7 Tips for Wineries Using IGLive

Paige Comrie

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WHY SHOULD WINERIES USE INSTAGRAM LIVE

With more and more events going virtual, Instagram Live is a great way to get in front of your audience and share your story in real time. When live streaming, IG alerts a portion of your followers with a push notification and promotes your story to the front page with a ring highlighting your account. It’s a great way to drive engagement and get views on your profile, and the perfect opportunity to develop a meaningful connection with your audience.

HOW WINERIES CAN USE IGLIVE

  • Interviews with your Team
  • Cooking & Wine Pairing Tutorials
  • Behind the Scenes Previews
  • Performances & Events
  • New Product Reveals
  • Discussions with Influencers
  • Q&A Sessions
  • And More!

TOP TIPS FOR WINERIES GOING LIVE ON INSTAGRAM

1) USE A TRIPOD

Investing is a solid tripod for IGLives and Stories is crucial for steady and professional video streaming. I have two that I regularly recommend, depending on how you’re planning on using it. I use both on a regular basis in my own work flow!

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2) POSITION YOURSELF IN A WELL-LIT LOCATION WITH NO NOISE DISTRACTIONS

Look for a room that’s well-lit, ideally with flattering natural light. I like to position myself facing a window with the phone/tripod between myself and the lightsource for the best appearance. Make sure you’re not backlit (no bright lights behind you) as this will make you look shadowy and create an unprofessional appearance.

If you’re unable to use natural light, consider investing in a small ring light. These can be relatively affordable on Amazon and will dramatically increase your IGLive quality.

Make sure you’re also in a place that’s fairly quiet (i.e. no heavy wind and no heavy machinery in the background). You want your audience to be able to hear you! If the room has ambient noise, consider using earpods (wireless is best) to keep sound clear.

3) TEST YOUR WIFI CONNECTION

Nothing is worse than getting everything planned out, only to have your video severely lag or cut out in the middle of your IGLive. Test your wifi ahead of time and ensure you’re in a place that is able to consistently stream. You can test this by trying to Facetime a friend and seeing how the quality holds up.

Along these lines… make sure your phone is adequately charged as well!

4) POUR THE WINE AHEAD OF TIME

If you’re planning on tasting through several wines, be sure to open and pour them ahead of time. No one wants to sit there as you struggle to cut the foil and screw in the corkscrew; even if you’re a pro at it, it adds unnecessary silent time as you do so. Pouring the glasses ahead of time looks way more prepared!

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5) PLAN OUT YOUR DISCUSSION

Plan out your discussion ahead of time — don’t rely on assuming people will join in and start asking you questions. If they do, great, but if they don’t it can lead to uncomfortable moments.

If you’re planning on doing a Q&A session, I recommend “seeding” a few friends in the audience with pre-planned questions to get the conversation flowing. Once someone starts it off, more people usually feel comfortable joining in.

Whatever you plan, make sure it’s engaging and fun. Talk to your audience like you would if they were in your tasting room and remember there’s human beings on the other side of the screen. Would you be interested in whatever you’re talking about?

6) USE FILTERS & SAVE THE LIVE STREAM TO YOUR IGTV

While streaming, you can apply filters to your video, similar to the way you do in stories. This is great if you have a particular brand aesthetic or want your video to have a certain feel.

Instagram also recently updated to allow users to post the livestream as a static video to their IGTV after it ends. This means your audience can rewatch, or if they weren’t able to join you live can still catch the video on their own time. You’ll have to do this immediately after completing your IGLive, or the video will be lost forever.

Consider preparing a cover for your video ahead of time so you can easily make your new IGTV video match your brand and feed aesthetics. Canva is an excellent free tool for doing this (I use Canva for all my social media and blog graphics. It’s fantastic!)

7) INSTAGRAM LIVE IS GREAT FOR “FOOT TRAFFIC”

For the most part, people will not stay in an IGLive the entire time you’re streaming. While you may have a few loyal fans or friends who do so, most will pop in and out. While this might seem irksome, I actually view it as a huge pro — when holding a Zoom tasting (your other option for virtually drinking wine with your audience), yes, your audience may be more engaged and stay the whole time, but it’s a limited number of people who probably already are obsessed with your brand. IGLive, on the other hand, allows anyone to see you face-to-face, get an inside look at your brand, and further develop their connection with you. There’s very little barrier to entry for people to pop on and see you on IGLive, other than a moment of their time.

In general, video develops a deeper connection with people than still-photos or text; by streaming live, you also add points of authenticity. A good marketing strategy in today’s climate includes both IGLive and private Zoom tastings, to reach both your current audience and new potential customers.

It’s also worth noting that if you partner with other brands or influencers, you’ll expand your IGLive’s reach to their audiences as well. When someone goes live with you, their audience is notified as well and will likely pop in to see what’s going on. This is a great way to explore new audiences, and keep the IGLive feeling conversational.

IGLive has risen to popularity in recent months, and is around to stay. By using these tips, you can pull off a fun, engaging, and professional IGLive to reach your audience, no matter where in the world they are.

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Paige Comrie is a Certified American Wine Expert and holds her WSET3 Advanced Certificate in Wine. She's passionate about helping connect consumers with great bottles of wine, and inspiring people to live the "wine lifestyle". This phrase, to her, means elevating the everyday, enjoying the little moments, and taking time to sip and savor everything life has to offer. In addition to wine and food, Paige also writes on the subject of Social Media and Digital Marketing, specifically focusing on the wine industry. Follow her on Instagram @winewithpaige

Napa, CA
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