What a wonderful opportunity to talk to Melis aka @thegirlwithbeer. Melis is a San Diego based craftbeer drinker, traveler, crossfitter, dog lover and adventure seeker. She balances a healthy lifestyle with her love for beer, which is not always easy to do.
Melis, could you introduce yourself and briefly describe your Instagram account — what’s your focus and the reason you started it? Do you see this as a business, a hobby, or something in between?
M: I think the tagline by my username best describes my Instagram account; beer, barbells, and travel. I love traveling to experience new cities through their beer and culinary scene while lifting weights to balance my love for craft beer and desire for a healthy lifestyle. I see this Instagram account as both a hobby and a business. When I first started it I wanted to share my curiosity and love for beer but it additionally became a networking tool and a supplement for my resume. I wanted to work as a marketing specialist in the beer industry, I had the education and work experience but nothing to really show my love for craft beer. I couldn’t send a photo of my cellar to potential employers so I decide to start this Instagram account. Now I work full time in the craft beer and have my own account as a creative outlet which occasionally brings really cool opportunities I otherwise wouldn’t have.
We’d love to hear about how your passion for beer came about? What is it about this industry that draws you in?
M: When I was in University I started studying for exams at the bar on campus because the library and coffee shops were always packed. I liked having a beer while studying, it made it seem less like a chore. The bar used to have “Toonie Tuesdays” where they sold half pints for $2 on Tuesdays (a toonie is a two dollar coin in Canada by the way.) I started exploring different beers they had on tap which sparked my interest in beer. Then I met my husband, who is also super into beer and we started traveling to breweries, meeting people in the beer scene and building a pretty rad beer collection. What I love the most about this industry is the community. I love connecting with other people because of the beer. I love how there are such a vast history and tradition behind beer but also experimentation and innovation. People in this industry are passionate about their craft.
What led you to bring your passion for this industry on Instagram, of all available social media platforms?
M: I’m a visual and creative person, and Instagram is a visual platform so it was a good fit for me. I already had another Instagram account, which is at almost 60,000 followers now @melislimes so I was already familiar with the platform but it didn’t make sense to share beer photos there so I started @thegirlwithbeer, it was only last year I started taking it more seriously and growing it. I also started a YouTube channel to share longer content about my beer adventures. The Girl with Beer
Where do you think influencer marketing will be 5 years from now?
M: Honestly, I don’t know.
Who influences you?
M: I follow a lot of travel accounts, not just beer accounts. The friends I have made through this platform also really inspire me.
Best atmosphere, mood or environment to grab a cold brew?
M: My dining room, we have a great collection and I love having bottle shares and entertaining friends. Other than that, there are some great spaces here in San Diego.
What do you think your Instagram followers love most about your gram. What do you think sets you apart from all the other people in this industry?
M: I try to post content which I believe will bring value to my audience. I’ve also worked really hard to build a community, not a following. My #beerandbarbell series I think also sets me apart. I also make an effort to post about interesting beers and backdrops. I rather take a photo outside my house with a nice background then inside my kitchen you know? My kitchen isn’t very interesting.
Other than the quality of the product, what makes you want to strengthen your relationship with a particular brand?
M: First and foremost, the product has to be something that fits my brand and what my audience will resonate with. It doesn’t make sense for me to work with makeup brands on this account because that isn’t my content and that isn’t what my community is following me for. Second, their values and corporate social responsibility. Third, the way they contact me. Are they actually interesting in working with me because they know my content or am I just another influencer they are reaching out to? Do they value what I do or do they just want to reach my audience? I’m selective with brands I work with, I don’t want my feed to become ad after ad.
Finish this sentence: “It really grinds my gears when a brand or product that is trying to establish a relationship with me… “
M: they don’t even bother to address me by my name, Melis. It’s literally written on my profile.
How often do you take a break from social media to recharge?
M: It’s hard to take a break when this is what I do professionally and as a hobby. I like to take videos and photos when I first get to a place/event then enjoy my time. I edit and post my content, later on, this helps me focus on spending time with my friends and enjoying the moment more.
Let’s get personal. What are some of the most important things in your life?
M: Personal growth and community contribution. I’m constantly working on being a better version of myself. I also think it’s important to donate my time and money. I’ve been volunteering on a regular basis since I was in High School.
