""Five years ago, it was enough to pose in a beautiful landscape with a glass of wine and write a long, aspirational caption. Now, with video and reels, you actually have to show up. You have to speak, explain, and bring people into the experience.""
""A wine influencer now is part educator, part storyteller, part personality, and in many ways, a creative partner to Brands. Reels have changed everything. There's a stronger emphasis on relatability, humor, and lifestyle integration.""
""A lot of influencers are adapting to keep it a lot more relatable. They're talking to the consumer more as a friend, rather than trying to act like they're the expert to the point where it's intimidating.""
The wine industry has seen a shift in influencer roles, moving from aspirational imagery to engaging video content. Influencers now must actively participate, educate, and connect with audiences. They are seen as educators and storytellers, integrating humor and lifestyle into their content. The focus is on relatability, making wine feel accessible and immediate, rather than intimidating. Influencers are adapting their approach to foster a friendlier connection with consumers, reflecting broader changes in the creator economy.
Read at Forbes
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