The Instagram Takeover: our favorite way to form lasting brand-to-consumer connections. Inviting a guest to takeover a brand’s Stories for 24 hours helps viewers put a face (and personality) to the brand and expand their reach exponentially.
It can happen between any two users: founders of a company sharing what a day in their life looks like, an influencer endorsing a brand, or a customer sharing their overall experience with a product.
Now, we’ve compiled a few of our recent finds to share with you! Plus, we’ll speak to why this varied marketing approach elevates each brand’s overall strategy.
1. Bustle – Be My Guest
Lead consumers to website (to purchase)!
Bustle’s Be My Guest IG Takeovers “[take] you inside cool homes so you can gather design and decor inspo for yourself.” Each IG Takeover is linked to an article that Bustle has published on their site, including this one featuring Summer Rayne Oakes’ luscious plant house.
We love this IG Takeover because it serves viewers a digestible version of a larger piece of content while enticing users to move away from Instagram (an outpost) and onto Bustle’s site (their homebase, where content and ad distribution is fully theirs).
2. Belletrist – STACKED (show your shelf)
Individualize offering + nurture customer loyalty.
Belletrist is, “an online platform that celebrates great books and the people who read them,” hosted by co-founders Emma Roberts (kweeen!) and Karah Preiss.
They promote their newest book of the month by welcoming the author to share their book collection via an IG Takeover. This not only puts a face to a name, but adds a human element back into this remote book club experience (a service that competing book clubs may not offer).
To stay in the loop, users are encouraged to join the Belletrist email list that features more original interviews as well as “promos and recommendations of things we think you will enjoy.”
With brand loyalty obtained through the exchange of free content, users will more readily subscribe and participate in those promotional offers (free author interviews = soft lead magnets).
3. Serenity Kids – Parents Share
Boost credibility (and retention).
Serenity Kids recently welcomed @mamaknows_nutrition onto their Insta Stories – a Toddler Dietitian whose Insta feed mostly consists of educational infographics. Results were twofold –
1) Brand awareness: lead Kacie’s +104k audience to Serenity Kids baby food.
2) Boost credibility: With her reputation for thoughtful, educational content, Serenity Kids got a big stamp of approval that will live on their Instagram Stories Highlights for any new consumers to view overtime.
Birch Benders has quite the varied SKU of nutritionally dense pancake and waffle mixes appealing to diet-specific audiences in particular (paleo, keto, and vegan consumers).
Inviting Leanne of @healthfulpursuit to lead an IG Takeover focused on her positive experience with a ketogenic lifestyle speaks volumes to viewers searching for a healthy diet – specifically those who’ve already tried vegan or paleo diets with so-so results.
In this way, consumers are directed from one of Birch Benders products to another. They’ve covered all their bases and leveraged Leanne’s experience to drive existing purchasers to their keto-specific mix.
As you can see, an Instagram Takeover does everything from emphasizing a brand’s credibility to individualizing one’s services. Like the cherry on top of a sundae, it’s fine if you leave it aside – but, will you really have the best dessert without it?
If you’re ready to boost your overall marketing strategy with an Instagram Takeover of your own, we just came out with a guide that’ll cover all of your bases (email templates and infographics included for FREE) – check out The Complete Guide to Running Amazing Instagram Story Takeovers: Use Influence to Attract New Customers.