How to Run an Instagram Competition in Australia
Meta's promotion policies, Reels and Stories strategies, entry methods, influencer collaborations, content rights, and a step-by-step launch plan for businesses.
15M+
Australian Users
Monthly active on Instagram
53%
Population Reach
Of all Australians
25–34
Largest Age Group
30% of AU Instagram users
59%
Content is Reels
Dominant content format
Why Run a Competition on Instagram?
Instagram reaches over 15 million Australians, with the strongest engagement among 18–34 year olds. It's a visual-first platform, which means competitions built around photos, videos, and creative content perform exceptionally well. If your target market is millennials or Gen Z with disposable income, Instagram is your primary platform.
Visual-First Discovery
Instagram's algorithm actively surfaces content to non-followers through Reels, the Explore page, and hashtag discovery. A well-crafted competition Reel can reach far beyond your existing audience without any ad spend.
UGC Goldmine
Photo and video competitions on Instagram generate user-generated content you can repurpose across your marketing channels. Entrants create branded content for you, turning your competition into a content engine.
Shopping Integration
Instagram's shopping features let you tag products in competition posts. Users can discover your competition while browsing products, and competition entrants can explore your catalogue while engaging with your brand.
Influencer Ecosystem
Instagram's influencer landscape is mature in Australia. Partnering with influencers to co-host competitions gives you instant access to their engaged audience, with built-in credibility and trust.
Australian Instagram demographics: The 25–34 age group makes up 30% of Australia's Instagram audience, followed by 18–24 at 23%. Females are the majority across all age groups. If you're targeting young Australian professionals, Instagram delivers.
Meta's Promotion Policies for Instagram
Instagram is owned by Meta, so the same core promotion policies apply as Facebook. However, Instagram has additional nuances around content formats, hashtags, and tagging. Violating these policies can result in post removal, shadowbanning, or account restrictions.
What You CAN Do
- Ask users to comment on a post to enter
- Ask users to like a post to enter
- Ask users to follow your account to enter
- Ask users to use a branded hashtag on their own post
- Ask users to submit photos/videos via DM or hashtag
- Run the competition from a business or creator account
- Use Stories to promote and remind about the competition
- Encourage (not require) sharing and saving
What You CANNOT Do
- Require users to share your post to their Story
- Require tagging friends as a mandatory entry condition
- Ask users to tag themselves in photos they don't appear in
- Run the competition from a personal account
- Imply that Instagram/Meta sponsors or endorses it
- Use engagement actions as voting (e.g. "most likes wins")
- Collect data without user consent
- Mandate likes, saves, or follows as the sole entry method
2025 policy update: Meta tightened enforcement in 2025. Requiring engagement actions (likes, comments, follows, saves) as mandatory entry conditions has led to shadowbans, deleted posts, and temporary account restrictions. The safe approach: make engagement encouraged but not required, or use a comment-based creative prompt (25 words or less) which shifts the entry to a game of skill.
Required disclaimer: Every Instagram competition must include: "This promotion is in no way sponsored, endorsed, administered by, or associated with Instagram or Meta." Include this in your caption and your full T&Cs.
Which Instagram Format Should You Use?
Instagram offers multiple content formats, and each serves a different purpose for competitions. Choosing the right format — or combining them — can dramatically affect your reach and entry count.
Reels
BEST FOR REACHShort-form video (up to 3 minutes). Reels are Instagram's primary discovery engine — they're shown to non-followers on the Explore page and Reels tab. Use a Reel to announce your competition and show the prize. Authentic, unpolished content outperforms heavily produced videos.
Highest reach to non-followers
Algorithm favours Reels content
Only 21% of creators post Reels (less competition)
More effort to create than static posts
Carousel Posts
BEST FOR ENGAGEMENTMulti-image posts (up to 20 slides). Carousels generate the highest engagement rate on Instagram (0.55% average). Use them to show the prize from multiple angles, explain entry steps visually, and include T&C details on the final slide. The algorithm re-shows carousels to users who didn't swipe through all slides.
Highest engagement rate (0.55%)
Re-shown to users who didn't swipe
Great for explaining entry steps
Less reach than Reels to non-followers
Stories
BEST FOR URGENCY24-hour ephemeral content. Stories are ideal for countdowns, reminders, behind-the-scenes prize reveals, and driving urgency as your competition close date approaches. Use the countdown sticker so followers get notified. Save competition Stories to a Highlight so they're always accessible.
Built-in countdown and poll stickers
Creates FOMO and urgency
Only shown to existing followers
Disappears after 24 hours
Static Feed Post
Single image or graphic. The simplest option. Use a strong hero image of the prize with bold text overlay ("WIN THIS"). Good for straightforward comment-to-enter competitions. Lower reach than Reels but easier to create and works well when boosted with ads.
Quick to create
Easy for users to read entry details
Lowest organic reach
Lower engagement than Reels/carousels
Pro tip: Use all formats together. Announce with a Reel (for reach), pin a carousel post with full details (for engagement and reference), and use Stories throughout the campaign (for urgency and reminders). Save the Story to a "Competition" Highlight on your profile.
Instagram Entry Methods Compared
Your entry method shapes the competition experience. Instagram's visual nature opens up creative entry mechanics that aren't possible on other platforms.
Comment to Enter
MOST POPULARUsers comment on your post to enter. Works on feed posts, carousels, and Reels. The simplest entry mechanic and the one most users are familiar with. Ask a creative prompt rather than just "comment below" to make it a game of skill and avoid permit requirements.
Best for: Maximum entries, simple competitions, brand awareness
Branded Hashtag UGC Campaign
GAME OF SKILLUsers create their own post (photo or Reel) using your branded hashtag. You judge entries based on creativity. This generates a library of user-created branded content, amplifies reach through each entrant's followers, and is a game of skill (no permits). Track entries by monitoring the hashtag.
Best for: UGC generation, brand awareness, creative brands
Photo or Reel Contest
GAME OF SKILLUsers submit photos or Reels featuring your product, visiting your location, or showing a creative interpretation of a theme. Judged by a panel on creativity, originality, or relevance. Instagram is the natural home for this type of competition because the platform is built around visual content.
Best for: Product brands, hospitality, tourism, food & beverage
DM to Enter
Users send a direct message to your account to enter. This is private, allows you to collect more detailed responses, and opens a conversation thread you can use for future marketing. Works well for smaller, more personalised competitions.
Best for: Personal brands, small businesses, building direct relationships
Link in Bio / Landing Page
BEST FOR LEADSDirect users to a link in your bio (or Story link sticker) to enter via a landing page or third-party app (Gleam, ShortStack). This lets you collect emails, phone numbers, and custom data. Lower participation than comment-to-enter but far better for lead generation. Make sure your landing page includes proper Terms & Conditions.
Best for: Email list building, lead generation, data collection
Step-by-Step: Running an Instagram Competition
Define Your Objective & Choose Entry Method
What's the goal? Followers, email leads, UGC content, or brand awareness? Match your entry method to the objective. For followers, use comment-to-enter. For leads, use a landing page. For UGC, use a branded hashtag campaign. See our complete business guide for detailed planning.
Check Permit Requirements
If you're running a random draw, check state permit thresholds. Photo contests, Reel challenges, and 25 words or less competitions are games of skill and generally don't need permits. See our permits guide for the full breakdown.
Write Terms & Conditions
Draft T&Cs covering all required elements. Host them on a public URL and link from your bio or use a link service (Linktree, etc). Include the Meta/Instagram disclaimer and content rights clause if you plan to reuse entrant photos or videos.
Create Your Content
Create your competition announcement. For maximum impact: film a Reel showing the prize, design a carousel explaining entry steps, and prepare Story frames for the campaign. Make the prize the hero. Use bold text overlays and clear CTAs. Keep captions concise with the key info visible above the "more" fold.
Optimise Your Caption & Hashtags
Structure your caption: hook line first, then prize details, entry steps, close date, T&C link, and the Meta disclaimer. Use 5–10 relevant hashtags (mix of branded, industry, and competition-related). Include your branded competition hashtag if running a UGC campaign.
Publish, Pin & Promote
Post your content and pin the competition post to the top of your grid. Update your bio link to point to the T&Cs or landing page. Boost the post or run ads through Meta Ads Manager (same platform as Facebook ads). Post your first Story immediately after publishing to drive initial engagement.
Engage Throughout the Campaign
Like and reply to comments daily — this boosts the post's algorithm ranking. Post Stories with countdown stickers, entry highlights, and behind-the-scenes content. Post reminder Stories 3 days and 1 day before close. Repost great UGC entries (with permission) to encourage more submissions.
Select & Announce the Winner
For random draws, use our free Pick a Winner tool — upload your entrants, run an animated draw, and download the video to share in your Stories as proof. For skill-based competitions, have your judges evaluate entries. Announce the winner via a feed post and Story. Tag the winner (with permission). DM them to arrange prize fulfilment. Publish their name as required by your T&Cs and state regulations.
Influencer Collaborations
Partnering with Australian influencers to co-host a competition can dramatically expand your reach. Instagram's Collab feature lets you co-post, so the competition appears on both accounts simultaneously.
Choosing the Right Influencer
- Audience alignment: Their followers should match your target customer
- Engagement rate: Look for 2%+ engagement, not just follower count
- Authenticity: Check for genuine comments vs bot engagement
- Previous competitions: Have they run successful promotions before?
- Australian audience: Verify their AU follower percentage
Structuring the Partnership
- Clear brief: Provide entry mechanics, T&Cs, and key messaging
- Use Collab feature: Co-post so it appears on both profiles
- Disclosure: They must use #ad or #sponsored per AANA guidelines
- Your brand as promoter: The competition T&Cs should list your business as the promoter, not the influencer
- Agree on deliverables: Number of posts, Stories, and duration
Micro-influencers (5K–50K followers): Australian micro-influencers often deliver better ROI than larger accounts. Their audiences are more engaged, more local, and more trusting. A competition co-hosted with 3–5 micro-influencers in your niche can outperform a single celebrity partnership at a fraction of the cost.
Content Rights & UGC
If your competition generates user photos or videos, you need to address content rights. Without a proper licence, you cannot legally reuse entrant content in your marketing — even if they posted it publicly on Instagram.
What to Include in Your T&Cs
Content licence: "By entering, you grant [Business Name] a non-exclusive, royalty-free licence to use, reproduce, and display your entry across our marketing channels."
Attribution: Specify whether you'll credit the creator when reposting their content.
Original work: "Entries must be the original work of the entrant and must not infringe on any third party's intellectual property rights."
Duration: Specify how long you can use the content (e.g. "for a period of 12 months from the close of the competition").
Best practice: Even with T&C coverage, always ask permission before reposting someone's content. A quick DM — "We loved your entry! Can we share it on our page with credit?" — builds goodwill and avoids disputes. Most people say yes enthusiastically.
Hashtag Strategy for Competitions
Hashtags help Instagram categorise and surface your content. A smart hashtag strategy increases discoverability and, for UGC campaigns, gives you a way to track all entries in one place.
Branded Hashtag
Create a unique hashtag for your competition (e.g. #WinWith[YourBrand]). Use this to track UGC entries and build a content library.
Example: #WinWithCompetitions
Industry Hashtags
Include 3–5 relevant industry hashtags to reach people interested in your niche. These help your post appear on topic-specific Explore feeds.
Example: #AustralianTravel #FoodieAustralia
Competition Hashtags
Use 2–3 general competition hashtags so compers who actively search for competitions can find yours.
Example: #AustralianCompetitions #WinAustralia #GiveawayAustralia
Avoid hashtag spam: Instagram's algorithm penalises posts that use excessive or irrelevant hashtags. Stick to 5–10 well-chosen hashtags rather than cramming in 30. Using banned or spammy hashtags can get your post shadowbanned.
Common Instagram Competition Mistakes
"Like, follow, and share to Story to enter"
Requiring Story shares as a condition of entry violates Meta's policies. You also can't verify Story shares (they're private). This entry mechanic can trigger shadowbanning or post removal under Meta's 2025 enforcement updates.
"Tag 5 friends in separate comments for 5 entries"
Requiring friend tagging violates Meta's policies. It also creates a poor user experience, filling your comments with spam tags. If discovered, it can result in account restrictions. Use a creative comment prompt instead.
"Most likes wins"
Using engagement metrics (likes, comments) as a voting mechanism violates Meta's rules. It also encourages fake engagement and bot activity. If you want community input, use an independent polling mechanism on your website instead.
No content rights clause
If your competition generates UGC (photos, videos, Reels), you need a content licence in your T&Cs before you can reuse that content. Reposting entrant content without permission is a copyright infringement, even if they tagged you or used your hashtag.
Ignoring the influencer disclosure rules
If you're partnering with an influencer, Australian AANA guidelines require clear disclosure (#ad, #sponsored, or "Paid partnership" tag). Failing to disclose is misleading conduct under the Australian Consumer Law and can draw ACCC attention.
Only posting once
A single competition post will lose momentum quickly. Instagram's algorithm favours fresh content and consistent engagement. Post Stories throughout the campaign, share entry highlights, and create a "last chance" Reel as the close date approaches.
Amplify Your Reach Beyond Instagram
Don't rely on Instagram alone. Cross-promote to maximise entries.
Facebook Cross-Post
Share your Instagram competition post to your Facebook Page. Run it simultaneously on both platforms with the same entry mechanic. See our Facebook guide.
Email Newsletter
Send a dedicated email to your subscriber list with the prize image and a link to your Instagram post. Email subscribers are already engaged with your brand and convert well.
Competition Sites
List your competition on Competitions.com.au to reach thousands of compers actively looking for competitions to enter.
TikTok
Repurpose your Reel as a TikTok video to reach a younger audience. See our TikTok guide.
Your Website
Embed your Instagram post on your website or add a competition banner. Drive website traffic to your Instagram post for entry.
In-Store
Display signage with a QR code linking to your Instagram post. Include your Instagram handle and branded hashtag on receipts and packaging.
Instagram Competition Checklist
Before you publish:
Competition objective defined
Entry method chosen (compliant with Meta)
Prize sourced, photographed, and valued
Permits applied for (if game of chance)
T&Cs written with content rights clause
T&Cs hosted on public URL (linked in bio)
Meta/Instagram disclaimer in caption
Close date and time specified (with timezone)
Reel or carousel content created
Story content prepared (countdown, reminders)
Hashtags selected (5–10, including branded)
Running from business/creator account
No mandatory share/tag entry requirement
Influencer brief and disclosure agreed (if applicable)
Cross-promotion channels identified
Winner selection and announcement plan in place
Want More Entries for Your Competition?
List your competition on Competitions.com.au and reach thousands of engaged Australian compers actively looking for competitions to enter. Featured listings include dedicated email promotion to our subscriber base.
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