Contests and social media have ‘almost’ become synonyms these days with the frequency at which brands are organizing contests on social media platforms. Not a single event is missed out! Whenever there is any occasion, some or other form of contest is organized on Twitter. Gone are the days when contests were thought be ‘one of’ the social media tactics to spur engagement on respective social media channels. Do you disagree with me? Just notice the hashtags that trend on Twitter every other day and I bet at least one of them would be of a contest run by a brand.
Being a social media strategist, I too have to run such contests for the brands I look after. However, deep down a question itches me. Are the contest participants really bothered about the brand and the products/services offered by them? Or, they are just participating for the fun quotient of contests and are more oriented towards the prize?
The picture becomes scarier when just a search of keyword ‘contest’ in Twitter bios results into this:
On the other hand some of the India’s Twitter popular influencers have themselves accepted that they get roped by brands for certain campaigns.
Some of the unanswered questions that bother me are:
a) Are Twitter contests meant for influencers and contest freaks only?
b) Do brands realize that contest participants who are participating in their contests are actually participating in 10 other contests in a day?
c) Even though these brand influencers and contest freaks do help brands gain momentary viral effect, is it sustainable?
d) Would it be wise to trust or feel proud of community that gets built due to the influence of these contest freaks?
e) Have brands made diligent efforts to check such contest freaks?
f) Will brands have guts to stop making these contest freaks and Twitter influencers winners just because they ‘influence’ (where the genuineness of influence itself is doubtful)?
Does this mean brands should not organize contests on Twitter? No! Wait for my blogpost in future where I would discuss how brands should organize Twitter contests!
Till then, share your experience.