I ask myself this question every time I see an ad promoting one. You want me to take a picture of my family enjoying downtown Victoria, upload it to your microsite, and plead my friends to go there and vote for it…all for a chance to win a shopping spree? Hell no!
The thing is, people do enter photo contests. Just not me. You can find out if your target audience would be likely to at Forrester Research. They categorize different demographics into six groups based on their social media behaviour. Groups include “Creators” (people that publish their own blog and upload content that they created), “Critics” (people who leave blog comments or post reviews), and “Joiners” (people who have social media profiles and visit others’ profiles).
If the audience you’re trying to reach is Males 18-24 (32% Creators), a make-your-own-video or photo content could work. If you’re trying to reach Females 35-44 (15% Creators), you’d be better off asking them to like you on Facebook for a chance to win (63% of them are Joiners).
Forrester’s profiling tool is free, so give it a try the next time you’re planning a promotion.
(PS This is called Social Technographics. How’s that for impressive?)