Blockquote I’d say the answer to the question is “YES!”, if we are picky about which Influencers they are. If it is someone on Instagram with a good following and a clear interest and knowledge in wine, then that’s fine. After all, there are plenty of people on Instagram with MW after their name. Of course, there are plenty of “blaggers” (as I think young people refer to them) who TWS would be wise to avoid.
Out of interest, why does it matter if the person on Instragram has a interest or knowledge about wine before we’d be happy to work with them. Surely, if they have followers that we’d like to become Society Members then that is itself enough justification to work with them?
There’s an awful lot of people who drink wine who have absolutely no knowledge about it and I see no reason why we cannot work with these people or promote membership to these people.
Assuming the only goal is to convince an existing wine drinker to continue to drink wine but to buy it from the Society then it seems to matter little if we convince them to do that via working with a wine expert on Instragram or working with the latest Love Island winner on Instragram.
Indeed, given that people tend to follow people who share their interests, it is probably a waste of time to work with a person who is already known for wine since their followers are more likely than most to already know about the Society. A much better approach would be to work with someone who has never heard of the Society, and therefore neither have their likely followers, and to them use them to promote the Society.
There is sometimes an element of preaching to the converted in how the Society operates. Sure we’re happy with winning an award from Decanter or getting a mention in a newspaper wine column but neither of those things will likely introduce the Society to a mass new audience of people who have never heard of the Society to start with.
We should be trying to publicise the Society to people who never read about wine and who simply buy the latest SB from Tesco for £7. And to achieve that, it involves a lot more thinking outside the box than simply selecting an existing wine blogger on instragram to work with.