Tapped In | Craft Beer Marketing + Social Media Strategy for Brewery Teams

Stephanie Grant
  • 0.0 (0)
  • Marketing

Tapped In is the craft beer marketing podcast for brewery owners and teams who want to build a loyal following, show up consistently on social media, and turn their Instagram followers into fans. Hosted by Stephanie Grant—James Beard-nominated writer, award-winning storyteller, and former brewery social media manager—Tapped In delivers short, actionable episodes (under 20 minutes) that respect your time and meet you where you are. Stephanie brings over a decade of social media experience and has worked with some of the most beloved brands in craft beer, including Monday Night Brewing, Allagash, Crowns & Hops, Brick Store Pub, the Brewers Association, and The New Brewer. Each episode breaks down brewery marketing strategy, social media content, and community-building tactics your team can actually use. Whether you're a solo owner posting from your phone or an in-house social media manager trying to build a content system that works, this show was made for you.

Episodes

  1. 4h ago

    6: 6 Instagram Metrics Every Brewery Social Media Manager Should Track

    Send us Fan Mail Metrics haven't always been my favorite, and they're definitely not easy to figure out when you're drowning in work.  In this episode, I walk through six metrics worth pulling every month—what each one tells you, and what good looks like. In this episode: Engagement rate: a healthy range is 1–3% (larger accounts typically land closer to 1–2%, but that's what's typical—not a ceiling for what you can do)Reach: aim for 20–30% of your followers if you're under 10K; 15–20% if you're between 10K–50KShares per reach: above 1% is a strong signal—one of the most important metrics on Instagram right nowLikes per reach: aim for 2–3%+Saves: worth tracking, especially for event postsWatch time: aim for 50% completion on your ReelsResources mentioned: What Your Instagram Numbers Are Actually Telling You (free guide) https://www.instagram.com/p/DYP9pO0hzVY/ https://www.instagram.com/p/DYTHPGgx9aM/  https://www.instagram.com/p/DZVNarJutt5/

    17 min

  2. 6d ago

    5: What I Learned Watching My Husband Scroll

    Send us Fan Mail You've heard "know your audience"—but most people stop at demographics. Knowing how your audience actually behaves when they're scrolling is a different thing entirely, and it's the layer most content creators never get to. In this episode, I share what I've learned from watching real people scroll through their phones—and how a practice I picked up from my days doing usability testing has made me a better content strategist. In this episode: Why watching someone scroll gives you more honest feedback than asking them how they use social mediaThe difference between a focus group and a usability test—and why it matters for contentWhat my husband and my nephew taught me about hooks, visuals, and attentionHow to run your own informal scroll study this week—and what to look forhttps://www.instagram.com/p/DZIQ0pWxnOS/ https://www.instagram.com/p/DYfAI2BOYvV/  https://www.instagram.com/p/DZU91aQRAsP/

    10 min

  3. Jun 26

    4: My Story: From Technical Writing to Craft Beer and Why I Do This Work

    Send us Fan Mail Since I ask you to tell your story, I figured I should tell mine. In this episode, I share how I got here—from a guidance counselor's office at Georgia State, to technical writing, to falling in love with craft beer, to Monday Night Brewing, Good Beer Hunting, a James Beard nomination, and eventually building She Loves Craft into what it is today. It's a longer road than you might think, and there are a few things I learned along the way that still show up in the work I do with breweries now.

    14 min

  4. Jun 16

    2: Hiring Help for Your Brewery Without a Budget

    Send us Fan Mail You can't be everywhere at once and honestly, you shouldn't try to be. In this episode, I'm talking about how to get your staff involved in capturing content so you're not the only one doing it. I share what I learned from trying to make this work across three locations, why it usually fails, and what to do instead. In this episode: Why asking your staff to "capture some content" doesn't workWhat to give them instead so you actually get usable contentHow the Taproom Capture System can help you build a content library without burning outResources mentioned: The Taproom Capture Systemhttps://www.instagram.com/p/DYxklfDB9c8/ https://www.instagram.com/p/DYTYbSAgFkB/ https://www.instagram.com/p/DYIAbv5xBEt/

    18 min

  5. Jun 16

    3: Should You Post a Reel or a Photo? Here's How I Think About It

    Send us Fan Mail Not every post needs to be a Reel—but knowing when to use video versus photo can make a real difference in who sees your content and what they do with it. In this episode, I break down how to think strategically about format and share a simple habit for capturing both in the field so you're never stuck with just one option. In this episode: When Reels work best and when to reach for a photo or carousel insteadWhy lo-fi often outperforms polished—and what that means for your phoneA simple field trick for capturing video and photo at the same timeThree content ideas you can post this week using both formats https://www.instagram.com/p/DMYZicgO0JZ/?img_index=1  https://www.instagram.com/p/DVyJtdAkfmj/?img_index=1 https://www.instagram.com/p/DVrciFukb4j/?img_index=4 https://www.instagram.com/atllovesmo/reel/DZh1Sy8xwpd/  https://www.instagram.com/atllovesmo/reel/DZnrSXyxGZN/

    17 min

  6. Jun 16

    1: How to Create Fans of Your Brewery

    Send us Fan Mail What does it actually take to turn your Instagram followers into regulars—people who don't just like your posts but show up for you, again and again? In this first episode of Tapped In, I break down the seven stages of fan-building for breweries, inspired by Pat Flynn's Superfans and Kevin Kelly's concept of 1,000 True Fans.  In this episode: Why social media isn't about selling your product—and what it's actually forThe seven stages of turning a follower into a regularHow to speak the language of your customer (and where to find it)A simple Monday Night Brewing experiment that made customers feel seenThree practical steps to start building fans this weekResources mentioned: Pat Flynn's SuperfansHow to Develop Superfans Who Gladly Evangelize for You — Social Media Examinerhttps://www.instagram.com/p/DZEFZfcEaX5/https://www.instagram.com/p/DZIWqtBzJe1/https://www.instagram.com/p/DYurOJPNsk-/

    20 min
  • 6 Episodes

About

Tapped In is the craft beer marketing podcast for brewery owners and teams who want to build a loyal following, show up consistently on social media, and turn their Instagram followers into fans. Hosted by Stephanie Grant—James Beard-nominated writer, award-winning storyteller, and former brewery social media manager—Tapped In delivers short, actionable episodes (under 20 minutes) that respect your time and meet you where you are. Stephanie brings over a decade of social media experience and has worked with some of the most beloved brands in craft beer, including Monday Night Brewing, Allagash, Crowns & Hops, Brick Store Pub, the Brewers Association, and The New Brewer. Each episode breaks down brewery marketing strategy, social media content, and community-building tactics your team can actually use. Whether you're a solo owner posting from your phone or an in-house social media manager trying to build a content system that works, this show was made for you.

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