There are numerous ways you can use your blogger influencers to engage viewers, but there is a new method to consider: social media takeovers. While these have been done in one form or another for some time, they are just now gaining widespread popularity. And yes, we know that handing control over to someone else can be difficult. However, chances are you will find the results rewarding.
You select an influencer—in the case of this article, the influencer would be a blogger—who is a good fit for your brand and then allow them to create and curate content on your social media pages. Keep in mind that this does not mean they post a few images on Instagram and then they are done; this should be an involved process.
That all depends on what your goals are. There is no one single purpose for using takeovers as part of your marketing strategy. You can do it because it keeps your page feeling fresh, for the cross traffic it generates, or just because you want to try something new and see what happens. However, a major goal for most of these social media takeovers will be to increase viewer engagement. Other goals could be gaining new followers, targeting a new demographic, drumming up interest in an event, and driving web traffic.
It successfully engages viewers for a number of reasons. For one, it gives your audience the opportunity to interact with another expert in the niche; that automatically encourages greater engagement. Then there is also the fact that their approach to things will be different from yours in a way that will catch attention and reel the audience in. Ultimately, there are many reasons why these takeovers are successful in pulling viewers in.
The first step is finding the right influencer if you have not already. Then, you need to make a plan together ensuring that all parties are on the same page regarding everything from timeline to tone. If you do not already have established parameters for moderating, tagging, and engaging with viewers, set them now. Think about everything from language to dress.
However, once you have the plan in place, you need to step back. A major part of the appeal of a takeover is how authentic it feels to the audience. With that said, it won’t feel authentic unless it is authentic. Give the influencers the chance to shine and play out their own ideas and approaches. This is where the magic happens.
As you go, keep in mind the best practices for each social media platform the influencer is taking over and do not be afraid to step in if things posted violate your established agreements.
Have you used an influencer for a social media takeover? Please share your experiences with us and link us to the content that was produced.