Estonian alcohol producers on social media

Estonian alcohol producers have recently received blows from both sides. Excise duty will rise, advertising restrictions will increase and it will not get easier on any front. It is all the more surprising that the (video) competence of Estonian alcohol producers in social media with "somewhat looser rules"* is significantly weaker than those who are not yet allowed to consume alcohol according to the age rules.

* – I'll correct that right away social media is a similar advertising channel like every other advertisement must contain a warning and other blah-blah-blah, and that the purpose of this post is neither advertising nor anti-advertising for alcohol, but to show which legally permitted techniques alcohol manufacturers have not used in their marketing until today.

Estonian alcohol importers on Facebook

Let's start with Facebook because every marketer understands that it is a social media channel. In terms of the number of fans, A.Le Coq has sailed the furthest from the others, followed by vodka producers Altia and Liviko, while Saaremaa vodka has more "fans" than Viru Valge.

Manufacturer	Facebook	Number of fans
A. Le Coq	the taste of life	36655
Altia	Saaremaa Vodka	21021
Liviko	Viru Valge	16396
Saku	Saku.ee	14470
Altia	ChillOut Moments	4961
Remedia	Remedia Distillers	4543
Prick	PrickAS	3126
Dunker	dunkerestonia	2762
Pernod	PernodRicardEstonia	247

However, manufacturers have different accounts created for brands (for example, A.Le Coq has a page with a few hundred fans for your museum etc.) and some characters (a'la craft beers) may be missing from the list, so the presented table does not pretend to be the final truth. let me know, I complete the table.

Since it is however VideoWith a marketing blog, an analysis of the content and appearance of Facebook fan pages will not be created, although in many cases the question arose that how mandatory is it to display a warning in, for example, the FB header image?

Estonian alcohol producers on YouTube

What is happening on YouTube channels of Estonian alcohol producers is the best example of ignorance of online video media. Saku is the first in the number of video views According to SocialBakers, even among the world's TOP1000 alcohol-related channels, but the use of optimization, branding and other options leaves much to be desired.

Manufacturer	Clips	Subscribers	Views
Saku Brewery	129	104	236361
A. Le Coq Live Lounge	91	232	113688
Prick	46	14	95385
Altia Estonia	51	9	39134
Liviko AS	4	2	22482
Tony Soccer	10	22	3641
DunkerAD	25	4	2884
Altia Group	5	71	614

A.Le Coq has his own in second place Live with the Longe music channel, because most commercials are located instead Heaven on Ogilvy's account. In the case of A. Le Coq, I also pointed out Tony Sokker's soccer channel, as it surpasses DunkerTV video views, at least in terms of viewership.

Let's take producers' YouTube channels one by one.

Saku Brewery

The video channel of the Estonian alcohol producer with the largest number of videos (129) looks like this:

Saku Olletehas, how is it possible that:

• YouTube channel missing branding and description?
• Only 1 has been created playlist and this is not mentioned on the front page either? Where is playlists For the original, Karli, Kiss, Kulla and other brands?
• Damn it, in fact, video descriptions and adding keywords could be significantly better, YouTube end screen and we won't even talk about linking to the homepage.

Be more original, like Carlsberg:

However, there is no point in Saku staying for long, because...

A. Le Coq

It is understandable that your video channel is Facebook, but what happens if you ever have to take another agency instead of Taevas Ogivly? Do more than 200,000+ views of your ads have to belong to the agency?

Also, since YouTube prefers to show other videos from the same channel in related videos, do you want a child who watched Limpa's ad to be shown next an agency-created horror movie video?

Or why would the agency show unreleased clips of A.Le Coq?

Also, as a soccer fan, it's hard to admit that Tony Sokker's videos are original, but the YouTube channel below doesn't do the A.Le Coq brand much credit.

Recommend:

1. Today, it's not too late to create your own YouTube channel where you can add and organize your entire video archive.
2. Bring in it in addition to ads separately in playlists out music, football and any other projects you support.
3. Link all videos to your website, send the kids On the lymph page, beer drinkers to another.

It's half a day's work for a marketing assistant, but an agency will definitely help if you can't do it yourself.

PICK

Your YouTube channel with almost 100,000 video views looks like this:

You have uploaded 46 videos to YouTube in the last 11 hours. Think what could be the reason that only 14 people want to subscribe to this channel? I suggest that its design, organization (playlists, etc.) and maybe something else? And one more thing…

Altia Estonia

I like that mine on the home page you produce YouTube videos in which the sommelier teaches how to choose red, white if sparkling wine. This is a good example that alcohol producers can also do content marketing in its original meaning. Videos even come up in a general Google search “How to choose red wine“.

Still, it's worth wondering why the video only has 20 views? Your YouTube channel, which only has 9 subscribers, certainly plays a larger role in this. Probably for a reason, because it looks like this:

Altia Saarema Viina has cool videos (which are even discussed in drone clubs), but does this one On a YouTube uploaded video, is there any way to make it reach more?

And how important is it to let the video viewer know that "the logo is on the right"?

LIVIKO

Viru Valge clips alone can be found on many different YouTube channels, because you also have Facebook as your main video channel. However, I assume that the YouTube channel below is yours.

It's possible that I'm wrong that this is your official channel, because if I'm not wrong, you are wrong...

DunkerTV

A YouTube channel with less than 3000 views looks like this:

Dunker Kaubaundus also releases DunkerTV videos on its website:

Looking at the number of views of the videos, it is clear that the resources spent to bring them are not worth the numbers. Kerli, I promised in November that I would come and help you a little on this topic;)

Responsible advertising

Alcohol producers could think significantly more about content in their internet-based video ads, rather than luscious advertising with smiley faces. For example, A.Le Coq could make a video recipe for holiday greetings that teaches how to “Juicy pork fillets marinated in porter” to do rather than produce a video greeting where elves catch beer from the ice hole!

Really, A.Le Coq? Dwarves catching beer from an ice hole in the foam of a beer glass?

In the world of beer, there are hundreds of opportunities to talk about taste, history, DIY, introduce the special features of the product, etc. In the wine world, there are many times more opportunities like this - train people to choose the right wine with their meal and don't be surprised if people choose your wine with their dinner in the store.

Summary

I repeat, the point of this post is not to make the life of alcohol producers more fun on social media, but to show what simple and allowed techniques today's marketers do not know how to use.

Inevitably, the marketing funds of alcohol producers will not decrease significantly in the coming years, and responsible campaigns will also become more important. "Comprehensive advice on alcohol consumption” providing websites JooTargalt.ee etc. do not work as well as, for example, yesterday "MeesOlen" by Jesper Parve is a story about alcohol.

At the same time, since the amounts spent on alcohol advertising will not decrease, alcohol producers will certainly also find a (video) way into social media. However, traditional TV commercials do not work in this, and unfortunately, at least when it comes to using YouTube, the children of today's marketers are somewhat more competent than their parents.