails, referring friends, or making a purchase. These prompts are still fun, but they also help you grow your list or drive sales.

Example prompts that work:

• “Sign up for our newsletter for 3 extra entries!” (Grows your email list for future marketing.)
• “Refer a friend for bonus entries! Tag them in the comments.” (Expands your reach organically—friends tell friends.)
• “Shop now and tag us for a chance to win! Today only: 20% off.” (Drives sales with urgency.)
• “Answer this poll: Which prize would you choose? Vote for your favorite!” (Collects data for future campaigns.)

These prompts work because they offer extra value. People are already excited about the contest, so they’re more likely to take action if it means a better chance to win.

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Bonus: Themed Prompts for Niche Audiences

Not all audiences are the same. If you have a specific community—like pet lovers, gamers, or small business owners—tailored prompts can make your contest even more engaging.

Example prompts for niche audiences:

• “Pet lovers: Post a pic of your pet in holiday gear! Best dressed wins.” (Targets a passionate community.)
• “Gamers: Share your favorite holiday gaming memory. Most nostalgic wins!” (Engages a niche audience with shared interests.)
• “Small business owners: Tag a fellow entrepreneur for a chance to win!” (Builds B2B connections and goodwill.)

Themed prompts make people feel seen. When a brand speaks directly to their interests, they’re more likely to engage—and share with their friends who feel the same way.

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Final Tip: Keep It Fun and Easy

The best holiday contests feel like a game, not a chore. Mix up the prompts so people stay excited, and always make the rules clear. If it’s too complicated, people won’t bother. But if it’s fun, easy, and rewarding? You’ll see engagement skyrocket.

Which of these prompts will you try first? Pick a few, test them out, and see what works best for your audience. The holidays are the perfect time to experiment—and win big.

Crafting Irresistible Entry Mechanisms (Beyond the Basics)

You’ve got your prizes lined up and your holiday contest theme ready. But here’s the hard truth: even the best prizes won’t save a contest with boring entry rules. People scroll fast, and if your contest feels like homework, they’ll skip it. The secret? Make entering fun, easy, and rewarding—so participants keep coming back for more.

Think of your entry mechanisms like a game. The easier it is to play, the more people will join. But if you add layers—like bonus points for extra actions—you’ll turn casual followers into super-engaged fans. Let’s break down how to do this right.

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Tiered Entry Systems: Reward More, Get More

The simplest way to boost participation? Give people multiple ways to enter—and reward them for doing more. For example:

• 1 entry for liking your post
• 3 entries for sharing it in their Stories
• 5 entries for posting their own content (like a photo with your product)

Why does this work? Because it gives everyone a chance to win, no matter how much time they have. A busy mom might just hit “like,” but a college student with time to spare will go all-in for those extra entries. And guess what? The more they engage, the more their friends see your brand.

Pro tip: Use a tool like Gleam or Rafflecopter to track entries automatically. No one wants to manually count comments—let the software do the work for you.

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Gamification: Turn Your Contest Into a Game

People love games. They love winning, competing, and feeling like they’re part of something fun. So why not turn your contest into one?

Here are a few ideas to try:

• Spin-to-win wheel: Let followers spin a digital wheel for bonus entries (e.g., “Spin for a chance to win 10 extra entries!”).
• Scavenger hunt: Hide clues in your posts or Stories, and reward those who find them with secret entry codes.
• Daily challenges: Each day, post a new task (e.g., “Tag a friend who loves coffee for 2 extra entries!”).

The key? Keep it simple. If the game feels too complicated, people will drop out. But if it’s quick and fun, they’ll keep coming back.

Example: A small bakery ran a “12 Days of Cookies” contest where followers earned entries by guessing the flavor of the day. The more guesses they got right, the more entries they earned. Result? Their engagement tripled, and they gained 500 new followers in two weeks.

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Exclusive Entry Methods: Make Followers Feel Special

Want to reward your most loyal fans? Add exclusive entry methods that only certain people can access. For example:

• Early-bird bonuses: The first 50 people to enter get 5 extra entries.
• VIP entries: Customers who’ve bought from you before get a secret entry link.
• Engagement rewards: Followers who’ve liked or commented on your last 5 posts get a bonus entry.

This does two things: it makes your loyal fans feel valued, and it encourages new followers to engage more so they can unlock those perks next time.

Warning: Don’t make exclusives too exclusive. If only 10 people can enter, it’ll feel unfair. Aim for a balance—enough to create excitement, but not so much that it feels like a closed club.

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Automation Tools: Save Time, Avoid Headaches

Running a contest manually is a nightmare. You’ll spend hours counting entries, checking comments, and trying to pick a fair winner. Instead, use tools that do the work for you.

Here are the best options:

• Gleam: Great for multi-action contests (e.g., “Get 1 entry for a like, 3 for a share”). It even picks winners randomly.
• Rafflecopter: Simple and easy to set up. Works well for basic contests.
• Woobox: Best for interactive contests (like photo submissions or polls).

Bonus: These tools also collect email addresses, so you can grow your list while running the contest.

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Final Tip: Keep It Simple (But Not Too Simple)

The best contests strike a balance. They’re easy enough for anyone to join, but exciting enough to keep people hooked. If your entry rules feel like a chore, people will drop out. But if they feel like a game—with rewards, surprises, and a little competition—you’ll see engagement skyrocket.

So go ahead, get creative. Try a tiered system, add a spin-to-win wheel, or reward your VIPs. The holidays are the perfect time to experiment—and with the right entry mechanisms, your contest could be the talk of the season.

Section 4: Rules & Fairness – How to Run a Contest Without Backlash

Running a holiday contest is exciting—until someone accuses you of being unfair. Maybe a follower claims they never saw the rules. Or worse, they think you picked a winner who didn’t even enter. These problems can turn a fun giveaway into a PR nightmare. The good news? You can avoid most issues with clear rules and smart planning.

Think of your contest rules like a recipe. If you skip an ingredient, the dish might fail. If you don’t explain the steps, people get confused. The same goes for contests. Your rules should answer every possible question before it’s asked. Who can enter? How do you win? What happens if something goes wrong? Let’s break it down.

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What to Include in Your Terms and Conditions

Your terms and conditions don’t have to be long or full of legal jargon. But they do need to cover the basics. Here’s what to include:

• Eligibility: Who can enter? Age restrictions? Location limits? For example, if your prize is a physical product, you might only allow entries from countries where you ship.
• How to enter: Be specific. Can people enter once per day? Do they need to tag friends? Write a caption? Make it crystal clear.
• Prize details: What exactly is the prize? Is it a gift card, a product, or an experience? Include the value if possible. For example: “Win a $100 gift card to our online store.”
• Winner selection: Will you pick a winner randomly? Or will a judge decide based on creativity? Explain the process so no one feels cheated.
• Deadlines: When does the contest end? When will you announce the winner? Stick to these dates—no exceptions.
• How winners are notified: Will you DM them? Tag them in a post? Tell them in the comments? Make sure they know how to claim their prize.
• What happens if the winner doesn’t respond: Set a time limit, like 48 hours. If they don’t reply, pick a new winner.

A small business once ran a contest where the winner never responded. They didn’t have a backup plan, so they had to re-run the entire giveaway. Don’t let that happen to you. Always include a clause like: “If the winner doesn’t claim the prize within 48 hours, we’ll select a new winner.”

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Avoiding Common Pitfalls

Even with the best rules, things can go wrong. Here’s how to handle the most common problems:

• Fake entries: Some people use bots or multiple accounts to enter. To prevent this, require actions that bots can’t do easily, like answering a question or uploading a photo. You can also use tools like Gleam or Rafflecopter to track entries.
• Disputes: If someone complains, stay calm and refer them to the rules. For example: “We’re sorry you feel that way! Our rules state that winners are chosen randomly, and we followed that process.” Most people will accept this if you’re polite and transparent.
• Platform changes: Social media algorithms and rules change often. What works on Instagram today might not work tomorrow. Always check the platform’s contest guidelines before you start. For example, Facebook has strict rules about how you can run contests on personal profiles versus business pages.
• Prize delivery issues: What if the prize gets lost in the mail? Or the winner’s address is wrong? Include a clause like: “We’re not responsible for lost or undelivered prizes. Winners must provide a valid shipping address.”

A clothing brand once ran a contest where the prize was a custom-made dress. The winner provided the wrong measurements, and the dress didn’t fit. The brand had to remake it, which cost them extra time and money. To avoid this, include details like: “Winners must provide accurate measurements. We’re not responsible for remakes due to incorrect information.”

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Random vs. Judged Contests: Which Is Fairer?

Not all contests are created equal. Some are random, like a raffle. Others are judged, like a photo contest where the best entry wins. Both have pros and cons.

Random contests:

• Pros: Easy to run. No bias—everyone has an equal chance.
• Cons: Some entries might be low-effort. For example, someone could just like a post without engaging with your brand.

Judged contests:

• Pros: Encourages high-quality entries. People put more effort into their submissions.
• Cons: Harder to run. You need clear judging criteria to avoid accusations of favoritism.

If you choose a judged contest, make the rules very clear. For example:

• “Entries will be judged on creativity, originality, and how well they fit the theme.”
• “The winner will be chosen by [your name/team] and announced on [date].”

A coffee shop ran a judged contest where followers had to submit their best latte art. They picked a winner based on creativity and skill. The contest was a hit because people loved showing off their work. But they also made it clear that the decision was final to avoid arguments.

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What to Do After the Contest Ends

The contest isn’t over when you pick a winner. Here’s what to do next:

• Announce the winner publicly: Post their name (or username) on your social media. For example: “Congratulations to @JaneDoe for winning our 12 Days of Giveaways! DM us to claim your prize.”
• Deliver the prize quickly: The longer you wait, the more frustrated the winner will get. Ship it as soon as possible and send them a tracking number.
• Keep non-winners engaged: Thank everyone for participating. For example: “Thanks to everyone who entered! Stay tuned for more giveaways in the new year.” You could even offer a small discount code to non-winners as a consolation prize.
• Learn from the contest: What worked? What didn’t? Did you get more followers? More sales? Use this data to improve your next contest.

A skincare brand once ran a contest where they forgot to announce the winner. Followers got angry, and some even unfollowed. Don’t make this mistake. Always follow up—it’s the best way to keep your audience happy and excited for your next giveaway.

Section 5: Promoting Your Contest for Maximum Reach

You’ve planned the perfect “12 Days of Giveaways” contest—prizes are set, rules are clear, and you’re ready to launch. But here’s the hard truth: even the best contest won’t succeed if no one knows about it. Promotion isn’t just an afterthought; it’s the fuel that turns a good idea into a viral success. So how do you make sure your contest gets the attention it deserves?

The key is to think like a marketer, not just a business owner. You need a mix of hype, strategy, and persistence. Let’s break down how to get your contest in front of the right people—without spending a fortune.

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Start with Pre-Launch Hype (Before the Contest Even Begins)

Imagine throwing a party and only telling people about it the day it starts. That’s what happens when you launch a contest without building anticipation. Instead, tease your audience early to create excitement.

Here’s how to do it:

• Countdown posts: Share a daily countdown on Instagram Stories or Facebook with phrases like “3 days until our biggest giveaway of the year!” Use eye-catching graphics or short videos to grab attention.
• Influencer sneak peeks: Partner with micro-influencers in your niche to share behind-the-scenes looks at the prizes. For example, a beauty brand could send a small influencer a preview of the holiday gift set and ask them to post a “Guess what’s coming?” teaser.
• Email teasers: If you have an email list, send a short message like “Something big is coming… stay tuned!” with a link to follow your social media for updates.

A small coffee shop in Portland used this strategy for their “12 Days of Coffee” contest. They posted daily riddles about the prizes (e.g., “What’s the drink that tastes like winter in a cup?”) and offered bonus entries to followers who guessed correctly. By the time the contest launched, their engagement had already doubled.

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Paid vs. Organic Promotion: When to Boost and When to Save

Not every post needs a paid boost, but some do. The trick is knowing when to spend money and when to rely on organic reach.

When to use paid promotion:

• Day 1 of the contest: A small ad ($20–$50) can help get initial traction. Target lookalike audiences or past customers who’ve engaged with your brand.
• Mid-contest slump: If entries slow down, a quick boost can remind people to participate. Try a carousel ad showing the prizes with a CTA like “Only 5 days left to win!”
• High-value prizes: If one of your giveaways is a big-ticket item (like a $500 gift card), promote that day specifically to attract more entries.

Budget-friendly organic tips:

• Leverage user-generated content: Ask followers to share your contest post in their Stories for extra entries. This turns your audience into promoters.
• Engage with comments: Reply to every comment on your contest posts. The more engagement, the more the algorithm will show your post to others.
• Cross-post everywhere: Share your contest on all your platforms—Instagram, Facebook, TikTok, even LinkedIn if it fits your brand. Adjust the caption slightly for each platform.

A handmade jewelry brand ran a “12 Days of Sparkle” contest with a mix of paid and organic promotion. They spent $100 total on ads but focused on days 1, 5, and 9. The rest of the time, they relied on UGC and engagement. Result? Over 2,000 entries and a 30% increase in followers.

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Cross-Promotion: Don’t Rely on Social Media Alone

Social media is powerful, but it’s not the only way to drive entries. Think of your contest as a multi-channel campaign.

Where else can you promote?

• Email marketing: Send a dedicated email to your list with the contest details. Include a clear CTA like “Click here to enter now!” and remind them to follow your social media for daily updates.
• Blog posts: Write a short blog post about the contest, like “Our Holiday Giveaway: How to Win Big This Season.” Embed the entry link and share it on Pinterest for extra traffic.
• Partnerships: Team up with complementary brands to cross-promote. For example, a fitness apparel brand could partner with a protein powder company to offer a joint prize bundle.
• In-store or website banners: If you have a physical store or website, add a banner or pop-up with the contest details. A local bookstore added a QR code to their checkout counter linking to the contest—it brought in 200+ extra entries.

A vegan snack company used this approach for their “12 Days of Snacking” contest. They promoted it via email, their blog, and a partnership with a wellness influencer. The result? A 40% increase in website traffic and 1,500 new email subscribers.

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Hashtag Strategies: Make Your Contest Easy to Find

Hashtags are like signposts—they help people discover your contest. But not all hashtags are created equal. Here’s how to use them effectively:

1. Create a branded hashtag: Pick something unique and easy to remember, like #YourBrandHolidayGiveaway or #12Daysof[YourBrand]. Encourage followers to use it when they share your contest. This makes it easy to track entries and repost UGC.

2. Mix popular and niche hashtags:

• Popular holiday hashtags: #HolidayGiveaway, #ChristmasContest, #WinWith[YourBrand]
• Niche hashtags: If you’re a pet brand, use #PetLoversGiveaway. If you’re a tech company, try #TechGifts2024.
• Local hashtags: If your contest is location-based, include tags like #NYCGiveaway or #LondonHoliday.

3. Limit your hashtags: Stick to 5–10 per post. Too many look spammy, and Instagram’s algorithm may penalize you. A good formula is:

• 1 branded hashtag
• 2–3 popular holiday hashtags
• 2–3 niche or local hashtags

A travel agency used #12DaysofTravelDreams for their contest and saw a 50% increase in entries from hashtag searches alone. They also reposted user-generated content with the hashtag, which boosted engagement even more.

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The Secret Sauce: Consistency and Follow-Up

Promoting a contest isn’t a one-and-done task. You need to stay top of mind throughout the 12 days. Here’s how:

• Post daily reminders: Share a quick update like “Day 3 of our giveaway—don’t miss your chance to win!” with a link to enter.
• Engage with participants: Like and reply to every comment or entry. People are more likely to share your contest if they feel seen.
• Announce winners publicly: When the contest ends, post a video or carousel of the winners (with their permission). This builds trust and excitement for your next giveaway.

A skincare brand ran a “12 Days of Glow” contest and made a point to reply to every single entry. They also posted a daily leaderboard showing who was in the running for the grand prize. By the end, they had over 3,000 entries—and a loyal community eager for their next promotion.

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Final Thought: Make It Fun, Not Salesy

People enter contests because they’re fun, not because they want to be sold to. Keep your promotion lighthearted and engaging. Use humor, behind-the-scenes content, or even a meme or two. The more enjoyable your contest feels, the more people will want to join—and share it with their friends.

So go ahead, get creative with your promotion. Try one or two of these strategies, track what works, and refine as you go. The holidays are the perfect time to experiment, and with the right approach, your contest could be the talk of the season.

Section 6: Measuring Success & Optimizing Future Contests

You ran your holiday contest, the entries poured in, and the excitement was real. But now what? How do you know if it actually worked? The truth is, many brands stop at “it felt successful” without digging into the numbers. That’s like baking a cake, taking one bite, and calling it a day—you’re missing the full story.

The good news? Measuring success isn’t complicated. It’s about tracking a few key things, learning from what worked (and what didn’t), and using those insights to make your next contest even better. Let’s break it down.

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What to Track: The Metrics That Actually Matter

Not all numbers are created equal. Some will make you feel good (like a spike in likes), but others will tell you if your contest actually moved the needle for your business. Here’s what to focus on:

• Engagement rate: Likes, comments, shares, and saves. High engagement means your contest resonated with your audience. If your posts got 100 likes but only 2 comments, people might have scrolled past without really connecting.
• Follower growth: Did you gain new followers? More importantly, did they stick around after the contest ended? A one-time spike is nice, but long-term growth is the real win.
• Website traffic: If your contest drove people to your site, did they explore other pages? Tools like Google Analytics can show you if visitors turned into customers.
• Conversion rate: This is the big one. How many contest participants actually bought something? If 1,000 people entered but only 10 made a purchase, you might need to tweak your prize or entry rules.

Pro tip: Don’t just look at the numbers—compare them to your usual performance. If your engagement rate doubled during the contest, that’s a sign it worked. If it stayed the same, you might need to rethink your approach.

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Tools to Make Tracking Easier

You don’t need a fancy setup to measure success. Most of the tools you need are already at your fingertips:

• Native platform insights: Instagram, Facebook, and TikTok all have built-in analytics. Check things like reach, impressions, and follower growth during your contest period.
• Google Analytics: If your contest drove traffic to your website, this is where you’ll see how people behaved once they got there. Did they leave right away, or did they browse other products?
• Third-party tools: Tools like Hootsuite, Sprout Social, or Later can help you track engagement across platforms in one place. Some even let you compare contests side by side.

Example: A small jewelry brand used Instagram Insights to track their “12 Days of Giveaways” contest. They noticed that posts with user-generated content (like photos of customers wearing their jewelry) got 3x more engagement than their usual posts. That’s a clear signal to include more UGC in future contests.

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A/B Testing: The Secret to Better Contests

What if you could run two versions of your contest at the same time to see which one performs better? That’s A/B testing, and it’s easier than you think. Here’s how to do it:

1. Change one thing at a time: Test different entry methods (e.g., “Like this post” vs. “Tag a friend”), prize structures (e.g., one big prize vs. multiple smaller prizes), or even the timing of your posts.
2. Split your audience: If you’re running a contest on Instagram, try posting the same contest with two different captions—one funny, one straightforward—and see which gets more entries.
3. Track the results: Use your analytics tools to see which version performed better. Then, use that insight for your next contest.

Case study: A fitness brand tested two entry methods for their holiday contest:

• Version A: “Like this post and tag a friend to enter.”
• Version B: “Comment your favorite workout move to enter.”

Version B got 50% more entries because it encouraged real interaction, not just passive engagement. The brand used this insight to design even more engaging contests in the future.

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Real-World Examples: What Worked (and What Didn’t)

Sometimes the best way to learn is by looking at what other brands have done. Here are a few examples with key takeaways:

1. Starbucks’ #RedCupContest

   • What they did: Starbucks encouraged customers to post photos with their iconic red holiday cups for a chance to win a gift card.
   • Why it worked: The contest was simple, visual, and tied to a product people already loved. It also generated tons of user-generated content that Starbucks could reuse in ads.
   • Takeaway: Tie your contest to something people are already excited about (like a seasonal product) to boost participation.

2. Glossier’s “Refer a Friend” Contest

   • What they did: Glossier offered extra contest entries for every friend a participant referred. The more friends they tagged, the more chances they had to win.
   • Why it worked: It turned participants into brand ambassadors. People were incentivized to spread the word, which helped Glossier reach new audiences.
   • Takeaway: Reward people for bringing in their friends—it’s a win-win.

3. A Local Bakery’s “Guess the Flavor” Contest

   • What they did: A small bakery ran a 12-day contest where followers guessed the flavor of a mystery cookie each day. Correct guesses earned entries into a grand prize drawing.
   • Why it worked: It was interactive and fun, keeping people engaged throughout the contest. The bakery also gained 500 new followers in two weeks.
   • Takeaway: Daily engagement keeps your contest top of mind. Even small businesses can see big results with creative ideas.

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Turning Insights into Action

Now that you’ve tracked your metrics, tested different approaches, and learned from other brands, it’s time to put it all together. Here’s how to optimize your next contest:

• Double down on what worked: If a certain type of post or entry method performed well, use it again. Don’t fix what isn’t broken.
• Fix what didn’t work: If your conversion rate was low, consider offering a prize that’s more aligned with your products. If engagement was weak, try a more interactive entry method.
• Keep experimenting: The best contests evolve over time. Try new things, track the results, and refine as you go.

Final thought: Running a contest isn’t just about giving away prizes—it’s about growing your audience, building trust, and turning participants into loyal customers. The more you measure and optimize, the better your contests will become. So go ahead, take what you’ve learned, and make your next holiday contest your best one yet.

Conclusion: Turning Contest Participants into Long-Term Customers

Running a holiday social media contest is more than just giving away free stuff—it’s your chance to grow your audience, build trust, and turn one-time participants into loyal customers. The best contests don’t just end when the winners are announced. They keep the momentum going long after the last prize is shipped.

What Worked Best? A Quick Recap

From the 25 prompts we covered, a few strategies stood out:

• Creative entry mechanisms (like tiered rewards or spin-to-win wheels) boost engagement.
• Clear, fair rules prevent backlash and keep things smooth.
• Smart promotion (email, partnerships, and in-store banners) gets more eyes on your contest.
• Progressive complexity (starting simple, then adding layers) keeps participants hooked.

A local coffee shop ran a “12 Days of Coffee” contest where followers earned extra entries by sharing their favorite holiday drink. Not only did they gain 800 new followers, but 30% of participants signed up for their loyalty program after the contest ended. That’s the power of a well-planned giveaway—it doesn’t just attract people; it keeps them coming back.

Don’t Let the Relationship End with the Contest

The real magic happens after the contest. Here’s how to nurture those new connections:

• Send a thank-you email to all participants with a special discount or early access to your next sale.
• Invite them to join your loyalty program—offer bonus points for signing up.
• Share user-generated content (like contest entries) to make them feel valued.
• Follow up with a survey—ask what they loved (or didn’t) to improve next time.

One e-commerce brand saw a 25% increase in repeat purchases by sending a “We Miss You” email with a 10% off code to contest participants who hadn’t shopped since the giveaway. Small gestures like this turn casual followers into paying customers.

Start Planning Your Next Contest Now

The holidays come around fast, so don’t wait until November to brainstorm. Here’s how to get ahead:

• Repurpose this year’s content—turn contest posts into blog content, email sequences, or even a case study.
• Test new ideas early—try a mini-contest in the spring to see what works before the holiday rush.
• Download our free checklist (link below) to keep track of deadlines, rules, and promotion strategies.

The best time to plan your “12 Days of Giveaways” is now. Whether you’re a small business or a growing brand, a well-run contest can be your secret weapon for holiday sales—and beyond.

Ready to get started? Grab our free Holiday Contest Checklist to make your next giveaway your most successful one yet. Happy planning!