What is the ruling on winning an 'Umrah in a social media contest that depends on the picture receiving the most shares, comments, and likes?

It is not permissible to compete for the best picture, likes, or shares, as there is no benefit in it. It has been authentically reported from the Prophet, peace and blessings be upon him, that he said: "There is no prize except for a hoof (horse), or an arrow (archery), or a hoof (camel)." The meaning of the Hadith (definition) is that it is not lawful to take money as a prize in a competition except in these three, and what some scholars have appended to them of matters that contain religious benefit. As for this competition, it is not among them, so taking money for it is forbidden.