Competitions on Whatsapp, a conversational approach

A contest, or a prize giveaway, is a great way to help promote a new product, or gain user insights and customer data through entries. With the development of mobile technology and gamified marketing experiences, it’s fair to say that online contests have become one of the most popular modern marketing tools. Setting them up can be a fun and engaging way to not only attract new customers, but also to communicate with your existing audience and help generate excitement around your brand or business.

And how do you reach your customers these days? Through the various social media platforms of course. Contests and social media are perfect partners when it comes to delivering audience engagement on a large scale, but what’s the best platform on which to put your competitions to work? Instagram? TikTok? Facebook? While there is no wrong answer to this question, or rather, no concrete answer without a little trial and error of running contests, there is one social media platform that’s massively under-utilised.

Through its more conversational nature, compared to other social networks (LinkedIn, Instagram, Twitter etc.), and its interactivity, WhatsApp is an ideal platform to run contests that encourage participation and create a sense of community among your users. Users can be far more deliberate and targeted than on other social networks, as when you share on WhatsApp, it’s to a specific person or a specific group of people, not a blind shot that lives and dies by an algorithm.

Defining WhatsApp: social network, or messaging service?

At least 50% of people reading this far have already been triggered. “WhatsApp isn’t a social media platform,” you might be saying, “it’s a messaging app, like Skype or iMessage.”

Be it one or the other, or a bit of both, the lines have been blurred for a while. That’s not a debate this article will be getting into. Ultimately, from a communications perspective, both internally for human resources (HR), and externally for marketing, WhatsApp offers a lot of utility when it comes to promoting online contests.

WhatsApp usage compared to other social networks

• High user engagement: A popular messaging application with billions of active monthly users worldwide, making it an ideal platform for running contests.
• In real-time and based on personal interaction: Communicate directly with users to create a stronger connection with potential customers and increase engagement. You will also be able to chat with users in real time to provide additional information, react to comments, and interact with participants during the contest.
• Ease of participation: It is easy for users to participate in a contest through WhatsApp, as many users already use it as their primary instant messaging service. It’s also highly intuitive, as it works the same as texting but with greater functionality.
• Targeted audience: Companies can use WhatsApp to reach a specific audience. It allows users to be targeted using newsgroups or phone numbers as part of marketing campaigns.

Contests on WhatsApp offer great potential when it comes to maximising your contest’s chances of success. Users can easily share information about the contest with their contacts, as well as across other social networks (TikTok, Facebook, etc.), leading to increased visibility and participation. Companies can then use the data collected on user preferences and behaviour to help guide future communications and marketing strategies.

The advantages of instant messaging over SMS

Instant messaging apps, such as WhatsApp, offer several advantages over SMS, including

More personal and therefore richer interaction

Instant messaging allows for the exchange of messages, images, videos, documents, and video calls, providing richer interaction than through SMS, or texts.

Discussion groups

WhatsApp allows for the creation of chat groups, making it easier to communicate in groups, for example: for a competition between organised clubs, or a work team WhatsApp group. This feature is especially useful for companies that need to communicate with several employees or customers simultaneously.

Security features

Instant messaging platforms offer security features such as end-to-end encryption and two-step verification, ensuring better data and communication security than SMS. This feature provides an extra layer of security through which businesses can run their online contests.

Example of a campaign with a competition on WhatsApp

At Drimify, the games creation platform that makes creating and launching online contests easy, we designed a simple but very popular Wheel of Fortune contest for a client who was preparing a campaign in Asia. In Asia, WhatsApp is the main means of communication in B2C and B2B marketing, so choosing to communicate through this medium was the solution to reach the maximum number of people.

The client already had lists of customers and prospects available on the app, and sending a personalised message with the link to the competition was set up to create engagement by enticing people to enter for the chance to win prizes. WhatsApp proved to be a very effective communication channel, as the contest generated higher engagement rates than traditional campaigns.

Create online contests with ease

With the Drimify gamification platform, businesses can customise various game engines to create different types of contests dependent on their specific needs and objectives, such as promoting a new product or service, or increasing brand awareness.

By sending targeted messages and content to users on message-based social media platforms like WhatsApp, such as online contests, businesses can easily create a more personalised and engaging experience for users.

Expert advice!

• Plan all your actions in advance for greater effectiveness. You need to prepare your audience for interaction before the campaign, and then again when the competition officially launches. Then, as the contest progresses, keep them engaged by sharing reminders about the deadline.
• You can also encourage participants to share their progress or ask questions via WhatsApp groups or direct messages, creating a more personal and conversational connection with your audience.
• When setting up the draw, consider the most appropriate method of selecting your winner. For example, a random draw is often used if there are no merit-based criteria, such as points accumulated or final scores.
• But be careful not to spam. The aim is not to overwhelm users with messages and news, but to choose the right moments to communicate effectively.

Run contests in a different way

Promoting contests on WhatsApp can be a great way to engage your audience and create a sense of community around your brand. With a clear contest idea, simple rules and regular updates and reminders, you can create a fun and interactive experience that encourages participation and strengthens your brand’s connection with your customers and prospects.

While WhatsApp offers some advantages for connecting with users, you certainly shouldn’t limit the promotion of your contest to WhatsApp, nor any individual social media platform. For the best results, you want to try and reach your audience across all channels.

Some people will be very private with their WhatsApp, and strictly use it as a more functional form of texting, while others will be more open to engaging with businesses through the platform. Diversifying your approach, and being consistent across all means of communication, is the best way to reach the maximum number of users, and gain the maximum number of entrants.

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