Meet Raquel Royers, a marketing manager for a historic winery in Napa Valley. I was curious how Raquel got her start, how she engages with the brands and her followers and what brands should be on the lookout to engage with their consumers. Raquel’s interview below:
We’d love to hear about how your passion for wine came about? What is it about the industry that draws you in?
RR: My passion for wine started out just as any other wine lovers journey typically does. After college I really began to enjoy wine and rather than just drinking it, started wondering where it came from, how it was made, why I liked certain varietals over others, etc. I started buying books about wine and not too long after I decided to pick up my life and move to Napa to work in the wine industry! Once in Napa, I found myself exploring different wineries every weekend and posting about them, which eventually led to the start of my blog, Watch Me Sip!
What do you think is the most important quality for the influencer to possess?
RR: I think it’s extremely important to remain true to who you are, be open (which can be scary and vulnerable, especially online!) and just be 100% authentic. People can see through the BS.
What is your stance on influencers being paid to post about brands? Should influencers be transparent regarding payment for posts?
RR: Yes, absolutely. I think most people who are using Instagram today understand that it’s a tool businesses use to advertise their products. The power of referral is strong and if the person who is promoting a product for a brand is open that it’s a partnership or ad, people are fine with it. It’s when you don’t disclose it that some mistrust can start to happen. Honesty and transparency is the best policy! I personally never work with brands that I don’t truly believe in and wouldn’t use in my own life.
How do you think the rise of influencer accounts on Instagram has impacted on the way that people discover restaurants/wine/food?
RR: I think it has completely changed how people search for products, restaurants, hotels, fashion, etc. you name it. Social media has given the consumer more control, options and insight into their purchase decisions.
Is there a characteristic or quality that you feel is essential for success?
RR: You have to be passionate about the topic you are talking about, Instagramming about, blogging about, etc. This goes back to authenticity. It’s easy to see when someone isn’t truly in love with what they do. Additionally, continuous curiosity on your topic, always educating yourself, the ability to adapt to change and being open to constructive criticism are necessary when building a brand in the online space.
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?
RR: Yes. I’ve gotten it all. The teeth whitening, the makeup brands, hangover pills, subscription boxes, you name it. I turn most of the emails I receive down because I want to only recommend products to my followers that I have vetted and would actually use myself. In addition, I like to stay focused on my topic. If it’s too far away from wine, there’s no place for it on my page, paid gig or not.
We absolutely love your photos on Instagram. Do you have a tip for other influencers when it comes to photography for their gram or their blogs?
RR: Content is key! I spend hours every weekend planning photos and having photo shoots to build up content for my page. Beautiful, high-quality content is important with Instagram being so focused on the imagery.
On a personal note, what are some of the most important things in your life?
RR: Wine, duh! Haha, jokes aside – wine is pretty dang important – it is the reason why I have a roof over my head, as for my day job I currently work as a marketing manager for a historic winery in Napa Valley. Outside of work, the other most important things in my life include my family, friends, my kitty named Simba and the ability to travel and enjoy this beautiful thing we call life!
What would you most like to add to your knowledge about social media marketing and strategy?
RR: I’m always learning, especially with how quickly the digital world changes on the daily. I’m looking forward to learning about more ways I can connect with my followers. I absolutely love engaging with other wine lovers and am constantly surprised by the amazing Instagram wine community. I’d like to do more video and maybe a live wine tasting soon!
Anything else you’d like to share with our readers?
RR: For all the winos – keep learning and being curious about wine! Wine can sometimes be intimidating, but don’t let that stop you. No question is a dumb question. Send them my way, I’m happy to help answer! And for those of you that aren’t [yet] a wine fan, keep trying, there’s a wine out there for everyone.
