What is a social media takeover, how does it work, and why would an artist get involved?
Musicians on social media are always in need of new ways to find followers and grow their fan base. One creative way to bond with fans and peers in the music world is to participate in a social media takeover.
What is a social media takeover?
A social media takeover is when someone, in this case a music artist, takes control of a brand’s social media account for a set period of time. It’s a bit like having social media work experience.
Social takeovers usually take place during a working day or afternoon. Once you get started, you will be in control of everything that gets published. We’re talking about Instagram stories and posts, live tweets from an event, or a TikToks post. Usually the takeover will be on a single platform account.
Why are social media takeovers good for artists?
Takeovers are a chance to break out of your own social media bubble and get creative. You can show your personality to a whole new audience and promote your music in fun new ways. Most of all, you will be gathering new followers for your own social networks who will hopefully become big fans of your music. You could also learn new tricks.
What is there for the brand? You will bring your own existing subscribers to their counts for a day, while fans check in to see how you’re doing and what you have to say. So indirectly you are promoting their brand as well.
Which accounts are best for a social media takeover?
Interested? It’s time to start thinking about who would be good to approach to get you a cover. Accounts that might work well for musicians include:
- Music festivals
- Record companies
- Music publications and blogs
- Recording studios
- Music professionals and organizations
- Radio stations
- Other artists
Approach accounts with a similar follower reach to yours, rather than extremely popular accounts that might be out of your reach at the moment.
Contact them with a vague plan of what you would post that day – and show them what’s in store for them. Make sure your own social networks are running smoothly, so they know you’re going to be a fun and useful addition for the day.
What to share
During the day, post frequently throughout the day with a mix of scheduled posts and spontaneous content, like Instagram stories of whatever you’re doing right now. Make sure to introduce yourself!
Try to have a lot of stuff to do so you have something to build content around. You might want to choose the day of a show, the day of the release, or just set aside some time to build a track from start to finish.
However, if you plan on sitting in front of a DAW all day, it’s a good idea to mix it up a bit. Make sure your content isn’t in a static location – go out and have a coffee at least to give the viewer a change of scene, or sprinkle your content with previously shot videos and images.
Treat the account like yours for a day, but maybe with a more professional glow, depending on the brand you’re working with. (That probably means toning down swearing.) You want to balance the tone of their existing posts and bring something new and unique to the page.
Check out other takeovers to get a feel for what to post. Scroll through their posts or check out story highlights to find examples of what other artists have managed to play as the social media officer for the day.
Like any type of social media content, engaging with audiences is vital – it’s not called social media for nothing. Talk to people, respond to comments, start a Q&A on stories, post polls, ask for opinions.
Being part of a social media takeover is a fantastic opportunity to connect and promote your work to new audiences. Have fun with it. Treat the account like yours, apply your social media skills and most importantly let your music shine. It’s your takeover, after all.
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