Content creation | KRG Hospitality

Want Cinematic F&B Posts? Get Messy by David Klemt

Cocktail splashing out of a cocktail coupe

Note: Photo not taken by Beautiful Booze or Little Lane Media.

Unsurprisingly, many people think that their social media and marketing photos and videos must be perfect. However, that’s not necessarily true.

The pressure to be “perfect” can lead people to stress out over posting F&B content to their social channels. Surely, composition must be flawless. If it’s not, why bother even posting?

After all, the century-plus-old phrase is “picture perfect,” not “picture imperfect.”

Well, you can stop fretting over every detail of your photos and vids. Two experts in social media marketing and content creation encourage you to be less than perfect.

During this year’s WSWA Access Live event in Las Vegas, Nevada, Natalie Migliarini and James Stevenson presented “Cinematic Cocktails: Mastering the Art of Visual Mixology.”

View this post on Instagram

A post shared by Beautiful Booze Cocktails (@beautifulbooze)

If you’re an avid consumer of social media content, you know Migliarini and Stevenson by the brands they’ve developed over a decade. Beautiful Booze, approaching 200,000 followers on Instagram, is run by Migliarini. Little Lane Media is a media agency operated by Stevenson.

Last week, I shared their tips for working with micro- (and nano-) influencers. Click here to learn why such collaborations can pay dividends for your business.

Today, I’m going to share a few of their tips for creating and posting your own engaging pics and vids.

Perfection is an Illusion

Throughout history, people have explained that perfection is an illusion. Worse, the self-imposed pursuit of perfection when during tasks can discourage a person from even trying.

So, don’t worry about being perfect. Instead, remove the pressure of perfection and just do your best. With that out of the way, Migliarini and Stevenson have a compelling argument against perfection.

In their experience—bear in mind that Beautiful Booze is a pioneer in the cocktail influencer space—the general consumers of content are put off by content that appears too professional and heavily edited. Rather, people seem drawn to more casual content.

Let’s say you want to promote a new cocktail on your menu. So, you’re going to create a video of yourself or a bartender creating the drink.

If you make a mistake, it can be tempting to scrap the video of edit out the error. Well, you can relax.

According to Migliarini and Stevenson, being messy during some build steps can look better than a “flawless” video. In fact, the duo say a messy video can be “fantastic.” Why? Their reasoning is simple: the mistakes show that you’re not perfect.

You know who else isn’t perfect? The people watching your video. This makes you (or your bartender) more relatable. It also takes the pressure of them if they want to try to make the drink at home.

There’s also the fact that many people are cynical about content. Too professional equals “trying to sell me something.” They know even a casual video is trying to get them to visit your bar or restaurant, but it’s more acceptable.

So, liquid splashing out of the glass? Leave it. Did some booze spill from the jigger and miss the glass? Leave it in.

Tips and Tricks

Of course, you should still create content with some guidelines in place.

If you sell alcohol, you should probably keep cocktail, beer, wine, and spirits content to Instagram. TikTok may be a dominant video platform but you can’t be sure what ages are consuming your content. Best to err on the side of caution.
Migliarini and Stevenson have learned that people like transparent cocktail shakers when watching cocktail videos.
Get a tripod. It doesn’t have to be an expensive, professional one; a decent one from Amazon will do.
Any light is better than no light.
You can fill “dead space” in your photos with garnishes, coasters, etc.
Shoot in slow motion. If you want a truly cinematic post, this works wonders.
Aim to create 20-second videos.
Finally, and this one is very valuable, edit your video so your “hook” is up first. (Speaking of editing, try Final Cut Pro if editing via laptop or desktop, and InShot to edit on your phone.) You have to grab people’s attention, and Instagram counts the first three seconds as a view. Since it will be a loop, put your hook at the front and the build after that. This may seem odd to you at first but people watching won’t notice the “strange” cut.

Bonus tip: You don’t have to be perfect when performing a task for video. However, make sure your background is cleaned up (and consider blurring it). There are people who’ll pause and try to zoom to pick apart backgrounds; it happens.

With these tips in mind, it’s time to try your hand at some new video content.

Image: Isabella Kara on Unsplash

Community Collaboration: Working with Local Influencers

by David Klemt

One of the standout educational sessions from WSWA Access Live 2024 focused on finding and working with local influencers.

Natalie Migliarini, a.k.a. Beautiful Booze, and James Stevenson, a.k.a. Little Lane Media, presented “Successfully Engaging with Influential Content Creators in Your Community” in Las Vegas, Nevada, last week. The duo made the case for seeking to collaborate with influencers in your community.

“Local influencer” may give the impression of less popularity and less reach. After all, another designation for these people is “micro-influencer.”

However, there are several reasons why working with local or micro-influencers is a smart move for your bar, restaurant, nightclub, cafe, or hotel.

It helps to understand that some marketing experts categorize influencers by follower count:

Nano: 1,000 to 10,000 followers
Micro: 10,000 to 100,000 followers
Macro: 100,000 to 1,000,000 followers
Mega: 1,000,000-plus followers

I don’t know about you, but I think reaching a potential 10,000 followers local to my area of operation is an excellent value proposition. If you’re curious, Migliarini’s Beautiful Booze Instagram account falls into the macro category.

Of course, there are other appealing benefits as well.

Effective Marketing

What do You Want?

What are your goals when marketing your business? I’m willing to wager there are at least three:

To be discovered by new people.
Boosting traffic.
Increasing revenue.

And what’s one of your greatest concerns when it comes to your marketing efforts? I’ll bet that it’s budget.

Well, Migliarini and Stevenson believe local or micro-influencers (and I’d say nano-influencers, as well) can tick all of those boxes.

What do You Want to Spend?

Local influencers will likely be much more affordable than their macro or mega counterparts. There are celebrities—part of the mega-influencer category—that can make millions of dollars for a single promotional post. Macro-influencers can command five figures for just one post.

Now, think about social media. Depending on the platform (Migliarini and Stevenson favor Instagram), these pricey posts can have a lifespan as short as 15 minutes. That’s a lot of money to spend on marketing for just minutes or hours of relevancy.

Then consider engagement. According to Migliarini and Stevenson, engagement is more important than reach.

View this post on Instagram

A post shared by Beautiful Booze Cocktails (@beautifulbooze)

Who do You Want to Reach?

I’m sure the thought of people across the globe knowing your restaurant or bar is appealing. But would that really translate to more traffic and greater revenue?

Eventually, sure. But in the here and now, when building your brand and getting discovered, your local community is more important.

If you’re operating in the Chicago suburbs, will your revenue and margins improve because some social media users in Vancouver found your venue online? Or, would your business be better served by locals and people in the surrounding area visiting your spot on a regular basis?

I think you know the answer.

Well, this is where nano- and micro-influencers come into play. You want support from locals. Garnering that support via social media means you want influencers who are engaged with your community.

The partners you’re after are local influencers, not global (or national, until you’ve become a must-visit destination for tourists).

As Migliarini and Stevenson say, an influencer may be “micro” by follower count but “macro” in terms for their effectiveness in a particular market.

Effective Partnerships

How to Find Collaborators

The great news is that it’s not difficult to find local influencers. Let’s use Instagram as an example for finding collaborators.

When you pop open the app, you’ll see the search icon at the bottom of the screen. To make this very simple, it’s the magnifying glass to the right of the house icon.

Once you tap the magnifying glass icon, you’ll be able to search for basically anything in the search field. From this point, you’ll see several tabs to scroll through: For you, Accounts, Audio, Tags, Places, and Reels.

Of those fields, Tags will likely deliver some of the best results. Migliarini and Stevenson suggest following hashtags relevant to you and your business. From there, you’ll come across influencers local to your area of operation.

How to Select Collaborators

All engagement is not the same.

It’s going to be tempting to look for huge follower counts and tons of likes on posts. Well, Migliarini and Stevenson find a different metric far more effective in gauging an account’s engagement.

Instead of likes, look at comments. An influencer may have hundreds or thousands of posts. And those posts may have hundreds or thousands of likes.

Does that really mean much? If you use Instagram, think about your behavior on the app.

It’s likely that you scroll dozens of posts whenever you open Instagram. You probably hit the heart icon, liking a number of posts as you scroll.

Do you remember every post that you like? After liking posts, do you think about the account that posted it? Probably not.

Now, let’s say you liked a post so much that you felt compelled to take the extra steps of commenting on it. If that was a post about a dish or drink from a bar or restaurant, that comment may convert into a visit or delivery order.

When you’re looking for a local influencer and going through posts, look at the number of comments. Hundreds or thousands of likes with just a handful of comments may indicate there’s not much engagement. But dozens or hundreds of comments? That’s a great sign.

Of course, you should also sift through the comments. Doing so can show you if the posts are mostly attracting bots. Further, you want to make sure the comments are positive.

View this post on Instagram

A post shared by Little Lane Media Productions (@littlelanemedia)

How to Engage Collaborators

It’s important to remember that this is going to be a professional relationship.

Stevenson says there’s nothing wrong with sliding into a potential marketing partner’s DMs. However, it’s wise to share your business email address when reaching out. This way, the conversation moves to a more professional platform, and important messages likely won’t get lost.

Once the conversation has turned to the business at hand, both sides need to be crystal clear regarding expectations. How many posts are expected? When will the influencer post them? What’s the budget? What will working on site look like?

Be as detailed as possible to avoid confusion, frustration, and disappointment; both sides will benefit when every expectation is understood.

There’s another key to these collaborations that Stevenson wants operators to understand. Social media influencers aren’t salespeople, they’re marketers. This is a marketing exercise; you’re paying them to communicate and help people discover your business.

Going deeper, there’s another difference. There are influencers, and there are content creators. An influencer is paid to influence, and a content creator is paid to create content for others.

Another way to look at it: Influencers are in front of the camera, content creators are behind the camera. The distinction is very important.

In their partnership, Migliarini is in front of the camera, operating Beautiful Booze. Stevenson is behind the camera, running Little Lane Media. Both partner with restaurants, bars, hotels, resorts, and brands. However, they do so in different ways.

Now that you know what to consider, go forth and find your local influencers.

Image: Max Bender on Unsplash