Go big or go home, despite the criticism, microinfluencers are crushing it. Influencer marketing is booming as we get into the new year of 2019, bigger than ever, and Instagram has become one of the largest platforms for these influencers to share their passion and love with their followers. Microinfluencers are people with social media accounts who can inspire their audiences to take action. Today we spoke to Autum, the girl behind @thepgh_brewnette.
Autum, we like to kick things off with you telling us a little about yourself. Give us a little background on how the “thepgh_brewnette” came about. Tell us about the name.
AS: I was at a beer festival last summer and a stand was offering a blonde ale and a brown ale. I joked with the individual giving out the samples that us brunettes felt left out; that, of course, turned into us laughing about “brew”nette, and from that point, it just kind of stuck. I now know “brewnette” is a bit less original than I had thought, but I still enjoy it. I also wanted to be able to make sure to represent the local brewers, hence the “pgh” for Pittsburgh.
That’s pretty creative. So why did you start thepgh_brewnette on Instagram?
AS: I’ve always had an interest for craft beer, and when I saw all the attention a simple post of 2 hazy IPA’s from Dancing Gnome got on my original Instagram, I thought, “Hmm, this could be something.” Living a few hours away from my close friends and family, checking out breweries on the weekends turned into a fun hobby and a nice way to interact with other craft lovers.
We’d love to hear about how your passion for beer came about? What is it about the industry that draws you in?
AS: I was introduced to the craft beer industry before it really was the “popular thing.” Growing up, my Dad never had any light beers in the house, always Yuengling, Troegs, or Dog Fish Head. I remember as a kid touring Yuengling and the original Troegs brewery. I always enjoyed checking out different breweries or sampling new crafts, but it wasn’t until this last year that I even realized there was such a large community of craft beer lovers on Instagram. I remember the first time I checked out Tanya Lawrence’s (babels_cameron) and Lisa Nichols’s (porkandpintsboston) Instagram. They’re such an inspiration. I knew then I wanted to emulate a page similar to theirs. I just love how many supportive, open-minded people I’ve been connected with, either through Instagram or in person, due to this industry.
What do you think is the most important quality for the influencer to possess?
AS: For me personally, I’ve found having the drive, yet also being able to find some kind of balance has been important. When I first started my page, I wanted to make sure I posted every day. I believe this helped get my name out there early on, but I also knew this wasn’t something I could maintain, especially being a full-time RN. I now focus on posting a few times a week and spend other days working on engaging with others.
What is your stance on influencers being paid to post about brands? Should influencers be transparent regarding payment for posts?
AS: I believe it is such a win/win situation for both the influencer and the brand. Social media is a great outlet for brands to be able to promote their products without digging too deeply into their budget. It also creates content for the influencer. What I feel is more important than influencers being transparent about the payment is that they give up front, honest reviews of the products. I understand we all have different taste preferences, but I want to make sure the products I promote are of high quality and come from a company that is enjoyable to work with.
How do you think the rise of influencer accounts on Instagram has impacted on the way that people discover restaurants/beers/bars/food?
AS: For me, viewing others experiences or reading their reviews of a restaurant/bar/brewery I have yet to visit, greatly impacts if I will check out the establishment. So many breweries/beers I’ve hunted down have been due to seeing other influences promote them. Therefore, I believe it’s our responsibility to be upfront about our experiences, since others may check out the establishment based off of our reviews.
Is there a characteristic or quality that you feel is essential for success?
AS: I’m still learning a lot about what does and doesn’t work, but what I’ve found is essential for me is a balance. On my days off, I will try to visit multiple breweries or sample several beers to create content for upcoming days that I may be busy with work. I had previously felt a bit overwhelmed trying to keep up with life, my job, and my Instagram, but now I just really try to have fun with it!
The greatest lesson you’ve learned in this business is…
AS: The greatest lesson I’ve learned so far is just to have fun with this. It can be easy to get caught up in other’s negativity or feel stressed if you may not be posting or engaging enough. My main goal when starting this was just to have a platform where I can reach out to other craft beer lovers, if I have the opportunity to make it more, I will definitely consider it, but in the end, I want to keep it fun.
What are your top 5 beer/beer brands of 2018? Number 5 is the best you’ve had.
AS: Wow, it’s hard to pick just five beers that were my favorite in 2018! I enjoyed many greats from Trillium, Tree House, Other Half, Monkish, Bottle Logic, and other breweries, but I think I’d like to focus on some standout beers I’ve had from Pennsylvania breweries:
- Heavy Gem (Tired Hands Brewing Company & Half Acre Beer Company): Harmonic, 6.3% NEIPA
- Rusty Rail Brewing Co: Fool’s Gold, 8% Imperial Peanut Butter Hefeweizen
- Hitchhiker Brewing Company: Whole Punch: Pina Colada, 7% Milkshake IPA
- Full Pint Brewing Company / Lavery Brewing Company Collab: Ale Satan, 4.5% Sour/Spicy Berliner Weisse
- F. A. M Artisan Craft Brewers: Unavoidable Bee Parts, 8.9% Raw Honey NEIPA
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?
AS: When a brand asks me to promote a product I’m open to giving it a try, as long as I can relate it to my Instagram theme. I like to know if they have any specific requests of how they would like the product presented, any key features, and what timeline they have in mind. I really see it as a win/win opportunity, they get the brand name out, I get to try new products and get content for my page.
On a personal note, what are some of the most important things in your life?
AS: I absolutely love the craft beer industry, but the most important things in my life would be my family, friends, and my dog Louie. As a critical care nurse, knowing that my job helps impacts others’ lives gives me much fulfillment. I’m a huge fan of the Dallas Cowboys and love going to Country music concerts.
