| name | playbook-social-media-contests |
| description | Designs, plans, and measures social media contests, giveaways, and sweepstakes end-to-end. Invoke when a client wants to run a competition on Facebook, Instagram, TikTok, or via WhatsApp — including prize strategy, entry mechanics, platform compliance, T&Cs structure, and post-contest follow-up. Optimised for Uganda/East Africa: UGX prize benchmarks, Mobile Money delivery, and WhatsApp mini-contest formats. |
Social Media Contests Playbook
Use when
- Designs, plans, and measures social media contests, giveaways, and sweepstakes end-to-end. Invoke when a client wants to run a competition on Facebook, Instagram, TikTok, or via WhatsApp — including prize strategy, entry mechanics, platform compliance, T&Cs structure, and post-contest follow-up. Optimised for Uganda/East Africa: UGX prize benchmarks, Mobile Money delivery, and WhatsApp mini-contest formats.
- Use this skill when it is the closest match to the requested deliverable or workflow.
Do not use when
- Do not use this skill for graphic design, video production, software development, or legal advice beyond the repository's stated scope.
- Do not use it when another skill in this repository is clearly more specific to the requested deliverable.
Workflow
- Collect the required inputs or source material before drafting, unless this skill explicitly generates the intake itself.
- Follow the section order and decision rules in this
SKILL.md; do not skip mandatory steps or required fields.
- Review the draft against the quality criteria, then deliver the final output in markdown unless the skill specifies another format.
Anti-Patterns
- Do not invent client facts, performance data, budgets, or approvals that were not provided or clearly inferred from evidence.
- Do not skip required inputs, mandatory sections, or quality checks just to make the output shorter.
- Do not drift into out-of-scope work such as code implementation, design production, or unsupported legal conclusions.
Outputs
- A structured markdown document, plan, playbook, or strategy ready for client-facing or internal use.
References
- Use the inline instructions in this skill now. If a
references/ directory is added later, treat its files as the deeper source material and keep this SKILL.md execution-focused.
Required Input
Ask for the following before generating any deliverable:
- Client business name and industry
- Country/city (default: Uganda)
- Primary goal — follower growth, engagement, UGC collection, list building, or product launch
- Platform(s) — Facebook, Instagram, TikTok, WhatsApp, or a combination
- Prize idea or budget (in UGX or indicate if sponsor is being sought)
- Contest duration — number of days available
- Target audience — age range, location, interests
1. When to Run a Contest
Align the contest to a single primary goal. Do not run a contest without a goal; prize mechanics without strategy attract prize-hunters, not customers.
| Goal | Best Mechanic | Signal of Success |
|---|
| Follower growth | Tag-a-friend, share to enter (story share only) | Net new followers during contest period |
| Engagement boost | Comment to win, caption competition | Comment count, saves, shares |
| UGC collection | Photo/video submission, hashtag challenge | Number of usable content pieces |
| WhatsApp/email list building | WhatsApp entry, DM to enter | Contacts added to CRM or broadcast list |
| Product launch awareness | Quiz, hashtag challenge | Reach, impressions, product page visits |
| Community loyalty | Voting, leaderboard | Repeat participants, share rate |
Run a contest when organic reach has plateaued, at a product launch, during a seasonal moment (back-to-school, Christmas, Eid, Independence Day), or to seed a new platform account with content.
2. Entry Mechanic Selection
| Mechanic | How it Works | Pros | Cons | Best For |
|---|
| Comment to win | Comment on the post to enter; may require answering a question | High volume; zero friction; easy to moderate | Low quality; bots common; followers forget | Engagement spikes, quick campaigns |
| Tag a friend | Tag one or more friends in comments | Organic reach boost; viral loop | Can feel spammy; Instagram limits tags-as-entry | Follower growth on Facebook/Instagram |
| Photo/video submission | Post a photo/video using a hashtag or send via DM/WhatsApp | High-quality UGC; strong brand association | High effort; fewer entries | UGC campaigns, product demos |
| Caption competition | Write the best caption for a brand image | Creative engagement; fun tone | Subjective judging; time to moderate | Personality-led brands, FMCG |
| WhatsApp entry | Announce publicly; entries sent via WhatsApp message or voice note | Private; personal; high trust locally | Manual moderation; does not scale past ~500 entries | Local SMEs, airtime giveaways, intimate communities |
| Hashtag challenge | Post content with a branded hashtag on TikTok or Instagram | Virality potential; UGC at scale | Requires effort from audience; needs seeding by creator | TikTok product launches, youth brands |
| Quiz / knowledge question | Answer a question correctly to qualify | Positions brand as authority; filters engaged audience | Lower volume | B2B, education, financial services |
Rule: Use only one primary mechanic per contest. Stacking mechanics (comment + tag + share + follow) kills participation.
3. Prize Strategy
Brand-Relevant vs. Generic Prizes
Generic prizes (cash, data bundles, smartphones) attract prize-hunters who unfollow immediately after. Brand-relevant prizes attract genuine customers and generate authentic UGC.
| Prize Type | Attracts | Recommended Use |
|---|
| Brand product or service | Real customers | Default choice for all SMEs |
| Cash via Mobile Money | Everyone | Only when brand product is unsuitable or prize is small |
| Data bundle / airtime | Everyone; practical | WhatsApp mini-contests, low-budget campaigns |
| Experience (workshop, event ticket, meal) | Engaged fans | Service businesses, hospitality, education |
| Sponsored prize | Varies | Co-marketing; share prize sourcing cost |
UGX Prize Value Benchmarks
| Contest Scale | Recommended Prize Value |
|---|
| WhatsApp mini-contest (micro) | UGX 10,000 – 50,000 airtime or MoMo |
| Facebook/Instagram page giveaway | UGX 100,000 – 500,000 product or cash |
| Multi-week campaign, UGC focus | UGX 500,000 – 2,000,000 in product or bundle |
| Major launch / brand activation | UGX 2,000,000+ or sponsored prize package |
Prize value should be proportionate to entry effort. A photo submission contest requires a higher prize than a comment-to-win to justify participant effort.
Mobile Money Delivery
For cash prizes, deliver via MTN Mobile Money or Airtel Money. Collect winner's phone number privately (DM or WhatsApp). Confirm delivery and screenshot the transaction as proof for your content.
Sponsored Prizes
Approach complementary businesses to co-sponsor prizes. Example: a salon brands a contest; a skincare supplier provides the prize. Both tag each other. Document the arrangement in writing; refer clients to a lawyer for formal sponsorship contracts.
4. Platform Rules
Facebook and Instagram (Meta)
Meta's promotion policies apply to all contests run on Facebook Pages and Instagram accounts.
Allowed:
- Like the post to enter
- Comment on the post to enter
- Tag a friend in comments
- Follow the account as a condition
- Share to a personal story (Instagram only — not required as mandatory entry on feed)
- DM the page to enter
Prohibited:
- Requiring users to share a post to their personal timeline as a mandatory entry condition
- Running contests on personal Facebook profiles (must use a Page)
- Tagging people in photos without their consent
- Implying Meta endorses or sponsors the contest
Required disclaimer (include in every post caption):
"This promotion is in no way sponsored, endorsed, administered by, or associated with Facebook/Instagram/Meta."
TikTok
- Hashtag challenges are permitted
- Paid promotion of contests requires compliance with TikTok's branded content policy
- Do not promise prizes contingent on video views alone (view manipulation risk)
WhatsApp
- WhatsApp's Terms of Service prohibit bulk unsolicited messaging
- Run WhatsApp entries as opt-in only: participants message the business first
- Use a WhatsApp Business account for contest management
5. Contest Timeline
Recommended Durations
| Contest Type | Minimum | Recommended | Maximum |
|---|
| WhatsApp mini-contest | 1 day | 3–5 days | 7 days |
| Comment/tag-to-win | 3 days | 5–7 days | 14 days |
| Photo/UGC submission | 7 days | 10–14 days | 21 days |
| Hashtag challenge | 7 days | 14 days | 28 days |
Contests longer than 21 days lose momentum without a gamification mechanic to sustain interest.
Phase-by-Phase Plan
Pre-launch (3–5 days before):
- Tease the prize on stories and feed
- Confirm prize is in hand or sponsor has confirmed
- Draft T&Cs document
- Prepare entry tracking sheet
- Schedule launch post copy and creative brief
Launch day:
- Publish contest post at peak audience time (typically 7–9 am or 7–9 pm EAT for EA audiences)
- Pin the post to the top of the Page
- Share to stories with a direct link
- Send to existing WhatsApp broadcast list (opt-in subscribers only)
During the entry period:
- Post daily reminder stories
- Share standout entries as mid-contest content (with permission)
- Respond to all questions in comments
- Track entries daily in a spreadsheet
Closing day:
- Post a "last chance to enter" story 24 hours before close
- Close entries at the stated time
- Export or screenshot all valid entries
Winner selection and announcement (within 24–48 hours of close):
- Select winner (random draw or judged — state method in advance)
- Verify winner meets all eligibility conditions
- Contact winner privately before announcing publicly
- Announce publicly with winner's permission; tag their account
- Deliver prize within 48 hours of announcement
Post-contest (days 1–7 after):
- See Section 8: Post-Contest Follow-Up
6. WhatsApp Mini-Contest Format
The most common contest format for Ugandan SMEs. Low cost, high participation, personal feel.
Step-by-step:
-
Announce on Facebook and/or Instagram. Post a clear image of the prize. State: what to do, where to send the entry, the deadline, and how the winner will be chosen. Include the Meta disclaimer.
-
Entry collection via WhatsApp. Instruct participants to send a message (photo, voice note, answer, or their name and location) to the business WhatsApp number. Use the format: "Send 'CONTEST + your name' to [number] by [date/time]."
-
Acknowledge every entry. Set up a WhatsApp Business auto-reply: "Thank you for entering! We've received your entry. The winner will be announced on [date] on our Facebook page."
-
Track entries. Log each entry in a spreadsheet: name, phone number, entry received timestamp, entry content. This is your audit trail.
-
Select the winner. For random draws, use a numbered list and a random number generator (e.g., random.org). Screenshot the result.
-
Announce publicly. Post the winner announcement on Facebook/Instagram. Tag the winner if they have a social account. Show the prize delivery (a photo of the MoMo transaction confirmation or the product handover).
-
Retain contact data responsibly. Participants who message you have opted in to hear from you. Add them to a broadcast list for future updates. Inform them they may receive future messages and how to opt out.
7. Legal and Compliance
T&Cs Template Structure
Every contest must have Terms and Conditions. Publish them as a Facebook Note, a link in bio (via a free Linktree or similar), or in the caption. Include:
- Promoter name and contact details
- Contest period — exact start and end date and time, including time zone (EAT)
- Eligibility — age (minimum 18 unless product is family-oriented; consult client), country, employees excluded
- How to enter — exact steps
- Prize description — exact value or product; no cash alternative unless stated
- Winner selection method — random draw or judged criteria
- Winner notification method and deadline — e.g., "winner will be contacted via DM within 48 hours"
- Prize delivery timeline
- Data use statement — how participant data will be used
- Platform disclaimer — Meta not responsible
Age Restrictions
Default to 18+ for cash or Mobile Money prizes. For product prizes aimed at younger audiences, require a parent or guardian to enter on the child's behalf.
Data Protection
Uganda's Data Protection and Privacy Act (2019) applies. Inform participants that their contact details are collected solely for contest administration and (if applicable) future marketing. Provide a clear opt-out mechanism.
Prize Taxes
In Uganda, prizes above a threshold may be subject to withholding tax. This is a legal and tax matter — refer the client to a tax adviser or lawyer. Do not advise on specific tax obligations.
8. Post-Contest Follow-Up
Repurpose entries as UGC:
- Obtain written permission (a WhatsApp reply or comment reply counts as consent if you asked explicitly) before reposting participant content
- Create a "best entries" gallery post or carousel
- Use top entries in future organic content and creative briefs
Winner announcement content:
- Post a winner announcement with the prize handover photo or MoMo confirmation screenshot
- Tag the winner (with permission)
- Include a thank-you message to all participants
Non-winner follow-up:
- Post a consolation offer: a discount code, a free consultation, or a small incentive for all participants
- This converts contest entrants into customers and softens the disappointment of not winning
Retargeting non-winners (organic):
- Create a follow-up post: "Didn't win? Here's how to get [product] this week…"
- On WhatsApp, send a broadcast to contest entrants with a relevant offer
Audience building:
- Retain the WhatsApp contact list as a new broadcast segment
- Note the follower count before and after the contest for reporting
9. Gamification Mechanics
For contests running longer than 7 days, use gamification to sustain engagement.
| Mechanic | How to Implement | Best For |
|---|
| Public leaderboard | Post weekly rankings of top entries by votes or points | UGC photo contests, creative competitions |
| Public voting | Ask followers to like their favourite submission; highest likes wins | Caption contests, photo submissions |
| Points accumulation | Award points for entry, referral, and daily check-in; post running totals | Loyalty programmes, extended campaigns |
| Progress bar | Post a graphic showing "X entries received — goal: 500" | List-building contests |
| Milestone unlocks | "If we reach 1,000 comments, we'll add a second prize" | Follower growth campaigns |
Caution: Voting mechanics can be gamed. Set a rule that entries with evidence of organised block-voting will be disqualified. State this in the T&Cs.
10. Measurement
Track the following for every contest. Report results within 7 days of contest close.
| Metric | How to Measure | Benchmark (EA SME) |
|---|
| Total entries received | Count from spreadsheet or comment thread | Varies by prize value and audience size |
| Net follower growth | Followers on close day minus followers on launch day | 5–20% of starting follower count |
| Engagement rate on contest post | (Likes + Comments + Shares) ÷ Reach × 100 | 8–20% for contest posts (vs. 1–3% organic average) |
| Reach and impressions | Platform Insights | 2–5× average post reach |
| UGC pieces collected | Count of usable photo/video entries | Stated in pre-contest brief |
| WhatsApp contacts added | Count from entry log | Track separately per campaign |
| Post-contest conversion | Purchases or enquiries from follow-up offer | Track via promo code or DM enquiry count |
Include all metrics in the client's monthly social media report. Cross-reference with the meta-reporting skill for report format.
Quality Criteria
Output meets the standard for this skill when it satisfies all of the following:
- Goal-mechanic alignment — the recommended mechanic directly serves the stated primary goal; no generic "run a giveaway" advice
- Platform compliance — all mechanics comply with Meta and WhatsApp promotion policies; the Meta disclaimer is included in every post template
- UGX-calibrated prize strategy — prize value is benchmarked in UGX; prize type is brand-relevant, not generic; Mobile Money delivery is included where cash prizes apply
- Complete timeline — a phase-by-phase plan covers pre-launch, entry period, winner selection, announcement, and post-contest follow-up with specific day counts
- WhatsApp mini-contest format — if WhatsApp is relevant, the step-by-step format is included and adapted to the client's product and audience
- T&Cs structure included — a T&Cs checklist or outline is provided for every contest; tax and legal matters are flagged and referred onward
- Measurable outcomes — every contest brief includes the metrics to be tracked and the method of measurement
- British English throughout — no American spellings; professional East African register consistent with the
east-african-english skill
