I will say it. Instagram Reels is intimidating for Instagram marketers who aren’t already creating videos for their social media efforts on an ongoing basis.
I know, because it is intimidating for me. (still).
Instagram Reels has only been around for a few years (the idea "borrowed" from TikTik), allowing users to create 5-second to 6-second video clips, usually set to music or having someone talk to the camera. These videos can be creative and fun, but they can also be used as a tool for marketing.
When TikTok and Instagram Reels started to become popular -- it was at the beginning of the pandemic. I had a kid at home and was just focused on getting all my work tasks done. Fast forward months later, being bedridden from the cancer stuff, I wasn’t making videos from my bed.
There is so much potential with Instagram Reels, but it seems like there is a lot of pressure to get it right. For example, choosing the right music and making sure the video is interesting and engaging enough to hold people's attention for just a few seconds. It's a lot of pressure!
Now, I am learning by playing around with the Instagram Reels platform, trying to splice videos together, attempting to lip-sync to songs while watching myself on camera, playing around with which Instagram reels music I want to save for later, and figuring out the best formula for creating a good Instagram Reel.
… And I do this for a living. And it is still intimidating.
I have also gotten in my own head because when I think of Instagram Reels, I think of people dancing to music. And even after a couple of glasses of wine, you won’t normally find me on the dance floor.
But -- I am learning that there are many other ways to utilize Instagram Reels for wine businesses that create short-form videos that are fun, showcase the products (aka the wine), and go behind the scenes to create brand awareness and trust with your wine-loving audience. If you are needing a confidence boost, I wrote about some tips for building confidence with creating social media videos that may help you.
Before we go into details, just a reminder that only SOME Instagram Business pages have the full library of music.
But don’t worry - I found a hack to get around this so brands can SAVE music they want to use in the future. If this still doesn’t work for you change your profile to a CREATOR of ENTREPRENEUR profile (you can still create ads, and link to your website, etc but you will have access to the full library of music if you want).
I will say — since not very many wineries are using Instagram Reels, YOU will stand out just for creating these wine reel videos, and right now they are the “hot new thing” on Instagram, so Facebook is definitely making sure its users are seeing reels.
So try it out by creating behind the scenes videos of your team, products, and wine tasting room! (Recently I was written up in an article from the SF Chronicle about Wine TikTok Videos and a lot of the same ideas for TikTok videos about wine work for Instagram Reels also).
Here are a few ideas for Instagram Reels for Wine Businesses:
Level Up
Use this popular Ciara song to showcase a new wine vintage release. Start with a short video clip of the old release, then once the song starts at the level up section, switch the video over to the new release, and then end the video with someone pouring a glass and sipping.
“Five, four, three, two, one. Leggo! (watch me). Level up, level up, level up, level up, level up. Level up, level up, level up, level up, level up. All this on me, so yummy, all this oh so yummy.”
Sunday Best
This song by the band Surface isn’t super well known, but it is currently trending on the Instagram reels music list -- and it’s because the song is all about feeling good, and we all need that! Use this Instagram reels song to show off behind the scenes in the tasting room. Create a video of employees having fun, and being safe (super important right now to building trust with customers).
“Good, feeling good. Ay, feeling good, like I should. Went and took a walk around the neighborhood. Feeling blessed, never stressed. Got that sunshine on my Sunday best (yeah).”
This Is How We Do It
Use this Montell Jordan song from the 90s to show off how to uncork a bottle of wine or how-to decant a bottle of red wine, or sabor a bottle of sparkling wine etc. make sure to add text with how-to tips in your video.
“This is how we do it. It's Friday night and I feel all right.”
Red Red Wine
I’m sure you can brainstorm a few ideas for using this red red wine song from UB40 for your winery’s Instagram marketing. And remember just because you use it once doesn’t mean you can’t use it again in a few months!
“Red red wine, you make me feel so fine. You keep me rockin' all of the time. Red red wine, you make me feel so grand. I feel a million dollar when you're just in my hand.”
It’s Me Again … I’m Back.
Use the first 15 seconds of the TLC song creep to showcase a new release that is highly anticipated by your customers. It’s a fun play on words to let Instagram friends know that the wine is back.
“Yes it's me again. And I'm back. Oh I oh I oh I yeah.”
I Love You Baby
Use this love song from Surf Mesa as a dedication to a video of a wine tasting room team member holding a bottle of a fan favorite wine. Use the captions to talk about why it’s a favorite.
“Trust in me when I say: I love you, baby. And if it's quite all right. I need you, baby. To warm these lonely nights.”
Girls Just Wanna Have Fun
Take a video of team members or customers cheersing with glasses of wine and having fun behind the scenes. Use this iconic Cindy Lauper song to showcase how much fun your team has at the tasting room.
“And girls they want to have fun. Oh girls just want to have fun.”
Lovely Day
Use the Bill Withers song to create a video of the sun shining across the vineyards. Other songs that work with a gorgeous video of the sunshine in the vineyards: The Beatles song Here Comes The Sun or A Beautiful Morning by The Rascals. Any of these songs will inspire nostalgia and the captions could talk about what the viticulture team is doing in the vineyards (bonus points if bud break is starting with a video of the sun shining behind the small buds on the vines).
“Then I look at you. And the world's alright with me. Just one look at you. And I know it's gonna be.. A lovely day.”
Can’t Stop The Feeling
This fun Justin Timberlake song is perfect for a quick video of someone pouring a bottle of wine into a wine glass.
“I got that sunshine in my pocket. Got that good song in my feet.”
I Want You Back
Because this is my blog.. I will include two JT songs… The chorus of the *NSYNC song I want you back has lyrics that talk about wanting something (okay, someone) back. Showcase this nostalgic 90s song with a wine and food pairing. Use the captions to tell people why the wine pairing works.
“You're all I ever wanted. You're all I ever needed, yeah.”
Last tip: Just go into your Instagram Reels music folder and search the word “wine” or whatever search term you are looking for. Other ideas include the word “happy” or “love.” Most of the songs available under the search term wine will be instrumental music or Amy Winehouse, but there are a few really fun ones like Wine O’clock and Frank Sinatra’s I Will Drink The Wine that could work for wineries looking to up their Instagram Reels. And remember - have fun and think about what type of content your target audience would WANT to see from you.