Creating engaging content, working with your network, and using digital tools to drive engagement and sales.
Social media has changed the way businesses engage with consumers, and the beverage alcohol industry is no exception. Whether it’s breweries showcasing their latest releases or brands running viral campaigns, the power of using social media to influence consumer behavior is undeniable. While bigger suppliers often have well-developed strategies, some retailers struggle to maximize their presence online. But it’s important. Social media isn’t just a way to stay connected, it’s a critical tool for increasing visibility, sales and building loyalty.
Supplier Insights: What Works on Social Media
Bigger suppliers invest heavily in branding, marketing, and social media. Many even have dedicated teams creating high-quality visuals, running targeted ad campaigns, and engaging with followers. With a large following of nearly 100K on Instagram and 57K on Facebook, Cape May Brewing Company has established themselves as a strong player online. Heady Times spoke with Casey McBride, Cape May’s Marketing Manager, about best practices for social media.
One of the biggest takeaways is that variety in content keeps audiences engaged. Graphics and product highlights are important, but “I’ve found that hopping on a trend gets us the most engagement,” McBride said. Retailers can take a similar approach by incorporating trends, timely posts, and interactive elements into their content.
Consistency is Crucial for Success
You don’t need to post daily, but you should maintain a steady presence. McBride thinks consistency is key to being successful on social media. “We have a vacation mindset at Cape May. Whether it be a cool beach picture featuring our products or some other cool graphic with our branding, it’s consistent messaging. So, I would suggest finding your identity and sticking with it.” A good rule is to balance product promotion with engaging, on-brand content that reflects the personality of your account.
From leveraging trends to maintaining consistency and engaging with suppliers, retailers who take a strategic approach to social media will see greater engagement and stronger connections with both their customers and the brands they sell.
Retailer Success Stories: Inspiration From the Market
Some retailers have mastered social media, using it to create excitement and bringing customers through their doors. Located in the heart of Manayunk, Taqueria Amor not only stands out on Main Street, but also online. With 20k followers on Instagram, Taqueria Amor has built a strong community presence by connecting with customers while also showcasing their beverage selection. Shanya Karl, Social Media Manager for Taqueria Amor, shared her winning tips and tricks.
Video content has played a key role in their strategy, particularly through Instagram Reels. “Reels are meant to be fun! At Taqueria Amor, we enjoy keeping our social media very lighthearted and involving our staff,” Karl explained. By featuring their team, they have fostered a sense of familiarity and connection with both regulars and new customers. “By involving our regulars, people get to see faces they know, and it makes them want to come back.” This personal touch encourages engagement and customer loyalty.
Karl agrees with the importance of consistency as well as community engagement. “It’s a labor of love, or amor, we should say. We engage with other businesses whenever possible. They’re trying to do the same thing you are, and the teamwork of commenting and engaging together truly helps!” Karl also encourages business to connect with their customers beyond the sale. “Whenever possible, follow your patrons on their social accounts! Community always shows up for each other, and that’s how social media is too.”
Taqueria Amor’s success story proves that an engaging, authentic social media presence can translate into real-world business growth. By focusing on storytelling, collaboration, and interactions, they’ve built a loyal customer base that extends far beyond their restaurant’s doors.
How Origlio Can Support Retailers on Social Media
Wholesalers serve as the bridge between suppliers and retailers, ensuring that brands get the right exposure in the market. Origlio’s role extends beyond logistics and distribution. We can also be a powerful tool in helping you elevate your presence online. From navigating algorithms to creating appealing content, you don’t have to do this alone. By providing resources and guiding you towards effective strategies, we can make a direct impact on your brand visibility.
Be it guidance on best practices, such as how often to post, what type of content performs well, and how to engage with your audience, we can help you develop a strategy that works. Whether through one-on-one meetings, or even simple social media tip sheets, a bit of education can go a long way in helping you feel confident in your digital marketing efforts.
Introducing, Philly on Tap…
Using Philly on Tap to Maximize Social Media Efforts
Philly on Tap, active on Instagram and TikTok (@PhillyonTap), is more than just a social media page, it’s a powerful tool designed to showcase retailers, drive customer engagement, and highlight the vibrant bev-alc scene in Philadelphia and the surrounding areas. By featuring different accounts, promotions, and events, this resource helps our retailers reach a broader audience while providing high-quality content they can easily share.
One of the biggest advantages of Philly on Tap is that we bring the content creation directly to you. Our team visits accounts to capture professional-grade photos and videos, craft engaging reels, and create posts highlighting your offerings. This not only saves you time and effort but also ensures that your products and promotions are showcased in an exciting way. Philly on Tap offers a seamless way to gain visibility, promote events, and connect with new audiences.
Ultimately, successful social media strategy is more than just visibility, it’s about creating connections. Whether it’s tagging suppliers, engaging with customers, or working with wholesalers to amplify content, retailers who embrace social media as a dynamic sales tool will see the benefits.
Interested in being featured on Philly on Tap? Email our Social Media Content Specialist, Alex Gulati, at agulati@origlio.com