Instagram Picker: case study
Instagram Picker is a giveaway and comment-picker tool for Instagram, designed, built and operated by Maetheon Ltd. It gathers the comments from a public Instagram post or Reel and picks winners with a transparent, repeatable draw.
The problem we set out to solve
Who it's for
Instagram creators, influencers, shops and brands running giveaways to grow engagement.
The challenge
Instagram giveaways are one of the most common ways creators and brands grow their following, and they often attract thousands of comments. Entry rules usually require tagging friends or using a hashtag, which is impossible to check fairly by hand.
The product needed to handle large comment volumes from posts and Reels, apply those rules automatically, and give creators a result they could confidently share with their followers.
Key features
Comment collection
Loads the comments from a public post the user pastes in, so nobody has to copy entries by hand.
Fair random draw
A transparent randomiser picks one or more winners, plus reserve winners if the first choice doesn't respond.
Entry filters
Removes duplicate entries and can require mentions of friends or a specific hashtag.
Exclusions
Lets the host exclude their own account and other accounts that shouldn't be eligible.
Repeatable, verifiable results
Draws can be repeated and checked, so the host can show their audience the result was fair.
Posts and Reels
Works with both standard posts and Reels, the formats where most Instagram giveaways now run.
Freemium access
Three free searches after sign-up, then a monthly (US$5) or yearly (US$50) plan for unlimited use.
Designing for Instagram
Instagram giveaways lean heavily on 'tag a friend' and hashtag rules, and a single popular post can attract comments from the same people many times. Duplicate handling and mention requirements are therefore central to the product, not optional extras.
Most Instagram hosts work entirely from their phones, so the whole flow, from pasting a post or Reel link to sharing the result, is designed mobile-first.
What it took to build and run
Working with platform data
Every social platform structures comments differently and changes its rules over time. The tool has to collect entries reliably, handle large comment threads and cope with limits, and do it all without making the user wait.
Fairness users can trust
A giveaway tool is only useful if the audience believes the result. That shapes the product: clear filters, visible entry counts, repeatable draws and results the host can share.
Subscriptions and limits
The freemium model needs accurate usage tracking, a smooth upgrade path and reliable recurring billing, with accounts that work across sessions and devices.
Growth through search
Each tool runs on its own domain with its own blog, publishing guides for hosts on that platform. Technical SEO and helpful content bring in most new users.
How the product reaches its users
Instagram Picker runs on its own domain, instapicker.com, with a blog that publishes practical guides on topics such as how to pick an Instagram giveaway winner, Instagram giveaway ideas, tag-a-friend competition rules. This content answers the questions people search for and introduces them to the tool.
Every page is built for speed and clarity: fast loading on mobile, structured data, clean URLs and internal links between guides and the tool itself.
Lessons we bring to client projects
Product focus
Doing one job very well for one audience, then refining it based on how people use it.
Reliable operations
Monitoring, quick fixes and regular updates when third-party platforms change.
Search-led growth
Technical SEO and helpful content as a sustainable way to attract users.
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