How to run an Instagram giveaway with paid ads

Quick Answer

To run an Instagram giveaway with paid ads, publish an organic giveaway post with clear entry rules, then promote it via Meta Ads Manager using Use existing post with the Engagement objective. Target broad UK audiences and use a custom audience to retarget engagers after the giveaway ends.

Step-by-Step Guide

1. Plan the prize and rules

Pick a prize that your ideal customer — not just any bargain hunter — actually wants. For example, a free annual subscription to your SaaS, not an Amazon voucher. Write clear rules: entry window, eligibility, and T&Cs.

2. Publish the organic post

Create a high-quality Reel or image announcing the giveaway. Ask users to follow you, like the post, and tag two friends in the comments. Use a branded hashtag like #PixVuGiveaway.

3. Create an Engagement campaign

In adsmanager.facebook.com click Create > Engagement. Under conversion location choose On your ad.

4. Use existing post

At the ad level pick Use existing post and select your giveaway post. All organic likes and comments stay visible.

5. Target broadly

For an Engagement campaign, use a broad audience: UK, 18–45, no interest targeting. Engagement objectives perform best with broad reach.

6. Set budget

Spend GBP 50–200 over the giveaway period. Keep it short — 3 to 7 days maximises urgency.

7. Capture engagers as an audience

After the giveaway ends, create a custom audience from People who engaged with your post and run a follow-up campaign with a launch offer, e.g. 20% off.

FAQs

Is asking users to tag friends allowed? Yes, but you cannot ask them to tag themselves in photos they are not in.

Do I need a disclaimer? Yes — include "This giveaway is not sponsored by Instagram or Meta" in the caption.

Can I ask for email in the giveaway? Not directly on Instagram, but you can link to a landing page with a form.

What if my giveaway post gets rejected as an ad? Usually due to the word "free" without context — reword as "chance to win".

How do I pick the winner fairly? Use a free tool like Woobox or Random.org and screen-record the draw.

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