Audience Personalities
While working with Odell, I facilitated changes within the Instagram strategy to help reach specific parts of the page’s audience. Below is a breakdown of the audience personalities we most often saw in our follower base.
| Personality | Traits | Goals | Tools | Priority |
| Beer Lover | Semi-constant engagement, enjoys beer content, new releases, cans/ new taps, older audience looking for true beer/ brewery vibes | Consistant semi-traditional content, beer highlights, continue promo of larger brand, ideas, projects and events | Beer of the week, FoCo collab posts, What’s on tap now | 7/10 |
| Fun Lovers | Semi-constant engagement, event forward, reposts for fun, play games at the taproom, groups of friends, millennial | More creative/ trendy content, videos/ pics from events help promo, more likely to engage if people’s faces are seen | Reels, Real-life content, approachable beer content + varieties | 8/10 |
| Out-of-State Regulars | Follows content, engages every so often, tends to tag us when they’re in town, follows the brand | Promo special events and highlight taproom during popular visitor times (summer, holidays) “look what you’re missing out on” vibes so they keep coming back | Event recaps, changing seasons, taproom pics + people | 2/10 |
| Out-of-State One-Timers | “Follow for free sticker” vibes, tend to stay followed, lack of consistent engagement | “look what you’re missing out on” vibes, similar to Out State Reg. but expect a lack of engagement | Event recaps, changing seasons, taproom pics + people | 1/10 |
| Intro to Beer Learners | Engages early on, tapers off long term, looking for fun content (reels), acknowledgment online but lacks in-person follow through | Show what exists outside of beer and reoccurring events, promo specials/ deals “cheaper than normal” ease and accessibility | Reels, videos, real-life content, funny/ engaging content, not as business-forward “fun” | 5/10 |
| Seltzer-er | Events only (karaoke, baby goat), the friend who doesn’t drink beer but came along anyway, had a good time, lack of return engagement but remains aware of brand | Odell outside of beer, event promo and recap, real people, diversity, easy fun | Events, events, events! Beer alternatives, inclusivity, brand outside of beer, people having fun, games/ karaoke, “Free”, reels! | 5/10 |
| “Look What I Found”er | Non-follower, sees reels, may recognize brand but don’t engage in person and when they do they find themselves at the bar by coincidence | Approachable content, outward brand awareness, fun content to increase consistency and engagement online, reels to posts | Reels!! Same as “What’s beer” but back to basics brand awareness | 2/10 |
Beer of the Week
Beer of the Week was a recurring weekly highlight on one of the Five Points small-batch brews. The goal was to satisfy the followers who are “Beer Lovers” meaning they followed the account for beer content and wanted to know about the brewing process, hop strands, and other technical beer brewing knowledge.
Between November 14th, 2024, and January 27th, 2025, when this campaign was in operation, the Beer of the Week posts averaged 927 impressions, which helped keep impression and engagement numbers steady over that time period. While singular posts were not the most successful posts in that period, they represented a segment of our audience that consistently engaged with content tailored specifically to their interests.
Event Content
Oktoberfest
Event Promotion:
The Anthology of a Curio 