Looking to shake up your brand’s online presence? Consider a social media takeover.
A social media takeover is a form of influencer marketing where you grant posting privileges to a person of interest for a predetermined period of time. This can be an influencer, expert or other professional. The length of the takeover could be a day, a week, etc. While Instagram and Snapchat host a significant percentage of takeovers, any social media platform can work.
It’s a great way to dip your toes into the world of influencer marketing. From $1.7 billion in 2016, influencer marketing is estimated to grow to have a market size of $13.8 billion in 2021.
Of course, a social media takeover has its own nuances. And it doesn’t just happen in a vacuum on its own. There is a lot of planning and strategy required, especially for the most successful instances. But the benefits are there, including more brand awareness and potentially an increase in your brand’s following.
The following are eight tips to run a successful social media takeover on your first attempt.
Choose who’s taking over
This is a huge factor in the success of your social media takeover. Not only do you want to find someone with a significant-enough following to help grow your own, but this person should also be:
- Noteworthy within your industry
- Known or at least respected by your audience (meaning that not all industry experts, for example, hold celebrity status with your following, but their title and expertise do capture attention and interest)
- Publishing content that complements your own branding
Granted, the possibilities are almost endless, but check in on your goals with this social media takeover, and let those goals help guide you in your influencer research and outreach.
Check out these 18 influencer-discovery tools to help.
Once you’ve identified a few options of individuals you’d like to work with, you should reach out directly but also start (if you haven’t already) engaging with their content. Not everyone you’d like to partner with will say yes (or say yes without requesting pay, depending), so keep looking until you find the perfect partner. Just be aware that while paying an influencer isn’t always needed, it is in your best interest to formulate your pitch to include what’s in it for them to work with you, no matter what that might be.
Sync up your goals
Obviously, your brand has goals when it comes to running a social media takeover, but it’s important that you align these goals with the goals of your influencer.
As part of your initial pitch in starting this takeover, you likely already mentioned (or officially presented) the perks for this individual to participate.
Even if the benefit to the influencer is only increased exposure to your following (or beyond), that’s fine. Just make sure that the relationship is balanced as far as benefits happening for both your brand and the influencer.
Select your social media platform
We already noted that a lot of social media takeovers happen on Instagram and Snapchat. But you can definitely choose whatever platform best suits your brand, your goals and your influencer.
(Of course, not all influencers are strong on all social media platforms, so keep that in mind while choosing who’d you like to work with.)
If there is a platform you’d like to make more of a wave on, that could be a great place to start. Facebook, for example, could feature takeover posts and Facebook Live videos on your business page.
Plan out your framework
First things first, do not assume that any influencer can read your mind. He or she cannot automatically (and magically) know what you would like to see happen or even what he or she should be doing in general during a social media takeover.
The best thing to do is to put it all down in writing:
- When will it start, and when will it end?
- How many posts are expected?
- What post types are expected? Photos? Videos? Live-streams? Something else?
- What’s the desired frequency of posts?
- Any other expectations of the influencer?
You’ll also want to consider providing a list of brand do’s and don’ts, which could include profanity usage, sizing ratio of images and so on.
Just be sure to not arrange too many limitations. The idea of a social media takeover is to let the person taking over be themselves. If the content he or she is posting looks and feels exactly as it would coming from your brand itself, then what’s the point?
Set up platform permissions
This is admittedly the most complex component of a social media takeover. Not all companies want to hand over all their passwords to an influencer, no matter what agreement and/or contract might be in place.
Fortunately, you have a number of options on this front, depending on your level of comfort and the platform(s) being used.
Provide all passwords and total access
This should only be done if absolutely necessary and it’s with an individual you trust. Of course, there are some features on Snapchat and Instagram Stories (like account tags on Instagram) that must happen at the time of posting, and if the influencer needs to design those in a particular way, there might be no way around handing over the password to an account. But you’ll want to change that password as soon as the social media takeover has ended.
Limit posting permissions
The paths here can vary depending on the social media platform(s) being taken over. Facebook, for example, has different permission levels for Page Roles on its business pages, including “Live Contributor” in which the influencer can only go live on your page. To get around giving out your password in order for an influencer to go live on Instagram, you can consider hosting a joint Live session. You also can consider assigning the influencer a role with limited access from within your social media management application. This depends on what management tool you’re using, of course, but it’s easy enough to do if your tool offers customizable user permissions or even team-level access capabilities. Check out these 11 free (or almost free) social media management tools.
Have all content delivered for you to post
This is the most hands-off option possible in which the influencer is given no access or permissions to your social media accounts at all. Instead, he or she delivers to you assets, captions and so on for you to post from your brand accounts. Just be extra vigilant that what posts aren’t too scripted or too similar to what your accounts already share. The overall goal of a social media takeover is to shake up your content at least a little.
Of course, if the influencer delivers content to you and does not post organically at all, this gives you a built-in approval process. Nothing posts without your approval first.
But even if you offer some or total access, you can still incorporate a content approval process as desired.
Promote your social media takeover in advance
The best takeovers don’t just happen out of thin air. Not from a planning standpoint. And not even from a follower’s perspective.
As your planning out your upcoming social media takeover, you’ll want to do a separate campaign to hype up the scheduled “event.” Yes, treat your takeover like an event or product launch. Aim to generate excitement around it.
Advanced promotion increases the interest (and your results). It also will help circumvent any confusion from your following when an influencer does step in with his or her own content.
Social media takeovers are far more common these days, but it never hurts to always communicate what’s about to happen. You also could include a note or relevant hashtag on takeover posts to help communicate the nature of the posts during the takeover itself.
Measure your results
If a tree falls in a forest without anyone around, did it make a noise? Well, if a campaign happens without analysis, did it even happen?
Yes and no.
The point is that you have goals. Otherwise, you wouldn’t bother with a social media takeover in the first place. Be sure to tie those goals to specific metrics you’d like to see boosted. You can even set individual goals for those metrics as desired.
Then, see what happens. Dig into your data during and after the takeover to understand what worked and what didn’t. Doing so will help you improve your approach the next time around. And you’ll continue to improve the overall impact of your hosted takeovers.
Test all these tips out internally
You’re definitely welcome to jump into your first social media takeover with your most desirable influencer. However, you also have the option to test out your plan (and execution) with an employee first.
Doing so allows you to:
- Work out any technology kinks
- Identify any holes in your planning
- Confirm the most desired metrics for tracking
Of course, when it comes to content, an employee can focus on behind-the-scenes opportunities. But otherwise, your strategy, plan and execution should mirror what you would want to do with an outside influencer.
Running a real test internally with an employee minimizes the risk of something going wrong. It also increases your confidence when you do move on to a non-internal social media takeover.
While you’re planning your first social media takeover, consider the strength of your digital marketing process. Is it everything you want it to be? DailyStory features automation capabilities, dynamic audience segmentation and more. Schedule your free demo with us today.