Content Is the Opportunity Wine Brands Can’t Miss—Here’s Why I’m All In

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CONTENT is your wine brand's untapped resource. If you lead your brand's customer acquisition efforts and you are not treating content as part of your product, you are ignoring one of your highest points of leverage. You’ve heard this message before, you may have even hired someone, but it’s not enough. Having someone “young” manage your social media just because they know the platforms doesn’t cut it. You need to understand it yourself. If your brand doesn’t have a daily, deliberate, and data-driven approach to social media, you're leaving so much on the table.

To be clear, this is a call to content, not a call to consulting (don’t hire me to ‘do’ your social either). I’m not an expert and the real experts are VERY expensive. I'm just someone who studies what works: how businesses use content to build brands people love. Look at PRIME drinks, any Kardashian product, or the massive audiences that top streamers have built (and the income streams that come with them). They’re rare examples, but they all teach us how to win in the attention economy and build relationships that lead to real loyalty.

For the business people: this loyal person yields super efficient ROAS (return on ad spend), over-indexing LTV (lifetime value), and is much easier to retain. However, in order to win this person over, you must compete in the gauntlet with the rest of the internet. It’s about more than just a flashy post—it’s about showing up authentically, over and over.

5 Do's to get going:

• Do it now - Platforms today use algorithms that prioritize interests over followers. This means small brands have a real chance to shine, even without a big audience. But only if you start.
• Do it for "me" - Make me laugh, make me smart, make me feel something. I will not engage with boring posts telling me to buy your stuff.
• Do it a lot - Frequency is your friend. Aim for once a day to start. As you learn what resonates, you can expand from there.
• Do it yourself - Yes, you're busy. But content is leverage. If you don’t treat it that way, you’re missing out.
• Do it with data - Every platform has analytics. Use them. Learn what works and keep evolving.

Content as a Business Transaction

Before we dive in, let's find the proper framing, content is a business transaction.

“If you're not paying for the product, then you are the product”
- The Social Dilemma

For the purposes of this piece, when I say content, I mean anything you post on the internet for work. Even more specific, I'm focusing on organic content, not paid ads.

This isn't just theory - it's how modern attention markets work. When TikTok's algorithm serves your content to interested viewers, you're not paying for placement - you're earning it through relevance. The platforms are incentivized to show content people want to watch, which means quality content gets free distribution. This is a fundamental shift from traditional advertising where you pay for placement regardless of quality.

Here's how the value exchange works:

• Provide Value → Earn Attention
• Earn Attention → Build Trust
• Build Trust → Create Community
• Create Community → Drive Growth

For wine brands, this could mean sharing the real stories behind your vineyard, celebrating small wins, or showing behind-the-scenes moments. These are the things that draw people in and keep them coming back. It's not about selling out—it's about scaling the things that already make your brand great. The same passion that makes a customer's eyes light up during a tasting room visit can now reach thousands through thoughtful content.

The Transaction Test:

To ensure your content adds value, run it through this simple test before posting:

• Does this provide real value to our audience?
• Would I engage with this content myself?
• Does this reflect our brand's authentic voice?
• Are we giving more than we're asking for?

The Real ROI:

• Short term: Brand awareness and engagement
• Medium term: Customer acquisition and loyalty
• Long term: Community building and market position

If you're at all grossed out by this transactional view, join the club, so let's make sure that whatever we make is worth sharing. I love this quote from Stanford Professor Jeffrey Pfeffer "If you want more good to come from power, more good people need to have power."

Remember: The most successful content creators and brands today - from MrBeast to Liquid Death to Prime - aren't just selling products. They're creating movements, sharing experiences, and building communities that transcend their product category. MrBeast isn't just making videos; he's creating moments people want to be part of. Liquid Death isn't just selling water; they're making sustainability rebellious and cool. Prime isn't just selling drinks; they're turning hydration into cultural currency.

The money follows when you nail this - but first, you have to commit to creating content worth caring about.

Do it Now: The Algorithm Shift

We (you and I) have to "do it now" because platforms are fully embracing what drove TikTok's meteoric rise, meaning there is a window of opportunity for brands with no following to have incredible reach.

We're in a unique moment where social platforms are actively working to help content find its audience. This means:

• Small producers can compete with major brands
• Authentic content often outperforms big-budget ads
• Niche topics can find massive audiences
• Quality content gets free distribution

But this window of opportunity won't last forever. As more brands do this well, the cost of attention will rise.

Here's what changed:

Social media platforms started with social graph algorithms, meaning that the content shown to you was largely driven by who you were connected to. Think friends on Facebook, connections on LinkedIn, followers on Instagram, etc. The theory here was that a given user of the platform would be most interested in content from people they know. Totally valid.

As content platforms evolved, the next innovation became fine tuning the presentation of content based on a user's engagement on the platform. Think Netflix, YouTube, and TikTok. The seismic shift was TikTok's "For You" page, still the gold standard in interest graph algorithms that primarily recommend content based on what you interact with (like, comment, watch, rewatch, switch away from, block). Since then, Instagram (IG), Facebook, YouTube, LinkedIn, and X have all incorporated features that take a similar approach.

So what?

This shift to interest-graph algorithms means that every piece of content has the potential to reach its perfect audience - regardless of your follower count. A video about harvest morning could reach wine enthusiasts across the country, while a quick tip about storing opened bottles might resonate with casual wine drinkers in urban areas. The key is making content worth watching, not building a massive following first.

Do it for 'Me': Give 4 Times per Ask

The rule is simple: lead with value. Make your audience laugh, teach them something, or make them feel something meaningful. Aim for four or five value-focused posts for every promotional one.

• Make Me Laugh: Share bloopers, relatable moments, quirky staff shenanigans, or those odd uses for wine corks.
• Make Me Smart: Offer pairing tips, debunk myths, share real storage advice, and answer questions you get often.
• Make Me Feel: Tell heritage stories, showcase celebrations, introduce your team, and share family traditions or big milestones.

People crave authenticity. Modern platforms reward genuine moments that resonate with real interests. Raw, real moments often outperform polished, scripted ones.

Remember: when someone watches your content, they’re giving you their time. Make it worth it.

Do it a lot: Consistency Beats Perfection

Each piece of content is an opportunity to test what resonates. Think of your daily posts as micro-experiments that help you understand:

• Which topics capture attention in the first 3 seconds
• What styles of content your audience watches to completion
• Which formats drive the most meaningful engagement
• What messaging converts viewers into customers

Start with one platform and post daily. The benchmark to work up to is multiple times a day, across platforms. It's a lot, but it's what's required to win.

Don't reinvent the wheel, borrow from content archetypes that are already working. Here are 5 examples:

1. Straight-to-Camera Selfie Videos: Raw authenticity builds trust. Talk about what's going on that day, or something you observed. Pick one day to batch-record several short clips, changing shirts or locations for variety.
2. "Did You Know?" Posts: Share fun, interesting facts about your winery, your process, or your region. Make it bite-sized and informative.
3. Street Interviews: Head out to public spaces and conduct 'street interviews' to get genuine reactions from everyday people. Their candid feedback can create highly relatable and engaging content for your audience. Be sure to ask questions that are fun, easy to answer, and relevant to your brand to keep the energy authentic and interesting.
4. Text Over Visual Background: Share quick tips over engaging visuals—bottle shots, vineyard views, or a poured glass. These are easy to create and shareable.
5. Pop Culture Crossovers: Tap into current trends—like referencing 'canon events' from Spider-Man: Across the Spider-Verse (a 2023 example)—to make your content relatable and engaging. Connect your wine brand to broader cultural moments for a fun twist.

There's lots that can and should go into content strategy and the creation process, but the most important: committing. Rally your team, set a start date, and commit to posting daily for 100 days (or 30 if that sounds too daunting).

Do it Yourself: Leaders Create their Brand's Leverage

In an industry built on passion and expertise, authentic content can't be completely outsourced. Here's why you - yes, you, the wine brand executive - need to be involved:

The Real Leverage Points:

• Your passion shows through - enthusiasm is contagious
• Your stories are unique - share what made you fall in love with wine
• Your perspective matters - highlight the joy, not just education
• Your access is interesting - take people where they can't normally go

Stop Treating Content As Low-Value Work

Common Mistakes:

• Delegating entirely to junior staff
• Outsourcing completely to agencies
• Viewing it as "just social media"
• Making it purely educational

Instead, Treat Content As:

• A strategic advantage
• A direct line to your customer
• An opportunity for brand differentiation
• A chance to show wine as approachable and joyful

Share What Makes Wine Special:

• The excitement of harvest morning
• The satisfaction of a perfect blend
• The beauty of winter in the vineyard
• The stories behind family traditions
• The unexpected moments that make your day

Make Time:

• Start small: 30 minutes each Monday to batch record
• Use drive time to record voice memos of story ideas
• Delegate editing but not the authentic moments
• Remember: this is strategic work, not busy work

Do it with Data: Iterate and Improve

Don't guess, post a lot and use the analytics the platforms provide. These key metrics will help you track what works, learn, and continuously improve your content strategy.

Key Metrics to Track Weekly:

• Reach & Views: Track which posts reached beyond your followers and attracted new audiences.
• Engagement Rate: Comments matter more than likes—look for topics that spark conversations.
• Watch Time: For videos, note where viewers drop off and adjust future video length accordingly.
• Best Performing Content: Track your top 3 posts each week. Note common elements like the time posted, format, or topic.

Action Steps:

Create a simple spreadsheet to track:

• Post type
• Topic
• Time posted
• Key metrics

Monthly Review:

• What topics resonated most?
• Which formats received the highest engagement?
• What days and times worked best?

Adjust Strategy:

• Double down on what works.
• Experiment with one new format each month.
• Test variations of successful posts.

Pro Tip: Start by tracking just two metrics—reach and comments. These will give you the clearest picture of what resonates with your audience. If you’re doing a lot of video, focus on watch time as well, the completion of the first 3 seconds is the most important. Everything else is just noise until you master these basics.

The Opportunity Ahead

Looking at what's ahead in 2025, we're at a fascinating intersection. Wine brands who embrace authentic content creation now have an unprecedented opportunity to build direct relationships with their customers. The platforms are favoring discovery over following, the tools for creation are getting easier to use, and consumers are craving genuine connection more than ever.

But here's the reality check: Most wine brands won't act on this information. They'll wait for more proof, more case studies, more certainty. And that's exactly why the opportunity exists for those who will act now.

Your Next Steps:

1. Choose ONE platform to start with
2. Commit to 30 days of daily posting
3. Pick TWO content formats from our list and master those first
4. Start measuring what works
5. Show up as yourself - authenticity beats perfection

Remember:

• Do it now: The algorithms are favoring interests over followers
• Do it for "me": Create value before asking for sales
• Do it a lot: Consistency beats perfection
• Do it yourself: Your authentic voice matters
• Do it with data: Let results guide your iteration

The wine industry has always been about connection - from sharing stories across a tasting room bar to celebrating life's big moments. Social media isn't changing that tradition; it's amplifying it.

Bonus: Further Reading

Check out "Day Trading Attention" by Gary Vaynerchuk to keep leveling up.

Cheers,

Stephen