Page 12 - Beverage MasterFebMarch 2021_Update

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