Best examples of 3 examples of social media contests and giveaways that actually work

3 high-performing examples of social media contests and giveaways

Let’s start with three best examples of social media contests and giveaways that marketers still reference because they checked all the boxes: reach, engagement, and measurable impact.

Example 1: Starbucks #RedCupContest – user-generated content at scale

The Starbucks #RedCupContest on Instagram is a classic example of a photo-based social media contest that keeps getting revived because it works.

How it worked
Starbucks asked customers to post photos of their holiday red cups, tag @Starbucks, and use the #RedCupContest hashtag for a chance to win prizes. The brand then reshared the best entries.

Why it worked in marketing terms

• The prize (Starbucks gift cards and brand recognition) matched the audience.
• It turned ordinary behavior (buying a drink) into content creation.
• Every entry carried branding: the cup, the logo, and the hashtag.

This is one of the best examples of 3 examples of social media contests and giveaways that turn customers into a content engine. It also shows how a simple mechanic (post + hashtag + tag) can create thousands of branded posts without a huge media budget.

Example 2: Glossier comment-to-win Instagram giveaway – engagement spike before a launch

Glossier has repeatedly used comment-to-win Instagram giveaways as a warm-up before product launches.

How it worked
Ahead of a new product drop, Glossier posted a teaser image and asked followers to:

• Follow the brand account
• Like the post
• Tag a friend in the comments for a chance to win the new product bundle

Why it worked

• Comment tagging expanded reach into friends’ networks.
• The giveaway educated followers about the new product before launch.
• It produced a surge of engagement that helped the post rank higher in the feed and Reels discovery.

If you’re looking for examples of 3 examples of social media contests and giveaways that support a product launch, Glossier’s approach is a clean template: tease, incentivize engagement, then launch while attention is high.

Example 3: Airbnb #LiveThere photo contest – brand storytelling through travel

Airbnb’s #LiveThere campaign on Instagram and Twitter is another strong example of a storytelling-driven contest.

How it worked
Travelers were asked to share photos of their Airbnb stays that captured the idea of “living like a local,” using the #LiveThere hashtag. Selected winners received travel credits.

Why it worked

• Every entry reinforced Airbnb’s positioning: experience local life, not just hotels.
• The brand got a library of authentic travel content to reuse.
• Travel credits encouraged repeat bookings from contest participants.

When marketers ask for real examples of social media contests and giveaways that build a brand narrative, this campaign is usually near the top of the list.

More real examples of 3 examples of social media contests and giveaways across platforms

Those three are the classics, but you need more than legacy campaigns to plan a 2024–2025 strategy. Below are additional examples of 3 examples of social media contests and giveaways spanning Instagram, TikTok, X (Twitter), and YouTube.

TikTok hashtag challenge giveaways: e.l.f. Cosmetics #eyeslipsface

TikTok has turned hashtag challenges into a contest format by default. One of the best examples is e.l.f. Cosmetics’ #eyeslipsface campaign.

How it worked
The brand created an original song, encouraged users to film themselves using it, and partnered with creators to kickstart the trend. While not a traditional “win a prize” giveaway, it functioned like a contest: social clout and brand features were the rewards.

Why it matters for your strategy

• Shows how to use creators to seed participation.
• Demonstrates that not every contest needs cash; exposure and features can be enough.
• Proves short-form video contests can outperform static image giveaways in reach.

If you want modern examples of 3 examples of social media contests and giveaways that fit TikTok culture, this is one to study.

Twitter/X reply-to-win contests: airlines and flash upgrades

Airlines have used X (formerly Twitter) for quick, time-bound contests. A common example of this format:

A major airline posts: “Reply with your dream destination and tag a travel buddy. We’ll pick two winners to receive flight vouchers.”

Why this format still works

• Fast to enter—no photos or videos required.
• Perfect for flash campaigns during events (sports, holidays, weather disruptions).
• Easy to track entries via replies and hashtags.

For brands that need low-friction participation, these reply-to-win contests are underrated real examples of social media contests and giveaways that still drive engagement in 2024.

YouTube giveaways: creators trading value for subscriptions

On YouTube, creators regularly run giveaways tied to milestones (100k subscribers, 1M views, etc.). A typical example of a YouTube giveaway:

A tech reviewer announces: “I’m giving away three laptops. To enter, subscribe, like this video, and comment with which feature you care about most.”

Why it works

• Directly tied to channel growth metrics (subs, watch time, comments).
• Prizes are hyper-relevant to the audience (tech gear for tech fans).
• The contest structure nudges viewers to interact with the video in ways the algorithm rewards.

If you need examples of 3 examples of social media contests and giveaways that tie straight into platform KPIs, YouTube milestone giveaways are a clear model.

“Tag a friend” Instagram giveaways: small brands, big ROI

Smaller ecommerce brands, boutiques, and local businesses rely heavily on the classic “follow + like + tag a friend” giveaway.

A real-world pattern

• A local bakery offers a free custom cake.
• Rules: follow the account, like the post, tag 1–3 friends. Bonus entries for sharing to Stories.
• The bakery gains new local followers and collects DMs from people asking about orders.

These are simple examples of 3 examples of social media contests and giveaways that do not require a big budget but still deliver meaningful, local reach.

How 2024–2025 trends are reshaping social media contests

The best examples of social media contests and giveaways now look different than they did five years ago. Three trends are driving that shift.

1. Short-form video first

On Instagram, TikTok, and YouTube Shorts, contests that live inside Reels or vertical video tend to outperform static posts. Platforms continue to prioritize video in their algorithms, and brands are responding.

What this looks like in practice

• Asking users to submit short videos showing how they use your product.
• Running “duet this” or “stitch this” contests on TikTok.
• Featuring winning clips in paid ads, with permission.

For marketers looking for modern examples of 3 examples of social media contests and giveaways, pay attention to campaigns that start as Reels or TikToks, not as feed images.

2. Compliance and transparency are non‑negotiable

Contests are still marketing, and that means legal and platform rules apply. In the U.S., the Federal Trade Commission (FTC) expects clear disclosure when there’s a material connection, even for giveaways. You can review their guidance here: https://www.ftc.gov/business-guidance

Best practices

• State that it’s a “giveaway” or “contest” in the caption.
• Explain how to enter, what the prize is, and how winners are chosen.
• Include eligibility (age, location) and any key restrictions.
• Follow each platform’s promotions policy (Instagram, TikTok, and X all publish these on their help centers).

The most credible examples of social media contests and giveaways in 2024–2025 are the ones that are transparent and compliant. Nothing kills goodwill like a contest that feels shady or unclear.

3. First-party data and lead generation

Because third-party cookies are fading and ad targeting is tightening, brands are using contests to collect first-party data (emails, preferences, purchase intent).

Practical approach

• Run a contest on social, but require email entry via a landing page.
• Ask one or two optional preference questions (product interest, content topics).
• Use that data to segment follow-up campaigns.

Research from sources like the U.S. Small Business Administration (https://www.sba.gov) highlights how small businesses benefit from building owned customer lists rather than relying solely on platform algorithms. Contests are a straightforward way to accelerate that list-building.

How to design your own contest based on these examples

Looking at all these examples of 3 examples of social media contests and giveaways, patterns start to emerge. You don’t need to copy Starbucks or Airbnb; you just need to borrow the structure.

Match the prize to the audience

The best-performing contests reward people with something they already want from you:

• Beauty brand → product bundles, early access, virtual consults.
• SaaS tool → annual subscription, strategy session, implementation support.
• Local restaurant → dinner for two, chef’s table experience.

Generic gift cards attract generic followers. The best examples of social media contests and giveaways use prizes that filter for real potential customers, not just freebie hunters.

Make participation simple, but not meaningless

Every extra step reduces entries. At the same time, you want actions that matter to your marketing goals.

Common entry mechanics inspired by the real examples of 3 examples of social media contests and giveaways above:

• Follow + like + comment (good for engagement and follower growth).
• Post + hashtag + tag brand (good for user-generated content).
• Click through to a landing page (good for email capture and sales funnels).

Aim for the minimum number of steps that still creates value for your brand.

Plan your content before, during, and after the contest

The smartest examples of social media contests and giveaways treat the contest as a campaign, not a one-off post.

You’ll want:

• Teaser content: hint at the prize or upcoming launch.
• Launch content: clearly explain rules and show the prize.
• Reminder content: Stories, Reels, or tweets pushing last‑chance entries.
• Winner announcement: proof that the contest was real.
• Follow-up content: repurpose entries and highlight testimonials.

This is also where you can incorporate educational content. For example, a health brand might link to credible resources like the National Institutes of Health (https://www.nih.gov) or Mayo Clinic (https://www.mayoclinic.org) in related posts to build trust while running a health‑adjacent giveaway.

FAQ: examples of social media contests and giveaways

What are some simple examples of social media contests and giveaways a small business can run?
Simple examples of contests include a “follow + like + tag a friend” Instagram giveaway for a product bundle, a Facebook comment-to-win contest asking customers to share their favorite menu item, or a TikTok challenge where participants show how they use your product with a branded hashtag. All three are low-cost and easy to manage.

What is an example of a good prize for a B2B social media contest?
A strong example of a B2B prize is a free annual subscription to your software, a strategy session with your senior team, or VIP access to a paid virtual event. The best examples of B2B giveaways reward participants with something that demonstrates your expertise and nudges them closer to becoming paying customers.

How often should I run contests on social media?
Most brands do well with contests once per quarter, with occasional extras around major holidays or product launches. If you run them too often, followers may start to engage only when there’s a prize. Look at the real examples of social media contests and giveaways from brands you admire and note how they use contests as spikes, not constant noise.

Do I need legal rules or terms and conditions for my contest?
Yes, you should always have clear rules, especially if you’re in the U.S. or EU. At a minimum, state eligibility, how to enter, how winners are chosen, start/end dates, and how you’ll contact winners. The FTC’s business guidance (https://www.ftc.gov/business-guidance) is a good starting point, and many brands host full terms on their website and link to them from the contest post.

Which platforms are best for running social media contests and giveaways?
Instagram and TikTok are currently the most popular, especially for consumer brands, because they combine visual content with strong discovery algorithms. YouTube is excellent for creators, and X (Twitter) works well for fast, real-time contests. The best platform for you depends on where your audience already spends time and which examples of 3 examples of social media contests and giveaways feel closest to your brand’s voice and resources.