How to Run an Instagram Contest

Running an Instagram contest? Learn everything you need to know with this helpful guide.

Are you using Gleam or thinking about running an Instagram Contest, but unsure exactly how to best leverage the platform?

Then this is the guide for you.

Join us as we reveal some awesome tactics we've seen our customers use to achieve the best results:

Running an Instagram contest is a great way to boost engagement, grow your audience, and drive brand awareness.

But the type of contest you choose plays a huge role in its success.

You want something that aligns with your goals, feels natural for your audience, and maximises participation.

Below are some of the best contest formats to start with.

This is one of the most common Instagram contest type that you no doubt will have seen on your timeline.

You just ask users to follow you, like your post, and tag a friend or leave a comment to enter.

It’s an easy, low-friction way to boost engagement, grow your follower count, and get more eyes on your content thanks to Instagram’s algorithm. Plus, the tagging element helps introduce your brand to new audiences organically.

like follow comment

A UGC contest is perfect for brands looking to gather authentic, high-quality user-generated content (UGC) while boosting engagement. Users enter by submitting a photo or video using a branded hashtag, making it easy to track entries and expand your reach.

This is a fantastic way to provide your brand with valuable content that can be repurposed for marketing.

Plus, when participants share their entries, they naturally promote your brand to their own followers, increasing awareness organically.

photo contest

Note

Due to recent API limitations, Gleam can no longer automatically collect hashtag entries from Instagram. Instead, entrants will need to upload their file directly into the Gleam widget while also posting it on Instagram using your hashtag. When drawing the winner, you can manually check that their post is live and meets the contest requirements.

Using a third-party platform to run your sweepstakes is the best way to track entries, collect participant data, and ensure fair winner selection, something Instagram alone doesn’t offer.

These platforms let you capture emails, verify eligibility, and automate winner selection, making contests more transparent and manageable.

Participants can enter by completing various actions, like visiting your website, referring friends, or subscribing to your newsletter, helping you drive engagement and collect valuable leads.

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Gleam takes third-party sweepstakes to the next level by offering seamless tracking, flexible entry options, and automated winner selection—all while keeping your contest compliant with Instagram’s rules.

With Gleam, you’re not just running a basic tag-a-friend giveaway, you’re creating a highly engaging, data-driven campaign that maximises visibility and conversions.

Instagram’s rules prevent third-party apps from directly incentivising actions like following, liking, and commenting. However, with Gleam, you can still drive meaningful engagement in creative ways.

Along with the actions we’ve already mentioned, visiting your Instagram profile, viewing a specific post, completing a manual task like commenting, and leveraging viral referrals, Gleam also allows you to:

Your prize is the biggest motivator for participation, so make it something exciting, relevant, and worth entering for.

Instead of just giving away a generic gift card, think about what will attract the right audience and drive real engagement.

We like:

  • Your own product – Attracts genuine fans and potential customers who are interested in what you offer.

  • Custom or limited-edition items – Exclusive versions of your product or a unique, branded experience.

  • Early access or exclusive perks – Give winners first access to a new product, beta test, or VIP experience.

  • Complementary product bundles – Pair products that enhance each other rather than compete (e.g., skincare + beauty tools, fitness gear + nutrition guides).

  • Experiences & memberships – Offer premium subscriptions, workshops, or event access as high-value alternatives to physical prizes.

Running a great contest is one thing, making sure people actually see it is another.

To get the most out of your giveaway, you need to promote it in the right places and make it as easy as possible for people to enter.

Keeping your contest on your own domain means more traffic, more conversions, and full control over the experience.

This is a great way to make sure participants stay engaged with your brand, not just Instagram.

You can embed the Gleam widget directly onto your site, just like this:

Since Instagram posts don’t allow clickable links, make sure your bio does the heavy lifting:

  • Use a short, trackable URL to direct users to your contest.

  • Update your Instagram bio with a clear CTA.

  • Share the contest in Instagram Stories (with a swipe-up link if you have it)

You do need to make sure people know the link is in your bio though, so when you announce your contest, let them know that that's where to enter:

link in bio announcement

Once someone enters, send them back to Instagram to keep the momentum going. Redirect them to like your post, drop a comment, or share the contest.

redirect

Want to get even more out of your contest? Here are some quick, effective ways to boost engagement and reach:

  • Use a branded hashtag – Helps track entries and build brand recognition.

  • Encourage viral sharing – Offer bonus entries for referring friends to maximise reach.

  • Keep people coming back – Let users enter daily to stay engaged.

  • Show off user entries – Embed a gallery of submissions on your site for social proof.

  • Leverage influencers – Partner with creators who can bring in the right audience.

  • Create urgency – Post countdown reminders as the deadline approaches.

Tip

You can also embed a countdown on your website using Capture. You can choose how it looks, from a banner to a popup.

  view template

By following this guide, you’ll be set up for a successful, engaging, and trackable Instagram contest using Gleam!

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Author

Ahron Burstin

Ahron is a Growth Marketer at Gleam. Shoot him a Tweet if you got something out of this post ☺