Social Media Takeover: An Actionable Guide for Brands in 2024

What is a social media takeover? 

A social media takeover is a marketing strategy in which an individual or influencer temporarily assumes control of your brand's social media accounts to create content, engage with followers and promote a specific message, product or campaign.  

Takeovers are usually coordinated and mutually beneficial, allowing both parties to reach a wider audience and engage with a varied set of followers. 

For example, consider a B2B software company that provides marketing automation tools and wants to showcase its expertise and thought leadership in the marketing technology industry. It can collaborate with a renowned marketing technology expert for a LinkedIn social media takeover.  

In the given example, the social media takeover:  

• Leverages the expertise of an industry thought leader to position the software company as a valuable resource in the marketing technology sector 

• Showcases the company's in-depth industry knowledge 

• Fosters engagement 

• Strengthens the brand’s reputation among professionals in the field 

Why is it beneficial for your brand? 

Social media takeovers offer a range of benefits that make them an important component of modern social media marketing. Let’s look at some of them. 

1. Increased reach  

A social media takeover enables you to reach a wider audience by collaborating with influencers or experts who have a loyal following that trusts their content and recommendations.  

As a result, your brand can tap into a wider audience base, potentially attracting newer followers and customers. 

2. Engagement boost  

Social media takeovers generate excitement among a brand's followers. The fresh content and unique perspective provided by the takeover host bring in higher levels of customer engagement, including likes, comments, shares and interactions.  

This also results in increased interaction levels that often include questions, opinions and participation in any interactive elements, like stories or posts, that are presented during the takeover. 

3. Expertise and credibility  

Collaborating with influencers or experts enhances your brand's credibility within its niche or industry. When the takeover host endorses or associates with your brand, it lends credibility and authority to your brand's image.  

Additionally, the takeover host's expertise and knowledge add valuable insights to your content, further establishing the brand as an authority in its field. 

4. Cost-effective marketing  

Unlike traditional advertising campaigns, social media takeovers are a cost-effective marketing strategy. Brands often pay influencers or takeover hosts for their services, and though the investment may not lead to direct product purchases, it leads to increased reach and engagement. This could very well be a better return on investment.  

A social media takeover is a targeted and efficient way to market to an engaged audience without incurring the high costs of traditional advertising channels.  

5. Content diversity  

Social media takeovers introduce diversity to your brand's social content. Each takeover host brings their unique content styles, perspectives and ideas to the table.  

This prevents your posts from becoming stagnant and keeps your brand's social media presence fresh and relevant. And guess what? Followers are more likely to stay loyal and engage with your brand’s content when you make the effort to offer them newer experiences through such partnerships. 

How to launch a social media takeover campaign from scratch  

Social media takeover campaigns have emerged as a powerful strategy to captivate audiences. Such campaigns offer a unique opportunity to breathe new life into your brand, reach a broader audience and foster meaningful connections.  However, launching a successful social media takeover campaign from scratch requires careful planning and execution.  Considering this, let’s walk you through the essential steps to ensure the success of your social media takeover. 

Step #1: Identifying your goals  

Setting clear goals and objectives is foundational in launching a successful social media takeover campaign. Here's why it's essential: 

• Goals define what you want to achieve and guide all your actions and decisions throughout the campaign. 

• Well-defined objectives provide measurable criteria against which you can assess the effectiveness of the takeover. Without clear goals, it's challenging to determine whether the campaign was successful or not. 

• Having clear objectives helps you to streamline the planning process. You can focus on activities and content that directly support your goals, avoiding unnecessary or tangential efforts. 

• Whether you aim to increase brand awareness, drive website traffic, boost engagement or promote a product launch, each objective dictates a specific approach. Clear goals help you tailor your takeover for maximum impact. 

 Read More: How to set social media goals for your business 

Step #2: Selecting the right platform and audience 

Choosing the most suitable social media platform and target audience is a critical step in the success of a social media takeover campaign.  

Here's how to make informed decisions regarding the right platform and audience for your brand: 

• Begin by understanding your existing audience. Analyze your current social media followers to determine which platforms they are most active on. This data can be found through social media analytics. 

• Each social media platform caters to a different demographic. Research the key demographics of popular platforms like Facebook, Instagram, Twitter, LinkedIn and TikTok. Consider factors like age, gender, interests and geographical location. 

• Evaluate the type of content your brand and the takeover host or guest will create before you set out on your social media content creation journey. Visual content may perform well on Instagram or Pinterest, while professional content might find a better home on LinkedIn.  

• Align your platform choice with your campaign goals. Visual platforms like Instagram or TikTok might be more suitable if you aim to boost brand awareness. If you're focused on B2B networking, LinkedIn could be ideal. 

Learn More: 5 types of social media and their marketing use cases 

Step #3: Finding the perfect host or guest 

Selecting the right host or guest for your social media takeover is crucial for the success of your campaign.  

Here's how to choose the ideal candidate for the job: 

• Ensure the potential host or guest aligns with your brand's values, mission and goals. Their involvement should enhance, rather than contradict, your brand image. 

• Assess the host's influence and credibility within your industry or niche. They should have a solid reputation and a substantial following on social media. A host's endorsement can significantly impact your campaign's success. 

• Review the host's previous content to ensure it matches your brand's style and quality standards. Their content should be engaging, informative and aligned with your campaign's goals.  

• Conduct a background check and research the host or guest thoroughly. Ensure they have a clean online reputation and no history of controversies that could negatively affect your brand.  

• Have a backup host or guest in case of unforeseen circumstances. This ensures the campaign can proceed smoothly even if the primary candidate encounters unexpected issues. 

Step #4: Planning and preparing content 

The foundation of a successful social media takeover is a meticulously planned content strategy. Collaborate closely with your host or guest to craft a content plan that harmonizes with your campaign goals. Here’s how you can go about it: 

• Define your various content types: posts, videos, stories or live sessions 

• Establish a posting schedule and frequency that guarantees consistent content throughout the takeover 

• Develop thematic elements that seamlessly integrate with your campaign's messaging and objectives 

• Leverage the expertise and insights of your host or guest to create valuable, relevant and engaging content that deeply resonates with your target audience. 

Step #5: Promoting your social media takeover 

Building anticipation for your takeover is a pivotal element in maximizing its impact. Employ various strategies to create excitement, generate interest and spread the word about your campaign. 

• Initiate teaser campaigns several weeks before the takeover, sharing sneak peeks, behind-the-scenes insights and countdowns  

• Collaborate closely with your host or guest to cross-promote the takeover on their personal and professional social channels, tapping into their existing audience  

• Craft engaging promotional materials, including eye-catching graphics, compelling videos and a unique campaign hashtag to increase visibility and generate a buzz that extends beyond your immediate network 

Step #6: Measuring the success of your takeover 

To gauge the effectiveness of your takeover campaign, it's essential to monitor and analyze key performance indicators and social media insights that align with your campaign's objectives. 

Pro Tip: An AI-powered 360-degree suite, like Sprinklr Insights, can help you assess your performance metrics across 30+ digital channels. What’s more, tools like Sprinklr’s Unified Calendar make it easy to monitor live and upcoming marketing campaigns on a single calendar view. 

• Monitor the volume and quality of interactions your posts receive. Engagement in the form of likes, comments and shares is a strong indicator of the content's resonance.  

• Track the number of times your takeover content is viewed and how many unique users it reaches. This metric gauges your campaign's visibility. 

• Analyze the increase in the website visits that are directly attributable to your takeover. Check which pages received the most traffic. This will help you understand what content resonated most with your audience. 

• For actions with a longer conversion cycle, like enterprise-level B2B deals, monitor conversions that occur weeks or months after the takeover to evaluate their lasting influence. 

Deep Dive: 7 key social media metrics to track 

Step #7: Handling challenges and mitigating risks 

Like any marketing initiative, social media takeovers can encounter challenges and risks ranging from technical glitches to negative feedback. It's crucial to be prepared to tackle these challenges swiftly and effectively. 

Pro Tip: Stay on top of all relevant customer feedback and voice-of-customer data by using an AI-powered social listening tool. This way, you’ll be in the know of customer sentiment across multiple social media channels in real time, and you can take the necessary actions before a risky situation becomes a full-blown crisis. 

Source 

Some of these strategies can help you manage challenges and mitigate risks: 

• Conduct thorough technical dry runs with your host or guest before the takeover. Test live streaming equipment, software and other tools you plan to use. Ensure everyone involved is familiar with the technology.  

• Establish clear roles and responsibilities within your team for the entire takeover campaign, from planning to execution. Ensure everyone knows their tasks and understands the chain of command. 

• Allocate your budget strategically, considering all aspects of the takeover, including content creation, promotion and potential technical support. Be prepared to adjust the budget as needed.  

• Develop a comprehensive social media crisis management plan that outlines precise steps to address unforeseen challenges, helping you maintain your brand's reputation and trustworthiness.  

• Actively solicit feedback during and after the takeover to understand why engagement might have fallen short of expectations. Use this feedback to improve future campaigns. 

• Prioritize security and permissions for your social media accounts. Grant limited access to the host or guest and ensure that you change passwords promptly after the takeover concludes to enhance overall account security. 

Engage consumers at scale with Sprinklr Social 

With consumer attention spans diminishing and competition in today’s digital landscape growing fiercer by the day, launching a winning social media takeover campaign can very well be a game-changer for your brand.  

It's a strategy that offers the opportunity to connect with your audience on a deeper level to inspire, educate and entertain. Just remember that the success of your campaign hinges not only on meticulous planning but also on the tools you use.  

One such example of a tool is Sprinklr Social. You can leverage it to proactively engage with your customers and ensure a consistent brand experience across 30+ digital channels. So, embrace the opportunity to break through the noise and leave a lasting impression on your audience. 

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