Phones showing Stories of smiling people speaking to camera with "Send message" bars, laid over a blue Meta logo
Submitted by Digital Voices

Meta Small Business Instagram Stories Competition

Influencer Marketing

Digital Voices partnered 8 influencers on Instagram Stories for Meta to drive small business competition entries, and the agency reports 3.6M organic reach across the campaign.

3.6MOrganic Reach
4.32%Engagement Rate
13KCompetition Entries

Case in 60 seconds

Meta wanted to show its support for small businesses by demonstrating how personalised ads help business ideas and products get discovered, which required reaching small business communities rather than a general consumer audience.

The campaign turns on audience match rather than celebrity, because Digital Voices chose influencers who spoke to an audience of small business owners, so the message about discovery reached people with businesses to grow.

The organizing idea was a competition offering small businesses a chance to gain large exposure, which turned Meta's message about products getting discovered into a prize rather than a claim.

Digital Voices partnered 8 recognisable influencers who spoke to an audience of small business owners, and they used Instagram Stories to inspire small businesses in the United Kingdom, Germany and France to enter the competition.

Digital Voices reports 3,611,364 organic reach, a 4.32% engagement rate and 13,020 competition entries, which together cover audience size, interaction and the participation the competition was built to produce.

Strategy Breakdown

Small business owners and small business communities in the United Kingdom, Germany and France, reached through influencers who already spoke to that audience.
Meta positioned itself as a supporter of small businesses, using the competition to demonstrate how personalised ads help business ideas and products get discovered rather than describing that benefit in the abstract.
Small business owners respond to recognisable influencers who already address them, so Digital Voices cast the campaign by the audience each influencer spoke to rather than by reach alone.

Creative & Execution System

Assets & channels

  • Instagram

Partners

  • Digital Voices

Participation mechanic

  • Small business owners entered a competition for a chance to gain large exposure, prompted by influencer Instagram Stories, and Digital Voices reports 13,020 competition entries.

Results & Evidence

MetricValue
Organic Reach3.6M
Engagement Rate4.32%
Competition Entries13K
Influencers Partnered8 influencers

Why Digital Voices' strategy worked

  1. 1

    A competition prize that offers exposure lets a platform demonstrate its own value to small businesses, because entrants pursue the promised discovery directly rather than reading a claim about it.

  2. 2

    Casting influencers for the audience they speak to rather than for general fame keeps a business message inside the communities it targets, which matters when the brief is reach among small business owners.

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