With the ongoing changes in the world of social media marketing, what remains constant is the power of influencer marketing. Working together with an influencer for an IG takeover is one of the easiest ways to make your brand stand out.
Besides adding a breath of fresh air to a brand’s IG account, well-executed Instagram takeovers come with a number of positive outcomes for both the brand doing the hosting and the guest.
What’s an Instagram takeover?
An IG takeover is essentially when someone else is provided access to another IG account. As part of a temporary takeover, this guest actually takes over another user’s account by posting original content to their feed, Instagram stories, or going live.
We typically see brands collaborating with influencers within the same niche for an IG takeover, but your options aren’t limited to influencers (more on that later).
Not entirely sure how to host an IG takeover for your business? Here are 5 steps to guide you through hosting a successful takeover!
1. Figure out your goal
An Instagram takeover is meant to be mutually beneficial. The first step in doing a successful takeover is to figure out what you’re trying to accomplish. Having a clear goal in mind makes it easier to come up with the right strategy. It also steers you in the right direction when it comes to making the bigger decisions, such as who you choose to be your guest, how you measure the success of your takeover, how you promote it, and the guidelines you make for your guest.
Here’s a list of common goals for Instagram takeovers:
- Increase brand awareness
- Extend your reach to a new audience
- Drive engagement
- Promote products or offers
- Share news or updates about your brand
2. Decide on a metric to determine the success of your takeover
Once you’ve figured out what your goal is, the next step is to develop a metric system to measure the success of your IG takeover.
For example, if your goal is to increase brand awareness, the best way for you to measure the success of your takeover is to track the numbers in terms of:
- Growth of followers
- The reach of your content, for instance, through views and impressions
- The number of times your brand is being tagged or mentioned
3. Choose the right guest
It goes without saying that picking the right guest for an IG takeover is a pretty big deal. Now the right guest isn’t necessarily someone who has a massive following, but someone who can help you accomplish your goal.
Besides being relevant to your industry, your guest should also have a knack for storytelling. To harness the full potential of collaborating with an influencer, it’s really important for you to choose someone that you can trust – with the ability to share content that aligns with your brand and to tell your story in a way that helps you reach your goal.
As mentioned, your guest doesn’t have to be an influencer – it all depends on your goal. Influencers are the best option for Instagram takeovers when your main priority is increasing brand awareness. Working together with an influencer is a great way to extend your reach to their followers or to a larger audience within the Instagram community.
Other guests you can choose for Instagram takeovers:
- An industry expert
- Members of your community
- People you work with – employees or colleagues
If your goal is to share news or updates about your business, or even to showcase your organization’s work culture or values, it would be most effective to invite someone you work with to be your guest. Providing your followers with an insider’s perspective of your company culture is a great way to humanize your brand.
4. Make sure you and your guest are on the same page
There are plenty of ways for a guest to share content during a takeover. Before executing your IG takeover, figure out which approach you want to take and communicate those guidelines with your guest.
Make sure your guest has a clear understanding of what you’re trying to accomplish and try to figure out if there’s anything you can do to accommodate them.
5. Promote the takeover
Don’t forget to promote your IG takeover across all social media channels, and to give your guest a slight nudge to do the same. Because, this is a great way to get people excited about the takeover and it benefits you both if more people tune in.
You can start promoting your takeover as early as a week before the event. But make sure you also promote it a day or two before, because – well, people are busy and they could easily miss something like this!