Instagram takeovers are all the rage these days. We have all witnessed our favorite big brands inviting popular Instagrammers to take over their feeds for a day. What started out as a fun way for brands to collaborate with them, has now evolved into a key part of any Instagram marketing strategy. They are a terrific way to expand your audience and get fresh eyes on your brand.
Below are five steps to having a successful Instagram takeover.
Define what your takeover goals are
Defining what the goals are for your takeover is the most important step in cultivating a successful Instagram takeover. Understanding your end result will help you compose a solid plan for maximizing your campaign. To get the ball rolling, here are some great goals you can strive to achieve with your takeover and the subsequent metrics to gauge their success:
- Launch/promote a product – This can be measured by traffic to your website, the number of conversions and the number of attendees.
- Increase your brand awareness – This can be measured by growth in number of followers, number of views, number of mentions on other platforms etc.
- Increase engagement with followers – This can be measured by the number of likes, comments, views or direct messages.
Choose the right influencer/partner for your takeover
Now that you have defined your goals, this should help you in deciding who should be your takeover partner or influencer. With that being said, not all takeovers need an influencer, but you do want to partner up with someone who has a loyal following. This will help expand your audience and get fresh eyes on your brand. If you decide that the takeover will be more of a behind the scenes sneak peek of an event, an employee may be the right choice. If you do decide that an influencer fits the bill, keep these points in mind:
- Choose someone whose audience closely mirrors your target consumer. If they are not properly aligned, your marketing strategy will fall flat.
- Choose someone with an audience who engages. Make sure their posts are garnering attention with comments and likes.
- Make sure the content they are posting is in line with your brand’s image/message.
- Pick someone who actually knows what they are doing. If they are getting traction on only a few types of images, pass. You also want to make sure they are abiding by the correct format (i.e. tagging handles properly etc).
Figure out the logistics of your takeover
Now that you have chosen who will be doing your takeover, the next step is ironing out all the details. This is key in order for things to run smoothly. Here are some things to keep in mind:
- You want to allow enough time to put out the news that you plan on having a takeover. 2 weeks are the recommendation to get that buzz going.
- How much time you will need to put together what the campaign content will be.
- The number of times the host will be posting.
- A list of the metrics that you will be keeping track of.
As you gather all these details, be sure to include your host. They will be able to provide insight into what type of content their followers respond to best, which will help in getting you the results you are hoping for.
Come up with a branded hashtag for your takeover
Coming up with a great branded hashtag for your takeover is key for a few reasons:
- It will help you monitor user posts and/or comments.
- You will be able to track the performance of the campaign via the amount of posts using the hashtag as well as user engagement etc.
- A hashtag will help you and the users look back at posts which included the hashtag. For those that missed the takeover, this allows them to go back and see what they missed.
Promote your takeover
Your Instagram takeover is planned and your content is good to go. Now it is time to think about promoting your takeover. You want to give at least 2 weeks notice to your audience about the takeover. This is not something you need to post about on a daily basis but pick a couple of times where you can mention it to help boost buzz around it. Make sure you use an Instagram scheduler to schedule your content ahead of time.
This will really free you up and allow more time to focus on making your takeover a success. You also want to make sure that your host is promoting this takeover on their end.
Now that your Instagram takeover is done, your job is not quite finished. Take it a step further by collecting your takeover posts and write a blog post that you can direct followers back to.
I hope these tips get your creative juices flowing and you go on to create your own successful Instagram takeover. Cheers!