Maximizing one of the Most Powerful Marketing Tools in the World: #WineTok
Less than a month away from the 10th edition of the wine2wine Business Forum, to be held in Verona on November 13 and 14, 2023, let’s go on presenting the sessions of the 2022 edition. This week, we chose the the session conducted by Amanda McCrossin, in podcast format. What is it about? The #WineTok phenomenon and the opportunities - as well as challenges - that this social media platform offers to industry professionals.
TikTok: Instagram from five years ago?
In just one year on TikTok, Amanda McCrossin, known on the platform as SommVivant, gained over 150,000 followers from the wine community. TikTok, a social media platform initially designed for younger users, now has an audience of over 50% of users over 30 years old. TikTok's algorithm helped McCrossin's videos reach the right audience, educate about wine, and generate significant revenue for the wine industry. At the wine2wine Business Forum 2022, McCrossin emphasized how TikTok today is similar to Instagram five years ago and how the platform represents uncharted territory in the world of wine and its operators. McCrossin warns, "The time to seize this opportunity is limited; only those who act now will be ready for future success."
TikTok: Challenges around the corner
Using TikTok for marketing in the wine industry can be promising, but it also comes with some significant challenges that must be considered for those who want to embark on this new marketing path:
- Legal age: Ensuring that the audience is of legal drinking age can be a concern.
- Advertising regulations: Alcohol advertising regulations are strict and vary from place to place.
- Balanced content: Finding a balance between educational and promotional content is crucial.
- Measurement of results: Calculating ROI can be complicated.
- Online reputation: Managing reviews and comments is essential.
Amanda McCrossin
Amanda McCrossin is a certified sommelier and a renowned figure in the world of wine, as well as a content creator on platforms such as TikTok, Instagram, and YouTube. During her tenure as a sommelier and wine director at PRESS restaurant in the Napa Valley, the speaker worked on the largest and most extensive wine selection created in this area. Her extraordinary talent and passion for wine have attracted the attention of recognized industry publications and programs, including Food & Wine Magazine, Food Network, and the San Francisco Chronicle. More recently, Wine Enthusiast, awarded her the title of "Sommelier of the Year." Today, McCrossin is recognized as one of the leading wine experts in the Napa Valley. She communicates daily with her vast audience through the content she creates for her TikTok, Instagram, and YouTube channels - SommVivant - and hosting the Wine Access Unfiltered podcast.