How To Execute Digital Promotions on Top Social Media Platforms

In today’s world, every brand wants to engage its brand advocates in social media. And there are a number of great ways to do just that, including promotions!

A word of caution though if you are planning to run a promotion within the social space: there are several rules, both from the FTC and the Social Platforms themselves, which must be kept in mind. 

Facebook

Facebook proves to be one of the most difficult platforms for running promotions. Facebook’s terms of use prevent brands from incentivizing anything that posts to a user’s wall. This means that promotions on Facebook must be contained to the brand’s Facebook page where commenting on or liking a promotional post could be required.

Even with these entry mechanisms, the winner outreach portion can prove difficult with a Facebook promotion. And because requiring page Likes/Follows is not allowed, that process becomes even more manual or time-consuming. You should factor in time and effort when deciding which platforms to use.

Twitter/X

Twitter can be leveraged for promotions in a variety of ways. Brands can incentivize shares on Twitter directly from a webpage, encourage hashtag usage, or request retweets/comments to brand content for entries. Twitter’s only request is that you not promote spammy behavior. You must require each entry posted to Twitter to be unique - no copies or duplicates!

Brands can utilize various ad formats like Promoted Tweets, Carousel Ads, and Video Ads to reach audiences beyond their current followers, with each format offering distinct advantages for engagement. Successful Twitter promotions focus on creating "Twitter-first" content that keeps users on the platform, using engaging visuals like infographics and GIFs to convey information quickly. 

Utilizing Twitter's targeting tools, such as keyword targeting, allows businesses to reach specific audience segments more effectively. Additionally, brands can enhance their promotional strategy by incorporating interactive elements like polls, questions, and influencer collaborations to boost engagement and credibility. 

The platform's objective-based advertising model enables businesses to pay only for actions that align with their specific marketing goals, whether it's increasing reach, generating leads, or driving website traffic. By continuously monitoring performance through Twitter Analytics and staying authentic to their brand voice, businesses can create compelling digital promotions that resonate with their target audience.

Instagram

Running digital promotions on Instagram requires a strategic, multi-faceted approach that leverages the platform's diverse features and engagement tools.

Successful Instagram promotions start with a well-defined audience and a clear content strategy that incorporates various formats like Reels, Stories, and feed posts. Brands can boost engagement through interactive elements such as contests, giveaways, and user-generated content campaigns, which incentivize participation and expand reach. 

Mobile-first design is crucial, with experts recommending vertical video formats, minimal text, and eye-catching visuals that capture attention within the first few seconds. 

Advanced targeting options through Instagram Ads allow businesses to segment audiences precisely, while features like Instagram Shopping enable direct product discovery and purchase4. Key strategies include using a mix of branded and campaign-specific hashtags, maintaining a consistent posting schedule, and utilizing analytics to track performance and refine promotional tactics. By combining creative content, strategic targeting, and interactive elements, brands can create compelling Instagram promotions that drive engagement, brand awareness, and conversions.

TikTok

Running digital promotions on TikTok requires a strategic, platform-native approach that prioritizes authenticity and engagement. Successful TikTok promotions leverage the platform's unique features like Duets, Stitches, and interactive challenges to create compelling content that resonates with users. 

Key strategies include identifying your target audience, keeping up with meme culture, and creating content that feels natural to the TikTok ecosystem. 

Brands should focus on capturing attention within the first six seconds, using captivating visuals and incorporating trending sounds or challenges. Interactive elements like polls, user-generated content challenges, and collaborative campaigns can significantly boost engagement. 

Additionally, utilizing TikTok's ad formats such as In-Feed Ads, Spark Ads, and Video Shopping Ads can help brands seamlessly integrate promotional content into users' feeds. 

The most effective promotions on TikTok are those that feel authentic, leverage current trends, and provide a clear, compelling call to action that encourages user participation and interaction. 

Pinterest

Running digital promotions on Pinterest requires a strategic approach that leverages the platform's unique visual discovery ecosystem.

With 518 million monthly users, Pinterest offers businesses an opportunity to showcase products through visually compelling ads across multiple formats like standard pins, video pins, and premiere spotlight ads.

Successful promotions should focus on industries that naturally thrive on the platform, such as home décor, fashion, cooking, beauty, and handmade goods, but can be adapted for other sectors through creative targeting. Key strategies include creating pins with eye-catching visuals, using vertical or square image formats, and incorporating short videos between 6-15 seconds that prioritize visual storytelling.

Brands can maximize reach by cross-promoting pins on other social media channels, utilizing UTM tags for tracking, and leveraging Pinterest's advanced targeting options that allow advertisers to reach users based on past behavior, saved pins, and search intent. By setting clear SMART goals, understanding audience demographics, and consistently producing fresh, branded content, businesses can transform Pinterest promotions into powerful tools for driving website traffic, increasing conversions, and building brand awareness.

After you have selected your platforms, don’t forget to reference the FTC requirements for advertising within social media - it still applies to sweepstakes! If you require users to post for entry, that post must include a designation that makes clear the post is for a sweepstakes/contest/promotion (i.e. includes #sweepstakes, #contest, or #promotion). It is up to the brand to be clear in directing users to include such a designation. 

*This blog was originally published in 2020 and was edited and updated in February 2025.  

Brandmovers has a wealth of experience executing digital promotions for some of the world’s largest brands. Contact us for any sweepstakes or instant win engagements today!