EDITOR ' S NOTE
GOOD OR BAD SOCIAL MEDIA ?
There is a beverage alcohol retailer in my state who makes bad social media content . He films everything horizontally , as opposed to vertically , so that his videos appear small and difficult to read on Instagram . He stands too far away from the camera , behind a big desk arrayed with a wall of bourbon , as though filming a used car commercial . He lets the content run for far too long , pushing up against the 90−second limit on Instagram , as he prattles on and on .
Commonly , he will taste products featured in his videos . Here , we ’ re subjected to the time needed for him to lift a Glencairn , swirl it , sniff it , drink the spirit , consider the palate , and then loudly exclaim , “ ahhh .” In other words , about 30 seconds that he could have snipped out of the video .
Despite these easily avoidable gaffes , I know that he does have editing capabilities . Often his videos will transition elegantly into a scrolling closeup of the products he is describing ad nauseam . He chooses to edit here , but comically will not cut out the boring parts of him physically nosing and tasting something , or describing it endlessly .
And yet , his posts do not perform terribly . Not recently , at least . While certainly far from optimal , these days his content will regularly hit 700 to 800 views on Instagram or Facebook . Sometimes these videos will even push over 1,000 , depending on the popularity of the featured brand .
Why ? Because he ’ s stuck to it . There is an argument to be made that consistency means more on social media than quality . For years this retailer has posted content of similar production levels . At first the results were grim . 100 views or less . But in recent time , through steady posting , he has generated enough of an audience that his videos — while perhaps not technically impressive — have generated a decently stable number of views . To his credit , this retailer has built a legitimate following .
Obviously , he can improve . Turn the camera vertical , get closer to the screen and edit the videos down by 2 / 3 , and maybe he can hit the next level in terms of views , follows and likes . But it ’ s hard not to call his social media successful . Being a beverage alcohol retailer is an extremely busy job . Now also finding time enough to film and post several social media videos per week , even if they ’ re merely good enough ? To that , I must applaud .
Beverage Group Vice President Jeremy Nedelka Tel : 763-383-4413 email : jnedelka @ epgacceleration . com
Editor , Off-Premise Kyle Swartz Tel : 763-383-4447 email : kswartz @ epgacceleration . com
Trade Managing Editor Krystina Skibo Tel : 763-383-4419 email : kskibo @ epgacceleration . com
Contributing Editors Melissa Dowling , Marnie Old , Tom Shay
National Account Director Debbie Rittenberg Tel : 763-383-4455 email : drittenberg @ epgacceleration . com
Marketing and Engagement Sales Manager Jamie Boldt Tel : 763-383-4456 email : jboldt @ epgacceleration . com
Associate Managing Art Director Nicole Siewert
Senior Product Manager , Data & Insights Marina Velez Tel : 763-383-4453 email : mvelez @ epgacceleration . com
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Sr VP / Audience Development Joanne Juda-Prainito Corporate Operations Director Bernadette Wohlman CEO Marion Minor
Retailer Editorial Advisory Board |
Jess Bailes |
ABC Fine Wine & Spirits , FL |
Chuck Ferrar |
Bay Ridge Wine & Spirits , MD |
Ron Junge |
Brown Derby Stores , MO |
Charles Sonnenberg |
Frugal MacDoogal ’ s , TN |
Jason Daniels |
Half Time Beverage , NY |
Hal Gershman |
Happy Harry ’ s Bottle Shop , ND |
Ted Farrell |
Haskell ’ s , MN |
Ed Mulvihill |
Peco ’ s , DE |
Mat Dinsmore |
Wilbur ’ s , CO |
Chris Ciskey |
Yankee Wine , CT |
BRAND ACCELERATION
Kyle Swartz Editor , Off-Premise
Beverage Dynamics is published by EPG Brand Acceleration Editorial and executive offices at 7760 France Avenue South , Suite 810 , Bloomington , MN 55435 .
4 Beverage Dynamics • Summer 2024 www . beveragedynamics . com