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Legal & Marketing
to be most effective. viding up-to-date content and being part of the
conversation will help to keep your brand rele-
How to maximize consistency on the Instagram vant.
platform:
5. Offer a Backstage Pass: Take your followers
• Post stories often. behind the scenes. Let your audience peek
• Like and comment on posts. behind the curtain and see how their favorite
• Run a contest. drinks are made. Post photos of the start-up
• Post engaging captions. days, of the staff living life and having real expe-
• Offer free advice or information. riences.
• Post during active hours.
• Use Instagram ads (paid distribution). 6. Connect to a Cause: Just as social media users
• Have a strong visual brand strategy. don’t only care about likes and clicks, drinkers
don’t care solely about their alcohol. More and
2. Use clever alcohol hashtags: Using clever alco- more, consumers care about the ethics behind
hol-related hashtags can help get your brand the products they’re buying. Remember, they
trending online or inspire a sense of community are buying a brand.
with your customers.
For example, New Belgium Brewing Company
Studies have shown the optimal number of put meaning behind their message with their
hashtags to use in Instagram consistently is #FindingCommonGround campaign, which not
seven. However, even more important is to only connects their outdoorsy aesthetic brand
define your hashtags, include them on packag- to a public land cause, but raised over $250,000
ing and don’t change them too often to make for charity.
sure fans can refer to you easily.
It’s worth the investment, on multiple levels,
3. Use Influencers: The influencer market has to put some of your efforts into giving back.
never been so powerful. There are hiring sites
for influencers that will allow you to enhance 7. Partner with other brands: A drink is better
your brand and vision through them. It’s a great with friends. Likewise, a brand is better in a
way to promote engagement because it boosts partnership.
brand awareness fast and increases your poten-
tial to go viral. Consider doubling up your power for promo-
tions with a complimentary brand. Partnerships
4. Keep the “social” in social media: A great way are especially good on Instagram for giveaways,
to inspire your fans is to use social media to allowing you to expand your offer and reach
inspire real world engagement. Your brand will two different audiences.
get the most out of social media by catering to
the interactive experience. It’s important to be Make sure to find a brand aligned with your
part of the conversation around social events goals, and of similar size to get maximum value
which will resonate with your market – both in from a partnership.
terms of pre-planned campaigns and via reac-
tive content. Don’t Make These
Common Instagram Mistakes
Just having a social media account is not
enough. Successful brewing and spirit brands Common mistakes brands can make on Instagram
actively encourage their fans to engage with can hurt them exponentially. Here are some
their accounts. Many have received some seri- important ones to avoid:
ous engagement by re-posting user generated
photos. • Sharing more reposts than original content.
• Taking too long to respond to comments.
Whether you’re sponsoring a national event, • Favoring quantity over quality.
or you can be reactive in a more local way, pro- • Misusing hashtags.
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