Making Homebrew Content (#10 of 30)
A general sentiment that I think we all agree with, is that too much social media is never a good thing. Typically, social media can become more toxic the more specific of a niche group you fall into. Posting new content can be met with supposed industry experts and infallible Monday morning quarterbacks. While I still try to limit my time on Instagram, I’m more than happy to share that this typical toxicity is not a trend I’ve been exposed to with the homebrew community. It can be scary to ask questions, or create something new and unfamiliar with. Luckily, an overwhelming majority of the accounts I have interacted with have been positive, helpful, and curious. Sitting at 900ish followers, I am by no means the exemplary homebrew account, but if YOU want to get a little more involved with the community online, here are some things I do to run my social page.
1. Find and Follow Pages You Like
This seems pretty obvious, but there is truth to the saying “show me your friends and I’ll show you your…instagram page.” Imitation is a form of flattery, so try to articulate what you like about your favorite accounts and follow anyone that aligns with that. If you are looking for a place to start, check out my previous article about my favorite accounts.
2. Define Your “Pillars”
Coming up with post ideas is a lot easier when you have some guidelines to follow. Do you review beers, do you make beer, do you post about the breweries you visit? For me, I try to follow these three areas (roughly):
Brew Day
Breweries
Beer Pictures
Pretty broad categories, which is fine I think. You don’t want to handcuff yourself with overly specific categories. When I have writers block, I look at what I post, and think about what I haven’t posted about in a while. By categorizing each post and noticing which category I’ve neglected, it becomes easier for me to generate new ideas.
3. Find Editing Software to Match Your Skill Level
“Editing Software” sounds intense but for 75% of us, I am referring to an app on your phone. I shoot and edit everything on my iPhone. Instagram already offers plenty of editing options in house. The app I use is called “InShot”. It is very easy to use, and gives you a good amount of creative options. If I don’t need to use the app, I won’t. Typically uploading and downloading media from a third party app can hurt the quality. You can probably tell on my page which videos are uploaded directly to Instagram and which are downloaded from InShot. Once you notice…it will drive you crazy.
4. One Brew Day Doesn’t Mean One Video
Film and photograph as much as you can. You can often get three or four posts out of one brew day. The most straight forward output from a brew day is a “brew day summary” but in actuality you can also highlight equipment, set up, ingredients, bloopers, etc. Having a plan about what you want to post ahead of time can really help pick the shots you want. For most homebrewers, brew day can be spread weeks to months apart, so formulating several posts ahead of brew day helps you spread the love while your beer ferments.
5. Pick a Tune
This is very much personal preference, but before I start recording I like to have a song in mind. This will make transitions easier to edit.
6. Know Your Brand
If you have a logo and colors, try to keep them consistent. Keep a powerpoint of your logos, fonts, colors, etc. Knowing the hex and RGB codes for your colors make matching easier across applications. If you want to go all out (I don’t) here is a more elaborate list of elements to include in your reference powerpoint (aka a brand book):
Mission and values: Start with a clear statement of your brewery's mission and core values. This will serve as the foundation for all of your branding efforts and help to communicate your brand's personality and purpose.
Brand story: People love stories, and your brand book should include a compelling narrative that explains who you are, where you came from, and why you started brewing. This story should be told in a way that connects with your target audience and inspires them to become loyal customers.
Brand identity: Your brand book should outline the visual and verbal elements that make up your brand identity. This includes your logo, color scheme, fonts, imagery, and tone.
Brand guidelines: To maintain consistency across all touchpoints, you should include guidelines for how your brand identity should be used. This includes rules for how to use your logo, how to use your brand colors, and guidelines for fonts and images.
Target audience: Understanding your target audience is essential for effective branding. Include a detailed description of your target audience.
Brand positioning: How does your brewery compare to others? Your brand book should include a clear positioning statement that explains your unique perspective and what sets you apart.
7. Don’t Take Yourself Too Seriously
It can be easy to get caught up in posts, editing, engagements, etc. Don’t forget to focus on the beer. I have had times where I felt exhausted before a brew day even started. I realized it was my apprehension towards the social media work that comes with it. That is a good sign to take a break and just brew because you like brewing. I’ve taken plenty Instagram hiatuses. I am not getting paid to do this. You probably aren’t either. While I often enjoy the social aspect, it should never feel like a chore. Just like craft beer, moderation goes a long way.
