How to run a successful competition on Facebook and Instagram
Updated January 2026
You want to run a competition on social media — but how does it actually work now? What are the rules on Facebook and Instagram in 2026? And how do you run something that’s effective without accidentally breaking the rules or attracting the wrong audience?
Good news - it doesn’t have to be complicated.
This updated, step‑by‑step guide walks you through everything you need to know to run a compliant, effective competition on Facebook and Instagram in 2026 without the stressing and guessing
People love competitions. Social media is no different. Who doesn’t love the chance to win something?
But if you’ve ever thought about running a competition for your business, you’ve probably asked:
What are the rules?
What’s allowed (and what isn’t)?
What if no one enters?
And… what on earth is a “game of skill” anyway?
Take a breath. You’ve got this.
Let’s break it down..
1. Set your objective
Don’t run a Facebook or Instagram competition just because everyone else is doing it.
Before you do anything, be clear on why you’re running it and what success looks like.
For example, let’s say you’ve ordered too many pink toasters and they’re not moving.
Your business goal might be to sell more pink toasters, but your marketing goal is to get people emotionally invested in wanting one.
There’s an old saying:
Advertising is selling a product. Marketing is selling people the idea that they need that product.
A good competition creates desire. Ideally, people get so excited about winning the pink toaster that when they don’t win… they come in and buy it anyway because they didn’t even know they needed it until you showed them.
A note on “growing followers” in 2026
If your objective is simply “grow followers”, pause for a moment.
Follower count matters far less than follower quality.
In 2026, Meta’s algorithms heavily prioritise:
Meaningful engagement.
Saves, comments and shares.
Genuine interest in your content.
A smaller audience of the right people will outperform a large, disengaged audience every time.
Competitions can absolutely reward your existing community just make sure you’re attracting people who are genuinely aligned with your business.
2. Set the rules for entry
Meta’s promotion guidelines still apply in 2026, and while plenty of brands bend the rules, this is what you’re officially allowed (and not allowed) to do.
❌ What you cannot require as a condition of entry
Your competition cannot require people to:
Share the post to their feed or Stories.
Tag friends (or themselves) if they are not actually pictured.
Share the post on a friend’s timeline.
Leave reviews as an entry requirement.
You’re also not allowed to run competitions on personal profiles - business pages and business accounts only.
Yes, lots of people still do this.
Yes, many get away with it.
But if you’re here because you want to do it properly, this is what the rules say.
You can encourage these actions, they just can’t be mandatory for entry.
✅ What you must include
A platform disclaimer
You must clearly state that Meta is not involved. For example:
“This promotion is in no way sponsored, endorsed, administered by, or associated with Instagram or Facebook.”
Clear competition details
Be upfront about:
How the winner will be chosen.
Competition close date and time.
Any age or location restrictions.
Prize details.
Any relevant terms and conditions.
You can include this information directly in the post or link to a page on your website.
State‑based permit requirements (Australia)
If you’re running a competition in Australia, always check your State or Territory regulations. NSW in particular has stricter rules around permits and trade promotions.
That’s it. Honestly, those are the essentials.
So what are some ideas for Facebook or Instagram competitions?
1. Simple comment‑to‑win
The easiest option: ask people to comment on the post and select a random winner at a set date and time.
Tips:
Use a strong image or graphic
Be clear about when entries close
Keep instructions simple
Simple still works especially when your audience trusts you.
2. Game of skill (comment‑based)
A game of skill means the winner is chosen based on the quality of the response, not randomly.
Example:
“Tell me in 20 words or less why you need this pink toaster.”
Make sure you:
Clearly explain how the winner will be judged.
Ask people to comment on the original post (not shared versions).
This keeps everything in one place and saves you chasing entries.
3. Instagram loops (with caution)
Loops still exist in 2026, but they require more planning and should be used carefully.
How they work:
Multiple businesses with a similar audience collaborate.
Each contributes a prize of similar value.
Participants follow all accounts to enter.
Loops can boost reach, but they often attract followers who unfollow later. Use them strategically not frequently.
4. Third‑party competition tools
Third‑party apps can be useful for:
Large prizes.
High‑volume entries.
More complex terms and conditions.
Just remember: asking people to hand over personal information creates friction. Only use these tools when the prize value genuinely justifies it.
3. How to choose the winner of your Facebook or Instagram competition
For random draws:
Copy and paste eligible entrants into an online randomiser tool.
Remove duplicate or ineligible entries first.
For small competitions, a live draw (on Stories or Reels) can be a great trust‑builder.
For games of skill, document your judging criteria and decision - especially for higher‑value prizes.
4. Watch out for copycat accounts
Unfortunately, fake and copycat accounts are now very common, especially during competitions.
Protect your audience by:
Monitoring comments and messages closely.
Reporting fake accounts.
Adding a clear warning in your post, such as:
“We will never contact winners via private message or ask for payment details. The winner will be announced by tagging them in this post. Please beware of fake accounts.”
This simple step builds trust and protects your brand.
That’s it! You’re all set to run your first competition on social media. Please get in touch if you’d like some specific advice or simply book in a free 15min chat if you’d like to discuss marketing coaching or strategy.
Hi, I’m Erika McInerney - a marketing and customer experience specialist with decades of experience understanding customer behaviour and helping small businesses grow with strategies that are sustainable - not stressful.
My coaching is all about cutting through the overwhelm, simplifying your marketing, and showing you what will actually move the needle.
I help business owners one-on-one and deliver action-focused workshops, masterclasses and webinars for organisations, business groups and Boards looking to build skills and confidence in their marketing.
If you’re ready for marketing that feels clearer and more effective, book a free discovery call or send me an email and let’s get started.
