A well-run competition is one of the quickest ways to get people talking about your business on Facebook. But run it badly, or against Facebook's rules, and you could end up with a page full of freebie hunters, or with your post taken down.
This guide takes you through planning, running and announcing a Facebook competition or giveaway, step by step, including Facebook's own rules and the UK law that applies to prize draws.
"Tag a friend and share to enter" breaks Facebook's rules
It's the most common competition on Facebook, but Facebook's rules don't allow you to make sharing or tagging friends a condition of entry.
Ask people to comment, react or message you instead. It's simpler, it's allowed and it still gets your post seen.
How to run a Facebook competition in seven steps
Follow these in order and you'll have a competition that's fair, legal and worth the effort.
More followers, more enquiries, a new product launch or more email sign-ups.
Something your ideal customers want, ideally your own product or service.
Comment, react, answer a question, send a photo or sign up on your website.
Who can enter, the closing date, how the winner's chosen and the Facebook statement.
An eye-catching graphic with the prize front and centre, plus Stories and a pinned post.
Pin it, share it on your other channels, email your list and consider a small ad budget.
Pick fairly, contact the winner privately, then announce publicly and thank everyone.
Eight entry methods that follow the rules
Pick the one that matches your goal.
Comment to enter
The simplest option. Ask a question that gets people talking.
Answer a question
"What's your favourite item on our menu?" Great for feedback.
Caption this
Post a fun photo and ask for the best caption. Judge on creativity.
Photo entries
Ask customers to share a photo of your product in use.
Guess the number
How many sweets in the jar? Simple and fun.
Vote for a favourite
Let people pick the next flavour, colour or product.
Sign up to enter
Link to a form on your website to build your email list, with clear consent.
Message to enter
Ask people to send your Page a message, which opens a conversation.
The rules you need to follow
Check Facebook's promotion rules, the CAP Code and the law that applies to your promotion. For subjective competitions, use an independent judge or a panel with an independent member. See CAP's judging guidance.
Include the Facebook statement
Say the promotion isn't sponsored, endorsed or administered by, or associated with, Facebook.
Release Facebook
Your terms should include a release of Facebook by each entrant.
No share or tag to enter
Don't require sharing to a timeline or tagging friends.
Keep it free
For a simple social media giveaway, keep entry free. Paid routes and purchase-linked promotions have additional requirements; check the Gambling Commission guidance before using them.
State the key terms
Closing date, eligibility, prize details and how the winner is chosen, as the CAP Code requires.
Award the prize
Deliver what you promised, when you promised.
Competition posts you can copy
Change the details to suit your business and prize.
🎁 GIVEAWAY 🎁
We're giving away a £50 voucher to spend with us.
To enter, just comment below and tell us your favourite thing about our shop.
Closes Friday at 5pm. UK only, 18+. Full terms in the comments. This promotion isn't associated with Facebook.
🎉 And the winner is... Sarah J!
Thank you to everyone who entered, we loved reading your comments.
Sarah, check your messages for details on claiming your prize.
Caption this! 😂
The funniest caption by Sunday wins a free meal for two.
Judged on humour and originality by a panel including an independent member. Full closing date, eligibility and judging details: [link to your terms].
Facebook competition dos and don'ts
Do
- Pick a prize your ideal customers actually want
- Keep the entry method simple
- Write clear terms and link to them
- Choose winners fairly and keep a record
- Contact winners privately and ask for consent before naming them
- Measure results against your goal
Don't
- Require shares or friend tags to enter
- Charge people to enter a prize draw
- Give away generic prizes like gadgets that attract freebie hunters
- Change the rules halfway through
- Forget to announce the winner
- Run competitions so often that people only follow for freebies
Need content for your competition?
We can write and design promotional posts for your competition as part of your agreed content plan. Entry management, judging and specialist terms are not included automatically; contact us to agree the scope before launching.
Find out more about our Facebook management, or look at Instagram management to run it on both.
Facebook competition FAQs
Can I ask people to share my post or tag friends to enter a Facebook competition?
No. Facebook's rules say you can't make sharing to a personal timeline, sharing to a friend's timeline or tagging friends a condition of entry. You can ask people to like, comment on or react to your post, or to message your Page.
What do I need to include in a Facebook competition post?
Your rules or a link to them, the closing date, who can enter, how and when the winner will be chosen and contacted, and a statement that the promotion isn't sponsored, endorsed or administered by, or associated with, Facebook.
Is it legal to run a giveaway on social media in the UK?
A giveaway must meet the applicable promotion and gambling rules. Free entry is the simplest approach; paid routes and purchase-linked promotions need additional checks. Follow the CAP Code and check Gambling Commission guidance before launching.
How do I pick a winner fairly?
For a prize draw, use a verifiably random computer process or an independent observer, and keep evidence. For subjective competitions, publish the judging criteria and use an independent judge or a panel including an independent member.
Can an agency run a competition for my business?
An agency can help, but agree responsibilities first. Our content plans cover agreed promotional posts; entry management, judging and specialist terms are not included automatically. Find out more about our Facebook management.
