Which Social Media Channels Are Worth Your Time in 2025?
The social media landscape is shifting fast, and strategic planning is key for craft beverage brands to navigate this dynamic environment. If your brand is still trying to be everywhere at once, you or your team are probably burning time and energy with little to show for it. With new platforms, changing algorithms, and evolving consumer behaviors, it's crucial to be strategic about where you spend your time and budget.
Should you double down on Instagram? Experiment with TikTok? Invest in LinkedIn or YouTube? The answer is not the same for everyone. Your best social media strategy depends on the target audience you are trying to reach, the kind of content you can create, and what drives engagement and sales.
Let’s break it down so you can stop wasting time on platforms that do not move the needle and focus on those that do.
The Social Media Landscape for Craft Beverage Brands
Not every social media platform is worth your time; you do not have to be everywhere. The best approach is to pick a few key platforms, become proficient at them, and expand if your bandwidth allows.
Still a major player, but success now depends on video (Reels) and interactive content. Static posts alone will not cut it. If you cannot invest in video content, carousel posts of multiple photos will get the job done. Utilize your “Link in bio” to push potential customers to your website, where they can engage more with your brand on a deeper level.
Industry Data: Instagram is the top channel for product discovery, with 61% of consumers using it to find their next purchase (Sprout Social).
Best for: Brand storytelling, product launches, behind-the-scenes content, and direct engagement through comments and DMs.
TikTok
A brand discovery powerhouse that rewards authenticity over polish. TikTok is an excellent way to reach new audiences if you are willing to invest in short-form video, but do not expect to turn TikTok followers into direct customers. You must bridge them to another platform where higher-depth engagement leads to purchase behavior, like your email list or website.
Industry Data: TikTok is the top platform for product discovery among Gen Z, and over half (54%) of TikTok users engage with brand content daily on the platform (Sprout Social).
Best for: Behind-the-scenes content, brewery culture, product education, and engaging with younger Legal Drinking Age audiences.
Although organic reach is low, Facebook Groups and Events are still helpful for local promotion. Facebook Ads remain one of the best tools for targeting specific audiences with a small budget. FB content is an excellent opportunity to repurpose content from other channels to your Facebook Page and not burn effort on a particular FB content strategy. Use what you have got!
Best for: Event promotion, local marketing, and paid advertising.
YouTube
Long-form video is returning (we’re talking 5-10 minutes here, not hours), and YouTube Shorts is giving TikTok a run for its money. It is an excellent space for storytelling, educational content, and beer-related how-tos, and it probably has the most favorable algorithm of any channel outside of TikTok.
Best for: In-depth brand storytelling, tutorials, and product education.
LinkedIn is a goldmine if your revenue streams include wholesale, distribution, or business partnerships. Buyers, distributors, and industry professionals use it to research brands before they commit to working with them.
Best for: B2B connections, distributor relationships, and thought leadership.
Often overlooked but a powerful tool for private event bookings, lifestyle content, and merchandise sales. Pinterest users actively search for event venues, gift ideas, and branded merchandise, making it a strong driver of high-intent traffic.
Industry Data: Pinterest is the second-most visited social media website in the US. About 80% of weekly users have found a new brand or product on the platform (Sprout Social).
Best for: Showcasing private event spaces, merch sales, cocktail/beer pairing guides, and lifestyle-driven content.
Reddit is a tricky but highly engaged platform. Redditors hate traditional marketing but love authenticity. By adding value to relevant subreddits (like r/beer), you can build organic brand awareness without spending a dime.
Industry Data shows that Reddit users trust brand recommendations three times more than users of other social platforms (Reddit Insights, 2024).
Best for: Organic engagement, community building, and thought leadership.
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What is Changing in 2025? Algorithm Updates & Key Trends
If you still use last year’s strategies, you might be behind the curve. Here’s what’s new:
Video Rules Everything – You lose reach if your content isn’t video-based. Short-form video (Reels, TikToks, YouTube Shorts) is dominant.
Engagement Over Followers—Follower count means nothing if people are not engaging with your content. Shares, saves, and DMs matter more than likes. Shares are the most heavily weighted metric for your engagement score.
Pay-to-play is the Norm, and Organic reach keeps shrinking. To stay visible, even a tiny paid budget will be necessary.
Niche Communities Drive Sales – Smaller, engaged audiences convert better than large, passive followings—quality over quantity. For craft beverage brands, niche communities could be local beer enthusiast groups, homebrewing communities, or specific subreddits related to craft beverages. By engaging with these communities, you can build a more loyal and interested audience, leading to better sales conversions.
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How to Choose the Right Platforms for Your Brand
Your social media strategy should align with your business goals, not just trends. Here’s where to focus based on what you’re trying to achieve:
If your goal is to increase taproom traffic:
Instagram and Facebook are your best bets. Use Reels and Stories to highlight new releases and Facebook Events to promote upcoming specials.
If you want to increase private event bookings:
Pinterest and Instagram are the best options. Pinterest is packed with users searching for venues, while Instagram Reels can showcase your space in action.
If you’re focused on wholesale & distribution:
LinkedIn, YouTube, and Reddit will be your best tools. Buyers and distributors research brands on LinkedIn and watch YouTube videos to learn about them before committing.
If you’re building brand awareness & engagement:
TikTok, Instagram Reels, and YouTube Shorts will help you reach new audiences without spending much on ads.
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How to Work Smarter, Not Harder on Social Media
One of the biggest myths in digital marketing is that scheduling software reduces visibility. This is simply not true. Using social media scheduling tools like Sprout Social, Publer, Later, Agorapulse, or Hootsuite allows you to:
Batch content in advance so you’re not scrambling every day.
Repurpose content across multiple platforms efficiently.
Maintain consistency, which is key for growth.
For craft beverage brands with small teams, limited budgets, and no full-time social media staff, scheduling software saves time, money, and energy while keeping your content visible and consistent.
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Social media is a tool, not a burden. Brands that embrace video, engage authentically, leverage paid ads strategically, and focus on building community will thrive in 2025. Now is the time to take a step back, reassess, and develop an intelligent, scalable strategy to move the needle.