Think Small to Go Big: The Dos and Don’ts of Instagram Takeovers

Instagram takeovers are when someone unassociated with your brand temporarily shares original content with your audience over a preselected period. Top Advertising Solutions has seen this as a solid path of exposure. The person leading the takeover should share your sphere of influence. They should have enough cache to attract their audience to your brand.

At Top Advertising Solutions we had an industry insider visit our offices and they followed our employees around for the day. The engagement was incredibly high, for ourselves, as well as for the insider. Build the takeover around an event you’re hosting, or around a product promotion campaign, like we did.

Dos

Choose your primary objective: increase brand awareness, promote a product, event, or offer, or drive engagement. Select your guest: an influencer within your industry to increase brand awareness (like we did), members of your community who are enthusiastic about your new product, or an employee or group of employees who’ll drive engagement. Create a hashtag for people to follow. Cross-promote to other platforms, like Facebook, and Twitter. You should decide which metrics should be collected, like the number of new followers, comments, likes, and mentions. After the takeover is completed, you should examine the data you’ve collected, and determine how (or if) you’ll do it next time.

Don’ts

Don’t go into this blind. As the host, you and your guest should decide on the focus of the content beforehand. We have found that content crafted and posted on the fly to be a welcome change from the voice you use daily. Don’t be afraid to embrace the voice that your guest uses. Don’t shy away from using different kinds of content: experiment with Boomerangs, and Instagram Stories, if you haven’t before. Don’t be afraid to lay down the law with your guest too; if there’s something you don’t want your guest to mention or to make light of, don’t be afraid to say it clearly.

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