There’s no better time to be talking about Instagram takeovers. And doing them. In the current climate of isolation, we are more in tune with our digital selves than ever before. Laptops now host meetings, lunch breaks and the odd drink (or two) after work. Consumer culture has moved completely online, and phone screens are now the shop-window. Instagram takeovers are the perfect way to grab people’s attention – the goal is to catch the eye of the consumer. The takeover is taking over. But what exactly is an Instagram takeover, and what’s all the fuss about?
What is an Instagram Takeover?
The best way to describe an Instagram takeover is when someone temporarily takes over another account to create and share content, usually on behalf of a brand. The takeover host might be a celebrity, an influencer, or even a team member. As Jillian Warren, from Later, points out, “it’s one of the easiest ways to organically reach new followers and build your brand on Instagram.” Handing over the keys to your account is only temporary, but the benefits are long-lasting. It’s considered a win-win for both brands and influencers. So, here’s why an Instagram takeover should be the next thing you do with your content marketing strategy.
There’s No Better Time
Everyone’s doing them. If you’re not you should be. There’s a reason for this and it’s all to do with a shift in consumer behaviour, and one generation in particular. Yes, you’ve guessed it – Gen Z. They want products and services that reflect their individual identity and their values of equality and openness. Essentially, when trying to engage with Gen Z, your content needs to be authentic, inviting and informal. Cue the Instagram Takeover. An Influencer Report from McKinsey and Company found that 52% of Gen Z trust influencers they follow on social media for advice about products or brands. Instagram takeovers are the gateway to Gen Z. If your target audience isn’t necessarily Gen Z, then the same style of content marketing still applies to older audiences, because there is a shift away from in-your-face outbound advertising. The cross-promotion element of takeovers ticks a lot of boxes. It’s about brands collaborating and customers feeling like they are getting exclusive, ‘behind-the-scenes’ access. Right now, Instagram takeovers are the best way of connecting with your customer, especially in these days of lockdown.
More Followers
Your business can never have too many followers. An Instagram takeover is a great way of getting more. By letting an influencer or celebrity take control of your account, your profile is exposed to audiences that you may have struggled to access previously. If you’re looking to break-into a more niche and specialised audience, then it’s important you handpick your host. You have to make sure their voice and values align with your own. As a business, influencers bring more eyes to your brand. But they also provide invaluable insight into – and understanding of – how that particular audience behaves. With Instagram takeovers you gain access to larger, more specialised groups and a much better understanding of how these people think.
Boosting Engagement and Trust
With more followers comes more engagement, more sales and more success. The most effective way to improve people’s engagement with your business is through building trust. The best way to do this? Influencers and their takeovers. Takeovers are seen as more authentic and more honest representations of social media lives. They often track an influencer’s daily schedule and steer away from the glamourous, dreamy lifestyles with which we tend to associate influencers. Lilian Charles, who has done takeovers for brands like Revere and Cyc Fitness notes, “I always start the story off by showing my alarm set for 5am when the hustle begins.” Takeovers present a more honest view, and with honesty comes trust. And with trust comes confidence. Instagram users, particularly younger ones, show faith in influencers. In America, one in five consumers make a purchase because of an influencer. For many consumers there, influencers validate brands. They do this through creating and posting authentic content via Instagram takeovers. Customers trust influencers, and if they see one endorsing your brand, they’re likely to trust you too.
In these digitally enhanced times, innovative content marketing, such as Instagram takeovers, is a highly successful way to reach out to your customers base and reinforce your links with them. As the tastes and preferences of Gen Z continue to influence consumer behaviour, Instagram takeovers will go upwards with them, becoming ever more popular, influential and effective. If you have any questions regarding Instagram takeovers, or need help planning your next one, please do get in touch!
