Increasing Instagram Engagement With Contests

Key Takeaways

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Tactic — Social Contest Hashtags: Scotiabank’s Instagram contest in August focused on increasing engagement and brand awareness, through encouraging participants to post and use the hashtag #ScotiaSCENE, as well as comment on contest posts. This resulted in contest posts receiving 4x more engagement on average than a typical post.

Tactic — Carousel Posts: Scotiabank used carousels posts to provide additional information about the contest and assets that participants could screenshot and use for on their own accounts for their contest submittal.
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Tactic— Photo Contest Entries: Scotiabank’s #ScotiaSCENE contest required followers to post a photo dressed up as their favourite movie character, increasing the amount of user-generated content. UGC content from contests can then be repurposed and reposted on Scotiabank’s owned channels to increase community engagement and brand awareness.

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Scotiabank’s Instagram account gained 233 new followers in August which is 4X more than July.

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In August, Scotiabank decreased their post cadence by one post but increased the amount of carousels from 1 in July to 4 in August.

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Part of the reason for this increase in followers may be attributed to the #ScotiaSCENE contest Scotiabank ran in August. The contest posts received, on average, 4x more engagement than typical posts.

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The giveaway required followers to dress up as their favourite movie character and upload a post with the hashtag #ScotiaSCENE, or comment on the post with their favourite movie quote. There were 31 photo entries & the average number of comments on contest post was 6x higher than an average post.