For the rest of the summer, The Go! Agency blog will focus on the social media habits of some of our favorite industries. Every week, our first blog will explain common mistakes made by an industry; followed by a second blog that will explain how to fix them. Think of this series as What Not to Wear for social media marketers!
This week we’ll see what breweries are doing on social media that torpedo their chance of marketing success.
Hyperfocus on Beer
We get it. You make beer. You serve beer. Presumably, you enjoy beer. That’s great, but so does every other brewery in the history of fermentation. What makes your brewery different? Do you have a monthly game night? Are you pet-friendly? Do you support any charities? Is your building historic? Does your brewery double as a venue, maybe for weddings or concerts? What about art shows, open-mic nights, rap battles, or slam poetry festivals? Show users why your establishment is worth their time, money, and commute. (Brew pubs and restaurant breweries, take note: you are just as guilty of this as your hoppy brethren. If your social media posts are mostly shots of meal pairings or beer-based menu items–no matter how creative the recipe or avant-garde the presentation–your page will be boring.)
Speaking of which, the “picture of a beer bottle/beer can with the beer’s name as the only description” trope needs to go away. Even if the label art is phenomenal, even if the beer’s name is a hilarious and profound pun containing layers of allusions–these posts are boring. It is possible to have too much minimalism: people who are interested in your product would like to get information on your product.
On a similar note, far too many breweries focus solely on promoting their wares. By all means, post shots of seasonal menu specials, beer pairing dinners, and full dining rooms. However, your social media profile should showcase your brand as a whole: that means showing followers your corporate personality, not just your products.
POST ALL THE MEMES!
[Author’s note: runners-up for this subheading title included “All your beers are belong to us”; “ERMAHGERD! AAYELLE!”; “i can haz pilznar?”; and “Such Hops, Much Ferment.”]
Memes are, for better or worse, now part of our culture. Even the best memes, however, can get very boring very quickly–particularly when they make up 70 percent or more of your social media posts. A much more effective way to show followers that you are funny, hip, and/or edgy is to actually introduce the funny, hip, and/or edgy people who work for you. A few memes can add humor and a spark of irreverence to your social media profile, but use them sparingly.
Haphazard Posting Schedules
In the month leading up to the release of a new beer, you posted eight times a week. In the three months following that release, you posted eight times period. Be consistent with your posting schedule. At the very least, major activity promoting a new brew immediately followed by radio silence might make followers think that your new release was a flop–otherwise you’d be posting about it, right? You should always choose quality over quantity, so it’s fine to forgo posting lackluster content just for the sake of posting something. That being said, you should establish and stick to a consistent posting schedule.
You can have too many photos of sunsets from the porch. You can have too many shots of dogs wearing bandanas. You can have too many pics of your staff gathered around a keg, of bartenders pouring a pint, and patrons raising their glasses in silent toast. Mix it up a bit.
This is a universal mistake that is made by every industry (yes, even some professional photographers are guilty of this on social media). You don’t necessarily need to hire a pro, but you do need to take visuals seriously. You want your images to look polished–and don’t just assume that any mistakes can be fixed by using a filter. Far too often, breweries seem to think that an Instagram filter is the answer for everything, only to end up with washed-out, over-exposed, poorly-cropped pictures.
In out next post, we’ll take a look at a hypothetical brewery that has committed all of these social media sins. We’ll explain how to remedy these issues in our next post!
Is your brand languishing in obscurity? Are you struggling with social media? The Go! Agency can help revitalize your social media marketing strategy! Contact us today for a free consultation!