People have short attention spans, so how do you catch their eye and tell the story of your wine? Are you using video – if not, you must start. The visual impact of video communicates in ways that other methods can’t. Adding videos to your social media can increase click through rates by 96%. Need more convincing, more than 700 YouTube videos are shared every minute on Twitter. It’s not as hard as it sounds, tell a story, with sights and sounds you will connect with your customer.
How can you tell the story of your wine in just a few seconds?
- Snag their attention in the first 2 seconds. What’s special about you? Highlight it.
- Think about the story you want to tell. How can you make it come alive to the viewer?
- Videos are meant to be short, clips range from 3-15 seconds for Instagram up to 2 or 3 minutes on Facebook.
- Video puts a face on your brand. Talk to people who work at or visit the winery, take beautiful shots of the vineyard and add voiceover to add a human element.
- Use storytelling, who inspired your winery? Created your first wines? Blended your most recent favorite? How did you get to here? Share it.
- Educate with tips and techniques. Use “show and tell” – how to swirl, (and where to buy Wine-Out when you spill) why/how to spit like a pro when wine tasting. Offer wine pairings or recipes.
- Show your winery at work – go behind the scenes, almost anything makes good subject matter. You can be strictly informative, or be light-hearted and fun.
- Use what you have – informal interviews, funny tidbits of your world. You can use stop-action or time-lapse features to let people take a tour or experience crush.
- Keep it short, simple, sweet and remember to smile.
Still not sure where to get started? Crowdsource materials – ask your wine club members to send in photos or videos of themselves visiting the winery or pouring your wines. With some simple editing, you can create a video montage to share on your social channels and website. Creating short videos is a great way to highlight your winery. In just a few seconds, you can put a face on your brand and share a lot of information about your wine.