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COCOV V E ID R A - 19 GE
D ISTILLERIES AS VIRTUAL EXPERIENCES
P ART 1: THE SOCIAL MEDIA QUICK START GUIDE
EXPERIENCE LEVEL: beginner
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intermediate
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advanced
WRITTEN BY HILARY BAUMANN
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s the world phases tourism back in, you may not be seeing as much traffic through your distillery’s door, which is traditionally an important part of distillery marketing. The goal of this article is to get you up and running with online content for social media as fast as possible or to give you additional ideas if you feel like you are hitting a wall.
START with the platform you understand the best. If two are about the same, pick the platform where you have the most followers or the most engagement.
START with one platform and build from there until you gain experience. Taking on too many at once will likely keep you from progressing.
START and learn. You won’t be perfect. No one expects you to be perfect. Learn and adjust. Noticing a pattern here? START.
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CHOOSING LIVE OR RECORDED (WATCH PARTIES): WHAT’S RIGHT FOR YOU? There are pros and cons to each option, but most of your social media platforms allow you to choose either option. You might choose live video if:
You want to interact with your audience. You want it to be online temporarily (more on this below). You want to create FOMO* from a one-time event. One and done. No reshooting if something goes wrong. It is what it is and you move on with life.
* FOMO: This is the “fear of missing out.” By having unique content that is only available live (or at least temporarily), potential viewers are more motivated to turn in. The key is having content that’s exciting like a first look at a new product or other insider-type scenarios. You might choose recorded video if:
You or the people speaking for your brand aren’t confident public speakers. You want the ability to reshoot or have a more clean and polished product. A few exceptions (skill level: intermediate):
Going from recorded to live: Want a middle ground of recorded video with the ability to chat with those watching? Post your recorded video and schedule a Facebook watch party. Not all of the platforms have this option, but you’ll be able to chat with those watching in real time with a watch party.
Going from live to recorded: There are ways to easily download Facebook videos, but the options come and go (even from within Facebook the download button may not work.) If you have an extra phone or camera, set that up to record locally while doing your livestream. A few extra perks to recording with a second camera is that you can record at a higher resolution than your live stream, it can be posted anywhere that you can upload a video afterwards, and if the livestream fails, you will still have something to use or post later. WWW.ART ISANSPI RI TMAG.CO M