When it comes to craft breweries, arguably no place is better for brand promotion than social media. Beer and brewing on social media is helping to shape the course of the beer industry in a big way. A part of the community and movement is Susie aka Instagram’s @Susieontap.
Susie, 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?
SB: Hi, I’m Susie, Instagram’s resident beer nerd! If you had asked me a couple years ago if I thought I’d be operating Susie On Tap, a beer-centric science blog and Instagram account, I would have laughed in disbelief. As a former, self-professed beer hater, this is something I never saw coming. But it turns out I like science. And it turns out I like beer. And it turns out I like beer science the most! I try to operate this like a business, but it is definitely a hobby, a very expensive hobby.
We’d love to hear about how your passion for beer came about. What is it about this industry that draws you in?
SB: My passion for craft beer actually came as a result of a course I took at USF Sarasota-Manatee. Prior to the class, I had absolutely no interest in beer and I found it to be absolutely disgusting. Too be fair, I had only ever tried the typical big brand beers (you know the ones). But when a university offers you a beer course as an upper level elective in their biology program, you take it! I credit the class entitled The Chemistry and Microbiology of Beer for my passion in the industry. The more I learned about the science of beer, the more I appreciated it. In fact, I got so sucked into it that I even wrote a piece about the craft beer industry. It actually got published in a hospitality textbook!
I think my favorite thing about the industry is how collaborative it is. Competition exists but in a TOTALLY different way than it does in the other markets. I believe everyone genuinely wants everyone else to succeed and I think that’s incredible!
What led you to bring your passion for this industry on Instagram, of all available social media platforms?
SB: I actually started my Instagram as a way to help me through the grieving process of losing my little sister. I needed the escape and I needed something to focus my mind on. At the time, I was working with my friends on a video podcast called Beer and Sunshine and I wanted to help bring in more traffic to the main page. I had no idea that anyone would be interested in hearing what I had to say or that they would want to learn more about the brewing process with me, but I’m incredibly happy it morphed into what it did.
What I appreciate about Instagram, in particular, is that it is image based. This makes it simpler, yet simultaneously more challenging. You have to draw them in with the picture, but they need to connect with you to read your words. I also like that the platform makes it easy to meet others who share similar interests. There are so many aspects of the industry and so many diverse people in it; being able to connect through the simple use of hashtags is pretty brilliant! Brewers, scientists, owners, marketing directors, other beer bloggers: they are all online and willing to share their wisdom and awesomeness with you. I just haven’t seen that on any other platform.
Where do you think influencer marketing will be 5 years from now? Where do you think it is now?
SB: I think Influencer marketing is really just a more extensive “word of mouth”. It’s one person telling another that something is worth their interest. It holds just as much weight as when someone you are close with in real life recommends a product or a brand to you. But with that comes a certain responsibility. At the moment, Instagram seems to be flooded with products, with no differentiation given to whether they good or bad, safe or unsafe. That is why I think it is incredibly important to operate with a sense of transparency. Your followers and friends are trusting you to give them information that is honest.
I think what will change is that brands will get a little pickier on choosing people who are able to effectively influence their audience, regardless of follower size. Likewise, I think that influencers will become a little picker on what they choose to promote, regardless of what that brand can offer them. The entire network is incredibly saturated at the moment and the only way to cut that is to strategically evaluate each other. But influencer marketing, in general? I don’t think it’s going away any time soon!
Who influences you?
SB: I am heavily influenced by the bad ass beer babes smashing stereotypes and making it happen for themselves in a male dominated industry. From the homebrewers, to the microbiologists, to the professional brewers, to the bloggers, to the drinkers! It takes a lot to stand up to the critiques of others and they are doing it every damn day. I am so here for it! I want to name names, but there are just so many!
Best atmosphere, mood or environment to grab a cold brew?
SB: Ideally? A chill place and with a chill vibe. But honestly, any place that has good beer, good music, and good friends is guaranteed to be an awesome time!
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?
SB: I think my followers appreciate how approachable I make the science and the brewing process. The Beer Science Sunday Quizzes have been one of the more successful initiatives I’ve been able to launch on my Instagram. When people are passionate about something, there is a desire to learn more. I do my best to provide the “more”. But as for my page, I try to just be super authentic. I am who I am, and I think sometimes that is refreshing to see. Or at least that’s what I tell myself! Truthfully though, I have no intention of trading in my authenticity for likes. I’m just your very average, artsy business girl turned complete beer science nerd. Totally normal.
Other than the quality of the product, what makes you want to strengthen your relationship with a particular brand?
SB: Their social media presence! When the person who runs the social media aspect of a business really steps up to the plate to be engaging, funny and active, it makes me more excited to work with them. They are a representation of the entire brand and when they reflect positively on this level, it makes me want to check out who they are and what they are all about. That first impression is everything!
Finish this sentence: “It really grinds my gears when a brand or product that is trying to establish a relationship with me… “
SB: And they try to tell me their health product was scientifically formulated but ghost me when I ask about that science. This is likely an isolated incident. Honestly though, I haven’t worked with many brands, but the ones I have worked with have been beyond awesome! I try to be hyper critical of the brands I decide to work with. They have to resonate well with who I am and what I represent.
How often do you take a break from social media to recharge?
SB: Not nearly as often as I should! Sometimes I realize I’m on autopilot, just swiping up through all the posts and not even registering what I am seeing. It completely compulsive and it makes me twitchy. The only way I am able to balance out is by getting outside. I don’t even have to be doing anything in particular but being outside resets me. I also don’t post every day. It is an intentional and deliberate decision to try to take care of my mental state.
Let’s get personal. What are some of the most important things in your life?
SB: The most important thing in my life is my family. I am incredibly grateful of the family I grew up with, the family I married into, and the family that I created. It is also very important to me to make a difference in the lives of others, even if it’s just by being kind.
Anything else you’d like to share with our readers?
SB: I just want to say how super humbled I am by the support and interest that has been shown to me. I am SO incredibly grateful to my readers and followers. Thank you for allowing me to get nerdy with you all! And thank you to Taste the Dram for providing me a platform to share a little about myself! Cheers!
