Summer is the perfect season to boost your brand on social media through contests. Often underestimated, this marketing lever remains one of the most effective ways to generate engagement, visibility, and authentic content.
Let’s break down why (and how) you should make the most of it.
More engagement
During the summer, users spend more time on their phones. In 2024, platforms like TikTok and Instagram saw engagement rates rise by 15 to 22%. With more free time and a mindset geared toward discovery, people seek out light, interactive content. That’s your window.
A well-crafted contest offers more than just likes. It increases your organic reach, attracts new followers, collects emails or useful data for future campaigns, and encourages user-generated content (UGC), which is 85% more engaging than traditional posts. It also helps humanize your brand.
Not as costly as you think
You don’t need a massive budget. A strong visual, a clear concept, an appealing prize, and a solid timeline are enough to run a successful contest. If you encourage shares, tags, or hashtag-based posts, the viral effect can amplify your results.
Start with your goal: do you want more followers, leads, visibility, or engagement? Then, pick the right format. Sweepstakes attract more participants, while creative contests (photo, video, story) drive deeper engagement and UGC.
Pro tip: the prize should be appealing and relevant to your audience. Aim for a value around $100, which typically aligns with participation costs (+10%) to ensure a good return. Always disclose the rules, include a release, and link to full terms and conditions.
To keep in mind
If your prize value exceeds $100, your contest may fall under Quebec’s Act respecting lotteries, publicity contests and amusement machines. This means you’ll need a permit from the Régie des alcools, des courses et des jeux (RACJ), you must submit official contest rules and a full release form, a fee of 0.5% of total prize value applies (minimum $50), and the process should start at least 30 days before launch
Check out the RACJ’s official guide or consult a professional for support.
Want to launch a summer contest but not sure where to begin?
At BDK, we help you build smart, engaging strategies: from concept to content, all the way to post-campaign analysis. Let’s make your brand shine: reach out today!
