Do You Really Need Social Media? Read This First...

Let’s talk about social media…. again

If you're like many small brewery owners I chat with, the mere thought of “posting daily” probably makes you want to run for the hills, or at least reach for another pint.

But wait… I have good news!!! …. Social media isn’t the be-all and end-all. It’s not some holy grail that’s going to save your brewery. And it’s definitely not something you need to feel guilty about if you’re not on it every day.

Let’s break down in a 90’s rap kinda way…

First things first, what’s your actual goal?

If your aim is to grow your brewery in your local area, social media might not even be the best place to focus. Shocking, I know.

Instead, investing time in real-world things like:

• Attending local events or networking groups

• Dropping off flyers (yes, that still works)

• Running a small local print ad

• Just chatting with people in your community

...can do far more to boost sales and build loyal fans than stressing over your next Instagram post.

Now, if you’re thinking: “But I have to post something... right?”

Well, that depends on why you're posting. If it’s just to keep your locals in the loop upcoming events, beer launches, etc. — a simple weekly update might be enough.

And let’s not forget your email newsletter. That’s often a better way to engage your regulars than shouting into the social media void.

Chasing virality? Ask yourself this:

If a reel or TikTok does go viral, but most of the attention comes from people overseas who can’t even order your beer, what’s the point?

A big following is only useful if it actually converts into sales, event bookings, or taproom visits.

If you’re not set up to ship across the country (or world), then going viral might just bring you... headaches.

But what if you do want to grow big?

If you’re aiming for online sales, nationwide shipping, or want to go full-on direct to consumer, then yep, social media can be your best friend. But here’s the reality...

👉 Organic growth on social media is tough.

👉 Doing a little bit, often, is key.

👉 And most importantly: you’ve got to find a way to enjoy it.

If you’re forcing content, copying what everyone else is doing, and dreading every post... it shows. Find a topic, style, or format that excites you. If you’re fired up, your audience will be too.

Social media doesn’t have to be a slog, but it does need to feel authentic. So if you have to jump on it to achieve your goals, you might as well find a way to start enjoying it!

Cheers 🍻

Tim