Ambur Hill is the Founder of Social Clout Media
Effective Apps: First, obvious question, why giveaways?
A. Well, I had this idea to experiment with marketing strategies that have been around a long time and sweepstakes instantly popped in my head. I mean, who doesn’t love free stuff right? It’s exciting to win and easy to enter so I built off that concept. So, I made an account to experiment with this idea.
Effective Apps: What is the difference between loop giveaways, celebrity, and regular giveaways? How do they impact your results?
Ambur Hill: I quickly found out about “loop giveaways” in 2016 with other businesses in my niche (retail bedding and pillows at the time) who shared my pain of stifled growth. At first, it was great, I saw new followers come in, I had more engagement, but over a few months I saw flatlines, I was dying. Most damning was the reality of sharing my own hard earned followers with competitors because of the format its literally a loop so bye-bye scaling. Then began the exhausting the heck out of my audience with constant giveaway posts they never won. Honestly, it felt pretty crappy. When I posted “regular giveaways,” aka my own branded giveaways with my products they were not very successful. I didn’t get the reach I needed and since I had a very small account maybe 6,000 followers it cost me more than it was worth. As most of us know, only 10% of our followers actually see your post. I needed another way.
Effective Apps: Sounds rough, so why are celebrity giveaways the best strategy?
Ambur Hill: The simple, short answer is, I realized the power of influencers. Their reach, even at 10%, was dramatically bigger than mine. Yet celebrities are fickle in who they work with because their popularity makes them extremely attractive to many brands so I knew getting them to agree was going to be tough. I had to use my previous experience in the music industry to network and solidify myself. One does not just walk up and ask Kim Kardashian to shout you out. It’s important to add celebrities are notoriously favored on Instagram as they attract audiences to the platform due to their sensational popularity.
Effective Apps: Can you grow a brand off a celebrity giveaways?
Ambur Hill: Absolutely. Would I recommend it? No. I try to be perfectly clear when I talk about growth with giveaways. They should never be your sole strategy. There are downsides to them just like any good thing, which I learned through the loop giveaway world. I consider giveaways a supplement to good content, good marketing, and solid branding to get you over a plateau there are several more reasons I could list of why to use them. Yes, we will send insane traffic to you but if you lack foundation you will be left in the same situation as when you found us. I know, because I've seen accounts do giveaway after giveaway and they have virtually zero engagement and a bunch of dead followers they didn't manage to convert.
Effective Apps: Can you pick any celebrity to grow?
Ambur Hill: Yes and no. The end result is you will get followers from all of our celebrities regardless. Ultimately the choice is our clients, I can only hope they will be selective. Is a fitness model with 3 million subscribers primarily men a match for a baby clothing brand? Probably not. However, that doesn't mean the followers you get wouldn't be open to baby clothes but this is about alignment. I try to educate my clients when possible to be selective so these pay off big for them.
Effective Apps: Do you see celebrity giveaways getting bigger or declining?
Ambur Hill: I would say its steady. Promotions on any social platform done outside of their grasp is risky. As it stands giveaways, a form of sweepstakes, is compliant with Instagram's terms. There is a possibility of this being more regulated and this is why I encourage it to be utilized while we have it. A lot of celebrities are seeing this as a way to monetize their popularity on the platform aside from traditional branded campaigns with very restricted contracts. We compensate them fairly and do not ask for any major commitments. It truly is a win-win.
Well Ambur, Effective Apps appreciates you sitting down and giving us the details of your work. We wish you the best in your endeavors.