Social climbing - using social media to drive awards submissions

Getting entries through the door is one of the biggest challenges for any awards programme. You might have a prestigious programme, a smooth entry process, and brilliant judges - but if potential entrants don't know about it (or don't feel the pull to enter), submissions will fall short of where they should be.

Social media is one of the most effective tools you have to change that. Here's how to use it well.

Start early
Don't wait until entries open to start talking about your awards. Use the weeks before launch to build awareness and anticipation - tease categories, spotlight past winners, or share behind-the-scenes glimpses of the judging process.

Let your winners do the talking
Past winners are your best marketing asset. Share their stories, their reactions, and their achievements across your channels - it shows prospective entrants what winning actually looks like, and it demonstrates that your awards carry real credibility and value.

Use countdown content
Entry and fee deadlines are obvious triggers for content, but they’re even more effective when they're paired with something useful. Posts like ‘five tips for a stronger entry’ or ‘what judges are looking for this year’ give people a reason to engage, and position you as a reliable source of information.

Encourage sharing at every stage
Ask entrants to share that they've submitted (a simple prompt in your confirmation email can do this). Create a shortlist announcement that organisations will want to repost. The more your community shares, the further your reach grows - organically and authentically.

Respond and engage
Respond to comments, answer questions publicly, and join conversations relevant to your industry. Social media rewards accounts that act like people, not bulletin boards.

A consistent, genuinely useful social presence won't just boost submission numbers - it'll build the kind of community that makes your awards programme something people look forward to year after year.

If you'd like to find out how we can help you and your awards programme, just drop us a line or request a demo - we'd love to chat to you!