Influencer is the buzz word that’s been taking Instagram marketing by storm. Slowly and slowly the wine industry is beginning to peak by using Social Media branding and engagement to grow a younger demographic for their old sophisticated wines. This week we had the opportunity to speak to Paige the creator behind @Winewithpaige on Instagram.
Why did you start Winewithpaige on Instagram? Is Winewithpaige a full-time gig or on the side project?
PC: I started Wine with Paige as I was going through my WSET 3 as a way to share what I was learning and record the wines I was trying as part of the process. I got a great response from people and it really just grew from there. It’s been amazing talking and connecting with people, and I’m so thankful for all the doors it’s opened. It’s currently just a side-project, in addition to my full-time job working in eCommerce.
We’d love to hear about how your passion for wine came about?
PC: Back in college, I was home over Christmas break, newly 21, and bored. I’ve never been one to sit idly, so I decided to pick up the book “Wine for Dummies” so I could stop feeling like an idiot in the wine aisle. I was astounded by how much there is to learn about wine and how many aspects of the world it touches– religion, anthropology, sociology, economics, geography, history…. the list goes on and on. You can never know everything there is to know about the subject, and that’s what fascinated me so much in the beginning. From there, I really connected with the human aspect of wine; I love great wines with great stories behind the bottle. I come from a photography background, so I love things that have a creative aspect that connects people and tells stories in an uncommon medium.
What do you think is the most important quality for the influencer to possess?
PC: I think it’s really important to connect with people as an influencer. At the end of the day, the best part of my Instagram is having the opportunity to tell a story and share great wines that people might not have otherwise heard about. I love being able to support brands that deserve our attention and have something interesting to say. I studied marketing in college, and that combined with my photography background has been an absolute asset in connecting to my audience, understanding what they’re interested in, and then being able to turn around the story in an interesting way that people can relate to.
What advice would you give wine companies looking to use the Instagram social media platform to grow their brand’s image?
PC: It’s really important for brands to find Influencers who align with their brand and their mission. I receive a lot of wine samples, but the ones that I connect to emotionally are the ones that end up generating the best responses from my audience. Sending a bottle to someone and just forgetting about it is never going to yield the results you want; you need to make that connection with the Influencer so they can, in turn, get their audience to connect with your brand. If you stand for something I really believe in or have a story that’s truly worth sharing, those are always the best and most interesting posts that
What is your stance on influencers being paid to post about brands? Should influencers be transparent regarding payment for posts?
PC: It makes sense that Influencers should be paid to post– running an Instagram and creating that content is a lot of work! I spend somewhere between 2-4 hours a day on Instagram, between photography, stories, responding to messages, commenting, etc. If a brand is looking for a particular type of post or wants a specific date, or if they’re looking to receive the high-res images for their own account, Influencers should absolutely be compensated for the work they put into creating that. You wouldn’t hire a photographer or someone for your marketing department and not pay them! Influencers are both those things and more.
With that said, regardless of being paid or not, I only post brands that I fully stand behind. I have and will continue to turn down paid opportunities if they’re not in line with my values or my personal brand. It’s also definitely important to be transparent in regards to whether it’s a sponsored post or not. It’s important for authenticity and ensuring the trust of your audience.
Currently, only about 5% of my posts are sponsored. A vast majority is just wine that I love and am excited to share with my audience.
How do you think the rise of influencer accounts on Instagram has impacted on the way that people discover restaurants/wine/food?
PC: Instagram has been a great way for me personally to discover new things I want to try. With everything from fashion to wine to restaurants to where I want to take my vacation, it’s all influenced by the things I see on Instagram and the people I talk to. I’ve discovered so many great hidden gems that I otherwise wouldn’t have known about!
Is there a characteristic or quality that you feel is essential for success?
PC: Self-drive is absolutely critical for success, especially in the Instagram Influencer game. No one is sitting down and setting deadlines for me, forcing me to respond to emails or do my photos– I have to manage my own time and ensure that I stick to my schedule. It’s also really important to have great communication skills!
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?
PC: I’m approached by multiple brands pretty much daily that are interested in sending samples in exchange for promotion. I have a pretty standard response that I send to most people who reach out, explaining that in exchange for samples, I guarantee a story/tag, but nothing more. From there, I’ll either post based on my preferences and schedule OR they have the option to do a sponsored post. Both options come with the caveat that the wine needs to be something I believe is deserving of being shared and inline with my brand and beliefs. I also love to ask follow-up questions to make sure I understand the brand and know enough to tell an interesting story if I do decide to share.
What do you wish brands knew before approaching you on Instagram?
PC: I’m always looking for information — sending a sample and just hoping for the best doesn’t help me engage my followers or tell the story of your brand. Make sure you send me information on why your wine is special and what it is you think my followers would like about it. Help me help you!
On a personal note, what are some of the most important things in your life?
PC: My favorite parts of life are connecting with friends and experiencing new things (wine is great for fostering both those things!). I’m also very attached to my cat, Pippin, and my partner, Zakk. We’ve been together for 11 years! He supports me in everything and is the secret man behind the camera in most of my IG posts.
Anything else you’d like to share with our readers?
PC: Life’s too short to drink shitty wine! Find wine that has stories behind it, and enjoy what you drink. 😉
