How to run a giveaway for a beauty brand on Instagram to boost engagement

Running a giveaway for a beauty brand on Instagram to boost engagement is one of the fastest ways to gain traction—if you do it right. Here’s how to engineer a high-performance campaign:

Choose a Prize That Speaks to Beauty Fans

Giveaways only work when the prize feels irresistible. For home decor, that might mean a minimalist lamp, a luxury candle set, or a trendy mirror that’s been making the rounds on Pinterest. Highlight the value and visual appeal. Describe how it fits into a curated space and what kind of transformation it brings. If possible, show the product in a styled setting to elevate desire. Consider including a bundle—people love feeling like they’re getting a complete solution, not just one piece. A $150 'Home Glow Set' with candles, throws, and light fixtures will always perform better than a lone pillow. The more photogenic and aspirational, the better.

Beauty products are often about performance and results. Your giveaway should highlight what makes your product desirable—whether it's limited-edition, handmade, or just beautifully designed. Showcase its aesthetic appeal or core benefit.

Make It Native to Instagram

Email giveaways rely on copy, layout, and subject line. Use the subject line to tease the prize or create curiosity. Examples: 'A giveaway just for subscribers 👀' or 'You’re one click away from a $150 decor set.' Use email design that mirrors your site’s aesthetic—cohesion increases trust. Add social proof if you have it: 'Over 1,000 customers love this set.' Use bold buttons and avoid clutter. Include entry instructions directly in the email: a short sentence, an image of the prize, and a CTA like 'Enter Now' linked to your Drops House landing page. Use segmentation: send to your most engaged first, then resend to non-openers with a variant subject line.

Use a carousel or Reel. Strong visuals, lifestyle settings, and clear text overlays perform best. Use your first frame to grab attention with the prize and final slide as a reminder to enter.

Set Entry Rules That Match the Platform

Simple rules win. For email, you might say: 'To enter, click the button and confirm your email.' Or: 'Refer 3 friends and get a bonus entry.' The fewer steps, the more entries. Be explicit—use short sentences and bold formatting. If using Drops House, you can also layer optional social actions: follow your Instagram, share the giveaway, or upload a photo of your favorite room using your product. More advanced? Use dynamic UTM links per participant so you can track top referrers and reward them.

Keep it frictionless. The core formula: follow, like, and tag. Bonus entries for sharing or creating content using a branded hashtag can boost virality. Just don't make it feel like work.

Leverage Timing and Urgency

Avoid running long, drawn-out giveaways. 5–7 days is the sweet spot. Announce the start with a hero email, then do a 2-day reminder, a 24-hour countdown, and a final hours nudge. Each touchpoint boosts urgency. Mention dates: 'Ends Sunday at midnight PST.' Show past winners if you have them to add legitimacy. Stack it with a launch—'To celebrate our new Luxe Mirror Drop, we’re giving one away.' It gives the giveaway context and relevance.

Make it feel like a flash moment. Limited-time giveaways convert better. Mention the prize deadline and reinforce it across stories, tweets, or reminders. Time it with a launch or seasonal event.

Use It to Build Your Funnel

A giveaway without follow-up is a wasted opportunity. Once you capture entries, segment them: new vs. returning users, buyers vs. browsers. Send a thank-you email post-giveaway with a consolation offer: 'Didn’t win? Here’s 15% off your next order.' Use the buzz to highlight your hero product. Track what works: which source brought in the most entries? Which prize type got more referrals? Let the data shape your next campaign. You’re not just doing giveaways—you’re building a repeatable engine.

Don't just chase engagement—drive traffic to your site or email list. Add UTMs to track where entries come from. After the giveaway, follow up with a discount or product drop to convert new followers into buyers.

Use Drops House to power the entire experience—automated entries, trackable referrals, and a branded landing page that converts. This is your growth engine.