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You're a brewery owner. Let's pose a question - are your social media posts effectively drawing in crowds to your taproom or events?
We're asking because we've noticed that many brewery owners face difficulties when it comes to crafting impactful social media content.
That's precisely why we've created a free social media planner template, specifically designed for breweries. This resource is designed to streamline your content creation process, ensuring that each post engages and attracts beer enthusiasts.
Moreover, if you're looking to elevate your brewery's online visibility with proven tactics and strategies, be sure to explore our Marketing Pack for Brewery Owners.
Continue reading to learn how you can utilize this tool to boost your brewery's digital presence and make every post a stepping stone towards greater success.
What social media platforms are best for promoting a brewery?
It's a common misconception that all social media platforms are equally beneficial for promoting your brewery.
The truth is, each platform caters to different demographics, utilizes unique content formats, and fosters distinct types of engagement. For instance, LinkedIn, which is predominantly used for professional networking and business-to-business interactions, may not effectively serve a brewery looking to connect with beer enthusiasts and casual drinkers.
As a brewery owner, it's crucial to choose platforms that support rich visual content, interactive experiences, and community building. Platforms like Instagram, Facebook, and Twitter are particularly valuable. Below, we've outlined why these platforms are advantageous for your brewery. We've also included a helpful table for quick reference.
Additionally, we've compiled comprehensive guides for each recommended platform in our toolkit for brewery owners aiming to expand their reach.
The best social media platforms for a brewery
| Social Media Platform | Relevancy Level for a Brewery | Detailed Explanation |
|---|---|---|
| High | Instagram's visually driven format is perfect for showcasing your unique brews, brewery tours, and special events. Its features like stories, live videos, and hashtags help in reaching a broader audience and engaging them effectively. | |
| High | Facebook's extensive user base allows you to connect with a diverse group of beer lovers. Features like event pages, targeted advertising, and community groups make it an excellent tool for promoting new releases and brewery events. | |
| High | Twitter is ideal for real-time communication and building a following through quick updates, engaging polls, and hashtag campaigns. It's also great for customer interaction and sharing news about taproom happenings and product launches. | |
| TikTok | Medium-High | TikTok's video-centric approach can help your brewery tap into a younger audience. Creative and fun videos showcasing brewing processes or beer challenges can quickly go viral, increasing your brand's visibility. |
| Low | While LinkedIn is less relevant for direct consumer engagement, it can be useful for B2B relationships, sourcing talent, and establishing your brewery as an industry leader. | |
| Medium | Pinterest can be effective for long-term brand building and attracting DIY brewers and craft beer aficionados with high-quality images and infographics about beer types, brewing tips, and more. | |
| Snapchat | Medium-Low | While Snapchat reaches a younger demographic with its ephemeral content, it may not provide the sustained engagement or broad reach that other platforms offer for a brewery's marketing efforts. |
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We have studied the strategies of the best breweries in the world. Replicate them now!
How to get started on social media for your brewery?
Setting up and managing a social media account for your brewery is a task you can absolutely tackle on your own, especially when you're just starting out.
It might seem daunting at first, but with a little planning and insight, it's quite manageable. We've broken down the process for each social media platform in our marketing strategy pack for breweries.
Identify Your Ideal Customer
First up, you need to pinpoint your target audience.
This step is essential because your social media's tone, style, and content will all be shaped by what resonates with your audience.
Think about the types of beers you brew, your brewery's ambiance, location, and price point. Are you catering to craft beer aficionados, local beer drinkers, or perhaps tourists interested in brewery tours? Knowing who you're engaging with will help you craft your messages effectively.
Optimize Your Social Media Profiles
When setting up your profiles, make sure your brewery’s social media bio includes key details that immediately inform and entice potential visitors.
Include the types of beers you offer, your location (crucial), operating hours, and a unique selling point like “Award-winning craft beers” or “Family-run brewery.” Adding a link to your website, tour booking page, or your beer menu is also vital.
Is It Time-Consuming?
Yes, initially, setting up your account and getting familiar with social media nuances can take some time.
However, once you establish a routine, managing your social media presence will become a regular part of your day, much like any other business task.
Should You Hire a Professional?
Whether you should hire someone depends on how comfortable you are with social media and how much time you can devote to it. Starting on your own is a great way to learn what engages your customers.
If your brewery expands or managing social media becomes too overwhelming, consider hiring a professional with experience in social media management for breweries.
7-day Social Media Kick-off Plan for Your Brewery
Let's outline what you should do in the first week of launching your brewery's social media presence. For a more detailed 30-day plan, please refer to our marketing strategy pack for brewery owners.
| Day Number | Actions | How to Do It Well |
|---|---|---|
| 1 | Choose the right platforms | Select platforms where your target audience is most active. Instagram, Facebook, and Untappd are key for breweries. |
| 2 | Set up your profiles | Use high-quality images of your brewery and beers for your profile and cover photos. Ensure all bio details are comprehensive. |
| 3 | Identify your target audience | Consider who enjoys your type of beers and tailor your content to match their preferences. |
| 4 | Plan your content | Create a content calendar that includes posts about new releases, behind-the-scenes brewing processes, and engaging community stories. |
| 5 | Start posting | Introduce your brewery, share stories about your team, and highlight what makes your beers unique. Keep the tone friendly and inviting. |
| 6 | Engage with your audience | Reply to comments, messages, and mentions. Active engagement helps build a loyal community. |
| 7 | Analyze and adjust | Review which posts are performing well and which aren’t. Use this data to refine your strategy moving forward. |
What are the best strategies to increase the followers of your brewery organically?
Here is a table of 12 very specific and creative content tactics a brewery owner can use on social media to naturally boost their followers, along with the types of content that customers engage with the most.
This table is concise and summarized. If you require a detailed description, complete with step-by-step actionable tips, and winning theories derived from studies of actual real-life use cases of successful breweries, please refer to our brewery strategy pack.
| Strategy | How to make it so it brings you profit |
|---|---|
| Virtual Brewery Tours | Host live tours of your brewery, showcasing the brewing process and sharing stories behind your beers. Encourage followers to ask questions and interact during the tour, enhancing engagement and visibility. |
| Behind-the-Scenes Stories | Share behind-the-scenes content of the brewery, including the brewing process, the craftsmanship of your brewers, and day-to-day operations. This humanizes your brand and builds a stronger connection with your audience. |
| Beer Tasting Contests | Organize a photo contest where followers submit pictures of them enjoying your beers. Offer incentives like brewery merchandise or discounts for the best photos. This encourages user-generated content and increases visibility. |
| Local Influencer Collaborations | Collaborate with local beer bloggers and influencers to create content or host tasting events at your brewery. Their followers become exposed to your brand, potentially increasing your follower base. |
| Sneak Peeks of New Brews | Tease upcoming beer releases with sneak peek photos or videos. Create a buzz by letting your followers vote on new beer names or flavors, making them feel involved in the brewing process. |
| Weekly Themed Tasting Events | Host themed tasting events and share the experiences on social media. Themes can be based on beer styles, seasonal brews, or cultural events, creating a fun and engaging atmosphere that encourages sharing. |
| Brewmaster's Table Experiences | Promote exclusive brewmaster's table experiences where followers can win a chance to taste experimental brews and meet the brewmaster. Share these experiences on social media to attract high-engagement followers. |
| Interactive Polls and Quizzes | Use polls and quizzes to engage your audience, such as guessing the hops in a beer or voting for their favorite seasonal brew. This interactive content keeps followers engaged and encourages them to visit your profile often. |
| Ingredient Spotlights | Highlight unique ingredients used in your beers through informative posts or stories. This educates your followers and showcases your commitment to quality and innovation. |
| Customer Appreciation Posts | Share customer reviews or photos of customers enjoying your beers, with their permission. This not only shows appreciation for your customers but also encourages others to visit your brewery and share their own experiences. |
| Sustainability Initiatives | If your brewery focuses on sustainability, share your initiatives, such as water conservation, recycling spent grains, or supporting local farms. This attracts followers who value sustainability and want to support like-minded businesses. |
| Limited-Time Releases | Create urgency with limited-time beer releases or exclusive brews available only to your social media followers. This encourages people to follow you to not miss out on special deals or unique beer experiences. |
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What are some common social media mistakes to avoid as a brewery?
As a brewery owner, navigating social media can be as complex as brewing a perfect batch of beer. Here's a detailed table that highlights common social media mistakes specific to breweries, their potential impacts, and strategic recommendations to enhance your online presence.
| Mistake # | Mistake Description | Consequences | What Not to Do | What to Do Instead |
|---|---|---|---|---|
| 1 | Ignoring Customer Feedback | Damage to reputation and customer loyalty. | Do not dismiss comments, complaints, or reviews about your beers or events. | Engage actively with feedback, addressing both praise and criticism swiftly to show your commitment to quality and customer service. |
| 2 | Inconsistent Posting | Reduced follower engagement and brand visibility. | Avoid erratic posting or overwhelming followers with too many posts at once. | Create a content calendar to ensure a steady, engaging presence that keeps your followers interested and informed. |
| 3 | Overly Promotional Content | Loss of follower interest due to lack of engaging content. | Don't focus solely on pushing sales of your beers or merchandise. | Mix in educational content about brewing processes, behind-the-scenes peeks, and community stories to create value. |
| 4 | Not Using High-Quality Images | Poor visual content can lead to negative brand perception. | Avoid using low-quality or unrelated images. | Use appealing, high-resolution photos of your brews, brewing process, and brewery events to attract and engage users. |
| 5 | Ignoring Local SEO Practices | Missed opportunities to attract local beer enthusiasts. | Don't overlook the importance of local keywords and hashtags in your posts. | Implement local SEO strategies by using relevant local keywords, tagging your location, and engaging with local community topics. |
| 6 | Not Collaborating With Local Businesses or Influencers | Limited community engagement and promotional opportunities. | Avoid isolating your brewery from the local business and influencer community. | Partner with local eateries, other breweries, and influencers to create collaborative posts, events, and promotions. |
| 7 | Failing to Highlight Your Unique Brews | Difficulty in distinguishing your brewery in a competitive market. | Do not rely solely on generic content that could apply to any brewery. | Showcase what makes your brewery stand out, such as special brews, sustainability practices, or unique brewing techniques. |
| 8 | Neglecting User-Generated Content | Loss of authentic, relatable content that could enhance your brand's trustworthiness. | Don't ignore the content your customers create, like posts featuring your beer or visits to your brewery. | Encourage the sharing of user-generated content and feature it on your channels, giving proper credit to foster a sense of community. |
| 9 | Poor Handling of Crisis Situations | Risk of viral negative publicity. | Avoid deleting negative comments or responding in a defensive manner. | Manage crises transparently and professionally, demonstrating your commitment to resolving issues and maintaining high standards. |
| 10 | Lack of Personality in Posts | Failure to connect personally with your audience. | Don't let your social media presence become too impersonal or corporate. | Inject your brand's personality into your posts, perhaps showcasing team members or the passion behind your brewing, to create a more personal connection. |
| 11 | Not Tracking Analytics | Inability to understand what content resonates with your audience. | Avoid neglecting the insights that social media analytics can provide. | Regularly review analytics to see what types of posts generate the most engagement and adjust your content strategy accordingly. |
| 12 | Not Adapting to New Social Media Trends | Falling behind in a rapidly changing digital landscape. | Don't stick rigidly to outdated strategies or ignore emerging social media features and platforms. | Stay updated on new trends and experiment with new social media features to see what works best for engaging your audience. |
How to implement a successful system on social media for your brewery?
When it comes to social media management for breweries, the focus is as much on the atmosphere and community as it is on your craft beers.
Developing a strategy for this involves a mix of thoughtful planning and genuine representation of your brand.
How to track results?
For monitoring performance and outcomes, analytics are crucial. Each social media platform provides specific tools for this purpose.
Platforms like Instagram and Facebook offer Insights; Twitter has Analytics, among others. These tools help you measure engagement rates, follower growth, and the reach of your posts.
Specific success metrics for breweries might include interactions on posts related to new releases or events, the number of brewery tour bookings initiated via social media, and user-generated content, such as patrons sharing photos of their brewery visits. An increase in these metrics generally signals a successful strategy.
What marketing budget?
Regarding the appropriate marketing budget for your brewery, there isn't a universal figure. However, for a small to medium-sized brewery, starting with a weekly budget of $100 to $500 on paid advertisements can be an effective trial.
This budget allows you to experiment with various ad formats, targeting options, and platforms to discover what delivers the best return on investment. You can adjust based on the campaign's performance and objectives.
While paid advertisements are not essential, they are highly beneficial. We delve deeper into this in our strategy pack. With the decline in organic reach on social media, paid ads are crucial for ensuring your content reaches both existing fans and potential new patrons.
The advantages include increased visibility, targeted reach (allowing you to focus on specific demographics, locations, interests), and crucially, actionable insights from ad performance data. This feedback enables continuous refinement of your strategies for improved outcomes.
How often should you post?
Regarding posting frequency, consistency is more important than volume.
For breweries, posting once a day on visually driven platforms like Instagram and Facebook is advisable.
Utilizing Stories and live features provides additional, informal ways to engage daily. On Twitter, where interactions are more rapid, two to three posts a day can keep you relevant without overwhelming your followers. The goal is to maintain a steady presence that keeps your audience interested without overloading them.
Make your brewery more profitable
We have studied the strategies of the best breweries in the world. All their tactics are explained in our pack!
Where can you get the social media strategies that will actually work for your brewery?
We understand the reservations many brewery owners might have about stepping into the realm of social media marketing.
It's easy to view the digital marketing landscape as overwhelming, particularly when buzzwords like "brand engagement" and "conversion rates" seem out of your usual brew. Managing a brewery involves constant attention to craft and quality, and it might seem nearly impossible to spare time, resources, or budget for what could appear as a non-essential activity. This might be especially true if previous marketing efforts didn't yield the expected results, or if there's a strong belief that the distinctiveness of your brews should naturally draw in beer enthusiasts.
Acknowledging these hurdles, our team has developed a strategy pack specifically designed for brewery owners like you.
This toolkit is crafted to simplify the marketing process, translating complex terms into straightforward, practical steps. We've concentrated on strategies that are budget-friendly and simple to execute, ensuring they don't demand a large initial investment or deep marketing expertise.
Our brewery strategy pack tackles each issue, from the misconception that substantial financial input is essential, to the challenge of keeping pace with the fast-changing digital marketing scene.
We provide clear, easy-to-understand solutions that demonstrate the effectiveness and value of social media, aiming to turn any skepticism into confidence.
By doing this, we strive to make it easier for you to recognize the benefits of using social media to boost your brewery's visibility and customer interaction, without compromising the core activities of your business.
Your brewery could make more money!
Most brewery owners don't know how to grow their business. Let us teach you the right strategies.
