Running a giveaway is a powerful tactic, but you’re right to be cautious about the rules.
Short Answer: Yes, you must include the official release text that separates your giveaway from Instagram, and you must clearly state the entry rules and eligibility in your text-based caption.
Following these rules for your image or video post isn’t just about avoiding trouble with the platform; it’s about building trust with your audience through transparency.
The most important rule, and the one most people forget, is that you are legally required to include a full release of Instagram in your caption text. You also need to clearly state the rules of entry, including the start and end dates, any age or location restrictions, and exactly how someone can enter. A critical point is that while you cannot ask users to tag themselves or others in the actual photo, asking them to tag friends in the comments section is the accepted and compliant way to encourage sharing. To make your giveaway effective, your entry method should align with your goal; asking users to ‘save’ the post is great for your metrics, while asking a question in the comments will generate more meaningful engagement than just asking them to ‘tag a friend’.
Cheers,
Jeff
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