If you’ve been following our social feed for our client Remi Cachet, you will have seen a new weekly feature. The #SSTakeover on the Instagram feed was offered out to their Super Stylists to take part and being in lockdown meant it was the ideal time for them to create content for this. So if you’ve ever wondered why you should think about hosting a takeover, and just how to go about it, then we’ve shared some
Why hold a Takeover?
Here are the key reasons we like a social media takeover and would recommend it for others too.
- The authenticity of working with a user, dedicated to the brand, who can talk to your audience directly and easily to promote the brand. The different perspective gives a greater impact for the audience.
- To offer the guest a platform on the brand’s channel to promote themselves, using the brand’s platform that has a stronger following and engagement than their own profiles. This not only elevates their profile within the industry but also within their location as location settings were included on all posts. This allows Remi Cachet to support their Super Stylists a little more and offer then a valued input into the development of the brand.
- To create fresh new content, in various formats. It was actually very poignant to engage with our audience at a time without a “sales” push as the brand’s objective changed during the COVID pandemic. Wanting to share a love of hair and keep the mood uplifted in the tone for the social media strategy during these uncertain times, the Super Stylists were well placed to help carry out this vibe and relatable for other stylists.
What you need to know
This is by no means a definitive list but to get you going in the right direction in planning a takeover read these tips:
- Identifying who you could invite. If you don’t have a group of brand ambassadors, maybe you could invite an industry expert, supplier, loyal client or up-and-coming industry star. As an example, Jamie Oliver’s son Buddy often takes control to show his skills and relate to the brands family values. It could work really well to use your team, to identify people from behind the scenes who don’t normally get a chance to shine, explain their role and boost their morale. Key team members can host Q&A sessions or cover their FAQs that is always great content you might even be able to re-use later.
- Review the functionality of how this will work and if you will completely hand over the reins, your passwords and access to your insights and DMs. For the case of Remi Cachet, we did not share these, but had the content pre-planned and loaded the day before or live, depending on the content.
- Consider the tone and visuals to still reflect your brand. To be authentic, the copy needs to in their words, but it is good to set ground rules. For example, not to promote competitors or services not aligned with yours. If filming, you might need to remind them of key terminology if talking about a product in case the say the name slightly differently, and to have a professional manner with no swearing. It might be worth checking how they like to sign off their posts. For example, @Victoria Beckham always goes with “kisses VB x.” Similarly, check for their favourite emojis – their own feed might help here to also help show their personality.
- Depending on how many people you have lined up for this, you might need to think about the frequency of your takeover and changing the format a little to keep the audience’s interest.
- Create a unique hashtag like #SSTakeover to use on every post and to be able to monitor activity as well as clearly labelling each post as not your voice, but that of another.
- Content-wise it is good to have a mix of formats – main feed posts, stories, IGTV and IGLive. You may need to provide details of the specifications you need if filming such as portrait if for IGTV.
- Create a promotional post for before the event to drum up interest and support. Ask your guest to also share and promote this, along with their material on the day, staying tuned to the comments coming in on the posts to reply to those.
Write out your communication plan for this takeover, including the format used, copy and any tags and # to be used.
- Review your home feed layout when planning the order of your posts so that either the story you are telling flows or the imagery is not too repetitive.
- Check your best timings for posts on that day to help make the most of them.
- On the day itself, ensure you stay engaged with those who comment and ask questions. They may well think that the brand replying is the guest takeover artist, but if you have not handed over control then the only access, they have is to reply on the comment from their own feed which should drive the audience to them.
- You could consider collating your stories into a Highlight to get more longevity from the content but be aware this maxes out at 100 stories!
On a final note, planning is key to make the most from this and work with unique content that adds value to your feed. Working with someone to get all the content just right, potentially re-filming etc and refining content can take considerable time. Remember, to always look at the analytics from your posts and your guest’s insights too if they will share, and their feedback in general to asses the value for both parties and to make future takeovers more successful.
Has this made you think if you can use this on your channels too? Completely workable on other social media channels we just take Instagram as our main channel and with so much great functionality to be creative with these takeovers. We hope you have been inspired, and if you want to know more, then just get in touch firstname.lastname@example.org
Don’t miss our last few #SSTakeovers over the coming weeks to get some ideas.