Playbook Social Media Contests

Social Media Contests Playbook

Use When

• Build or improve a repeatable Social Media Contests workflow for a client or delivery team.
• Turn an approved objective into roles, controls, handoffs and measurable actions.

Do Not Use When

• The task is a single-channel presence plan; use the closest platform-* skill.
• The task is upstream positioning or channel choice; use the closest strategy-* skill.

Required Inputs

Capability and Permission Boundaries

Read supplied artefacts and search relevant evidence. Treat review, audit and planning as read-only. Editing the requested draft is allowed; publishing, messaging, production changes, personal-data processing, spending, destructive actions and certification claims require explicit authority. Use network access only for authorised verification.

Degraded Mode

If accounts, files, network, rendering or current evidence are unavailable, return the narrowest useful qualified Social Media Contests playbook plus an evidence-gap list. Mark each unavailable check not assessed; never convert it into a pass.

Decision Rules

Workflow

1. Confirm the consumer, objective, market, decision owner and permission boundary; stop if the objective or owner is missing.
2. Inspect supplied evidence and verify volatile claims; record missing inputs rather than filling them with assumptions.
3. Apply the decision rules, preserve useful existing material and draft the Social Media Contests playbook.
4. Test each action against platform, privacy, safeguarding, brand and approval constraints; stop and escalate a blocking risk.
5. Run the quality and anti-slop gates. If a check fails, correct the draft and rerun it before handoff.

Outputs

Evidence Produced

Quality Standards

Use British English and the specified market context. Recommendations must be executable with the stated capacity, current claims must be verified or qualified, and acceptance conditions must be observable. A worked example must use a labelled scenario, not fabricated client evidence.

Anti-Patterns

• Inventing a client fact, benchmark, budget or approval. Fix: cite the source or label the assumption and its effect.
• Copying one channel or client pattern unchanged. Fix: tie each choice to the named audience, objective and evidence.
• Stating volatile platform or legal details from memory. Fix: verify the current official source or omit the claim.
• Treating an inaccessible account, file or metric as healthy. Fix: mark it not assessed and bound the conclusion.
• Publishing, spending, messaging or changing production state from planning authority. Fix: obtain explicit action authority.
• Delivering actions without owner, timing or acceptance. Fix: assign all three or return the item as an unresolved gap.

References

• Anti-AI-slop production gate
• East African English standard
• Use the directly cited sources and companion skills in the domain guidance below; verify time-sensitive claims before use.

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.

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

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.

UGX Prize Value Benchmarks

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

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:

1. 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.

2. 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]."

3. 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."

4. Track entries. Log each entry in a spreadsheet: name, phone number, entry received timestamp, entry content. This is your audit trail.

5. Select the winner. For random draws, use a numbered list and a random number generator (e.g., random.org). Screenshot the result.

6. 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).

7. 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:

1. Promoter name and contact details
2. Contest period — exact start and end date and time, including time zone (EAT)
3. Eligibility — age (minimum 18 unless product is family-oriented; consult client), country, employees excluded
4. How to enter — exact steps
5. Prize description — exact value or product; no cash alternative unless stated
6. Winner selection method — random draw or judged criteria
7. Winner notification method and deadline — e.g., "winner will be contacted via DM within 48 hours"
8. Prize delivery timeline
9. Data use statement — how participant data will be used
10. 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.

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.

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