Some say that traffic generated by giveaway posts is artificial or fake traffic, with “fake” meaning visitors who come for the giveaway will not return or stay on the blog after entering.
Then others say that traffic is traffic, so what’s the big deal? So what if the giveaway contestants never return? What’s the harm?
I can honestly see both sides of the coin, but definitely lean more to one side. Obviously, if you list your giveaways on contest listing sites, you are going to get random people who are simply interested in winning your prize, BUT, does that mean that they won’t stick around once they’re there?
I have heard countless times from new Mom Spark readers that they originally came to my site to enter a giveaway, but stuck around long after reading our articles. It has been my experience that after holding a contest or giveaway, my subscribers do rise and do not drop weeks after. They continue to rise and the word of mouth increases. Because of this, I tend to disagree that giveaway traffic is completely artificial, and in fact, can actually increase readership when coupled with good blog content. I’m sure many will disagree with that statement, but I stand by it.
That being said, I do not think you should hold giveaways solely for the traffic. If there isn’t content on your site to keep your readers interested, than they probably won’t stick around. A balance between the two is ideal.
What are your thoughts?
About Mom Spark
Great article! I agree with you Amy. We hold weekly giveaways, and our traffic stays steady, as long as we continue to post other content. My stats show people are looking at multiple pages on visits (on average every visitor visits 2 pages per visit). And we’re always showing growth. If you don’t have good content to back up your giveaways, then I think it can be fake traffic…but if there’s a reason to stick around they will.
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I found most of the blogs I read because of a giveaway , and not only do I not leave, I try to stay to comment and read. That is if they post articles and stuff.
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If those arguments apply to giveaway traffic, they could also apply to search engine traffic. People search looking for something specific, read your article (or not) and may or may not return. I think that the bigger issue is not whether giveaway traffic is “real” or not, but that we are being judged based on those numbers without any attention paid to what they really mean. For an advertiser, the numbers are certainly relevant, since that impacts the number of impressions, but in terms of influence? Not so much.
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Mom Spark Reply:
April 13th, 2010 at 10:22 am
@Christy, Very good point.
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Maya Reply:
April 14th, 2010 at 3:19 pm
Giveaways work best for awareness of a brand/product/blog.
Clearly, extra work (lots of it) and a good product/brand/blog are key to keeping these first time visitors coming back. A giveaway without a follow up plan is just that – a giveaway
2 rules –
1. make people DO something as a part of the giveaway.
2. Do SOMETHING with people who do enter your giveaway – get them to sign up to a newsletter etc – so you have a touch point later – to draw the relevant people back..
Great post Amy and love that Christy started me off on this
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niri Reply:
April 20th, 2010 at 1:32 pm
Judged on giveaway traffic alone from outside is never fair. I do so agree that whether SEO or giveaways bring traffic it is great but your content is what will make them stick around or not.
Maya a good point but the only thing is most people are (ahem) lazy or maybe busy. any extra thing they have to do for a contest. I do believe in using it to extract information – opinions/likes etc so that I bear it in mind for future posts/features.
I also keep engagement constant through active posting, twitter conversation and facebook fanpage interactions to solidify the community.
I had a giveaway to help spread the word about my scarves on my scarf blog. People who signed up for the giveaway mostly did so because they love scarves so the traffic generated to that blog was relevant. I think people find their way to a site based on a lot of things. But if content is good then they will return. No different then walking into a boutique because of an item catching your eye. You may not buy anything that day but next week you will check in to see if something new is happening.
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Saw this on twitter…
I dont really care, traffic is traffic. If word is getting out, that’s great. If a few people stay around or visit infrequently because if it, I’m happy.
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I think it is entirely on a case by case basis.
I would never directly point a finger at a person or website because I have no idea what their motivation is. I only have my personal experiences having run many giveaways.
Yes, there are positive aspects. New readers that stick around is great.
There are also negatives. Not in every case, but in some.
For example. A current food blog I read, I will not name any names, is quite frequently, I”m talking probably once a week at least, giving away what can only be classified as crap products of a well known brand via contests tacked on to the end of a blog post.
Now, here is part of the big issue that I have. When I see this happen, when I see how a once wonderful and personal site has become a walking, talking brand for (insert brand name company here) — I have to wonder if this person realizes it. It to me almost feels as if they are being taken advantage of and have no idea.
Maybe not. Ultimately it is their own decision. But! I can’t help but feel sorry for blogs like this. I want to tell them, your blog was better when it was just you! And not this constant slew of crap you peddle as contest gifts! Go back to the way you were!!
This is a very specific niche of giveaways — pretty much substandard goods provided by a very well known brand company. They are pretty much getting free advertising that is pumped out on blogs that cater to moms and families. I don’t know. It just feels gross to me. Darn it, I would rather that mom blogger get paid by that big brand name to run an advertisement in her sidebar, direct money into her pocket, than to peddle their goods via contests. Does that make sense?
That all being said, I don’t think there is an across the board answer for this. They aren’t all good, they aren’t all bad.
At the very core of this, I just feel bad for some bloggers because I don’t think they realize they are being taken advantage of. Of course, that is just my viewpoint on the matter. They may not honestly care, but I guess I do.
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Also, I totally went off on a tangent there. The topic was traffic and I went into some other issues, lol, sorry about that.
Traffic is traffic. In and of itself it isn’t bad. It is all about how you get the traffic, I guess is how I see it. I don’t think wanting traffic is bad. I don’t think contests are bad. It can be a slippery slope. Once you hold that first contest and get excited over ALL THOSE HITS! — it can be ever so tempting to hold more just for the sake of inflating traffic numbers. Integrity is key, and I think you can most definitely have integrity AND have contests and the like. It is just not as easy as it may seem, in my opinion.
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I have been battling whether or not to start doing giveaways… I feel like I have a quality blog but it doesn’t get much traffic at all because of the lack of giveaways. It is hard to generate traffic when you are first starting out.
On the other hand, I don’t want my blog to become just about giveaways so I have traffic either…. plus giveaways seem like a lot of commitment and with a baby on the way I am not sure I can take on one more project!
I guess my main concern is that I will be seen as a sell out if I start hosting giveaways. I do feel that some sites have lost their way like @Ali said, but other sites, like Mom Spark balances giveaways and content so well it doesn’t feel like just another give away site….
What do you think? Would one contest really hurt if it brought in some new readers? I don’t know. I am on the fence on this one.
Great post Amy!
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Mom Spark Reply:
April 14th, 2010 at 9:49 am
@Meg, It totally depends on your goals and what makes you happy. I enjoy sharing recommendations with my readers, and I love, love giving prizes away. I also love to write. I love both, you know?
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Great article Amy.
When I read this, I thought of grocery or clothing stores – they do giveaways every week to get traffic to their stores up, and even if the shopper doesn’t get the giveaway, they linger and shop for other items they need. It’s the same concept for bloggers. Would people say that Kroger’s “traffic” is fake? No way. And they sell plenty of advertising spots and premium positioning spots in those stores based on that traffic.
We are all about supporting others (and their traffic) by helping their giveaways see the light of day – even if its a little more light. What surprises me most is that many bloggers don’t have a lot of avenues, time or knowledge on how to get the most promotion of their giveaways and a LOT of potential traffic and subscribers are lost because of this. Whether the traffic is fake or not, I don’t think the giveaways are even reaching their full potential of traffic.
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As a blogger who does a mix of giveaways and personal posts and OTHER stuff I understand what you mean with artificial traffic. We’ve been lucky that we have a mix of visitors that come just for giveaways and to read the other things we post. If you are passionate about your writing and want to promote that I wouldn’t get into giveaways at least not alot of them. To boost traffic a relevant giveaway could be perfect. If you write about recipes/cooking a cookbook giveaway would be a perfect fit.
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I don’t really have an opinion on this topic one way or the other. Perhaps because my blog is young, just for me, and doesn’t involve giveaways (yet?).
However, I will agree with Ali. I think it is a case by case basis. I found MomSpark by entering a giveaway and it has become one of my favorites. I have crafts, recipes, and other articles bookmarked all over the place from this blog.
On the other hand, there are some blogs I will enter giveaways on and then not return. Almost always, quality is the factor. I tend to not return to blogs where the authors seem to have never made it past 3rd Grade Grammar lessons or ones with so many flashy ads and buttons that it locks up my computer.
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As a blogger and a person that enters giveaways for fun, I think that “Traffic is Traffic”. I post my giveaways on giveaway sites, so sure I get people that are going to come to my blog and only enter the giveaway. BUT as a person that ENTERS giveaways, I usually subscribe, follow on twitter, or facebook so I end up returning to the site to enter future giveaways or if I see something interesting posted.
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Giveaway traffic is separate from people who read posts–on my blog anyway. That said my giveaway enter-ers are loyal. They read my newsletter, enter the giveaway, and consistently come back. I feel as though I need to post that I do use random.org to choose winners since my giveaway winners often win time and again.
Now I wish I had a crowd of people who consistently read my blog, posted comments, etc. I have small comment tribe and a group who stop by from twitter. Baby steps.
Pet peeve for giveaways… I heard that some use auto enterers to enter giveaways. Kind of like an autobot. Anyway else heard of this.
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Mom Spark Reply:
April 14th, 2010 at 9:51 am
@MusingsfromMe/Jill, I have never heard of a giveaway bot? That is insane! Sometimes comments (entries) are a little “off” and maybe that is why.
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I tend to agree with you, giveaway traffic is good, but good content is key to getting readers. I’m still trying to figure out how to do it (contests) the right way.
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You never know who might be interested in your content. It doesn’t matter how they initially got there!
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Metrics are FAR more complicated than most people think. This is the main reason I generally call bullshit on blog stats. Your pageviews and uniques don’t mean anything if you don’t know where people are coming from, how long they stay, when they leave, etc. Even demographics are important.
Search traffic and giveaway traffic aren’t “fake,” but man, those eyeballs are rarely important.
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So I’m all over the place on this topic…
For me personally.. it’s hard to watch ppl enter a giveaway on my site and never return.. what’s the point.. I stopped doing actual giveaways ages ago, cuz it wasn’t something that worked for me…
I tend to only enter a giveaway when I somewhat ‘know’ the person behind the scenes.. often I only enter in order to help promote the ‘friend’
.
I have a couple theory’s from the other side of the coin, as I currently represent a small company, helping them with blogger outreach etc…
1) running small giveaways on their own company ‘blog’ is really more like giving back to loyal fans and readers… a way to say thanks.
2) asking bloggers to ‘review’ the product and/or run a giveaway is a way to first introduce the product to the blogger, and 2nd get the word out there about the product to that blogger’s readers. I’m super careful to locate bloggers who are sincere and not just willing to write the review but to also do the footwork to honestly tell their readers what they think.
3) working up a multilevel campaign complete with larger giveaways and maybe several blogger’s involvement is more of a way to pull in ‘NEW’ eyeballs onto the product, but also to help those bloggers interact with EACH other…
As a blogger myself I GET that product alone often isn’t worth the extra time and work you put into your craft and reviews TAKE TIME.
Okay total tangeant here.. but…
Where are we all with giveaways anyhoo.. dime a dozen?? Never enter anymore.. too saturated? All that? Cuz wow… they are totally everywhere anymore!! I wonder if anyone has any good ideas where to head from here?
I read about some new websites starting up with ‘exclusive’ companies backing them.. meaning only one ad.. and I assume if there are giveaways they would come from that brand??
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I have to totally agree with you. Even though you get people to come to your blog when you have a giveaway it makes them want to come back for more and in the process a word or phrase can also catch their eye to make them come back for more as well.
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With my giveaways I have noticed a very small percentage being “fake traffic” I think giveaways have help my blog grow! Plus I like to do giveaways as a way to thank my readers for reading my blog.
I know lots of people get sick of giveaways and don’t enter them, but there are plenty of people who love them! I think it’s a great way to generate traffic.
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i am all over the place on this too. there are certain blogs that i go to just for the giveaway’s, but it is just because that is all they do is giveaway’s. if your a “blogger” with some giveaway’s thrown in, i often see the giveaway, but before i even think of entering i go and look around the blog and “get to know” the blogger a little bit first. i don’t mind if people just come for giveaway’s, there is one person who won a giveaway on my blog and i went to her web page and it isn’t a “blog” more of a “front” for giveaway’s.{which is just fine with me} but i am extremely greatful to the readers that keep coming back for giveaway’s and for my content.
i just hope that either way people don’t get offended by it- blogging is supposed to be for fun!
Thanks for sharing all of these great tips, and controversial posts, it makes us think more about what we want for our blogs and readers!
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Yes, I have gone to some site just for the giveaways. Although, recently I am entering giveaways at sites I frequent. What ever the reason I visited the site, if I like their voice I usually add them to my reader and become a regular viewer
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I am one i confess that came for a giveaway. however, i dont remember what it was. after just a few minutes of browsing the web site i feel in love here and signed up for the newletter.
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Mom Spark Reply:
April 19th, 2010 at 9:39 pm
@Angel, I love hearing that! Thank you for sharing!
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Good points. I host the occasional giveaway but I make sure it’s something that I am actually interested in and that I think people who may be interested in reading my blog would be interested in. I don’t write about babies so I don’t give away diapers. I do love jewelry and think that moms tend to forget about themselves and get lost in “mom” mode so jewelry giveaways give them something that makes them feel pretty. I do not notice a huge drop-off after a giveaway ends. Only a few unsubscribed from my e-mails after my last giveaway. Either way, if the blogger likes the product, readers can win something they like too and maybe even discover their new favorite blog.
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There are arguments to both sides.
There are people who just want to enter a giveaway – I am this way sometimes but sometimes while on the blog doing the giveaways, I might read a post or two and just subscribe because of the content or feel of that blog or bookmark to visit again. So it’s not all fake at all.
However if you site is just about giveaways, then, that’s what people are coming for and if you are constantly having giveaways, then you’ll always have more and more traffic, but what if you were actually writing about life like other bloggers? Would they stay, come again and again? and in the same droves?
By now I can tell my recurring visitors and I try to visit them often too. I can also tell who are just in for giveaways
But I do appreciate the fact that they do come for my giveaways, whether they feel like sticking around or not because one way or another I’m giving my sponsor lots of publicity.
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As someone that sponsors many giveaways for my company, Orglamix Cosmetics, this is a thought provoking post– and one of the reasons I’m a fan of Amy’s blog. Giveaways for me, are an ideal viral marketing opportunity, but can they do the same for blogs?
I think it’s important for bloggers to have a goal in mind before posting a giveaway, so the giveaway can be used to your advantage. Is the purpose of the giveaway to create more subscribers, generate feedback and comments, get more fans, etc.?
Over the past year, I’ve worked with oodles of bloggers (mainly mom / women), some extremly successful with thousands of followers, others with only a handful. The most successful bloggers, take a ‘blended’ approach to giveaways. Aside from having lots of strong, focused user-friendly content, three things I’ve noticed the most successful blogs have in common:
1) use giveaways in moderation (1x a week)
2) giveaway resonates with audience
3) spark interesting, community-generated content
Use the comment space for dialogue – whether the accompanying post is a new recipe or a giveaway. Don’t waste the space by having people fill it up with responses like “I follow you on Facebook”, but use giveaways to spark some interesting community-generated content.
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I think of giveaways as advertising. Yeah, you get some people that just want free stuff and never look at your blog again, but it’s also a sweet treat for your readers and sometimes you DO get new fans!
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I am all new to the bloggy world. I write for me, but yes I like the fact that people come and check out what I have to say. When I built my site I built in a part for giveaways. because honestly I find them fun. do I have a clue how to do one ” the right way”? NO. will I fail probably, but I hope there is fun along the way, Thanks for another great and informative post. PS I think I came here originally for a contests, and stuck around.
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I agree Amy! I’ve had a few giveaways, some I have even posted on blogging giveaway sites, but EVERY single person who has won a prize from my contests are people who stayed around after the drawing, and who have actively contributed to comments since. Yes, my traffic went up on giveaway days, but I have been fortunate that I picked up some new subscribers because of my giveaways. I often have giveaways just for my subscribers, to thank them for supporting me.
Jules
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