A well-run social media takeover could be a win-win scenario for you and your collaborator. Audiences want their consideration continually drawn to your social media accounts, and takeovers are a good way to issues up!
This information will cowl how your model can profit from a social media takeover. It’ll additionally present you how you can run a takeover, step-by-step. We’ll additionally provide you with inspiration from different profitable social media takeovers.
Bonus: Get the influencer marketing strategy template to easily plan your next campaign and choose the best social media influencer to work with.
A social media takeover is a form of influencer marketing. A model lets somebody briefly put up content material on the model’s social media accounts. This particular person will be an influencer, fellow staff member, or an trade professional. They get to “take over” your account and put up content material they create.
Influencers can present a real-world look into your model. An viewers craves this sort of relatability. Let’s check out the explanation why a takeover might enhance your social media accounts.
Enhance your model’s publicity
Influencers usually include a extremely engaged, niched viewers. Their vote of confidence in your model can go a great distance in constructing credibility. Takeovers are a good way to get a brand new and related viewers to find your model.
Distinctive factors of view can resonate with totally different followers. Social media managers ought to at all times work to incorporate and account for numerous views/ Takeovers can assist to fill in gaps or raise sure voices. A social media takeover is a technique to introduce new faces, concepts, and experiences.
Broadway Sacramento did a takeover with one among their ensemble solid members, for instance. They shared a behind-the-scenes perspective on what it takes to arrange for a efficiency. This sort of takeover can let audiences have a brand new understanding of the rehearsal course of.
Takeovers are additionally a good way to grab the second with particular occasions. Particular occasions normally lead to entertaining content material that your model and takeover host can get artistic with.
Mannequin Mika Schneider created a video for Vogue France’s YouTube channel overlaying her experiences modeling throughout Paris Style Week. Particular occasions like Paris Style Week acquire loads of consideration. Mika Schneider’s video offers distinctive protection related to Vogue’s followers.
Acquire new followers
Diversifying your viewers is essential to your total progress. However you don’t simply need any followers.
Social media takeovers can assist you acquire the precise viewers you wish to attain: individuals who want your services or products! By collaborating with related influencers, they are going to assist expose your model to your preferrred clients.
Construct model affinity
Constructing hype is so much simpler when you have got reliable influencers in your facet. Folks need authenticity, and takeovers present an actual approach to hook up with your model.
When you’re selling a brand new services or products, a takeover from an influencer can persuade an viewers of your reliability as a model.
1. Outline SMART targets
Social media takeovers are enjoyable, however you must align them along with your advertising and marketing technique. By making a shared imaginative and prescient along with your influencer, it is going to be simpler to handle expectations for the social media takeover.
A savvy technique to create targets is to make use of the SMART rubric:
- Particular: Clearly state your marketing campaign’s metrics.
- Measurable: Describe the metrics you’ll use to trace efficiency.
- Achievable: Be real looking. Don’t set your self up for failure.
- Related: Make certain the takeover ties again to broader enterprise targets.
- Time-Certain: Set deadlines to your staff and content material calendar.
Creating SMART targets provides social media managers the instruments they should create a profitable takeover marketing campaign. So don’t skip this step!
2. Decide your community
When you’ve decided your SMART targets, you’ll be able to decide which social media platform is finest to your takeover. Every platform has totally different content material creation choices, so it’s essential to contemplate your viewers when selecting a community.
BuzzFeed Tasty selected to make use of TikTok to host a reside stream selling the corporate’s cookware. TikTok might have been a extra favorable choice in comparison with Instagram if their target market is GenZ as an alternative of millennials.
@tasty Trace: Not brown! Hyperlink in bio to buy the #CookWithColor pans that Inga used within the latest LIVE! 📺 @ingatylam
At all times goal the community the place your target market is most certainly to see your takeover. This can go a great distance in making a profitable marketing campaign.
3. Create an in depth plan of motion
Your takeover’s success will rely in your plan of motion. With out a correct framework, you and your influencer might find yourself on totally different pages about what is predicted for the takeover.
Some questions it is best to reply embrace:
- When and the way lengthy will the takeover final?
- What’s the precise content material being created?
- What sort of media can be shared? Will the influencer additionally write captions?
- Will the takeover embrace posts or tales?
- What number of posts will the takeover embrace?
- Will the takeover promote a hashtag? Ought to it embrace different hashtags as effectively?
- Ought to content material embrace different components like polls or hyperlinks?
Whilst you’re at it, don’t neglect to share your model’s social media style guide with the influencer. This can assist stop misaligned content material from being created.
However be certain that the influencer continues to be creating content material of their model and voice. In spite of everything, a social media takeover is about offering new and attention-grabbing content material to your viewers!
4. Discover the suitable creators
Manufacturers usually companion with influencers once they plan a social media takeover. And for good purpose. Influencers usually have a loyal viewers inside a particular area of interest.
When you go this route, create an inventory of doable collaborators.
When you’re undecided who could be a great match, begin by individuals already following and sharing your model with their followers. You might discover a number of related and genuine influencers this manner.
As soon as you discover influencers you wish to companion with, begin their metrics. Sure, what number of followers they’ve is essential. But additionally check out their previous collaborations, area of interest, engagement charges, and the sort of content material they share.
Some influencers even have media kits which you’ll request. These can give you a more in-depth take a look at their viewers engagement, demographics, and charges.
However influencers aren’t the one technique to go for social media takeovers.
Actually, nobody is aware of your model fairly in addition to your workers, so that they will be the preferrred individuals to take over your accounts. Staff can shortly create and share a social media takeover in comparison with partnering with an influencer.
WebinarGeek hosts month-to-month worker takeovers on Instagram. For a whole week, workers put up about working at WebinarGeek. The objective is to spark an curiosity in potential workers to use to work on the firm.
When you actually wish to get your artistic juices flowing, your organization mascot can take part within the takeover. WebinarGeek additionally created an Instagram Reel with Enterprise Booster Kiki, the workplace canine. Nobody can resist a cute animal!
5. Arrange permissions
Now we transfer on to the extra technical a part of a social media takeover. Whereas not essentially the most thrilling a part of a takeover, social media managers must arrange content material posting permissions. Manufacturers have three choices:
Pre-delivered content material
On this situation, influencers create and share the content material with you earlier than it will get posted. This provides you time to guage the content material, make any crucial adjustments, and guarantee it aligns along with your marketing campaign targets.
Managers usually favor pre-delivered content material as a result of it permits them to have an Instagram takeover with out giving freely its password.
Pre-delivered content material additionally makes it simpler to schedule the takeover in your calendar. (A instrument like Hootsuite Planner permits you to create and schedule posts for publication forward of time.)
Whereas it’s the most secure choice, there’s a main draw back. Pre-delivered content material prevents reside interactions between the influencer and your viewers.
Actual-time discussions could also be an essential think about your takeover, so it’s one thing to contemplate when planning your content material.
Restricted permissions
Generally partial entry to your social media accounts is one of the simplest ways to conduct a takeover. Many social media platforms permit firms to let a collaborator have restricted permissions to handle and publish content material.
Fb permits pages to assign totally different roles to customers. There are 6 totally different roles out there.
For takeovers, you could wish to think about giving an influencer an Editor position since this permits them to create posts. This additionally lets them entry Instagram. Nevertheless, in addition they can view insights, which can be an excessive amount of entry.
On Instagram, you could possibly use the Instagram Collab function to let the identical put up publish on each your web page and the influencer’s web page.
Another choice is to share co-hosting duties along with your influencer to do an Instagram reside.
Misfits Market used the Instagram Collab function with Kelly Mitchell to offer an informational video on purple wine.
TikTok doesn’t supply any restricted permissions to permit influencers to visitor put up. Nevertheless, you’ll be able to do a TikTok reside and invite them as a co-host.
Another choice is to make use of your social media administration platform. On Hootsuite, social media managers can add influencers as a member after which assign particular permissions.
Restricted permissions give a member the power to add content material however want approval from an editor earlier than it’s allowed to publish.
If pre-approval isn’t crucial, then editor permissions will be set to offer members the power to publish.
There’s additionally the choice to customise permissions for members. For instance, it’s your decision pre-approval for posts however can grant permission to remark and reply to messages with out approval.
Password handover
Clearly, there are some dangers to handing over your login credentials to an outdoor particular person. However generally a password handover is the one approach for influencers to make use of a social media platform’s performance.
When you use a password supervisor, you’ll be able to securely ship login credentials to a different particular person–no emails crucial. This fashion there’s much less threat of your password getting hacked by unauthorized individuals.
As soon as the takeover is full, you’ll be able to revoke their entry to the login credentials.
6. Promote the takeover
It’s time to get individuals enthusiastic about your takeover. Constructing anticipation is an important step for getting your viewers to wish to try the takeover.
Relying on what you’ve agreed on, you’ll be able to ask your influencer to tease the content material earlier than and in the course of the takeover on specified social platforms. Be certain they embrace your deal with and/or hashtag once they do.
Photographer Peter Garritano not too long ago took over New Yorker Picture’s Instagram web page and shared a number of images of his newest venture.
He additionally promoted the takeover on his private account. This promotion maximized how many individuals had been conscious of the takeover earlier than it occurred.
Simply because the takeover is occurring on Instagram doesn’t imply it is best to solely advertise there! Take to Twitter, Snapchat, LinkedIn, and no matter channels appear related to let your viewers find out about it.
The band Aespa took to Twitter to announce their takeover of a SiriusXM radio station. Selling their takeover on numerous social media channels helped elevate consciousness of this upcoming occasion.
We’re taking on @MusicOnTikTok Radio on @SiriusXM to play our favourite songs! Hearken to our takeover right here: https://t.co/Dc4bGntAc0 pic.twitter.com/sJHs5OZAIw
— aespa (@aespa_official) July 22, 2022
7. Observe your success
No social media takeover is full with no evaluate of its efficiency. You’ll wish to return to the SMART targets you made earlier to find out which analytics will demonstrate the success of your campaign.
Most social media platforms supply built-in analytics instruments for companies. Nevertheless, they solely supply fundamental numbers for a restricted period of time.
Utilizing a sophisticated analytics instrument like Hootsuite Analytics makes it far simpler to measure and report on the outcomes of a takeover marketing campaign.
It doesn’t matter what your metrics for fulfillment are, Hootsuite can discover the numbers you must show your success.
Clearly, we’re a bit biased. However Hootsuite has fancy analytics instruments that are going that will help you discover out why a social media takeover was profitable.
Lastly, make sure to proudly show your success to your boss!
Hootsuite can create customized experiences to indicate the true return of your takeover. These analytics can even present priceless insights into what labored (and what didn’t). Be taught out of your posts and your subsequent social media takeover can be much more impactful.
And that’s it! Your step-by-step information on working a profitable social media takeover. If you need much more recommendations on influencer advertising and marketing, we’ve put collectively the ultimate guide that will help you.
Simply schedule and handle all of your social media content material from Hootsuite’s tremendous easy dashboard. Schedule posts to go reside whilst you’re OOO — and put up at the very best time, even if you happen to’re quick asleep — and monitor your put up’s attain, likes, shares, and extra.
Do it higher with Hootsuite, the all-in-one social media toolkit. Keep up to the mark, develop, and beat the competitors.
