1 of 19

Why Short Videos Are

Essential To Your Business

​

2 of 19

Chart Title

The Landscape of Wineries & Digital Presence

3 of 19

​

“We are evolving our investments so that our brands reach the right consumers, at the right time, in the right place, with the right messages.”

​

- Spencer Gordon

Director of Digital, Anheuser-Busch

4 of 19

Myths to Bust 🍇

  • The wine industry has a digital presence delay
  • Social media doesn’t impact the bottom line
  • It’s too late for me to start
  • Content takes too much (“fill in blank”) to make

5 of 19

Chart Title

State of the Short Form Video Union 🎬

75%

of our audience is over 20yoz

59 minutes

spent on the app/user/day

17.6M Hours

Viewed per day

MONTHLY ACTIVE USERS (MAUs)

TIME SPENT

AUDIENCE BREAKDOWN

https://www.demandsage.com/instagram-reel-statistics/

https://newsroom.tiktok.com/en-us/150-m-us-users

https://backlinko.com/tiktok-users

​

​

80%

of our audience is over 20yo

150M USA

1.1B Global

USA has the most amount of TikTok Users

  • ​

49%

FEMALE

51%

MALE

52%

FEMALE

48%

MALE

2.35B Global

  • ​

159M USA

USA has the most amount of IG Users

29 minutes

spent on the app/user/day

97.8M Hours

Viewed per day

6 of 19

Chart Title

TikTok ←→ IG Reels Symbiotic Relationship

7 of 19

More Engagement

01.

Algorithm Prioritization

Chart Title

The Value of Short-Form Videos 📶

Easily Syndicated

03.

Quicker Absorption + Visual Search

​

04.

02.

Brand Affinity / Awareness

05.

Video is the new King. Attention is the new capital.

  • IG Feed Ranking
  • TikTok’s FYP + Interest Graph

Reels gain 67% more engagement than photos.

For Gen Z, TikTok Is the New Search Engine + Google has noticed.

Repurpose for site, other video-led platforms (IG, YT)

Cheapest way for carve out market share and consumer trust. #TikTokMadeMeBuyIt

8 of 19

Myth 🧞‍♂️

Reality 🙆‍♀️

  • It’s too late for me to start
  • Content takes too much (“fill in blank”)
  • The wine industry has a digital presence delay
  • The wine industry is evolving and catching up
  • Social media doesn’t impact the bottom line
  • It can, but goal clarity is key
  • Just get started and be consistent
  • Find ways to make it low-fi and easy to fit into your everyday life

9 of 19

Chart Title

Best-in-Class Examples

10 of 19

  • Determine what platform(s) to focus on

STEP 1:

MAKE A PLAN

  • Who will be in charge of posting
  • Create a content plan and schedule
  • Set goals for your content

11 of 19

✨ Try to Include✨

  • Graphic Overlay / Visual Cues for Sound-Off (IG)
    • captions, cover images/text, copy callouts, emojis
  • Technical Setting (iPhone only)

STEP 2:

LEARN TO EDIT

  • Heartbeat Story Arc
  • CapCut App (free video editor) - templates
  • TikTok/IG native editor - templates

12 of 19

SHOOTING REQUIREMENTS:

Note: If shooting on iPhone, please try to shoot with the camera/video and not within an app’s camera (i.e. TikTok or IG) as it compresses quality.

​

  • Images/Stills:
    • Vertical (min. 3000px width x min. 3645 height)
    • Horizontal (min. 1808 width)
      • Resolution: 72 dpi
      • Format: JPEG
  • Videos:
    • 1080px x 1920px (mobile vertical video specs - see screenshot)
    • 30 FPS (frames per second)
    • 250px safe pace on top & bottom (see next slide)
    • All videos to be 7 - 15s (max.) long
  • Sound:
    • For content to be shared on your channels, please select music in the following locations:

IPHONE TECH SETTINGS 🤳

13 of 19

  • Optimize for discoverability
  • Find trending sounds right in the app
  • Saving Sounds
    • CapCut
    • Saving Feature (IG/TikTok)
  • Choose the right sound and hop on viral sounds with unique take

​

  • Lipsync - Low Lift
  • Voice-overs (VO) - High lift
  • VO + trending sound - You’re ready for the big leagues 😎

STEP 3:

USE SOUND

14 of 19

  • Showcase faces and people
  • Follow trends and virality
    • What I’m Drinking
    • 5 Things
    • BTS
    • “We Are” Trend
    • OOTD/GRWM

STEP 4:

OTHER TIPS

15 of 19

🍷 Alcohol Policies on Social Media 🍷

  • Branded content from a 3rd party (i.e. an influencer) is not allowed.
  • Ads promoting alcoholic beverages (wine, beer, spirits, etc.) alcohol clubs/subscription services, alcohol making kits, or alcohol sponsored events are prohibited in North America.
  • Showing or promoting recreational drug use, or the trade of alcohol, tobacco products, and drugs is not allowed.
  • We do not allow showing or promoting young people possessing or consuming alcohol, tobacco products, and drugs.
  • Content is age-restricted and ineligible for the FYF if it shows adults consuming excessive amounts of alcohol or tobacco products.
  • Branded content promoting or referencing alcohol must comply with all applicable local laws, required or established industry codes, guidelines, licenses and approvals, and include age and country targeting criteria consistent with targeting guidelines and applicable local laws.

16 of 19

Self-Regulation? 🤔

Wine Institute’s Ad Code provides that:

NOTE: TikTok does not communicate confidence in its current ability to verify user age.

Digital marketing communications should not be placed in media where more than 28.4% of the audience is underage.

“

”

17 of 19

Is It Working? 🏋️

METRICS

  • Test/Learn
  • Followers + Likes / Engagements (likes/comments/shares)
  • Views
  • Higher Value Actions Stitches/Duets/Tags/Reposts - shows virality

Original Video: 1M Views

VC: @Phiphilondon

My Duet: 22K views

18 of 19

Is It Working? 🏋️

  • Engagement
  • Gain followers
  • Newsletter sign ups
  • Tasting room visits
  • Sell wine?
  • Building community
  • Adding value
  • Awareness with target audiences

Brand Building

Conversion

19 of 19

Chart Title

THANK YOU

Follow Brianne and Jasmine on Social