BD : WHAT ARE SOME BEST PRACTICES FOR CREATING EFFECTIVE SOCIAL MEDIA CONTENT ? DJ : For creating effective social content , it ’ s all about the quality and creating a consistent ‘ channel .’ Just like a TV channel , audiences will gravitate to what they enjoy and feels familiar . For example , our Gary ’ s Instagram account primarily focuses on brief wine / beer / spirits educational videos , usually featuring a member of our team . Content should also be genuine to your business , so audiences can relate to what you ’ re putting out there . SS : Informational and authentic is our top priority . CH : Edutainment : We like to create content that is educational while it entertains , too . This could be cocktail recipes or sharing expertise advice in a way that is entertaining and trending . Also :
Follow the trends and fit in where you can ! Don ’ t force your brand into specific trends , but lean in to the ones that have potential to benefit your brand .
Capcut is a great resource for creating video content !
Create content that encourages audiences to engage by commenting , sharing , liking the content rather than being a passive audience member .
BD : WHAT MAKES FOR A GOOD INSTAGRAM / FACEBOOK REEL OR TIKTOK VIDEO ? DJ : Other than the logistics like good lighting , clear quality , etc ., there ’ s many factors that make for a good Reel / TikTok . ‘ Hooking ’ the viewer in the first three seconds , keeping the content concise , being genuine in your message and a strong call to action at the end can all set a video apart . Having a sense of humor always helps too ! SS : Focusing on authenticity is important , whether you are conveying humor , sentimentality , education or anything else . CH : Authenticity . Show real team members in store , BTS clips , story tell , etc .! Also : Short , quick cuts that align with audio Audio that supports the visual with a story or guidance Good quality audio and video The ability to jump on video trends quickly
BD : HOW OFTEN DO YOU POST ? WHERE ? WHAT DO YOU POST ? DJ : Typically , we post five times per week on Instagram and TikTok , which by far have our biggest following . On these platforms , we exclusively post brief videos , including wine /
Diane Jamgochian
Sandra Spalding
Carly Hollowell
beer / spirits education , shopping tips and occasionally interviews with winemakers . We usually film in-store and feature the same four to five team members in our videos to give our content a familiar feel . SS : 4−6 times per week . We post in all the formats to all the major platforms . CH : On average , five times a week , across all platforms . We follow our four content pillars to determine what we post : edutainment , trends / holidays , charity / community and brand awareness .
BD : HOW DO YOU MEASURE THE SUCCESS OF SOCIAL MEDIA ? DJ : For measuring social media ’ s success , it ’ s easy to say that viral videos and a high following take priority . While these are important , it ’ s also about staying on-brand and posting what feels authentic to you . A high follower count doesn ’ t mean as much if no one ’ s commenting , sharing or saving your content . The real success is establishing a community where people can learn , share and are engaged . SS : Analytics are robust , so we can measure just about anything these days . KPIs ROIs , you name it . But sometimes a video goes viral and none of the data that matters – it ’ s just good fun that people get excited about and want to share . CH : Engagement . The more engagement you can account for , the more that Meta and other platforms will continue to serve your content in people ’ s feeds and push your content to the explore pages .
BD : HOW DO YOU LEVERAGE RELATIONSHIPS WITH CONTENT CREATORS AND BRANDS ON SOCIAL MEDIA ? DJ : On Instagram , utilizing the collaboration feature really helps to leverage relationships with content creators . Not only does it create a joint post , but it maximizes the engagement between our following and theirs . And of course , tagging relevant accounts not only builds our relationships within the industry , but also gives them an opportunity to share our content , which is always a good thing ! SS : We enjoy sharing fun content from other creators , but most of our content is unique to TWIN which allows us to be our authentic selves . Even if it ’ s a brand , we infuse our Twin voice into it . We find the story ! CH : Authentic engagement is a good starting point . Consider following the creators you want to work with well in advance , and engaging with their content rather than just reaching out on a whim . Build those relationships and offer exclusive access and invitations to hosted events that entice them to share about your brand / business before , during and after the event . This is a great way to identify new audiences through likeminded creators that will rave about your business . •
www . beveragedynamics . com Spring 2025 • Beverage Dynamics 15