Why you should embrace Instagram takeovers and how to do it securely

Introduction

A solid social media presence is one of the key aspects of effective communication nowadays, both for private companies and public institutions. Instagram is one of the most popular platforms with almost 2 billion active users as of 2024, and its visual storytelling capabilities make it a powerful tool for engaging with audiences. And it goes beyond the traditional post formats, offering options like stories, reels, lives, polls, Q&As, collaborations, takeovers – you name it!

Public institutions and agencies, however, mostly rely on more formal ways of communication despite having a social media presence. They are very careful when it comes to experimenting with formats and content. While Instagram takeovers are an interactive way of keeping the audience, particularly the younger generation, engaged, the idea of handing over social media access to people outside the organisation often raises serious security concerns.

The good news? Instagram takeovers can be implemented securely and with great impact. Here’s why you should embrace this trend – effectively and safely.

What is an Instagram takeover?

An Instagram takeover is when an individual or organisation temporarily gets access to an account to share content directly – usually to the Stories section. During this period, the takeover host can post images, videos, polls, etc., providing a fresh, behind-the-scenes perspective that aligns with the account’s goals. Takeovers are a great way to share authentic and raw content that resonates with audiences and increases visibility. Click on the image below to see an example of a takeover made by European External Action Service.

Why do you need it?

Because of their formal nature, public institutions’ social media accounts are usually impersonal. The voices behind the posts are usually hidden, the images are mostly taken from stock or during official photoshoots, and the content heavily relies on graphic solutions.

One of the advantages of Instagram takeovers is their ability to showcase and discover a more human side of the institution’s work. This unfiltered, yet authentic perspective is exactly what the audience is seeking these days. This can help not only communicate important messages but also break down the bureaucratic image associated with the public sector and reach a deeper connection with the audience.

Speaking about the audience, despite very intensive competition with other platforms, Instagram is still one of the most popular social media apps among young audiences. This is why it is particularly efficient to use takeovers to reach this demographic.

Instagram takeovers are an excellent way of storytelling with specific and targeted messages. Collaboration with influencers, bloggers, officials, and young people can make those stories even more powerful, significantly amplifying the visibility and reach of the content. This is especially valuable for campaigns related to advocacy, awareness, and engagement.

Addressing security concerns

Instagram takeovers are great, but there are valid security concerns that can’t be ignored. The key to a successful takeover lies in balancing openness with security measures.

The most common concern associated with Instagram takeovers is the risk of content being inappropriate or going wrong. Granting full access to your official platform to someone outside your organisation is indeed a significant responsibility. Pre-recorded content is a simple solution that can be reviewed by the communications team before being posted. This approach ensures that all messages align with the institution’s goals, tone of voice, and limitations. If you don’t trust your takeover host or if you don’t have a legal agreement with them, simply ask them to record the content and share the material with you. You can then run through the necessary approval procedures and quality checks before posting it yourself.

It is also important to provide clear guidelines and specific information on do’s and don’ts. Besides, discuss your expectations with your host, work together on the plan and structure of the takeover, and explain any specific policies that your organisation has. This will minimise the risk of accidental errors and miscommunication. Over time, with more experience in takeovers, it will become easier to coordinate them and the level of trust between you and your host/hosts will increase eventually.

Even with all the precautions, there’s always a possibility that something could go wrong – whether it’s a small typo or inappropriate content. Having a clear crisis management plan in place, such as the ability to quickly remove posts or address negative feedback, is crucial to ensure that all the issues are resolved promptly without harming the institution’s reputation.

Step-by-step guide to an Instagram takeover

Step 1: Define your objectives

Instagram takeovers can provide many opportunities, that’s why it is important to clearly define your objectives. Do you want to raise awareness about a specific project or topic? Do you want to directly engage with your audience? Or are you planning to provide live coverage of an event? Answering these questions will help you design your content, which will then serve your strategic purpose.

Step 2: Choose the right takeover host

Choosing the right person can be a difficult task, however, it is a crucial step. Of course, it comes to trust first, but the host should also align with your institution’s values. Make sure to choose a trustworthy person with a strong understanding of your mission and the objective of the takeover.

Step 3: Establish guidelines and expectations

The takeover host should know what they can and cannot post. Clear guidelines on content format, tone, and especially sensitive issues are the key here. Define the approval process beforehand and set good communication with your host.

Step 4: Approve and schedule content in advance

Once the content of the takeover is ready, run it through your company’s approval procedure. You can ask your host to use content scheduling platforms and tools, like Meta Business Suite. This will still give freedom and flexibility to your host to create engaging content true to their style while keeping full control on your side before anything goes live.

Step 5: Monitor engagement and moderate the process

The job is not over after publishing the takeover. It is equally important to monitor the engagement and feedback of your audience to ensure that the conversation remains respectful and appropriate. Designate a team member responsible for identifying and handling any potential issue as soon as possible. Discuss several scenarios and solutions beforehand. And don’t forget to analyse the statistics (engagement rates, reach, audience feedback, etc.) as these insights will help you refine all your future takeovers.

Conclusion & how Stratcom PRO can help

Instagram takeovers are a valuable tool to connect with younger, diverse audiences in a more authentic and engaging way, while also increasing the visibility and reach of the content. By implementing the necessary security measures and establishing clear guidelines, takeovers can be implemented safely and effectively. Don’t be afraid of Instagram takeovers. Use the advantages of this format and start experimenting today. And if you still have doubts, Stratcom PRO will help you execute successful campaigns while maintaining the highest security standards.

This article is written by digital communications expert Arpine Hakhinyan. Arpine has extensive experience in digital communication strategies and has worked closely with EU Delegations, helping them improve their social media presence and experiment with engaging formats while maintaining institutional standards.