Hosting a takeover on Instagram Stories is a fantastic way for brands to drum up engagement, grow following and authentically connect with their audience. In fact, it’s considered one of the most valuable facets of any Instagram marketing strategy. With benefits for both business owners and influencers, here’s what you need to know about running one yourself.
What is an Instagram Stories takeover?
First things first, an Instagram Story takeover usually involves an influencer taking over a business' Instagram account to share content that resonates with the brand. A successful takeover raises awareness of the brand and its products in an authentic way. Getting an influencer on board isn’t the only way to cross-promote though; equally businesses can run takeovers on other accounts to reach new followers organically.
Product reviews, Q&As and “day in the life” vlogs are some of the popular concepts you’ll see, but the sky is the limit when it comes to takeovers. From driving sales to reaching a new and/or niche audience, they also have a variety of different purposes.
Why are takeovers so valuable?
Instagram Story takeovers are generally a win-win situation for both parties. The host is able to build brand loyalty by adding genuine, valuable and fresh content to their account, while the guest has the chance to reach a whole new audience.
For example, OUAI Haircare regularly hosts takeovers with influencers, who share their GRWM (Get Ready With Me) routines on Stories. Featuring OUAI products in action, it shows viewers how real people use their products. As Later.com puts it, this is "a powerful advert for any brand”.
@devinbrugman's takeover with OUAI.
Some tips for running a takeover:
- Set goals: Your goals will guide the strategy behind your takeover. From raising brand awareness to promoting a particular product or event, think clearly about what your intention is.
- Choose the right partner: For an authentic, seamless collaboration, selecting someone who aligns strongly with the brand's ethos is essential. Is this the type of content they already share on their Stories?
- Be transparent: As highlighted by Later, @everlane is one brand that makes a point of being transparent about its company. The brand's social team runs a takeover, giving viewers a behind the scenes look at the business and providing insights on how their products are made.
- Promote upcoming takeovers: Attract more viewers by announcing the takeover on your feed and Stories. Your takeover partner can do the same to spread the word and generate more buzz.
