5 Things a Winery Should Not Do On Instagram

Instagram is an easy place to separate out the creative and the uncreative. We all have those friends on Instagram. The one that really doesn’t understand the app and thought it was a place for selfies, random blurry photos and pictures of their uninspiring food. I am convinced some of these people are managing wineries accounts and there is so much room for improvement. Inspired by the Vouge article written to all Instagram users, here are five things that wineries should not fall trap to on Instagram.

Post five in a row and then nothing for a week

Consistency is key. There are times your camera roll is full of great high-quality pictures, and sometimes it is not. This doesn’t mean to overload my news feed with ten pictures in 24 hours. Share some of the best and then hold on to the rest. You can save a few photos for a #tbt (throwback Thursday) or cleverly done on a Monday with a — wishing it was still the weekend, thanks to everyone who came out to our harvest party. Space out your pictures, so that we can depend on a few quality posts.

Post low-quality photos

Two years ago, I would have told you that professional photos with actual cameras were un-genuine and not as “in the moment”, but bloggers and advertisers broke that mold. Now users expect a high-quality photo. No, you do not have to break out an actual Cannon camera (though not discouraged), just learn to use the focus and the filter of your mobile device. The quality of most phones are astounding but use the best to your capabilities. If you haven’t had a phone upgrade in over two years, use a camera or a team member’s phone. Out of focus, blurry photos of you pouring wine are just not acceptable.

Not blending it to your other platforms

Pictures are meant to be shared. By sharing, you are gaining more exposure to your page and generating more content in all your channels. Have an Instagram feed in the media section of your website. Share pictures to Facebook and Twitter.

Not every picture has to be on every channel, but there is no reason why you shouldn’t share some of the love.

Only posting pictures of vineyards (or bottles)

There were a few producers that I followed who only shared pictures of his food and his wine. Sure, many people may find this interesting, but after a week I was a bit board. As a producer, there are million and one things to capture for your audience. Beginning just with your daily routines, to wine club parties, to harvest and cellar work. For more ideas, refer to the 50 things a winery could post on Instagram. Please do not just focus on one area. The wine you make has so many elements to it, help your followers discover them.

No engagement

The beauty of geo-tagging, or tagging a location in photos, means your winery, tasting room or vineyard should be findable. So use it! Consistently check who is checking in to your place, who is using your hashtags and who is tagging your brand. Social media was designed to be social, so take advantage and start communicating with your audience. They will appreciate the genuine touch.


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