Last week, I asked you to go search yourself on Instagram, TikTok, and Reddit to see what people are actually saying about your winery or your region. This week, we’re taking that one step further.
Turn what you found into content.
And yes, it can be that literal. Here are a few quick ways to do it:
1. Make a shot-for-shot remake of a guest’s post
If someone filmed a moment that clearly resonated (maybe their post got a ton of comments or other engagement), certain scenes from your tasting room, your dog, your barrel room, or a specific staff member. Your guests are telling you which parts of your business are most photogenic and interesting to them. They’re basically storyboarding your content for you!
2. Turn a frequently asked question into a carousel or Reel
If Reddit taught you anything last week, it’s that people are very comfortable asking questions they’d never DM you directly.
Take one of the FAQ you found and make a simple carousel or Reel:
The question on slide or clip 1
Straightforward answer on slide 2 (or video clips 2-4)
A final slide or clip with a call to action
An example could be:
A video clip panning across your tasting room with the question “Are you dog-friendly?” on top.
Multiple clips showing dogs in your tasting room with text that says, “obviously”
A final clip showing a dog high-fiving the camera with text that says “make a reservation for you and your pup today!”
In the caption, you could put more details about any specific rules you have about having dogs in your tasting room.
3. Use guest language in your captions
Did you notice certain words or phrases popping up in posts about you?
“Relaxing,” “friendly,” “romantic,” “laid-back,” “welcoming,” “Instagrammable,” “small but mighty,” whatever it is, borrow it! Mirror it back.
People respond really well to hearing their own language reflected in your content.
4. Highlight a review or user-generated post you loved
Share the post to Stories and add a little commentary! Talk about why you loved it, what it captures about your winery, and what people can expect if they visit, or simply say “thank you for visiting!”
A bonus tip here is to leave a comment on the post and/or send the person a DM to say thanks and ask them questions about their experience (Who was your host? What was your favorite part about the tasting? Did you have a favorite wine from your visit?)
This not only builds a deeper connection to the person who originally visited you, but it also shows future visitors what “a good time” looks like at your place. People tend to prefer seeing how regular people are enjoying their experiences versus taking the word of the business that is literally using social media to market to them.
5. If there is a team member or team members who is/are mentioned in posts, reviews, etc frequently, show them in your posts more frequently
There are certain staff on my clients’ teams who get mentioned significantly more frequently in reviews and posts than others so I know that when I post about those team members or even just include their faces (with their consent, obv) in a social media post, it’s going to perform well.
This tip may take a little longer than five minutes, but it's well worth the extra effort!
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