The truth about those IG give­away posts

BusinessMirror - - Digital Life -

YOU’VE per­haps been tagged in one of those iphone and/or Macbook give­aways on In­sta­gram by a com­plete stranger, even when the me­chan­ics re­quire them to tag a friend. It makes you won­der why th­ese peo­ple would tag you. Are they ashamed to tell their real friends that they join such give­aways?

So what are th­ese give­aways? Are in­flu­encers pool­ing their money for th­ese?

So I asked peo­ple whose In­sta­gram fol­low­ings are sub­stan­tial and who I think have been ap­proached for th­ese give­aways. I learned the give­aways are or­ga­nized by mar­ket­ing groups with the in­ten­tion of help­ing in­di­vid­u­als grow their fol­low­ing on In­sta­gram. I don’t have Face­book so I don’t know whether it’s hap­pen­ing there, too, but on Twit­ter, there is noth­ing like it.

Based on the mes­sages sent by th­ese mar­ket­ing com­pa­nies to peo­ple I talked to, th­ese firms put to­gether sev­eral batches for th­ese give­aways. Each batch is “head­lined” by mi­nor celebri­ties, mean­ing those who are le­git­i­mate show business per­son­al­i­ties but who aren’t nec­es­sar­ily A-lis­ters.

Each batch of give­aways (which usu­ally con­sist of two to three gad­gets, in­clud­ing one iphone) runs for a pe­riod of 10 to 15 days. Ac­counts are ap­proached for par­tic­i­pa­tion and each one that agrees coughs up P1,100 to P4,500. I am not sure why the amount varies so much.

Once you agree to take part of the give­away, you be­come part of a “batch.” The me­chan­ics of a give­away in­cludes be­ing fol­lowed by all who want to win. The mar­ket­ing firm will cre­ate an In­sta­gram page just for the give­away for this pur­pose and will fol­low you and all the other give­away spon­sors.

In terms of grow­ing your fol­low­ers, the scheme is quite ef­fec­tive. If you have about 4,000 fol­low­ers right now, you’ll grow it by about 1,500 to 3,000.

If you’re a small business hop­ing to gain more fol­low­ers and if you’re ac­tu­ally sell­ing some­thing, then be­ing part of such a give­away helps. But if you’re grow­ing your brand, ei­ther as an in­di­vid­ual or as a brand, this would help num­bers-wise.

But my ques­tion is whether this would help in the long run. My an­swer would prob­a­bly be a “no” and I’m bas­ing this on work I’ve done with in­flu­encers and brands.

Th­ese days, brands look for num­bers and en­gage­ments. They’re more savvy in look­ing at in­flu­encers and how their in­flu­ence can help re­lay their mes­sage to con­sumers.

I’m not diss­ing any­one or throw­ing shade by writ­ing about this. So many peo­ple have been ask­ing me how the give­aways work. Some have asked me be­cause they’ve been ap­proached to “spon­sor” the give­away.

I’m not an ex­pert but I do know that un­less you’re a celebrity, the best way to grow your fol­low­ing is to post good con­tent so that you’re able to en­gage your fol­low­ers. The thing is that most of those who fol­lowed you be­cause of the give­away will likely un­fol­low once it’s over. That is, un­less you give them con­tent that will make them stay.

Some of th­ese give­aways also claim to do­nate to med­i­cal front­lin­ers and stu­dents in need of gad­gets so that’s a good thing, I guess. It’s re­ally amaz­ing how peo­ple can think of schemes like this. It’s ac­tu­ally very in­ge­nious, if you think about it.

Speak­ing of so­cial me­dia trends, Korean boy group BTS’ new song “Dy­na­mite” was per­haps one of the big­gest trend­ing top­ics world­wide with two hash­tags—#bt­s_­dy­na­mite and #Dance_ Dy­na­mite—go­ing strong for days af­ter the Au­gust 21 launch of the mu­sic video.

The feel-good song broke records ev­ery­where. I will not even at­tempt to put in the num­bers be­cause I might make a mis­take but “Dy­na­mite” is big and will con­tinue to get big­ger. ■

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