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Tweet of the Week

The End of Instagram Giveaways

September 6, 2022
March 8, 2022
Mae Rice

“Follow and comment for a chance to win!” We’ve all seen brand accounts (and Kardashians!) push messages like this — but this growth hack is on the outs.

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Monica Grohne, founder of menstrual wellness brand Marea, discovered this the hard way after her brand launched an Instagram giveaway. 

A playbook losing its luster

Much like the Kardashians’ infamous giveaways — which always involve Scott Disick? — Marea’s giveaway asked users to:

  • Follow 10 brand accounts on Instagram
  • Like the announcement post
  • Tag friends in the comment

The prize? A $500 bundle of menstrual care products. 

“It’s flopping,” Grohne tweeted.

The giveaway catch-22 

Giveaways come with a tangle of pros and cons — so they’re not easy to pull off or give up.  

  • PRO: They boost organic follower count. That “builds trust and is important for a [brand’s] validation” Grohne noted — though some view followers as a vanity metric. 
  • CON: They hurt engagement. They attract deal-seekers unlikely to engage with future posts (or buy). 
  • CON: Instagram’s algorithm penalizes them. Or so it seems — though it didn’t always

Our takeaway?

Instagram giveaways can still do some good if you target existing customers, but they’re losing relevance to collab posts and Reels, Grohne said

Mae Rice
about the author

Mae Rice is editor in chief at MarketerHire. A long-time content marketer, she loves learning about the weird and wonderful feedback loops that connect marketing and culture.

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