How to Run a Smart Social Media Takeover in 7 Steps
A well-run social media takeover might be a win-win state of affairs for you and your collaborator. Audiences want their consideration continually drawn to your social media accounts, and takeovers are a smart way to issues up!
This information will cowl how your model can profit from a social media takeover. It’ll additionally present you ways to 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 quickly put up content material on the model’s social media accounts. This individual might be an influencer, fellow crew member, or an business skilled. 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 the sort of relatability. Let’s take a have a look at the explanation why a takeover might increase your social media accounts.
Enhance your model’s publicity
Influencers typically include a extremely engaged, niched viewers. Their vote of confidence in your model can go a good distance in constructing credibility. Takeovers are a smart way to get a new and related viewers to uncover your model.
Distinctive factors of view can resonate with totally different followers. Social media managers ought to at all times work to embrace and account for various views/ Takeovers might help to fill in gaps or carry sure voices. A social media takeover is a approach to introduce new faces, concepts, and experiences.
Broadway Sacramento did a takeover with certainly one of their ensemble solid members, for instance. They shared a behind-the-scenes perspective on what it takes to put together for a efficiency. This sort of takeover can let audiences have a new understanding of the rehearsal course of.
Takeovers are additionally a smart way to seize the second with particular occasions. Particular occasions often consequence in 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 Trend Week. Particular occasions like Paris Trend Week achieve loads of consideration. Mika Schneider’s video supplies distinctive protection related to Vogue’s followers.
Achieve new followers
Diversifying your viewers is essential to your general progress. However you don’t simply need any followers.
Social media takeovers might help you achieve the precise viewers you need to attain: individuals who want your services or products! By collaborating with related influencers, they may assist expose your model to your best prospects.
Construct model affinity
Constructing hype is a lot simpler when you’ve gotten reliable influencers in your facet. Folks need authenticity, and takeovers present a possible way to join to your model.
If you happen to’re selling a new services or products, a takeover from an influencer can persuade an viewers of your reliability as a model.
1. Outline SMART objectives
Social media takeovers are enjoyable, however you want to align them together with your advertising technique. By creating a shared imaginative and prescient together with your influencer, it is going to be simpler to handle expectations for the social media takeover.
A savvy approach to create objectives is to use the SMART rubric:
- Particular: Clearly state your marketing campaign’s metrics.
- Measurable: Describe the metrics you’ll use to observe efficiency.
- Achievable: Be practical. Don’t set your self up for failure.
- Related: Make certain the takeover ties again to broader enterprise objectives.
- Time-Certain: Set deadlines to your crew and content material calendar.
Creating SMART objectives provides social media managers the instruments they want to create a profitable takeover marketing campaign. So don’t skip this step!
2. Decide your community
When you’ve decided your SMART objectives, you possibly can decide which social media platform is greatest to your takeover. Every platform has totally different content material creation choices, so it’s necessary to think about your viewers when choosing a community.
BuzzFeed Tasty selected to use TikTok to host a dwell stream selling the corporate’s cookware. TikTok might have been a extra favorable choice in contrast to Instagram if their audience is GenZ as an alternative of millennials.
Trace: Not brown! Hyperlink in bio to store the #CookWithColor pans that Inga used in the current LIVE! 📺 @ingatylam
At all times goal the community the place your audience is most definitely to see your takeover. This may go a good distance in creating a profitable marketing campaign.
3. Create a detailed 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 anticipated for the takeover.
Some questions it’s best to reply embrace:
- When and the way lengthy will the takeover final?
- What’s the actual content material being created?
- What sort of media will probably be shared? Will the influencer additionally write captions?
- Will the takeover embrace posts or tales?
- How many 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?
When you’re at it, don’t overlook to share your model’s social media style guide with the influencer. This might help stop misaligned content material from being created.
However be certain that the influencer remains to be creating content material in their fashion and voice. In any case, a social media takeover is about offering new and attention-grabbing content material to your viewers!
4. Discover the proper creators
Manufacturers typically associate with influencers after they plan a social media takeover. And for good motive. Influencers typically have a loyal viewers inside a particular area of interest.
If you happen to go this route, create a record of attainable collaborators.
If you happen to’re undecided who can be a good match, begin by taking a look at folks already following and sharing your model with their followers. It’s possible you’ll discover a few related and genuine influencers this fashion.
As soon as you discover influencers you need to associate with, begin taking a look at their metrics. Sure, what number of followers they’ve is necessary. But in addition take a have a look at 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 be able to request. These can give you a nearer have a look at their viewers engagement, demographics, and costs.
However influencers aren’t the one approach to go for social media takeovers.
Actually, nobody is aware of your model fairly in addition to your workers, in order that they stands out as the best folks to take over your accounts. Staff can rapidly create and share a social media takeover in contrast to 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 purpose is to spark an curiosity in potential workers to apply to work on the firm.
If you happen to really need to get your artistic juices flowing, your organization mascot can take part in 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 want to 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 consider the content material, make any obligatory modifications, and guarantee it aligns together with your marketing campaign objectives.
Managers typically want pre-delivered content material as a result of it permits them to have an Instagram takeover with out gifting away its password.
Pre-delivered content material additionally makes it simpler to schedule the takeover in your calendar. (A software like Hootsuite Planner permits you to create and schedule posts for publication forward of time.)
Whereas it’s the most secure choice, there may be a main draw back. Pre-delivered content material prevents dwell interactions between the influencer and your viewers.
Actual-time discussions could also be an necessary issue in your takeover, so it’s one thing to think about when planning your content material.
Typically partial entry to your social media accounts is one of the best ways to conduct a takeover. Many social media platforms permit corporations 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 obtainable.
For takeovers, you might have considered trying to think about giving an influencer an Editor function since this allows them to create posts. This additionally lets them entry Instagram. Nevertheless, additionally they can view insights, which can be an excessive amount of entry.
On Instagram, you might use the Instagram Collab characteristic to let the identical put up publish on each your web page and the influencer’s web page.
An alternative choice is to share co-hosting duties together with your influencer to do an Instagram dwell.
Misfits Market used the Instagram Collab characteristic with Kelly Mitchell to present an informational video on purple wine.
TikTok doesn’t supply any restricted permissions to permit influencers to visitor put up. Nevertheless, you possibly can do a TikTok dwell and invite them as a co-host.
An alternative choice is to use 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 obligatory, then editor permissions might be set to give members the power to publish.
There may be additionally the choice to customise permissions for members. For instance, you might have considered trying pre-approval for posts however can grant permission to remark and reply to messages with out approval.
Clearly, there are some dangers to handing over your login credentials to an outdoor individual. However typically a password handover is the one approach for influencers to use a social media platform’s performance.
If you happen to use a password supervisor, you possibly can securely ship login credentials to one other individual–no emails obligatory. This manner there may be much less threat of your password getting hacked by unauthorized folks.
As soon as the takeover is full, you possibly can revoke their entry to the login credentials.
6. Promote the takeover
It’s time to get folks enthusiastic about your takeover. Constructing anticipation is a essential step for getting your viewers to need to try the takeover.
Relying on what you’ve agreed on, you possibly can ask your influencer to tease the content material earlier than and through the takeover on specified social platforms. Be certain they embrace your deal with and/or hashtag after they do.
Photographer Peter Garritano not too long ago took over New Yorker Photograph’s Instagram web page and shared a number of images of his newest mission.
He additionally promoted the takeover on his private account. This promotion maximized how many individuals have been conscious of the takeover earlier than it occurred.
Simply because the takeover is occurring on Instagram doesn’t imply it’s best to solely market it 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.
— aespa (@aespa_official) July 22, 2022
7. Monitor your success
No social media takeover is full with out a assessment of its efficiency. You’ll need to return to the SMART objectives you made earlier to decide which analytics will demonstrate the success of your campaign.
Most social media platforms supply built-in analytics instruments for companies. Nevertheless, they solely supply primary numbers for a restricted period of time.
Utilizing a complicated analytics software 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 achievement are, Hootsuite can discover the numbers you want to show your success.
Clearly, we’re a little biased. However Hootsuite has fancy analytics instruments that are going to assist you discover out why a social media takeover was profitable.
Lastly, make certain to proudly reveal your success to your boss!
Hootsuite can create customized studies to present the true return of your takeover. These analytics can even present priceless insights into what labored (and what didn’t). Study out of your posts and your subsequent social media takeover will probably be much more impactful.
And that’s it! Your step-by-step information on operating a profitable social media takeover. If you’d like much more tips about influencer advertising, we’ve put collectively the ultimate guide to assist you.
Simply schedule and handle all of your social media content material from Hootsuite’s tremendous easy dashboard. Schedule posts to go dwell when you’re OOO — and put up at the very best time, even should you’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.