3 Tips for Running a Successful Instagram Takeover
In the Wild, Wild West of social media, brands are constantly changing their tactics to keep their followers’ attention. From pay-to-play content to Instagram takeovers, where a brand hands over the keys to its account, businesses are getting creative to combat algorithms and clutter.
1. Put Realistic Goals and Objectives in Place.
From the social media manager to the influencer who may be taking over, make sure everyone is on board with your key goals. Think about the message you want to convey and the end result you want, whether that’s gaining followers or creating unique content.
2. Choose your Influencer Carefully.
Selecting the right host for a takeover can make all the difference. Choose an influencer that aligns with your brand and is someone your audience can connect with and trust. It doesn’t have to be an A-list celebrity as long as they have a unique perspective to offer.
Make sure your host is on board for promoting the takeover and lay out a plan on your end to create hype before the takeover begins. Consider teaser posts and hashtags to drive momentum and ask your host to reciprocate.
3. Have all Your Technical Bases Covered.
When it comes to running live events, it’s best to have the mindset of “if it can go wrong, it will”. To eliminate risks, make sure the influencer has the proper login credentials and is familiar with how you typically “talk” on your account. While the takeover is happening, be sure to monitor the event closely, and have someone nearby who can answer questions and moderate all incoming and outgoing engagement. The last thing to do is relax and let go (to a certain extent). The takeover itself should be a fun experience for everyone involved.
Just last month, our client Ale-8-One, a Kentucky craft soda brand, teamed up with influencers Tam and Leigh from Kentucky Taste Buds (@kytastebuds) for an Instagram Takeover to promote their new orange cream flavor. We wanted to hear what they had to say about that afterwards.
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How was the overall fan engagement?
“The fans were unbelievable. There were super excited and pumped to try the new Orange Cream. 99% of them loved the drink after they tasted it and said they were definitely going to purchase. I think we did a lot to contribute by creating an open dynamic environment. We solicited cheers, opinions... heck one guy even sang a song!”
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What was your favorite part of the takeover?
“Honestly our favorite part was interacting with the crowd. I think that is our niche. We have a good ability to excite a crowd, ask questions and creating an engaging connection. It was contagious. One's fan's enthusiasm fed another and so forth. They have a loyal fan base and it was fun to witness their devotion to Ale 8.”
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What do you think is the biggest benefit to Instagram takeovers?
“I think we give a fresh and new perspective. We approached the takeover as fans and genuinely curious consumers. I think this made us relatable to the crowd. We were down to earth, fun and not afraid to excite the crowd. Our goal was not corporate driven - it was to connect with people just like us.”