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

Send us Fan Mail

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

Send us Fan Mail

Not every brewery can have it all, and honestly, you don't need to. In this episode, I break down a framework my husband gave me for what actually makes a brewery memorable: location, beer, and culture. You only need to be strong in two of the three.

I share real examples from Outer Range, Argenta Brewing, and Allagash to show what it looks like when a brewery leans hard into one of these strengths on social, and how you can figure out which lane is yours.

In this episode:

• The 3-part framework for what makes a brewery stand out (and why you only need 2 of the 3)
• How to lean into location, even if you're not in a touristy spot
• What it means to get "nerdy" about your beer, with examples from Argenta's sharp pour
• Why "good beer" alone isn't a strong enough hook for social
• How culture, hospitality, and knowing your specific customer ties it all together

Resources mentioned:

• Brewers Association article featuring Allagash's Liz Wilson
• https://www.instagram.com/p/DTYS0lxkaEW/?hl=e
• https://www.instagram.com/p/DZ2oSS4Rkwc/?hl=e
• https://www.instagram.com/p/DaOEqA6RE0G/?hl=en

Send us Fan Mail

Your grid is one of the first things someone sees when they land on your profile and it's communicating something about your brand whether you've thought about it or not.

In this episode, I share how to build a cohesive, on-brand grid even if you're not a designer, using templates, consistent colors and fonts, and a few tools that make it easy for you.

In this episode:

• Why a cohesive grid isn't about being "match-y"—it's about communicating your brand
• How templates and consistent colors fight decision fatigue and save you time
• How to set up your brand in Canva so everything stays on track
• What to do when you're working with mixed content (phone shots, photographer photos, old videos)
• Why you should archive those flyers after the event is done

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

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

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

Have a question or suggestion for the podcast, shoot me an email: [email protected]

Send us Fan Mail

Metrics haven't always been my favorite, and they're definitely not easy to figure out when you're drowning in work. 

In this episode, I walk through six metrics worth pulling every month—what each one tells you, and what good looks like.

In this episode:

• Engagement rate: a healthy range is 1–3% (larger accounts typically land closer to 1–2%, but that's what's typical—not a ceiling for what you can do)
• Reach: aim for 20–30% of your followers if you're under 10K; 15–20% if you're between 10K–50K
• Shares per reach: above 1% is a strong signal—one of the most important metrics on Instagram right now
• Likes per reach: aim for 2–3%+
• Saves: worth tracking, especially for event posts
• Watch time: aim for 50% completion on your Reels

Resources mentioned:
What Your Instagram Numbers Are Actually Telling You (free guide)

https://www.instagram.com/p/DYP9pO0hzVY/

https://www.instagram.com/p/DYTHPGgx9aM/ 

https://www.instagram.com/p/DZVNarJutt5/ 

Send us Fan Mail

You've heard "know your audience"—but most people stop at demographics. Knowing how your audience actually behaves when they're scrolling is a different thing entirely, and it's the layer most content creators never get to.

In this episode, I share what I've learned from watching real people scroll through their phones—and how a practice I picked up from my days doing usability testing has made me a better content strategist.

In this episode:

• Why watching someone scroll gives you more honest feedback than asking them how they use social media
• The difference between a focus group and a usability test—and why it matters for content
• What my husband and my nephew taught me about hooks, visuals, and attention
• How to run your own informal scroll study this week—and what to look for

https://www.instagram.com/p/DZIQ0pWxnOS/

https://www.instagram.com/p/DYfAI2BOYvV/ 

https://www.instagram.com/p/DZU91aQRAsP/ 

Send us Fan Mail

Since I ask you to tell your story, I figured I should tell mine.

In this episode, I share how I got here—from a guidance counselor's office at Georgia State, to technical writing, to falling in love with craft beer, to Monday Night Brewing, Good Beer Hunting, a James Beard nomination, and eventually building She Loves Craft into what it is today.

It's a longer road than you might think, and there are a few things I learned along the way that still show up in the work I do with breweries now.

Send us Fan Mail

Not every post needs to be a Reel—but knowing when to use video versus photo can make a real difference in who sees your content and what they do with it.

In this episode, I break down how to think strategically about format and share a simple habit for capturing both in the field so you're never stuck with just one option.

In this episode:

• When Reels work best and when to reach for a photo or carousel instead
• Why lo-fi often outperforms polished—and what that means for your phone
• A simple field trick for capturing video and photo at the same time
• Three content ideas you can post this week using both formats

https://www.instagram.com/p/DMYZicgO0JZ/?img_index=1 

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

https://www.instagram.com/p/DVrciFukb4j/?img_index=4

https://www.instagram.com/atllovesmo/reel/DZh1Sy8xwpd/ 

https://www.instagram.com/atllovesmo/reel/DZnrSXyxGZN/

Send us Fan Mail

You can't be everywhere at once and honestly, you shouldn't try to be.

In this episode, I'm talking about how to get your staff involved in capturing content so you're not the only one doing it. I share what I learned from trying to make this work across three locations, why it usually fails, and what to do instead.

In this episode:

• Why asking your staff to "capture some content" doesn't work
• What to give them instead so you actually get usable content
• How the Taproom Capture System can help you build a content library without burning out

Resources mentioned:

• The Taproom Capture System
• https://www.instagram.com/p/DYxklfDB9c8/ 
• https://www.instagram.com/p/DYTYbSAgFkB/ 
• https://www.instagram.com/p/DYIAbv5xBEt/ 
  
  
  

Send us Fan Mail

What does it actually take to turn your Instagram followers into regulars—people who don't just like your posts but show up for you, again and again?

In this first episode of Tapped In, I break down the seven stages of fan-building for breweries, inspired by Pat Flynn's Superfans and Kevin Kelly's concept of 1,000 True Fans. 

In this episode:

• Why social media isn't about selling your product—and what it's actually for
• The seven stages of turning a follower into a regular
• How to speak the language of your customer (and where to find it)
• A simple Monday Night Brewing experiment that made customers feel seen
• Three practical steps to start building fans this week

Resources mentioned:

• Pat Flynn's Superfans
• How to Develop Superfans Who Gladly Evangelize for You — Social Media Examiner
• https://www.instagram.com/p/DZEFZfcEaX5/
• https://www.instagram.com/p/DZIWqtBzJe1/
• https://www.instagram.com/p/DYurOJPNsk-/ 
  
  c2a560b4a3a4f533ca10fbb740922a2118a3a8fe