Anyone can take a picture. Because all you need is a camera, right? 

Technically, it’s true. With today’s smartphones, nearly everyone has a professional-quality camera right in their pocket. 

But just because the camera is high-quality, that doesn’t mean that all of the pictures you take with it will be equally high-quality.

Think of it this way. You could have the best distilling equipment in the world, but if you haven’t studied or practiced the art of distilling, your spirits aren’t going to be first-class. Reading a couple of articles about it online won’t cut it.

Just like the questionably distilled spirits, low-quality photos are not going to keep your customers coming back for more. In fact, they can turn potential customers off from your brand instead of getting them excited to visit you and make a purchase. 

It’s true, having good pictures can make or break your marketing. So if you want to make sure that your photos are bringing people in instead of pushing them away, here are 3 things you should think about.


Before you take a picture, think about lighting and photo composition. We aren’t going to get too in-depth about the dos and don’ts right now, but you can read about them in this blog. 

While it’s true that reading a couple of articles isn’t going to magically make your photography amazing, it can help to push you over the edge if you are close. 


Where you post your photos matters. You can get away with a lot more if you post a picture in your Instagram Story than you can if you post a picture in your feed. Your Instagram feed – and to a lesser extent, your Facebook feed – should be curated. That means that you should be very picky about what pictures you choose to put there. 

Your Story disappears after 24 hours unless you create a Highlight. So with Stories, you can be more relaxed with the photography. You still have to create a Story that is worth watching, especially if you want to make it a Highlight. Highlights are meant to stay up for a long time, so they should be an excellent representation of your company. 


We do not recommend posting by committee. If you have a group of bartenders that have your social media login information with the directive to post, but no plan behind it, then you’re in for a jumbled and largely ineffective profile. 

Consistency is key when it comes to your public image, and this strategy is setting you up for failure. Yes, even if you have a good photographer in the mix. 

A better strategy is to have one designated person or company that will do the posting for you. Anyone can take photos, but there should be one specific person or group who uses those photos to create and carry out a social media strategy.

If you aren’t seeing the results you want from your social media, it might be a sign that it’s time to hire some outside help. Send us an email and we can see what we can do to help!

This wraps up #3 of our series on the biggest mistakes that craft beverage companies are making online and how to fix them. ICYMI – last time we talked about underestimating the power of data.