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How to best utilize business partnerships for partnered Instagram giveaway

Hey everyone,

So I'm an editor at a mid-sized newspaper in Utah. For the last several months, we've been trying to boost our Instagram to reach new audiences and improve our online presence. We've run several giveaways as a part of doing that. All of them have been with ad partners that already have accounts with us, and with summer ending soon, we're coming up on a lack of tickets/giveaway potentials.
We are trying to partner with a few particular businesses that we have written about or plan to write about to do like gift card/certificate giveaways, nothing big because like I like said, we don't have like an ad package with them or anything like that.

A few of those who I've reached out to have essentially ghosted me, and I'm concerned the reason is because we're not offering enough on our end. Because we're a newspaper, we can't offer free advertising for ethical reasons. However, we can do cross-promotions on Instagram highlighting their business. And there's not a whole lot we can throw into the giveaway from our business, considering our product is a newspaper. We can't give free subscriptions out willy-nilly.

For those who have run Instagram giveaways before, and I'd especially love to hear from those in the media, what have you done to make the giveaway a bit more balanced? Or is this approach already balanced enough, and I just need to try with other businesses?

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