XChateau Wine Podcast

WineTok w/ Amanda McCrossin aka SommVivant


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With the rapidly changing social media landscape, TikTok has started (as of late 2021, early 2022) to arrive as a place for wine lovers. Wine influencer Amanda McCrossin (somm_vivant) has gained momentum in this “wild west” and now has over 100k followers. She shares her journey, best practices, and what makes TikTok special. 


Detailed Show Notes: 

Former sommelier and wine director at Press Napa Valley, full background on Episode 12

Featured in SF Chronicle article about TikTok and wine (March 2022)

  • 2 of Amanda’s videos converted well for wineries, 1st proof of ROI
  • Duhig got 1,100 signups for their mailing list from a video
  • Massican got $3,000 in sales and 70 list signups from 1 video

Recent shifts that allowed Amanda to excel on TikTok

  • Understanding TikTok is short form content vs dance videos (not social media)
  • Time limit increases (15 sec -> 1min (summer 2021); 1 min -> 3 min (Fall 2021)) -> enabled ability to dig in deeper (can technically do 10 min videos)

TikTok vs other platforms

  • Can’t DM w/ people, need to be following them
  • Conversations happen in comments
  • Ability to go live
  • Ability to reply w/ video in comments (“Duets” - do side by side w/ another’s content, Amanda did one w/ port tongs that has 2M views)
  • IG reels (only 30 sec - 1 min) don’t have as much educational content, trends usually 3 weeks later than Tiktok
  • IG feels older, more copycat, behind on trends

Demographics - female leading

  • Amanda’s - 75% female, 25% male
  • US, Canada, Australia top regions
  • Over 21 years old, deep into 30s and beyond, Over 50% of platform is over 30 years old

Amanda’s TikTok journey

  • Started July 2021 as an experiment
  • Decanting video got 30k views, but stalled out
  • Dec 2021 - started posting 2-3x/day, 1 video hit and others started snowballing
  • Still “wild west” on TikTok for wine
  • In 1 month went from 250 -> 30k followers (Jan 2022), now 110k followers (Mar 2022)

TikTok best practices

  • The “hook” is key - 1.5 seconds to catch people’s attention (e.g. - what you do, say, or put on the screen; Amanda puts topic of video on top)
  • Spend 2 weeks - 1 month to watch and listen
  • Post multiple times per day (Amanda now does 1/day)
  • Need quickness in video
  • Stay within a niche -> helps algorithm find the target audience
  • Optimal video length - 2 mins for Amanda (was 7-9 sec on TikTok for a while)
  • Need to react quickly to trends

Restrictions on alcohol (a grey area)

  • Similar to IG and FB, but enforced differently
  • No alcohol w/ minors
  • No excessive consumption
  • No solicitation of alcohol
  • Doesn’t drink on videos b/c got a disclaimer flag on one

WineTok creators: winewithdavid, themillennialsomm, jaimeegriffwine, legallywined, lexiswinelist

TikTok for wine brands

  • Joe Wagner - 30k followers - mostly production videos
  • Brands should respond in comments
  • Need a presence so people can find them
  • Establish relationships with creators first

Social media tips for brands

  • Don’t recycle content across platforms
  • Tiktok - looks less polished vs YouTube

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XChateau Wine PodcastBy Robert Vernick, Peter Yeung

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