Social Scorecard: Radio’s top social posts this week, plus how to host an Instagram takeover in six simple steps
Looking to capitalise on a promo visit or tour with a personality or artist? Using a carefully executed Instagram takeover is a very clever way for your network and personalities to team up together.
Quite frankly, you shouldn’t be holding your breath in the hope that an identity with a huge social following to Tweet or Snapchat their visit or interview to your network. You really should be capitalising on their social media following, by joining forces and allowing them to take over your account for a small window of time. It will showcase a little of their signature flair and personality while posting promo content.
Some networks have already adopted a similar style with their programming (‘RNB Friday Nights with Bow Wow’ on SCA and ‘Craig David Presents TS5’ on Nova) – so why not adopt the same marketing strategy to expand your audience and push content online?
The key is to be super savvy when using Insta’s features like video and Instagram Stories; you have so many options to get creative and get the most out of any opportunity to execute an Instagram takeover.
Ready to nail this concept? Then I’m hooking you up with six pointers to keep in mind when you are creating an Instagram takeover.
What are your goals?
- Ask yourself what it is that you’d like to achieve. Whether it’s an event push, boost in traffic or brand awareness – set some realistic goals.
- Setting clear objectives helps set sets the tone and how you execute the takeover. Ensure you track everything throughout the activation to measure its success.
Target the right public figure
If you have access to a limited pool of options, don’t just look to international artists or actors. You are after a host that is essentially an influencer – models, bloggers, stylists or an expert that connects with your network brand.
Clearly they will need to have a substantial following of their own that is on the same page as your target demo to make sure you get the most out of a takeover.
Distinguish the type of takeover
Identify what feature you plan to use for the takeover. Have a look over your stats and know what works well for your network or station. Keep in mind that Live videos are a great option and Insta Stories is a simple way for your account to be taken over without flooding your account with images or galleries.
Create your own hashtag
It’s important to come up with your own hashtag to host the activation so that your listeners can respond and engage with you. You’ll find that you can measure engagement by also monitoring how often the hashtag was used.
Promote the activation on your other social media platforms
To get the most from your takeover you should be cross promoting it via Twitter, Snapchat and Facebook to ensure maximum exposure and to gain new followers.
You want to launch this with a bang so kick off promo at least 2-3 weeks prior to the activation to ensure you’ve generated enough interest to gain and maintain your listeners’ attention.
Go over your results
A detailed analysis of your traffic and data is a must to measure how the takeover performed. It’s critical to review the goals you set and work out the areas where you could improve. Did you ace engagement, community management or see an influx of new followers? You’ll be able to see if you have by using analytics and comparing numbers from the beginning of your campaign.
Most importantly ensuring you have a clear idea of what you want to accomplish with your Instagram activation and pinpointing figures to measure later on will drive the success of your takeover.
Our top picks this week come from KIIS 106.5’s Kyle and Jackie O, Nova 96.9’s Fitzy and Wippa and Hot 91.1.
1. KIIS 106.5’s Kyle and Jackie O: Facebook – ‘Kissing staff on the lips’ (ARN)
They struck when the iron was hot and onto the buzz surrounding Nic Kidman and Alexander Skarsgard’s little smooch at the Emmy’s. Such a savvy concept, where timing is everything and they nailed it. Awkward, funny and genuine but a convo starter which generated great user engagement. HOWEVER – I’d like to start seeing some community management please (may need to touch on this next week). You should be on top of those comments and responding/engaging. Otherwise loved it.
Kissing staff on the lips… Jackie decided to kiss some staff on the lips to see how they'd react after Nicole Kidman kissed Alexander Skarsgård on the lips at the Emmy awards 😘 😂
Posted by Kyle and Jackie O on 2017年9月19日
2. Nova 96.9’s Fitzy and Wippa: Facebook – ‘It’s clown scare season’ (Nova Entertainment)
Those bloody clowns are back again – thanks Stephen King. Off the back of the latest sightings and movie release, another team that is smart enough to jump onto buzz at just the right time. These type of stunts show off a show’s personality, increase engagement and have the potential to go viral. To be honest, I may have watched it a few times just to see Nova newsreader Matt de Groot slide hilariously across the floor in shock.
IT's CloWn sCarE seAsOn!! And this morning even Fitzy & Wippa were not safe… 🤡 😱 🤡
Posted by Fitzy & Wippa on 2017年9月21日
3. Hot 91.1’s The Hot Breakfast Dave, Sam & Ash: Facebook – ‘#DaveShouldFeelLikeAWoman’ (Grant Broadcasters)
Nothing better than listeners seeing talent having fun and not taking themselves seriously. It allows them to connect with you because you are relatable. That and I think most women get some sort of sick enjoyment watching blokes getting a taste of the torture ladies have been putting themselves through for years. I felt every rip of that hot wax too Dave -New meaning to suffering for your art!
Watch Dave have hair ripped from almost every sensitive part of his body. LOL#DaveShouldFeelLikeAWoman
Posted by Hot 91 on 2017年9月14日
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Social Scorecard is compiled exclusively for Radio Today by Jess Frangelli.