3 fun competition ideas to promote your business (legally) on Instagram

3 fun competition ideas to promote your business (legally) on Instagram

You might remember our previous post about the legal issues associated with running promotional competitions.

This week, we thought we would help to inspire your next competition with a list of 3 fun competition based ideas to market and promote your business (and what you need to look out for to make sure it’s legal!).

1.    Tag a friend on Instagram

Many businesses are turning to Instagram as an effective way to promote their products.  One of the most popular competitions is the ‘tag a friend to win’ giveaway, where you post a picture of the prize and require entrants to tag friends which automatically enters them into the draw.  Also, ‘like to win’ competitions are also very popular on Instagram where you post a picture of the prize and require entrants to ‘like’ your page and the picture to enter the draw.

Do I need a permit?

These types of competitions are considered ‘Games of Chance’ and therefore may require permits in some states.  Most states will not require a permit if the prize is under $3,000.  However, NSW always requires a permit if the competition promotes a trade or business.

Do I need terms and conditions?

The answer is almost always yes!  Most states require that you have clear Terms and Conditions and that they contain particular details, such as how a winner is drawn, when the prize will be drawn and how the details of winners will be published.  Certain states’ legislation may also require more obscure conditions such as how long records must be kept, etc.  Make sure you have a link to the terms and conditions on the competition post.

Instagram also requires that your terms and conditions include a release of Instagram by each entrant or participant and an acknowledgement that the promotion is in no way sponsored, endorsed by or associated with Instagram.

2.    Instagram photo competition

A fun way to promote your products might be to have a photo competition, where participants take a picture of your products or use of your products, tagging your Instagram handle or using a unique #hashtag so that you can see all the entrants.  You can then review all the entries, judge the best ones and determine which are the winners.

Do I need a permit?

Unlikely.  Depending on the wording of your competition rules, these are generally considered ‘Game of Skill’ competitions and do not require permits.

Do I need terms and conditions?

Yes!  We always recommend having a set of well-drafted terms and conditions for any competition. Not only do they specify the competition rules, but they also protect you from liability.  For example, your terms and conditions should contain clear Intellectual Property clauses so that you are not responsible for any intellectual property infringements made by competition entrants.

3.    Guess how many lollies are in the jar?

A unique way to get people involved and interacting with your Instagram page may be a ‘Guess how many lollies are in the jar?’ type contest, where you take a photo of a jar of lollies (or a your product) and post it as an image on the page, for entrants to guess the correct number in the comments.  Don’t forget to limit winners to the first few that guess correctly!

Do I need a permit?

Not likely.  Depending on the wording of your competition, these are likely to be considered a ‘Game of Skill’ competition and do not require permits.

Do I need terms and conditions?

Yes, having clear terms and conditions not only sets out the rules for the competition but also limits your liability.  For example, it is important to make clear how many winners there will be, what the prize is and details of prize collection.  You could even specify that a term of entry is that the entrant ‘Like’ the image or follow your Instagram handle maximise your marketing benefit from the competition.

Did any of these Instagram competition ideas inspire you?  If you would like some terms and conditions drafted or need advice regarding any element of your competitions, giveaways or trade promotions, please don’t hesitate to contact me at  or call me at 1300 033 934 for a no-obligation quote.