Social Media is one of the most important tools in the promotion of your society lottery. You can promote your lottery on various social media sites, however the most effective is always Facebook. The reason for this is that it is not only the most popular social media site, but also the preferred site for the age range of the average charity lottery player.
Whilst Facebook is the most effective social media site, this does not mean that others should be ignored. Be sure to utilise Instagram and Twitter as well. Remember, you can’t include links on Instagram posts, so be sure to include any important links in your bio.
The first step in utilising Facebook to promote your lottery is to ensure that you regularly post about it. These posts can be promoting the lottery directly (as seen above) and sharing the weekly results, which can be found in our weekly email. It is important to make sure that you consistently post about your lottery to ensure it remains visible. The more visible your lottery the more likely people are to join. To really promote your lottery you can boost your posts, this ensures that your posts will receive maximum views. Whilst boosting posts does cost money, this initial outlay will be insignificant when compared to the income your charity will receive from sign ups related to the boosted post. Be sure to keep your posts as short and specific as possible, this is because it has the best opportunity to keep your supporters’ attention. To further clarify this point; 40 character Facebook posts received 86% more engagement and 80 character posts received 66% more engagement. Studies have also shown that presenting the post as a question drives more engagement. Therefore an example of how to start a post regarding the lottery would be “How would you like to win £25,000?”.
An example Facebook post promoting a lottery
Know Your Audience
Across social media it is important that you know as much as you can about your audience. Your Facebook demographics let you know everything about your supporters. Through the Facebook insights page you can discover the average gender, age, interests, geographic location and plenty more information about your supporters. Knowing this information means that when it comes to any paid promotion on your page (whether it be ads, boosted posts, etc.) you can ensure that they are directly targeted towards your supporters to get the most engagement. This information is also important to consider when designing the imagery and wording of your posts. Be sure to tailor your posts to suit the demographic of your supporters. For example, if including people in the imagery use people that match your audience.
An example Facebook Insights page
Social media feeds can be very cluttered places and making your page stand out can be a real struggle. Using imagery is a sure fire way to get people to notice your posts. For proof of this, Facebook posts uploaded with an image have an 87% interaction rate vs plain text posts. With this in mind it is still imperative that you only use relevant imagery. For example if you are a charity based around dog rescue, you will see no benefit if you use imagery of horses. Make sure to only use the best quality images possible, avoid pixelated or stretched images, as these look bad and give an appearance of not caring about your Facebook page. If your supporters don’t think you care about your page then they won’t either.
An example of a high quality image
An example of a low quality image
Engage Your Supporters
Across your social media pages it is vital that you engage with your supporters. Be sure to reply to their comments, answer any questions and minimise the response as much as possible. To help give an idea of just how important engagement is to Facebook users, here are a few pieces of data:
- 1 in 3 customers will choose to go to a brand’s competitor if they are ignored on social media
- 34.5% of users state social media as their first choice for customer service
- 90% of social media users have used social media to communicate directly with a brand
The main purpose of social media is for communication and this is no different for a business page. A lack of engagement can be seen to represent a lack of care about your social media pages and as mentioned before if your supporters don’t care about your page then neither will they.