Unlock Instagram Growth: Giveaways & Influencer Partnerships Explained

June 23, 2023
20 min read
Key results: 1.1 million impressions
Alja Skrt posing for a wine brand campaign

Table of contents

In the digital age, building a robust online presence is more than just a luxury—it's a necessity. Specifically, Instagram, with its visually appealing interface and over a billion active users, is a platform no business can afford to ignore. However, gaining traction and expanding your following on this competitive platform is no easy feat. That's where the power of giveaways, particularly those amplified by influencer partnerships, comes into play.

"The Power of Giveaways: Increasing Your Instagram Following Through Influencer Partnerships" is a strategy that has been gaining momentum in recent years. In this comprehensive guide, we will delve into this potent growth tactic, uncovering how giveaways can multiply your Instagram following and brand reach.

Understanding the Power of Giveaways on Instagram

What are Instagram Giveaways?

Instagram giveaways are contests or promotions run by businesses or individuals on the Instagram platform. These contests offer Instagram users a chance to win a prize or multiple prizes. The rules of participation can vary widely, but they often involve actions like following the account hosting the giveaway, liking the giveaway post, tagging friends in the comments, or sharing the post on their own profile or story.

In essence, Instagram giveaways are a form of social media marketing. They are designed to incentivise actions that boost an account's visibility and reach on the platform. And because they offer a chance to win something—whether it's a product, a service, a unique experience, or even recognition—they can generate a lot of excitement and engagement.

Giveaways have been around for as long as commerce itself, but they've taken on new forms in the age of social media. Today, they're a popular and effective strategy for businesses looking to grow their following, increase brand awareness, and promote new products or services. This approach aligns with the latest trends in Influencer Marketing in 2023: The Future of Brand Promotion.

Why are Instagram Giveaways Effective?

The Psychology Behind Giveaways

The effectiveness of giveaways can be traced back to fundamental principles of human psychology. One of these principles is the idea of reciprocity, which states that people are naturally inclined to want to give something back when they receive something. In the case of giveaways, the prospect of receiving a free gift can make people more likely to engage with a post, follow an account, or share content with their own followers.

Another principle at play is the power of scarcity and urgency. When a giveaway has a limited timeframe or a limited number of prizes, it creates a sense of urgency that can drive people to take action immediately rather than putting it off. This sense of scarcity can make the prize seem even more valuable, further increasing people's motivation to participate.

Finally, giveaways tap into the simple human love of games and chance. The possibility of winning something, especially with little to no risk, is exciting and fun. This positive emotion can then be associated with the brand hosting the giveaway, helping to build positive brand sentiment and loyalty.

Increased Engagement and Visibility

Giveaways on Instagram are a powerful tool to increase your following and engagement, especially when done in a way that helps you grow your Instagram profile organically. When people follow your account, like your post, or tag their friends in the comments as part of a giveaway, it increases the level of engagement with your content.

Instagram's algorithm uses engagement as one of the key factors in determining which posts to show in users' feeds and in the Explore section of the app. So the more engagement your giveaway post gets, the more likely it is to be seen by a wider audience.

Additionally, when people share your giveaway post with their own followers, either by reposting the content or by tagging friends in the comments, it increases your reach beyond your existing followers. This can lead to new people discovering your account, some of whom may choose to follow you or engage with your other content.

The Long-Term Benefits of Instagram Giveaways

While the immediate benefits of Instagram giveaways—like increased followers and engagement—are important, it's also worth noting the potential long-term benefits. These benefits can include increased brand recognition, stronger relationships with followers, and even increased sales or leads.

Increased Brand Recognition

When done effectively, Instagram giveaways can significantly increase brand recognition. By reaching a larger audience and providing an incentive for people to engage with your content, giveaways can help more people become aware of your brand and what you offer. Even if someone doesn't win the giveaway or choose to follow your account right away, they may still remember your brand in the future, which can lead to future interactions or even sales.

Strengthened Relationships

Giveaways also provide an opportunity to strengthen relationships with your existing followers. By offering your followers a chance to win something, you're showing appreciation for their support. This can help to build a stronger sense of community and loyalty, which can lead to higher retention rates and more engagement in the future.

Furthermore, the interactions that occur during a giveaway—like replying to comments or sharing user-generated content—can help to humanise your brand and create more personal connections with your followers. This can further strengthen your relationships and improve your brand image.

Increased Sales or Leads

Finally, while it's not guaranteed, Instagram giveaways can potentially lead to increased sales or leads. For example, if you're giving away one of your products or services, it can act as a form of advertising that introduces people to what you offer. Some of these people may choose to make a purchase even if they don't win the giveaway.

Alternatively, if part of your giveaway involves asking people to sign up for your email list or fill out a form, you can gather valuable leads that you can then follow up with after the giveaway. This can be a particularly effective strategy if your business operates on a lead generation model.

The Key Elements of a Successful Instagram Giveaway

Now that we've covered why Instagram giveaways are effective, let's look at the key elements that make a giveaway successful. While every giveaway is unique, there are certain components that tend to be present in the most effective giveaways.

A Valuable Prize

First and foremost, the prize of your giveaway needs to be something that your target audience will find valuable. The more desirable the prize, the more likely people are to take the time to participate in the giveaway.

Your prize could be one of your products or services, a bundle of relevant products, a unique experience, or even something like a shoutout on your Instagram page. The key is to choose something that not only has a high perceived value, but is also relevant to your brand and appealing to your target audience.

Clear and Simple Rules

The rules of your giveaway should be clear and simple. If they're too complicated or confusing, people may be deterred from participating.

At a minimum, your rules should specify how to enter the giveaway, what the prize is, when the giveaway ends, and how and when the winner will be chosen and announced. It's also important to ensure that your giveaway complies with Instagram's promotion guidelines.


Even the most enticing giveaway won't be successful if people don't know about it. That's why promotion is a crucial element of any Instagram giveaway.

There are many ways to promote your giveaway, including posting about it on your Instagram feed and stories, sharing it on your other social media platforms, sending it to your email list, or even running paid ads. The key is to get the word out to as many people as possible, particularly those who are part of your target audience.


Lastly, the most successful giveaways are those that encourage engagement. As mentioned earlier, engagement can increase the visibility of your giveaway and help you reach a larger audience.

But beyond that, engagement also provides an opportunity for you to interact with your followers and create a sense of community. This can involve replying to comments, sharing user-generated content, or even creating a unique hashtag for your giveaway.

In summary, the power of Instagram giveaways lies in their ability to tap into fundamental principles of human psychology, leverage the mechanics of the Instagram platform, and provide long-term benefits like increased brand recognition, strengthened relationships, and potential sales or leads. By offering a valuable prize, creating clear and simple rules, promoting your giveaway, and encouraging engagement, you can create a successful giveaway that significantly increases your Instagram following and helps you achieve your business goals.

Remember, while Instagram giveaways can be incredibly effective, they're just one piece of the puzzle. They should be integrated into a broader social media strategy that includes consistent posting of high-quality content, regular engagement with your followers, and continuous efforts to stay up-to-date with the latest trends and features on the platform. With a well-rounded approach, you can harness the full power of Instagram and use it to grow and succeed in your business.

Common Misconceptions about Instagram Giveaways

Despite their effectiveness, there are some common misconceptions about Instagram giveaways that can prevent businesses from fully leveraging this strategy. Let's debunk some of these myths.

Misconception 1: Giveaways Only Attract People Interested in Freebies

One common misconception is that giveaways only attract people who are interested in getting something for free and won't engage with your brand beyond the giveaway. While it's true that some people might participate in your giveaway solely for the prize, many will also take the time to explore your brand further, especially if your prize is closely tied to your products or services. This gives you an opportunity to convert these participants into loyal followers or customers.

Misconception 2: Giveaways Are Too Expensive

Another misconception is that giveaways are too expensive for small businesses or those with a limited marketing budget. In reality, the cost of a giveaway can vary greatly depending on the value of the prize and how you choose to promote it. Some businesses choose to give away high-value products or experiences, but others give away lower-cost items or even things that cost them nothing, like a shoutout or feature on their Instagram page.

When done correctly, the return on investment from the increased visibility, follower growth, and potential sales can far outweigh the cost of the giveaway.

Misconception 3: Results from Giveaways Are Short-Lived

Some people believe that the results from Instagram giveaways are short-lived, and that any new followers gained during a giveaway will unfollow as soon as the giveaway is over. While this may be true in some cases, especially if the giveaway isn't well-aligned with the brand, many businesses find that a significant portion of their new followers stick around after the giveaway.

The key to retaining these followers is to continue providing valuable content and engaging with your audience even after the giveaway has ended.

By understanding and addressing these misconceptions, you can make the most of Instagram giveaways and use them as an effective tool in your social media marketing strategy.

Harnessing The Power of Giveaways: Leveraging Influencer Partnerships

Why Influencer Partnerships?

In the world of social media, influencers have become a force to be reckoned with. Influencers are individuals who have built a substantial following on social media and can, therefore, influence their followers' buying decisions due to their authority, knowledge, position, or relationship with their audience.

The power of influencers comes from the trust and relationship they've built with their followers. These followers value the influencer's opinions and recommendations, which makes influencer marketing an incredibly effective strategy for businesses.

One way to leverage influencer marketing is through partnerships for Instagram giveaways. By collaborating with influencers, you can reach a larger and more diverse audience, increase the credibility of your giveaway, and even share the costs and responsibilities of managing the giveaway.

Expanded Reach and Diversity

Each influencer brings with them a unique audience. By partnering with an influencer for your giveaway, you can tap into their follower base and expose your brand to a wider and potentially different audience than you could reach on your own. This can lead to a significant increase in your Instagram following. For a deeper dive into this topic, check out our guide on how to Master the Art of Influencer Collaboration."

Increased Credibility

Influencers have worked hard to build trust and credibility with their followers. When they partner with a brand for a giveaway, some of that credibility transfers to the brand. This can make people more likely to participate in the giveaway and engage with your brand, both during and after the giveaway.

Shared Costs and Responsibilities

Running a successful Instagram giveaway can require a significant investment of time and resources. By partnering with an influencer, you can share these costs and responsibilities. The influencer can help with promoting the giveaway, managing the entries, and even contributing to the prize.

Choosing the Right Influencer for Your Instagram Giveaway

If you've decided to partner with an influencer for your Instagram giveaway, one of the most important steps is choosing the right influencer. This involves considering factors such as the influencer's audience, engagement rate, relevance to your brand, and authenticity.


The influencer's audience should align with your target audience. Consider factors like the audience's demographics, interests, and behaviours. The more closely the influencer's audience aligns with your target audience, the more likely the partnership will be successful.

Engagement Rate

An influencer's engagement rate is a measure of how actively their followers interact with their content. High engagement rates are usually a good sign, as they indicate that the influencer's followers are attentive and responsive. This can translate into higher participation rates in your giveaway.


The influencer's content and image should be relevant to your brand. If there's a strong alignment between your brand and the influencer, their followers are more likely to be interested in your giveaway and your brand as a whole.


Authentic influencers have genuine relationships with their followers and are selective about the brands they partner with. Partnering with an authentic influencer can help ensure that your giveaway is perceived as genuine and trustworthy.

Establishing a Successful Influencer Partnership for Your Instagram Giveaway

Once you've chosen an influencer to partner with, the next step is to establish a successful partnership. This involves clear communication, setting mutual expectations, defining roles and responsibilities, and building a positive relationship with the influencer.


Clear and open communication is key in any partnership. Be clear about your goals for the giveaway, your expectations of the influencer, and your budget. Be open to the influencer's ideas and feedback as well. After all, they know their audience best.


Both parties should have a clear understanding of what they expect from each other. This includes things like the timeline of the giveaway, the prize, how the giveaway will be promoted, and how the winner will be chosen and announced.

Roles and Responsibilities

Defining roles and responsibilities can help ensure that all tasks are covered and that there's no confusion or overlap. For example, who will be responsible for providing the prize, promoting the giveaway, managing the entries, and announcing the winner?


Building a positive relationship with the influencer can lead to a more successful giveaway and potentially pave the way for future collaborations. Show appreciation for the influencer's work, respect their expertise and audience, and be professional and responsive in all interactions.

By harnessing the power of giveaways and leveraging influencer partnerships, you can supercharge your Instagram growth and reach your business goals faster. The increased visibility, credibility, and engagement that come with influencer partnerships can make your Instagram giveaways even more effective and set your brand apart in the crowded Instagram landscape.

Case Study: The Power of Giveaways and Influencer Partnerships in Action

Nothing helps illustrate the power of a concept better than a real-life example. In this section, we'll walk through a case study of a brand that successfully used Instagram giveaways and influencer partnerships to boost their following and engagement.

About the Brand: A Sustainable Fashion Startup

Our case study involves a sustainable fashion startup that was looking to make a mark in the crowded online fashion industry. They had a strong brand story and a commitment to ethical and sustainable practices, but they were struggling to get their message out there and build their Instagram following.

The Instagram Giveaway: Ethical Fashion Bundle

To boost their visibility and follower count, the brand decided to run an Instagram giveaway. The prize was an 'ethical fashion bundle', which included several of their best-selling products. This prize was not only valuable but also closely aligned with their brand, making it highly attractive to their target audience.

The Influencer Partnership: A Fashion Blogger with a Passion for Sustainability

Recognising the power of influencer marketing, the brand decided to partner with an influencer for their giveaway. They chose a fashion blogger who had a strong following and a known passion for sustainability. This influencer's audience aligned well with the brand's target audience, and her commitment to sustainable fashion made her a perfect fit for the brand.

The Results: A Boost in Followers and Engagement

The Instagram giveaway, combined with the influencer partnership, was a massive success. The brand saw a significant increase in their Instagram followers, with many of the new followers being highly engaged and interested in the brand's message of sustainability. The influencer reported a positive response from her followers, and the giveaway also led to an increase in sales for the brand.

Key Takeaways from the Case Study

This case study illustrates the power of Instagram giveaways and influencer partnerships. Here are some key takeaways:

Align the Giveaway with Your Brand

The brand's decision to give away an 'ethical fashion bundle' was a smart one. This prize was not only valuable but also closely tied to the brand's identity and message. This likely made the giveaway more appealing to their target audience and helped promote the brand's commitment to sustainable fashion.

Choose the Right Influencer

The brand's choice of influencer was also crucial to their success. They didn't just choose any influencer with a large following; they chose an influencer whose audience, content, and values aligned with their own. This made the partnership more authentic and effective.

Leverage the Power of Both Giveaways and Influencer Partnerships

By combining an Instagram giveaway with an influencer partnership, the brand was able to maximize their results. The giveaway helped attract attention and incentivize people to follow the brand, while the influencer partnership helped expand their reach and lend credibility to the giveaway.

The power of Instagram giveaways and influencer partnerships can't be denied. As our case study shows, these strategies can help boost your Instagram following, increase engagement, and even drive sales. But to truly harness this power, it's crucial to carefully plan your giveaway, choose the right influencer, and align everything with your brand and goals.

The Future of Instagram Marketing: Giveaways and Influencer Partnerships

Looking at the horizon, Instagram will continue to be a dominant platform in the digital marketing landscape. With its ever-evolving features and a user base that spans generations, it's a platform that marketers can't afford to ignore. And within this dynamic environment, two strategies stand out as particularly effective: giveaways and influencer partnerships.

Instagram's Evolving Landscape

Instagram continues to evolve, introducing new features that open up fresh possibilities for marketers. Features like Instagram Shops and Reels have provided new ways for brands to engage with their audiences and showcase their products or services. As Instagram continues to innovate, brands must stay up-to-date and adapt their strategies accordingly.

The Persistent Power of Giveaways

Giveaways are a tried-and-true marketing strategy that has found a natural home on Instagram. The platform's emphasis on visual content and community engagement makes it an ideal place to run giveaways. Furthermore, the intrinsic appeal of winning a prize makes giveaways a strategy that will likely remain effective regardless of how Instagram evolves.

Influencer Partnerships: A Rising Force

As social media continues to play an outsized role in our lives, influencers are becoming more influential. This makes influencer partnerships an increasingly powerful strategy for brands. By partnering with influencers, brands can tap into established audiences, gain credibility, and deliver their message in a more organic and relatable way.

Micro-Influencers: The Future of Influencer Partnerships

In particular, micro-influencers (those with 1,000 to 100,000 followers) are set to play a significant role in the future of influencer marketing. These influencers often have highly engaged audiences and are seen as more authentic and relatable than their celebrity counterparts. Brands that can form successful partnerships with micro-influencers can reach niche audiences and achieve high engagement rates.

Combining Giveaways and Influencer Partnerships: A Winning Strategy

Looking to the future, combining Instagram giveaways with influencer partnerships will continue to be a winning strategy. This combination allows brands to maximise their reach, engagement, and credibility in a way that few other strategies can match.

Brands that can skilfully navigate the Instagram landscape, leverage the power of giveaways, and build successful influencer partnerships will be well-positioned to succeed in the future of Instagram marketing.


The Power of Giveaways: Increasing Your Instagram Following Through Influencer Partnerships is not a fleeting trend—it's a proven strategy with immense potential. With careful planning, strategic influencer partnerships, and a thorough understanding of your audience, your Instagram giveaways can skyrocket your follower count and take your brand visibility to new heights. The road to Instagram success may be challenging, but with the power of giveaways in your arsenal, it's certainly within reach.

Remember, the key to a successful Instagram giveaway lies not only in the execution but also in the evaluation. Analysing your campaign's results will provide invaluable insights that will help you fine-tune your future strategies. Embrace the power of giveaways, and watch your Instagram community thrive!

Remember, each business is unique, and what works for one might not work for another. Always tailor your strategies to your brand's specific needs and audience preferences.

Frequently Asked Questions (FAQs)

Q1: What is the benefit of running an Instagram giveaway?

A: An Instagram giveaway can increase your brand awareness, boost your follower count, drive engagement, and even generate leads or sales. It's a powerful strategy for growth on Instagram.

Q2: Why should I consider partnering with an influencer for my Instagram giveaway?

A: Partnering with an influencer can increase the reach and credibility of your giveaway. The influencer can promote the giveaway to their audience, which can bring new followers to your Instagram account. Their endorsement can also make the giveaway more attractive to potential entrants.

Q3: How do I choose the right influencer for my Instagram giveaway?

A: The right influencer for your giveaway should have an audience that aligns with your target market, a high engagement rate, and content that is relevant to your brand. You should also consider the influencer's reputation and values to ensure they align with your brand.

Q4: What should I include in my agreement with the influencer?

A: Your agreement with the influencer should outline the terms of the partnership, including the roles and responsibilities of each party, the timeline of the giveaway, the prize, how the giveaway will be promoted, and how the winner will be chosen and announced.

Q5: What can I do to ensure the success of my Instagram giveaway?

A: To ensure the success of your Instagram giveaway, plan it carefully, choose a prize that is valuable and relevant to your audience, promote the giveaway effectively, and follow all of Instagram's rules and guidelines.

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