How to build a community around a new wine brand from scratch
A community does not exist until you give people a place to gather and a reason to talk. For a new wine brand, you must start by creating widespread awareness. By using a managed content network, you scale your organic reach, putting your brand in front of thousands of potential community members and giving them the visibility they need to engage with you.
in one network
from your videos
go live
Wine brand, launch stage: there is no real community around the brand.
Why visibility creates community
You cannot build a community in the dark. If you are a new brand, people need to see you over and over again to feel like they are part of something. Community grows from familiarity. When your content appears consistently in people's feeds, it creates a sense of belonging. The more often your brand is seen, the more likely people are to start talking about it. This is the foundation of community building: getting your brand into the daily lives of your target audience.
Using the network to spread the word
A managed content network is a set of many brand owned Instagram pages that post the brand's existing videos many times a day from real iPhones, built and run end to end by a provider such as TIDE, so organic reach grows with the number of pages instead of headcount or ad spend. This gives you the scale you need to start building a community. You are not just posting to your own page; you are showing up everywhere, which makes your brand feel much larger than it is.
What content builds a community?
Send your provider content that invites conversation. This includes videos of people tasting your wine, clips of your founder sharing the mission, or short tutorials on wine pairings. When this content is shared across the network, it creates a brand image that people want to be associated with. The goal is to start a conversation. As people see this content, they will start commenting, sharing, and eventually interacting with you on your main account, which is where your core community lives.
Managing your community's growth
The technical side of this growth is handled by your provider. Because running many accounts is against platform policies and can lead to bans, a professional team like TIDE is necessary to keep the network running smoothly. They replace pages as needed, ensuring your brand stays visible. By outsourcing this, you can focus on building relationships with the people who start engaging with your brand. This allows you to build a genuine community while the network works in the background to bring more people into the fold.
One account vs a network
| One brand account | Managed content network | |
|---|---|---|
| Pages | 1 | Dozens, each with its own angle on wine |
| Posts a day | 1 to 3 | Over 100 |
| Reach | The same followers | New pockets of buyers every day |
| Who runs it | Your team | The provider, end to end |
| Your part | Everything | Send content |
What you would send
Anything you already make for wine counts.
Build your brand community by using a managed content network to reach new audiences and spark the conversations that lead to long term loyalty.
Put your products on 50 pages.
Tell us what your wine brand sells and how you get customers today. We'll show you a live network and tell you straight if it fits. About the cost of one marketing hire.
Questions brands ask next
How long until I see community growth?
You will start seeing engagement and comments within a few weeks of the network starting. The more content you provide, the faster this will compound.
Is a community worth the effort for a new brand?
Absolutely. A community provides you with loyal customers who act as advocates, which is the most valuable asset any wine brand can have.
Can I use this to host events?
Yes. Once you have a group of people interested, you can use your email list and social channels to invite them to tastings, which will further cement your community.