インスタ運用でキャンペーンの実施を考えていても、「本当に効果はあるの？」「他の企業がどんなキャンペーンをしているの？」と思い、踏み切れていない方もいるのではないでしょうか。インスタのキャンペーンを成功させるためには、効果的な事例を参考にしたうえで、メリットや注意点を理解することが重要です。本記事では、インスタのキャンペーン事例5選に加え、実施する際のメリットや注意点についても詳しく解説しますので、ぜひ参考にしてください。■インスタグラム分析ツール「HINOME」→詳細はこちら1. インスタでキャンペーンを実施するメリットとは？インスタグラムは、世界中で10億人を超える月間利用者数を抱えるSNSで、企業にとって重要なマーケティングチャネルですが、その中でも、キャンペーンの実施は、認知度を高めるために効果的な手法とされています。以下でインスタグラムでキャンペーンを実施するメリットを3つご紹介します。1-1. 認知度の増加インスタグラムにおけるキャンペーンは、フォロワーの関心を引き、自社との結びつきを強化する効果があります。キャンペーンに参加するために、ハッシュタグをつけた投稿やメンションをしてもらうことを条件にすることで、自然とブランドの露出を広げることが可能です。また、キャンペーンを通じて得られるUGC（ユーザー生成コンテンツ）は、信頼性が高く、他のユーザーの共感を呼びやすい特徴があります。1-2. フォロワーの増加キャンペーンの参加条件を「フォロー」にすることで、新しいフォロワーを獲得できます。また、キャンペーンを通じて興味関心を持ってもらうことで、長期的なエンゲージメント向上につながるでしょう。関連記事：Instagramでフォロワーを増やす施策12選！フォロワーが増える仕組みや自力で伸ばす方法も解説1-3. 販売促進につながるインスタグラムのキャンペーンは販売促進にもつなげられます。キャンペーン中に特別なオファーや割引を提供することで、購入意欲を高め、商品購入を促すことが可能です。また、「プレゼントキャンペーンで商品に興味を持ちリピーターになる」「店舗での商品引換の際に他商品を購入してもらえる」といったケースも考えられます。2. インスタのキャンペーンは規約違反？実施する際の注意点「インスタグラムでキャンペーンを実施すると規約違反になるのでは？」と考えている方もいるのではないでしょうか。インスタグラムのコミュニティガイドラインを見ると、以下のような文があります。「いいね！」やフォロー、コメントを含むやり取りの見返りに、現金や現金同等物の提供を申し出たりしないでください。"引用元：Instagramヘルプセンター「コミュニティガイドライン」”一見キャンペーンの実施が不可にも思えますが、実際には多くの企業がキャンペーンを実施して、問題なく運用できています。具体的に、以下のようなキャンペーンであれば、実施可能です。フォローやコメントをしたユーザーの中から抽選で景品をプレゼントテーマに沿った投稿をしたユーザーの中から選んで景品をプレゼント反対に、以下のように、アクションをすれば必ず報酬がもらえるキャンペーンは、違反となる可能性が高いため注意が必要です。「いいね！」をしたユーザー全員に現金をプレゼントフォロー＆コメントをしたユーザー全員にギフト券プレゼントただし、現状実施が可能とされているキャンペーンであっても、ガイドラインの変更により禁止される可能性もあるため、実施する都度ガイドラインを確認しておくことがおすすめです。3. インスタのキャンペーン事例5選インスタキャンペーンを成功させるためには、過去の成功事例を参考にすることが非常に有効です。以下に、効果的なキャンペーンを実施した5つの事例を紹介します。3-1. 事例1：タカラトミー%3Cblockquote%20class%3D%22instagram-media%22%20data-instgrm-captioned%20data-instgrm-permalink%3D%22https%3A%2F%2Fwww.instagram.com%2Fp%2FCxKAvhRPC2C%2F%3Futm_source%3Dig_embed%26amp%3Butm_campaign%3Dloading%22%20data-instgrm-version%3D%2214%22%20style%3D%22%20background%3A%23FFF%3B%20border%3A0%3B%20border-radius%3A3px%3B%20box-shadow%3A0%200%201px%200%20rgba(0%2C0%2C0%2C0.5)%2C0%201px%2010px%200%20rgba(0%2C0%2C0%2C0.15)%3B%20margin%3A%201px%3B%20max-width%3A540px%3B%20min-width%3A326px%3B%20padding%3A0%3B%20width%3A99.375%25%3B%20width%3A-webkit-calc(100%25%20-%202px)%3B%20width%3Acalc(100%25%20-%202px)%3B%22%3E%3Cdiv%20style%3D%22padding%3A16px%3B%22%3E%20%3Ca%20href%3D%22https%3A%2F%2Fwww.instagram.com%2Fp%2FCxKAvhRPC2C%2F%3Futm_source%3Dig_embed%26amp%3Butm_campaign%3Dloading%22%20style%3D%22%20background%3A%23FFFFFF%3B%20line-height%3A0%3B%20padding%3A0%200%3B%20text-align%3Acenter%3B%20text-decoration%3Anone%3B%20width%3A100%25%3B%22%20target%3D%22_blank%22%3E%20%3Cdiv%20style%3D%22%20display%3A%20flex%3B%20flex-direction%3A%20row%3B%20align-items%3A%20center%3B%22%3E%20%3Cdiv%20style%3D%22background-color%3A%20%23F4F4F4%3B%20border-radius%3A%2050%25%3B%20flex-grow%3A%200%3B%20height%3A%2040px%3B%20margin-right%3A%2014px%3B%20width%3A%2040px%3B%22%3E%3C%2Fdiv%3E%20%3Cdiv%20style%3D%22display%3A%20flex%3B%20flex-direction%3A%20column%3B%20flex-grow%3A%201%3B%20justify-content%3A%20center%3B%22%3E%20%3Cdiv%20style%3D%22%20background-color%3A%20%23F4F4F4%3B%20border-radius%3A%204px%3B%20flex-grow%3A%200%3B%20height%3A%2014px%3B%20margin-bottom%3A%206px%3B%20width%3A%20100px%3B%22%3E%3C%2Fdiv%3E%20%3Cdiv%20style%3D%22%20background-color%3A%20%23F4F4F4%3B%20border-radius%3A%204px%3B%20flex-grow%3A%200%3B%20height%3A%2014px%3B%20width%3A%2060px%3B%22%3E%3C%2Fdiv%3E%3C%2Fdiv%3E%3C%2Fdiv%3E%3Cdiv%20style%3D%22padding%3A%2019%25%200%3B%22%3E%3C%2Fdiv%3E%20%3Cdiv%20style%3D%22display%3Ablock%3B%20height%3A50px%3B%20margin%3A0%20auto%2012px%3B%20width%3A50px%3B%22%3E%3Csvg%20width%3D%2250px%22%20height%3D%2250px%22%20viewBox%3D%220%200%2060%2060%22%20version%3D%221.1%22%20xmlns%3D%22https%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20xmlns%3Axlink%3D%22https%3A%2F%2Fwww.w3.org%2F1999%2Fxlink%22%3E%3Cg%20stroke%3D%22none%22%20stroke-width%3D%221%22%20fill%3D%22none%22%20fill-rule%3D%22evenodd%22%3E%3Cg%20transform%3D%22translate(-511.000000%2C%20-20.000000)%22%20fill%3D%22%23000000%22%3E%3Cg%3E%3Cpath%20d%3D%22M556.869%2C30.41%20C554.814%2C30.41%20553.148%2C32.076%20553.148%2C34.131%20C553.148%2C36.186%20554.814%2C37.852%20556.869%2C37.852%20C558.924%2C37.852%20560.59%2C36.186%20560.59%2C34.131%20C560.59%2C32.076%20558.924%2C30.41%20556.869%2C30.41%20M541%2C60.657%20C535.114%2C60.657%20530.342%2C55.887%20530.342%2C50%20C530.342%2C44.114%20535.114%2C39.342%20541%2C39.342%20C546.887%2C39.342%20551.658%2C44.114%20551.658%2C50%20C551.658%2C55.887%20546.887%2C60.657%20541%2C60.657%20M541%2C33.886%20C532.1%2C33.886%20524.886%2C41.1%20524.886%2C50%20C524.886%2C58.899%20532.1%2C66.113%20541%2C66.113%20C549.9%2C66.113%20557.115%2C58.899%20557.115%2C50%20C557.115%2C41.1%20549.9%2C33.886%20541%2C33.886%20M565.378%2C62.101%20C565.244%2C65.022%20564.756%2C66.606%20564.346%2C67.663%20C563.803%2C69.06%20563.154%2C70.057%20562.106%2C71.106%20C561.058%2C72.155%20560.06%2C72.803%20558.662%2C73.347%20C557.607%2C73.757%20556.021%2C74.244%20553.102%2C74.378%20C549.944%2C74.521%20548.997%2C74.552%20541%2C74.552%20C533.003%2C74.552%20532.056%2C74.521%20528.898%2C74.378%20C525.979%2C74.244%20524.393%2C73.757%20523.338%2C73.347%20C521.94%2C72.803%20520.942%2C72.155%20519.894%2C71.106%20C518.846%2C70.057%20518.197%2C69.06%20517.654%2C67.663%20C517.244%2C66.606%20516.755%2C65.022%20516.623%2C62.101%20C516.479%2C58.943%20516.448%2C57.996%20516.448%2C50%20C516.448%2C42.003%20516.479%2C41.056%20516.623%2C37.899%20C516.755%2C34.978%20517.244%2C33.391%20517.654%2C32.338%20C518.197%2C30.938%20518.846%2C29.942%20519.894%2C28.894%20C520.942%2C27.846%20521.94%2C27.196%20523.338%2C26.654%20C524.393%2C26.244%20525.979%2C25.756%20528.898%2C25.623%20C532.057%2C25.479%20533.004%2C25.448%20541%2C25.448%20C548.997%2C25.448%20549.943%2C25.479%20553.102%2C25.623%20C556.021%2C25.756%20557.607%2C26.244%20558.662%2C26.654%20C560.06%2C27.196%20561.058%2C27.846%20562.106%2C28.894%20C563.154%2C29.942%20563.803%2C30.938%20564.346%2C32.338%20C564.756%2C33.391%20565.244%2C34.978%20565.378%2C37.899%20C565.522%2C41.056%20565.552%2C42.003%20565.552%2C50%20C565.552%2C57.996%20565.522%2C58.943%20565.378%2C62.101%20M570.82%2C37.631%20C570.674%2C34.438%20570.167%2C32.258%20569.425%2C30.349%20C568.659%2C28.377%20567.633%2C26.702%20565.965%2C25.035%20C564.297%2C23.368%20562.623%2C22.342%20560.652%2C21.575%20C558.743%2C20.834%20556.562%2C20.326%20553.369%2C20.18%20C550.169%2C20.033%20549.148%2C20%20541%2C20%20C532.853%2C20%20531.831%2C20.033%20528.631%2C20.18%20C525.438%2C20.326%20523.257%2C20.834%20521.349%2C21.575%20C519.376%2C22.342%20517.703%2C23.368%20516.035%2C25.035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しいものを選んでコメント欄にその番号をコメントするだけで参加ができるもので、このように応募方法のハードルを下げることで、参加人数の増加を図れると考えられます。3-2. 事例2：【公式】welleg from 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Eキャンペーン内容：フォロー＆コメントで5名にサンダルをプレゼントタカラトミーのキャンペーンと同様に、フォローとコメントで自分が欲しい番号を記入することで参加できるキャンペーンです。簡単に参加できるだけでなく、ユーザーが欲しい商品を受け取ることができ、その後の販売促進に繋がりやすい点もメリットといえます。また、自動DMツールを利用している場合は、コメントをしてもらうことで、DMの自動送信が可能となります。関連記事：InstagramのDM自動返信ツール5選！チャットボットツールの活用法も紹介3-3. 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10組20名】フォロー＆コメントで応募する一般的なキャンペーンですが、行きたい先を「北」「南」でコメントしてもらうことで、ユーザーが行きたい場所を想像できる工夫のされたキャンペーンとなっています。また、当選した場合、全国73箇所から好きなホテルを選べることとなっており、ユーザー側にワクワクしてもらうための工夫がされています。3-4. 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Tシャツをプレゼントファーストビューにインパクトがあり目に止まりやすく、「いいね！」も5000件以上獲得しているキャンペーンです。3枚目の画像にある「これ着て街歩く勇気ある？」という文言も相まって、コメント欄も、「面白い」「かっこいい」「私だったら着れる！！」などと、景品目的でない感想コメントも多くあることがわかります。ユーザーに楽しんでもらうことの重要性がわかるキャンペーンです。3-5. 事例5: メルカリ/Mercari 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を作ったところです。フォローや「いいね！」等の条件もなく、SNSを総合的に活用し、盛り上げて「出品物だけでも見てみたい」とアプリをインストールさせる流れを発生させていると考えられます。4. インスタのキャンペーンでよくあるトラブルと対策インスタグラムのキャンペーンでトラブルを防ぐためには、事前にリスクを把握し、適切な対策を講じておくことが重要です。ここでは、インスタキャンペーンでよく見られるトラブルと、それに対する対策を解説します。4-1. 参加者が少ないケースキャンペーンを実施したにもかかわらず、思ったより参加者が集まらないというケースが考えられます。これは、キャンペーンの告知不足や内容がフォロワーの興味を引かないことが原因であることが多いです。また、参加条件が複雑すぎたり、賞品が魅力的でない場合も、参加者の関心を引きにくくなります。この問題を解決するためには、キャンペーンの告知を複数の媒体で行い、できるだけ多くの人にリーチすることが重要です。SNSだけでなく、ホームページやメールマガジンなども活用して、キャンペーンを広く知らせましょう。また、参加条件を簡素化し、誰でも簡単に参加できるようにすることも効果的です。賞品についても、ターゲット層が本当に欲しいと思うものを提供することで、参加意欲を高めることができます。4-2. フォロワーからの信頼を損なうケースキャンペーンを実施する際に最も避けたいのが、フォロワーからの信頼を損なうことです。これは、当選者が不公平に選ばれたと感じられたり、賞品の配布が遅れたりすることで発生します。また、個人情報の取り扱いに不安を感じさせるような対応も、フォロワーの信頼を失う原因になるでしょう。このリスクを回避するためには、キャンペーンの透明性を確保することが重要です。当選者の選定方法を明確にし、公開できる範囲で情報を共有することで、フォロワーに安心感を与えます。また、景品の送付に関しては、迅速かつ丁寧に対応し、フォロワーとのコミュニケーションを欠かさないようにしましょう。プライバシーに関しても、個人情報の取り扱い方針を明確に示し、ユーザーが安心して参加できる環境を整えることが必要です。4-3. インスタのキャンペーンの実施手順インスタキャンペーンを効果的に実施するためには、計画から実行、そして結果の分析までを慎重に行うことが重要です。以下では、基本的な手順に焦点を当てて、具体的な流れを紹介します。ステップ内容1. 目的の設定キャンペーンの目的を明確にする。例えば、フォロワーの増加、ブランド認知度の向上、販売促進など。2. ターゲットの選定キャンペーンのターゲットオーディエンスを定義し、そのユーザーの興味関心に合った内容を設計する。3. 参加条件の決定「いいね！」、フォロー、コメント、投稿など、参加者に求める条件を設定し、簡潔で理解しやすいものにする。4. 賞品の選定参加者が魅力を感じる賞品を選び、キャンペーンの価値を高める。5. 告知とプロモーションインスタグラムや他のSNS、ホームページ、メールマガジン等を通じてキャンペーンを告知し、幅広いターゲットにアプローチする。6. 実行とモニタリングキャンペーン期間中、フォロワーの反応をモニタリングし、必要に応じて調整を行う。参加者とのコミュニケーションを活発に保つ。7. 結果の分析キャンペーン終了後にフォロワー数やエンゲージメント、売上の変化を分析し、次回キャンペーンに向けて改善点を見つける。まとめインスタグラムにおけるキャンペーンは、「認知度の向上」「フォロワー増加」「販売促進」につながる重要な施策の1つです。目的やターゲット層を認識し、ユーザーが魅力を感じる景品を用意することで、キャンペーンの成功につながるでしょう。また、キャンペーンを実施する際には、インスタグラムのガイドラインを遵守し、単にフォロワーを増やすだけでなく、ユーザーに楽しんでもらう意識を持つことも重要となります。■インスタグラム分析ツール「HINOME」→詳細はこちら