On David Dobrik’s Tesla Giveaway and Why People Love Instagram Giveaways

From tagging friends to comment, and sharing that’s really all it takes to win a brand-new Tesla, or is it?

Answering the question on the legitimacy of the contest

Chances are if you’re on Instagram then you may have seen this photo in dozens, or in my case, hundreds of friends’ stories. I’m no stranger to David Dobrik the prodigal gifter of Teslas, laptops, and more. I noticed more people on my own feed participating in this Instagram giveaway than any he’s ever done. And seeing all of these hopeful people competing for a chance to win this social media giveaway made me want to explore a question I had. “Why do people love social media contests so much?” and even more so, “Are they a smart marketing tactic?”

Before we unpack this let me share a little bit of myself and why I’m putting in my two cents on the matter. I work in the entertainment industry in the marketing and communications field. My experiences include; talent relations for events like the Academy Awards; marketing and PR for shows on major networks (like NBC); job shadowing at top talent agencies in digital talent and digital media departments.

This is all to say that I know the behind-the-scenes of how influencers work and the business of building influence. Maybe it’s because I’m a bit disillusioned because of my job, or it’s the cynic that’s always been in me, but I have yet to participate in David Dobrik’s Tesla giveaway. However, that is not to say I would not tell someone not to go for it.

Afterall someone will actually win! Yes, let me dispel that doubt for anyone who had any. The contest is legit and someone has to win. How am I so sure? Well, with a few Google searches I found a full document with all the rules in place here. Someone has to win, and that someone could be you!

Returning to my experience in media, giveaways are one of the first tools in my marketer’s toolbox when it comes to growing someone’s digital influence. While the idea of a social media or Instagram giveaway seems like a bonafide way of growing your digital presence I advise you to think again.

Let’s look again at David Dobrik’s Tesla giveaway as an example. Dobrik is a social media influencer and his career depends on both growth and engagement. Again, I know this because I work with talent agents, managers, and fellow publicists who also handle digital talent. For someone like Dobrik, he knows his brand, he knows his audience, and he knows what they respond to. Giving away a Tesla makes sense for David Dobrik because people expect the opulent and techy types of gifts from him. If you wanted to host an Instagram giveaway ask yourself, “What would I giveaway that says something about who I am?”

Giveaways as a marketing tactic, when they should be used, by who, and how often

The short answer to, “Who can host an Instagram giveaway?” is literally anybody. However, just because you can organize a giveaway does not mean you should. I always urge people to consider first investing in themselves and their brand before exploring marketing options. After all, you need to know your brand inside and out, what sets you apart and what makes you interesting, before you want to start giving away products or services. To a degree, Instagram giveaways are a shortcut for growth but they do not always equal organic growth.

One thing I tell people all the time is, “Don’t go looking to hire PR or communications teams unless you have something newsworthy.” I carry this same logic in answering the question, “When should you host an Instagram giveaway?” Most brands host giveaways upon the announcement of a new product or service. Giveaways are a great stunt in creating buzz around a particular moment in time. And effective marketers know kairos can be everything.

For those hoping to grow their online following, an Instagram giveaway could be viable. My gut reaction is that for a person trying to find their following the giveaway should focus on the brand of their page. For example, if you are attempting to grow as a fitness influencer maybe giveaway a basket with your favorite pre-workout, protein bars, etc. Are you an aspiring fashion influencer? Then maybe your giveaway will include fashion textbooks, some stylish accessories, you get the idea.

Again, I believe that the best time to host an Instagram giveaway for brands is when something newsworthy is upcoming. For the films and series I work on, those giveaways are often PR kits tied to an upcoming release we have. For an individual, the best timing could be when something significant is happening for you. For example, you could be approaching a milestone number of followers; a big life update is happening; you’re going to be featured in some media outlet. Don’t just think about what you’re giving away, think about why is this moment deserving of an Instagram giveaway.

If you posted in regards to Dobrik’s Tesla’s giveaway then I wish you luck! If you didn’t, then I also understand your doubts. With over 12 million followers and counting, the odds continue to grow. Yet, that’s not to say you should never enter an Instagram giveaway. Whether you’ve hosted one, want to, or just join in on the fun, Instagram giveaways are a great way to engage with followers, make some more, and hopefully create some organic growth.