Rachel, we like to kick things off with you telling us a little about yourself. Give us a little background on how the “brewnetteontap” came about.
R: My new year resolution was to get out more and try new things, as I could be just as happy sitting at home watching tv on my days off (introverts raise your hand!). My husband and I enjoy visiting breweries and trying new craft beer so I figured what better than to use this as an excuse for a day trip brewery hopping or a night out? I was having so much fun with my new hobby that I wanted a way to document all that I was experiencing. Plus I did some photography in college and this has been a great way to get back behind the camera!
Why did you start @brewnetteontap on Instagram of all the social media platforms?
R: I’m a visual person so I love seeing the pictures that others are sharing and the stories that they are creating through photos and a simple paragraph. I could read reviews about a brewery all day but nothing compares to being able to see the location, beers, and people enjoying it all!
We’d love to hear about how your passion for beer came about?
R: I went to college in the Finger Lakes in NY, better known as “wine country.” There were wineries everywhere so I came to be a wino in college. There was one small brewery (Abandon Brewing Company) locally that my friends liked to visit. Not knowing anything about craft beer, I tagged along and ordered the first beer that caught my eye. I remember reading chocolate and caramel in the description and thought “that sounds delicious!” Before I knew it I had what I swore was motor oil in front of me and I could barely take 3 sips. (I know right, is this girl an idiot?) But I so badly wanted to enjoy visiting this brewery so I decided to swallow my pride and admit that I had no idea how to decipher the tap list. My future husband helped me to understand the difference between a porter and an ale (true love at first beer!) Now here I am enjoying traveling to new breweries, learning how to home-brew with my husband and confidently ordering my own beer anywhere! Plus breweries are way more laid back and the beers are way more creative, I mean “strawberry frosted donut milkshake IPA”? Yes, please!
What do you think is the most important quality for the micro-influencer to possess?
R: Engagement with others! Including getting others to interact with my posts and also interacting with others. It would be pretty difficult to be an influencer if my content didn’t engage others! I’m using my account to show others the craft beer scene in my area, but I also want to learn more about the beer scene in other areas as well! In order to do that I try to reach out and initiate conversations about different breweries or a beer, someone is posting about. Those other accounts aren’t just followers to me, they are now friends and some pretty rad beer-drinking lovers I’ve gotten to know!
What advice would you give craft beer distilleries or beer companies looking to use the Instagram social media platform to grow their brand’s image?
R: Let us know more about you! Posting upcoming events or currents tap lists is great and all, but I want a more personal engagement with your account. Post about your employees with some random fun facts, snap a picture of the cute dog on the patio and tell me what his humans are drinking, joke about the mishap the brewers had in the brewery. I am more likely to visit a company that has a fun and engaging account. I want to feel like I know who is behind the bar before I even arrive!
What is your stance on influencers being paid to post about brands? Should influencers be transparent regarding payment for posts?
R: If I’m following an influencer it’s because I enjoy the content that they are posting. I’m not going to be turned off to an account simply because they are being paid to post about a brand. I’m probably just jealous that I didn’t get that offer! We try hard to create great content for the brands that reach out to us, almost as if we are completing a job for that company so I don’t see the harm in being paid to do so. If an influence does or doesn’t want to be transparent about that post, it’s not going to change my opinion about them.
How do you think the rise of influencer accounts on Instagram has impacted on the way that people discover restaurants/beers/bars/food?
R: I think the rise of influences has greatly impacted the way people discover new places! Instagram is the first place I will check if I am traveling to a new place. I recently traveled to Atlanta and remembered that Brie, @the_pintsized_traveler, had recently posted about some breweries in that area. I didn’t even need to plan my trip because I already know which breweries I wanted to visit in the area through her posts! The information you can gather from Instagram can be extremely helpful when discovering your next favorite restaurant, beer, etc.
Is there a characteristic or quality that you feel is essential for success?
R: Being open and approachable. I’ve enjoyed being able to reach out to the other beer lovers on Instagram and learning more from them and I want to be able to provide the same to others. I’ve noticed many successful influencers meeting so many new people and making many great connections within the beer industry simply because others want to get to know them! I want to create a fun and approachable account that allows others to reach out and start a conversation.
Do you get approached by a lot of brands that want you to promote their products? What is your protocol for dealing with those offers?
R: I have had a few brands reach out to me and have enjoyed working with all of them so far! First, I will look into the company and determine if their product is something I can stand behind. If it’s not a product I would want, I wouldn’t feel right promoting it to others.
What do you wish brands knew before approaching you on Instagram?
R: The reason for reaching out to me in the first place. Don’t reach out simply because that account has a lot of followers that will see your product. What about my page makes me a good candidate to promote your brand? I want to feel valued as a person and as an influencer. Take the time to get to know me and I will be more than happy to hear about your product and do my best to create amazing content to share with my followers!
On a personal note, what are some of the most important things in your life?
R: Well with a quick look through my account you’ll see that I am obsessed with my dogs! Porter and Riesling (can you tell we like alcohol?) are my babies and make the best drinking buddies whether it’s at home or visiting a brewery. Also, wellness, which is an important component to have with a craft beer lifestyle. I am an occupational therapist and working in the medical field has been very eye-opening on the importance of health and wellness. I love the craft beer lifestyle but staying in good physical health is a must! I make a conscious effort to get in as much physical activity as I can whether it be going to the gym, walking my dogs or playing beach volleyball. And don’t forget to take the time to keep your mental and emotional health in check as well! Do the things that make you happy.
