The truth about those IG giveaway posts

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. ■