Leveraging Social Media to Connect with the Under-40 Crowd
If you’re finding it hard to capture the attention of Millennials and Gen Z, you’re not alone. This group is notorious for being difficult to engage with—they’re savvy, selective, and have no patience for brands that don’t speak their language. But if you can connect with them, the payoff is huge. The key? Mastering social media.
The New Age of Wine Consumers
Let’s face it: the way people buy wine is changing, and it’s changing fast. Younger consumers aren’t discovering new wines through traditional channels; they’re scrolling through Instagram, and watching TikTok videos. Social media is where they form opinions, discover new brands, and decide what’s worth their attention—and their money.
But engaging with this audience isn’t as simple as posting pretty pictures of your vineyard. You need to understand the platforms they’re using, create content that resonates, and show up consistently.
Understanding Where to Focus Your Efforts
Not all social media platforms are created equal, especially when it comes to reaching a younger demographic. Here’s where you should be focusing your efforts:
Instagram: The holy grail of visual storytelling. If your winery isn’t active on Instagram, you’re missing out on a major opportunity. With features like Stories, Reels, and in-app shopping, Instagram allows you to showcase your brand in a dynamic, engaging way.
TikTok: Think TikTok is just for dance challenges? Think again. This platform is exploding with potential for wineries. Short, creative videos—whether it’s a day in the life at your winery, a fun wine fact, or a behind-the-scenes look at the bottling process—can quickly go viral, bringing your brand to a massive audience.
Crafting Content That Hits Home
Creating content that resonates with younger audiences requires more than just great visuals. It’s about telling a story, being authentic, and inviting your audience to be a part of your brand. Here’s how to do it:
Show the Real You: Forget polished, overly-produced content. Millennials and Gen Z value authenticity above all else. Show them the real people behind your winery, share the ups and downs of winemaking, and let your personality shine through.
Get Them Involved: Social media is a conversation, not a broadcast. Ask questions, create polls, and encourage user-generated content. When customers share their own experiences with your wine, feature it on your page—it’s the ultimate form of social proof.
Visuals That Tell a Story: Younger consumers are visual, so make sure your content is eye-catching and meaningful. Use Instagram Reels or TikTok videos to tell the story of your vineyard, share the journey of your wines from grape to glass, or create short, engaging tutorials on wine pairings.
Pitfalls to Avoid
Even the best social media strategy can go off track if you fall into common pitfalls. Here are a few to watch out for:
Inconsistent Posting: Nothing kills engagement faster than inconsistency. Create a content calendar and stick to it—your audience will come to expect and look forward to your posts.
Ignoring Feedback: Social media is a two-way street. Don’t just post content; engage with your audience. Respond to comments, address concerns, and show appreciation for their support.
Overly Promotional Content: Younger consumers are savvy. They’ll quickly tune out if your content feels too much like an ad. Focus on creating value, sharing your story, and building a relationship—sales will follow naturally.
What It All Means for Your Winery
To connect with the under-40 crowd, you need to meet them where they are—and that’s on social media. But more than just being present, you need to be authentic, engaging, and consistent. This generation values brands that align with their identity and values, so let your winery’s story shine through in every post.
By focusing on the right platforms, creating content that resonates, and avoiding common pitfalls, you can build a social media presence that not only attracts younger consumers but turns them into loyal advocates for your brand.
Need some help crafting a social media strategy that hits the mark? Highway 29 Creative is here to help you navigate the digital landscape and connect with today’s wine lovers. Let’s create a social media presence that gets people talking—and tasting.