Earlier this month we focused on Facebook promotions. This week, we’ll review requirements of other key platforms used for promotions.
Instagram’s guidelines are far less prescriptive than Facebook.
You can condition entry on following your page, uploading an image (with a promotional hashtag), commenting on an image/ promotional post, or sharing (‘regramming’) a post.
You can condition entry on following your account, liking a tweet, retweeting or uploading a photo etc. Twitter’s contest guidelines are relatively straightforward.
Briefly, discourage creation of multiple accounts to enter multiple times, and discourage repeat retweeting. For example, don’t say ‘whoever retweets the most will win’.
Also ensure entries include an @reply so that you can find them, and that a promotional hashtag – if using one – is relevant to the promotion.
YouTube's key requirements are you do not encourage entrants to infringe third party rights or engage in unlawful activity, and don’t ask entrants to assign all rights in their entry.
Also, don’t manipulate metrics to falsely reflect user engagement.
Don’t encourage illegal or illicit behaviour, or breaches of Snapchat’s policies, and don’t use spammy mechanics, such as sending Snaps to friends.
Promotions must comply with applicable gaming and privacy laws, and you must not make misleading representations about your promotion.
Moderating games of skill is a must (make sure your T&Cs allow you to do this). Full T&Cs must also be provided (eg on your website).
Get advice if you’re unsure. The consequences of getting it wrong can be costly.
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