I’ve been fortunate enough to work with a brand and resort that has the amenities that showcase well via photography. Guests follow along for the latest images to help plan their upcoming vacation, visualize their dream trip, or remember their past stay.
One strategy I’ve utilized on our Instagram account over the past year has been Instagram Takeovers. During an Instagram Takeover, a photographer or social media personality takes over our account for 5 – 7 days and posts images from their stay, in their voice.
Luckily, the past few takeovers have been mostly done one trade – room, F&B credit, access to amenities (spa, pool, paddleboarding, luau, and more) – in exchange for the photography captured throughout the week and producing high quality content on our Instagram account.
Some of the lessons I’ve learned from managing the last few takeovers on our account:
1. Always have a contract
Make sure that both parties understand what is expected of them. The resort wants high quality images, an engaging voice, timely and consistent posting, and a natural yet positive perspective of the property. Should the person taking over the account respond to questions from guests? Should they comment as the hotel or sign out and comment/respond as themselves when asked questions? What hashtags can be used or not be used? Can you tag certain people, places, or products? Is there a theme to follow for the week? What are the goals of the takeover?
After every takeover is completed, I review the contracts to see how it might be able to be edited for the next takeover.
2. Don’t make the takeover too specific
After a few generic takeovers, we started working with personalities that were more targeted in what they would be focusing on: weddings, families, underwater beach activities. In the end, for our audience, we found that becoming too focused had a negative impact on our engagement. Unless you’re a resort that has a highly targeted audience (honeymooners, family waterpark, scuba diving aficionados), your social media following may become disengaged when your photos focus on something that they can’t relate to.
3. Don’t do takeovers too often
As nice as it is for your guests to see the resort from a different perspective than yours, we found doing the takeovers too frequently (once every other month) was too much for our audience. Our sweet spot seems to be one takeover a quarter or less, 2 – 4 takeovers a year total.