A successful Instagram UGC contest can do more than just increase engagement—it can transform your audience into active brand advocates.
With social proof driving purchasing decisions and trust in traditional ads decreasing, brands are leaning into user-generated content to build stronger connections. Instagram, with its visual focus and interactive features, is a powerhouse for activating these kinds of campaigns.
If you're looking to tap into the power of your community and amplify your reach, launching a UGC Instagram contest could be the game-changer.
In this guide, we’ll explore how these contests work, what sets them apart from broader user-generated content campaigns, and how to execute your own step by step.
What is a UGC contest?
A UGC (user-generated content) contest invites your followers or customers to create and share original content—photos, videos, captions, or stories—based on a theme or prompt you set. Participants often post their entries using a specific branded hashtag, making it easier to find and track submissions.
Unlike traditional marketing campaigns, UGC contests focus on real people creating authentic content. This type of engagement not only sparks creativity but also encourages deeper interaction with your brand. A well-structured UGC contest can increase brand awareness, generate fresh content for your marketing channels, and grow your social following.
Want to see real-world UGC examples? Check out this roundup of user-generated content examples to get inspired.
Instagram’s role in successful UGC contests
Instagram plays a central role in most successful user-generated content campaigns thanks to its visual nature and active user base. Features like Stories, Reels, and hashtags make it incredibly easy for participants to share content and for brands to track engagement.
Running a UGC Instagram contest also gives you access to valuable insights through Instagram’s analytics, helping you understand what resonates most with your audience. Plus, Instagram is the perfect platform for viral potential—creative entries often get reshared, expanding your reach beyond your current followers.
If you’re looking to build community and create a buzz around your brand, Instagram is an ideal home for your next UGC initiative.
What is the difference between a UGC contest and a UGC campaign?
UGC contests and user generated content campaigns both tap into content created by your audience, but they serve different functions and follow different timelines. Here's how they compare:
UGC Contest:
- Runs for a limited time—often days or weeks
- Designed to promote a specific event, product, or season
- Encourages participants to submit content for a chance to win
- Often includes a branded hashtag for content tracking
- Ideal for quick boosts in engagement, reach, and content generation
- Common formats include hashtag contests and Instagram giveaways
UGC Campaign:
- Typically ongoing or long-term
- Aims to build continuous engagement and brand loyalty
- May feature recurring themes or open-ended prompts
- Can span multiple platforms, not just Instagram
- Great for keeping a steady stream of fresh content flowing
- Often integrated into broader marketing strategies
If you’re still unsure which approach fits your brand best, this guide on user-generated content campaign ideas can help you compare and plan accordingly.
Both strategies are powerful—but choosing the right one depends on your marketing goals, audience behavior, and content needs.
7 types of user-generated content contests
There’s no one-size-fits-all approach to running a successful Instagram UGC contest. Depending on your goals—whether it’s collecting content, boosting engagement, or spotlighting loyal fans—choosing the right contest type is key. Here are seven popular formats to consider:
1. Hashtag Contest
Participants post content to Instagram using a specific branded hashtag, making it easy for your team to track and collect entries. These contests are especially useful for expanding reach and building brand visibility.
Example: Starbucks’ iconic #RedCupContest invited customers to share festive drink photos using their signature holiday cups. The best images were shared by the brand, with winners receiving Starbucks gift cards.
2. Photo Contest
Photo contests are perfect for highlighting how customers use your product in real life. They offer highly visual content and showcase your product from authentic perspectives.
Example: GoPro’s Photo of the Day contest invites users to post action-packed images shot with GoPro cameras. Winning photographers get featured across GoPro’s platforms and receive rewards like gear or cash prizes.
3. Video Contest
This type of contest asks users to submit videos around a specific prompt—perfect for storytelling or tutorials.
Example: Doritos’ “Crash the Super Bowl” campaign gave fans the opportunity to submit homemade commercial videos. Finalists were featured during the Super Bowl, giving everyday creators the chance to go viral on a global stage.
4. Caption Contest
Caption contests are quick, fun, and low-lift for users to enter. Brands provide a photo or a prompt, and followers compete to come up with the most clever, funny, or touching caption.
Example: BarkBox ran a caption-style contest with its #ComplimentYourDog campaign, encouraging followers to post videos or captions complimenting their pets. Winners received free boxes and were featured on BarkBox’s social accounts.
5. Testimonial Contest
This format invites followers to share personal experiences with your product or brand—usually through a short story, quote, or photo. It’s a great way to highlight trust and authenticity. This is especially true for ecommerce and companies offering experiences like travel.
Example: Lush ran a “Treat Yo’self” themed giveaway, where fans shared self-care moments using Lush products. The post encouraged storytelling in the caption and included UGC through photos of product usage.
6. Loyalty challenge contest
These contests are tied to rewards programs or brand memberships and often involve completing Instagram-based challenges for points or prizes.
Example: Sephora’s Beauty Insider Challenge prompted users to complete tasks like engaging with Reels or posting beauty routines. These contests rewarded Insider members with points while generating a flood of community content.
7. Giveaway contest
One of the simplest ways to generate engagement, Instagram giveaways ask users to follow, tag friends, and sometimes post their own content for a chance to win.
Example: ColourPop’s Hocus Pocus collection giveaway encouraged fans to like the post, tag two friends, and comment for a chance to win a full product bundle and gift card—sparking thousands of entries and new followers.
The step-by-step guide to run a successful Instagram UGC contest
Creating a successful Instagram UGC contest takes more than just posting a prompt and hoping for the best. It involves thoughtful planning, creative execution, and strategic promotion. Whether you're launching your first UGC contest or leveling up an existing approach, this step-by-step guide will walk you through each phase.
Step 1. Define your goals
Start by getting clear on why you're running this contest. Are you looking to boost engagement, grow your follower count, collect content for future use, or promote a new product?
Some common UGC contest goals include:
- Generating brand awareness
- Increasing Instagram followers
- Gathering high-quality content for marketing
- Encouraging customer testimonials
- Driving traffic to your site or product pages
Clear goals will shape everything from the contest format to how you promote and measure success.
Step 2. Select the contest type
Now that you know your goal, choose the contest format that aligns best. If you want quick engagement, a hashtag contest or giveaway might be ideal. If you're looking for deeper stories or more creative content, go with a video or testimonial contest.
Also, check out this guide on common UGC mistakes to avoid known pitfalls in the setup of your contest.
Step 3. Prepare your UGC contest
This is where things come together. Prep the essentials before you go live:
- Write clear instructions – Let people know how to enter, what to post, and which hashtags or tags to use.
- Set a deadline – Create a sense of urgency with a firm start and end date.
- Pick a compelling prize – Make sure it's relevant to your audience. A gift card, exclusive product, or feature on your page can go a long way.
- Draft terms and conditions – Even simple contests benefit from clear rules. This is especially important if you’re collecting content for reuse.
Looking for more best practices? Or more on moderating UGC? These guids got you covered.
Step 4. Promote your contest
It’s not a successful Instagram UGC contest unless people know about it. Go beyond one post—turn your contest into a mini campaign.
Encouraging UGC starts with showing people that their content matters—and that you're excited to see what they create.
Ways to promote your UGC contest:
- Announce it on your Instagram feed and Stories
- Create a highlight to keep the contest info accessible
- Share reminders and entry spotlights throughout the contest
- Post teaser content in the days leading up to launch
- Include it in your newsletter or website banner
- Consider boosting posts to reach a wider audience
Step 5. Showcase your contest on your website
Don’t let all that great content live on Instagram alone. Embedding UGC directly on your site can increase conversions and boost trust.
With a user-generated content platform like Curator, you can:
- Create a live gallery of submissions
- Filter and moderate entries
- Add shoppable links to featured content
- Keep the energy going long after the contest ends
Step 6. Evaluate entries
Once the entries start rolling in, keep an eye on what’s being submitted. Depending on your format, you might be judging for creativity, originality, visual quality, or how well users followed the prompt.
Also, save your favorite entries as they come in so you don’t have to dig through hundreds of posts later.
You can also use UGC moderation tools to streamline the process and highlight content that aligns with your brand values.
Step 7. Select the winner
Time to announce your winner! Be transparent about how you made your selection—did you choose based on creativity? Random draw? Community voting?
Once you’ve chosen:
- Celebrate the winner in a dedicated Instagram post or Reel
- Consider sharing runners-up or honorable mentions
- Reach out directly for permissions if you plan to reuse the content
Then, circle back to your original goal. Did you achieve what you set out to do? What kind of content did you collect? What worked best in terms of engagement or reach?
And remember, each contest is a way to learn. Identify the success and challenges so you can adapt and improve for the next one.
5 tools to support a successful UGC contest
You’re not alone in running a successful Instagram UGC contest. From creating visuals to collecting entries and tracking engagement, there are tools that can save time and elevate your campaign. Here are five reliable tools to help support each stage of your contest.
1. Curator
Curator helps you collect, moderate, and display Instagram content directly on your website or landing pages. It’s a powerful platform for showcasing contest entries in real time, filtering submissions, and turning user content into high-converting social proof.
How this tool supports your UGC contest:
- Aggregate Instagram entries using branded hashtags or @mentions
- Filter and approve content before it goes live
- Create custom UGC galleries to embed on your site
- Drive engagement by featuring participant posts in real time
- Moderate entries to align with your brand voice and quality
2. Canva
Canva is a go-to design tool for creating professional-quality visuals—even if you don’t have a graphic design background. You can use it to design everything from your main contest announcement to Stories, highlight covers, and prize reveal graphics.
How this tool supports your UGC contest:
- Design branded Instagram posts and Stories
- Create templates to keep your contest visuals consistent
- Build attention-grabbing highlight covers and reminders
- Customize winner announcement graphics to match your aesthetic
3. Meta Business Suite
Meta’s free management dashboard lets you schedule Instagram posts, respond to comments and DMs, and view performance analytics—all in one place. It’s perfect for staying organized during your contest and keeping up with community engagement.
How this tool supports your UGC contest:
- Schedule contest announcements and reminder posts
- Track engagement with Stories and feed content
- Manage comments and questions from participants
4. Google Forms
Need to collect additional info from participants—like email addresses, shipping info, or permission to reuse their content? Google Forms gives you a quick way to add a layer of structure beyond Instagram.
How this tool supports your UGC contest:
- Gather participant info in one secure place
- Include a link in your Instagram bio or Stories
- Use as a backup entry method for those not on Instagram
- Collect content rights agreements for repurposing UGC
5. Instagram Insights
Don’t underestimate Instagram’s native analytics. Insights let you monitor how your contest posts are performing in real time, so you can tweak strategy if needed or identify your most engaging content types.
How this tool supports your UGC contest:
- View impressions, reach, and engagement by post or Story
- Track performance of your contest hashtag
- Identify top-performing content for reuse or reposting
- Analyze follower growth during and after the campaign
Ready to run your Instagram UGC contest? Don’t forget to create a dedicated space on your website to showcase entries. Try our free forever feed.