Tapped In | Craft Beer Marketing + Social Media Strategy for Brewery Teams

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If your brewery's Instagram is mostly beer releases and event announcements, you might be missing opportunities to connect with your audience. In this episode, I share content ideas that help breweries show what makes them special, build stronger connections with customers, and give people more reasons to visit.

In this episode:

1. Why posting only beer releases and events can limit engagement and reach
2. Behind-the-scenes content ideas, from opening the brewery and canning beer to showing what happens behind the scenes in the office
3. How to make the brewing process and ingredients interesting by sharing the stories behind your beer
4. Featuring your staff, their personalities, and the unexpected jobs that keep your brewery running
5. Highlighting regulars, trivia winners, and other community members to build connection and social proof
6. Turning frequently asked questions about food, dog-friendly spaces, and beer availability into useful content
7. Real examples from Saint Arnold Brewing, Chef Squired, and Allagash Brewing

Content Mentioned:

https://www.instagram.com/saintarnoldbrewing/reel/DeCHjQLFNEo/ 

https://www.instagram.com/chefsquired/reel/DbL5tX2vjZF/

https://www.instagram.com/allagashbrewing/p/DdZsbjSAboV/

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Video doesn't have to be complicated to be effective. In this episode, I share simple ways to make creating and editing video easier, from filming shorter clips to building repeatable formats and keeping your tools simple.

In this episode:

1. Why video adds energy, personality, and reach to your brewery's Instagram
2. How filming shorter clips can make the editing process much faster
3. Why you don't need complicated editing to create an effective video
4. How to build repeatable video formats so you're not reinventing the wheel every time
5. Why you should always be capturing content and how building a library of footage makes creating posts easier
6. How using your phone and simple editing tools like Canva, CapCut, and Edits can streamline your workflow
7. Three simple video examples from Brixton Brewery, Pierview Coffee, and Calibrate Coffee Manly
8. The Taproom Capture System and how it can help you organize your content and make creating easier

How to Write Better Hooks: 

https://open.spotify.com/episode/5QOA0rTY6ti4vqJAqg56Np?si=429a1bae665e4d7d

Content Mentioned: 

https://www.instagram.com/brixtonbrewery/reel/DW6JHehAKY0/ 

https://www.instagram.com/pierviewcoffee/reel/Db3hN8FsmgR/

https://www.instagram.com/calibrate_coffee_manly/reel/DdV0CvTgREQ/

Taproom Capture System: 

https://www.shelovescraft.com/resources/p/the-taproom-capture-system-build-your-library-save-your-time

c2a560b4a3a4f533ca10fbb740922a2118a3a8fe

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Your brewery has a vibe. The question is whether people can feel it from your Instagram. In this episode, I talk about how to capture the experience of being in your taproom and bring it to life online, from the people and décor to the sounds, energy, and little details that make your space special.

In this episode:

1. Why your brewery's vibe can be more compelling than simply promoting your latest beer release
2. How to identify and describe the unique elements that make your taproom feel the way it does
3. Capturing people, staff, sounds, lighting, and other sensory details that show what it's actually like to visit
4. Using POV videos, before-and-after reels, and behind-the-scenes content to give people a taste of the taproom experience
5. Why the small details of your space and brewing process are worth sharing
6. Real examples from The Mex Monk, Chuckanut Brewery, and a collaboration between Burial Beer and Fonta Flora

Content mentioned: 

https://www.instagram.com/themexmonk/reel/DcuSlUCvcjo/

https://www.instagram.com/chuckanutbrewery/reel/Dc7XmKxtXGZ/

https://www.instagram.com/burialbeer/reel/DdC6T7lOuSQ/

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If the people who live near your brewery don't know what's happening at your brewery, it's time to get more local with your Instagram. In this episode, I share simple ways to make your content more relevant to your neighbors and get your brewery on the radar of the people who are most likely to visit.

In this episode:

1. How to connect with local businesses, creators, and community accounts to reach new audiences
2. Why featuring your regulars can create word of mouth and social proof
3. How engaging with local accounts can bring more local people back to your profile
4. Creating content that only locals will understand, including city-specific jokes, culture, and community moments
5. How adding your location to posts, captions, and hooks can help Instagram connect your content with people nearby
6. Real examples from Blind Cat Beer, Millstone Pizza & Tap, Black Lab Beer, and a Whitby, Ontario patio at The Pump House

Content Mentioned:

https://www.instagram.com/blindcatbeer/reel/DcBto61Rp9k/

http://instagram.com/cltbucketlist/reel/DchSq7MPb4Z/

https://www.instagram.com/journeyswithjournie/reel/DbaiJYxOHPK/

https://www.instagram.com/lets.weekend/reel/Db60Sc0u_KF/

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Customer complaints aren't always just problems to fix. They can also be opportunities to create better content. In this episode, I talk about how breweries can use social media to address common customer questions, frustrations, and complaints while extending their hospitality online.

In this episode:

1. How to use social media to answer frequently asked questions before guests even arrive
2. Creating helpful content around common problems like parking, finding your brewery, and knowing what to expect
3. How to address negative experiences or recurring complaints authentically and show customers that you're listening
4. Turning customer problems into content ideas, from helping guests navigate your beer menu to highlighting non-alcoholic options
5. How to look at reviews and talk to your taproom staff to uncover content opportunities
6. Real examples from Allagash Brewing, Little Joy Coffee, and Go Brewing

Content Mentioned:

https://www.instagram.com/littlejoycoffee/p/DcBnxQ8FdvQ/?img_index=9

https://www.instagram.com/allagashbrewing/reel/Db6OVD8x_TU/

https://www.instagram.com/p/Db59W0hpWsb/

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Nobody hands you a manual when you inherit your brewery’s social media, so consider this the one you should have received on day one. Whether you volunteered for the job or it was suddenly handed to you, it’s completely normal to feel a little overwhelmed if you don't have a marketing background. Don't worry, everyone starts from zero. By the end of this episode, you'll know exactly what to focus on so you can stop guessing and start posting with confidence.

In this episode:

1. The Essentials First: How to identify what truly makes your brewery unique and pinpoint exactly who your audience is
2. Internal Research: Why talking to your leadership team and frontline beertenders is the secret to uncovering your best stories
3. Content Systems: Smart strategies for collecting ideas, shadowing staff, and creating reusable templates
4. Building Assets: How to establish a content library so you never stare at a blank screen wondering what to post
5. Maximizing Your Effort: Simple ways to reuse and repurpose your content to save time

Correction Note: In the audio, I mention Episode 10 when talking about hooks. I'm actually referring to Episode 11!

Links & Resources Mentioned:

Listen Next: Catch up on the FUEL Framework in Episode 11 to master the hooks discusses today. 

https://www.buzzsprout.com/2622412/episodes/19693923

Content Mentioned:

1. https://www.instagram.com/p/DW2HhODlKH_/?img_index=1
2. https://www.instagram.com/hamiltonfamilybrewery/reel/Dceq2KpPsO_/
3. https://www.instagram.com/lizannelately/reel/Db4YG71SlKQ/
4. https://www.instagram.com/cls_farms/reel/Dcj9cVkt2Af/

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Ever wonder why content that used to perform suddenly goes quiet? It's probably not a glitch, it's the algorithm reflecting what your audience actually wants right now. In this episode, I break down how the Instagram algorithm really works and answer the questions I hear most from brewery teams.

In this episode:

1. Why Instagram now has separate algorithms for feed, reels, and more, and why that matters
2. The shift from follower-based to interest-based content, and what that means for your posts
3. Why content that used to get engagement can suddenly stop showing up
4. Whether posting every day actually helps you get discovered
5. How hashtags, location tags, and hooks factor into what the algorithm shows people

Videos mentioned:

1. https://www.instagram.com/p/DNg5GjXOaSC/
2. https://www.instagram.com/p/DbJtPmgx_pK/
3. https://www.instagram.com/p/Da-zL1mDOS5/

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Every great hook needs fuel, literally. In this episode, I break down the FUEL framework, my go-to method for writing hooks that actually stop the scroll, and walk through real examples from breweries doing it well.

In this episode:

1. The three types of hooks (visual, audio, written) and how each one works
2. The FUEL framework: Find your purpose, Understand your audience, Echo their experience, Lure them in
3. Why understanding your audience is the piece everything else depends on
4. Real hook examples from Allagash, Highland Brewing, and more
5. How to find creators outside the beer industry who already reach your ideal audience

Content Mentioned

https://www.instagram.com/p/DbojwWNlLm_/?img_index=1

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Ever wonder what actually happens after you book a sales call with me? In this episode, I walk you through exactly what it's like to work together inside Tapped In, from that first conversation to what the 90 days actually look like month by month.
In this episode, I cover:

1. How my sales calls work (the triage, then the treatment plan)
2. What the first month looks like: onboarding, audit, strategy, and review
3. How the last two months of implementation support actually work
4. What communication looks like week to week (email, Slack, whatever works for your team)
5. Answers to the questions I get asked most about working with me

Book a sales call:
https://app.shelovescraft.com/public/appointment-scheduler/69f40fb07eddcb2ab3b95446/schedule
Examples:
https://www.instagram.com/p/DadY3Rexrtn/?hl=en
https://www.instagram.com/p/DbEPma7B5O-/?hl=en
https://www.instagram.com/p/Da77PNtRkpe/?hl=en

app.shelovescraft.com

Dubsado CRM For Creatives

Dubsado, client management refined for the creative entrepreneur.

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Instagram had a busy summer of updates, and not all of them are worth your time as a brewery social media manager. In this episode, I break down four recent Instagram updates and which ones are actually worth working into your flow.

Content mentioned:
https://www.instagram.com/p/DbTNsUfFjhd/?img_index=1