Do Twitter contests work?

Well, that depends on what you want to achieve with your Twitter contest.

Yes, social media platforms like Twitter can be powerful tools within a bigger picture marketing plan but their success largely depends on how you measure success and what you want to achieve in the first place.

 Twitter Competitions

Convince & Convert had a look at over 12,000 company Twitter handles with more than 5,000 followers in January to find the most engaging tweets.

No surprise that 71% of engaging tweets were contest related. 

The contests mostly asked for a simple follow and tweet to enter the competitions which is quite straightforward. Twitter users benefit from a small barrier to entry and brands generate a bit of ‘buzz’ or ‘conversations’ around their brand resulting in a bit of brand awareness.

Is that it? Does it translate into ROI? Probably not. 

For consumers to really connect with a brand, show loyalty and advocate it, a person requires an emotional connection. For example, car manufacturer Mini does not sell cars, but the lifestyle of a hip and happening person. And who doesn’t want that?

A great recent Twitter example of how brands can tap into the emotions, needs and aspirations of its consumers, is Cadbury’s ‘First Love’ campaign. It takes its Twitter followers down memory lane to their first memories of love. The best tweets are translated into cute doodles such as this:

 

FRANk Media- Cadbury Twitter campaign

 

View all doodles here too. 

The take out? Run a simple ‘follow and tweet’ Twitter contest if you are after quick wins, e.g. increase in followers. If you want to create a lasting experience and emotional connections with your consumers, invest into a bit more research, creativity and innovation.

 

 

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