Glimmer · Instagram Growth Audit

Instagram Growth Audit

@drinkglimmerwine · Premium De-Alcoholized Sparkling Wine

! The Core Issue

You've posted a lot of content but it isn't compounding into growth. Engagement is critically low — a recent review Reel got ~8 likes, a collab got ~18. That tells the algorithm there's little reason to push you to new people, and new people are the whole game for a brand trying to sell product. You're posting at your existing audience, not reaching the next one.

2,754Followers
440Posts
8–18Likes / post
~0.3–0.6%Engagement (very low)
Also flag: following 518 with only 2,754 followers reads "follow-for-follow." A brand should follow far fewer accounts than follow it. Trim the list.

1 Bio

Your bio is clear and on-brand — but it has no call to action and no offer. A product-brand bio without a "shop / find a stockist" door is a storefront nobody can enter. "Same Ritual, Just a Better Tomorrow" is lovely but abstract; pair it with a concrete benefit.

Suggested:
🥂 Premium de-alcoholized sparkling wine ✨ Women-owned · No hangover, all the ritual 🛒 Shop + find a stockist ↓
Make the link-in-bio lead with "Shop / Find a stockist" at the very top.

2 Hooks

This is where you're losing reach. Caption openers like "Wellness, ritual, and a little sparkle ✨" and "Coco here, glimmering as always ✨" are vibe lines, not hooks — they give a scroller no reason to stop. Notably, your "How does Coco Glimmer?" post had an on-image text hook + swipe prompt and got more than double the engagement. That's your own data showing what works.

Every Reel needs a bold text hook on frame one: "The wine that won't ruin your morning." · "I quit drinking but kept the ritual — here's how." · "Why sommeliers are stocking a 0% wine." · "POV: it's 5pm and you have a 6am meeting."

3 Captions

Well-written but all soft-sell lifestyle copy with no direct response. You quote customers beautifully, then don't tell anyone where to buy, don't ask a question, don't drive a save or tag. You're creating brand impressions and capturing zero intent.

Hook → benefit / story → Call to Action

Rotate real CTAs: "Tag who you'd pop a bottle with" · "Save for your next dinner party" · "Comment STOCKIST for your nearest spot" · "Shop the link in bio." Comments & saves are what lift you out of the hole.

4 Content

Your grid aesthetic is genuinely strong — consistent champagne/blush palette, premium feel. Keep it. The mix is the problem: too much bottom-of-funnel insider content (award announcements, event flyers, "Meet the team," "Why does Marina Glimmer") posted to an audience that needs top-of-funnel reach.

Missing: recipes/mocktails, sober-curious education, Dry-January hooks, taste tests, "occasions to drink Glimmer." Those travel — event flyers don't.
New mix: ~70% reach content (recipes, education, relatable POV Reels, taste tests, occasions) / 30% brand & event. And cut the follow-for-follow accounts.

5 Engagement

A brand can't just broadcast. Be active daily in sober-curious, wellness & mocktail communities — comment genuinely on creators, reply fast to every comment, reshare UGC to Stories. Partner with creators (your better-performing posts were collabs) to borrow their audiences — the fastest legitimate way to grow a small brand account.

★ 90-Day Plan

Weeks 1–2 · Foundation

  • Add a CTA + offer to the bio; fix the link-in-bio top
  • Unfollow down to a healthy ratio
  • Build 3–5 niche hashtag sets (sober-curious / non-alc / mocktail / wellness)
  • Pin your 3 best-performing posts

Weeks 3–6 · Reach + Hooks

  • Post 4–5×/week, flip to 70% top-of-funnel
  • Bold text hook on every Reel's first frame
  • Launch a repeatable recipe/mocktail series
  • 20 min/day engaging in the sober-curious community

Weeks 7–10 · Creator Engine

  • 2–4 creator collabs/month; whitelist the best for paid amplification
  • Build a UGC pipeline — make it easy & incentivized; reshare everything
  • Add direct-response CTAs ("Comment STOCKIST")

Weeks 11–12 · Convert + Scale

  • Run one clear promo (first-order discount or bundle)
  • Put small spend behind your top organic performer
  • Review insights; kill what doesn't reach, double down on what does

✓ Quick-Win Checklist

  • Bio CTA + offer added
  • Link-in-bio leads with Shop / Stockist
  • Following list trimmed to healthy ratio
  • 3–5 niche hashtag sets built
  • Text hook on every Reel's first frame
  • CTA at the end of every caption
  • Content mix shifted to 70% reach
  • Recipe / mocktail series launched
  • 2–4 creator collabs lined up
  • UGC reshared to Stories daily
  • 15–20 min/day engaging outward

The one-sentence version

Your branding and grid are excellent, but you're posting insider/event content with soft hooks and no CTAs to a small audience — so nothing reaches new people and nothing converts. Flip to reach-driven, hook-first content with real CTAs, and lean hard on creator collabs.

Growth audit for @drinkglimmerwine · Pair with your 4-week content calendar · Revisit weekly
Glimmer · 4-Week Content Calendar

Glimmer · 4-Week Content Calendar

@drinkglimmerwine — build reach, then convert it

How to use this

Post once per day, 5 days a week — keep weekends for engaging & resharing UGC. Burn each hook onto frame one of every Reel. End every caption with its CTA. Weeks 1–2 build reach; Weeks 3–4 layer in creator collabs & a first-order promo to convert it.

Reach Brand Collab Promo

Week 1

Foundation + reach. Establish the hook-first, CTA-every-time rhythm.

MonReachReel · POV / relatable
On-screen hook"POV: it's 5pm, you want the ritual — but you have a 6am meeting."

The pour, the fizz, the moment to yourself — without the 3am wake-up or the foggy morning. That's the whole point of Glimmer. → Comment "RITUAL" and we'll tell you the best way to serve it.

Hashtags: Set A

TueReachCarousel · education (5 slides)
On-screen hook (slide 1)"5 reasons people are ditching alcohol — not the celebration."

No sugar crash, no hangover, no compromise on the experience. Swipe for why sober-curious doesn't mean boring. → Save this for your next dinner party.

Hashtags: Set B

WedBrandReel · founder/team (short)
On-screen hook"A woman-owned wine brand that won't wreck your morning."

Built by women who wanted the ritual without the regret. This is Glimmer. → Tag a friend who'd love this.

Hashtags: Set A

ThuReachReel · recipe / mocktail
On-screen hook"The 30-second spritz that tastes better than the real thing."

Glimmer + a splash of elderflower + frozen berries. That's it. → Save this and make it this weekend.

Hashtags: Set C

FriReachCarousel · social proof / review
On-screen hook (slide 1)"I quit drinking but kept the celebration."

Real words from a real Glimmer drinker. → Comment STOCKIST and we'll send your nearest spot to grab a bottle.

Hashtags: Set B

Week 2

More reach formats. Find what travels — note your top performer for Week 4.

MonReachReel · taste test / reaction
On-screen hook"We gave wine lovers a 0% sparkling and didn't tell them."

The reactions say everything. → Would you be able to tell? Comment below.

Hashtags: Set A

TueReachReel · occasions
On-screen hook"5 moments that deserve a toast — minus the hangover."

Girls' night, the promotion, the random Tuesday you survived. All of them. → Which one's yours? Tell us below.

Hashtags: Set C

WedBrandCarousel · behind the scenes
On-screen hook (slide 1)"How we take the alcohol out — but keep everything you love."

Real wine, gently de-alcoholized, none of the downside. Swipe for the process. → Save if you've ever wondered.

Hashtags: Set B

ThuReachReel · problem / solution
On-screen hook"The reason your 'sober' nights still feel like a compromise."

It's the drink in your hand. Glimmer fixes that. → Comment "TRY" and we'll point you to a bottle.

Hashtags: Set A

FriReachReel · UGC reshare
On-screen hook"This is how a sober dinner party actually looks now."

Tag us in your Glimmer moments — we reshare our favorites every week. → Follow for the ritual, minus the regret.

Hashtags: Set C

Week 3

Creator-collab push. Borrow other audiences — the fastest way to grow a small brand.

Creator Collab Playbook (set up before Week 3)

  • Line up 3–4 creators in sober-curious / wellness / mom / foodie niches (5k–50k followers convert best).
  • Use IG Collab posts so it lands on both grids and both audiences see it.
  • Brief each: lead with a strong on-screen hook, show the pour, end with your CTA.
  • Whitelist (partnership ads) your single best collab for a small paid boost in Week 4.
  • Reshare every creator post to your Stories the day it goes live.
MonCollabCollab Reel · creator #1
On-screen hook"How [Creator] does girls' night without the hangover."

A peek at [Creator]'s ritual — all the celebration, none of the compromise. → Follow @[creator] + comment your go-to night in.

Hashtags: Set A · tag the creator

TueReachReel · myth-bust
On-screen hook"'Non-alcoholic wine tastes like juice.' Let's settle this."

Dry, crisp, actually sophisticated. We'll prove it. → Comment if you've been burned by a bad 0% before.

Hashtags: Set B

WedCollabCollab Carousel · creator #2
On-screen hook (slide 1)"A wellness coach's honest take on Glimmer."

[Creator] tells it straight — swipe for the full review. → Save this + follow @[creator].

Hashtags: Set A · tag the creator

ThuReachReel · recipe #2
On-screen hook"The non-alc mimosa your brunch has been missing."

Glimmer + fresh OJ + a rosemary sprig. Brunch, upgraded. → Save it for Sunday.

Hashtags: Set C

FriCollabCollab Reel · creator #3
On-screen hook"POV: your favorite foodie just found her new dinner pour."

[Creator] pairs Glimmer with her go-to dish. → Follow @[creator] + tell us your dream pairing.

Hashtags: Set C · tag the creator

Week 4

Convert. Run one clear first-order promo and amplify your proven winner.

First-Order Promo Setup

  • Pick ONE clear offer: e.g. 15% off first order or a "buy 2, free shipping" bundle.
  • Set a deadline (7 days) — urgency drives action. Use a simple code like GLIMMER15.
  • Add an Instagram countdown sticker in Stories all week.
  • Put a small paid spend behind your single best-performing organic post from Weeks 1–3 (not a random boost).
  • Make sure the link-in-bio lands directly on the offer.
MonPromoReel · launch the offer
On-screen hook"Your first bottle of Glimmer is 15% off — for 7 days only."

If you've been curious, this is your sign. Premium, de-alcoholized, zero regret. → Code GLIMMER15, link in bio. Ends Sunday.

Hashtags: Set B

TueReachReel · objection-buster
On-screen hook"'But what do I bring to a party if I'm not drinking?' This."

Show up with the bottle everyone asks about. → Grab yours — code GLIMMER15, link in bio.

Hashtags: Set C

WedPromoCarousel · social proof stack
On-screen hook (slide 1)"Don't take our word for it — take theirs."

Swipe through what real Glimmer drinkers say. → Join them: 15% off ends Sunday, link in bio.

Hashtags: Set B

ThuBrandReel · founder note
On-screen hook"Why two women built the wine you can drink on a Tuesday."

The story behind Glimmer — and why it matters. → Be part of it: link in bio.

Hashtags: Set A

FriPromoReel · last-call urgency
On-screen hook"Last call: 15% off your first Glimmer ends this weekend."

Don't miss the easiest 'yes' to a better tomorrow. → Code GLIMMER15, link in bio. Gone Sunday night.

Hashtags: Set B

Hashtag Sets — rotate, 12–15 per post

Set A · Sober-curious / lifestyle
#sobercurious#sobersummer#mindfuldrinking#alcoholfree#soberlife#sobercommunity#drymonth#nonalcoholic#soberish#healthylifestyle#ritual#womenowned
Set B · Non-alc product / category
#nonalcoholicwine#dealcoholized#nonalcoholicdrinks#premiumnonalc#zeroproof#nawine#sparklingwine#nolodrinks#betterforyou#nonalcoholiccocktails#alcoholfreewine#womenownedbusiness
Set C · Occasion / recipe / discovery
#mocktail#mocktailrecipe#spritz#dinnerparty#girlsnight#cheers#happyhour#drinkstagram#recipereel#entertaining#hosting#toast
Put hashtags in the first comment or end of caption, and lean on small-to-mid tags (10k–500k posts) where you can actually rank — not the giant ones.
Glimmer 4-week sprint · Weeks 1–2 build reach · Week 3 borrows audiences · Week 4 converts · Review insights weekly and double down on what works
Glimmer · US Launch Runway

US Launch Runway

@drinkglimmerwine — Mid-Late June US + Ecom Launch · July 1–21 Scandinave Giveaway

The Big Picture

Three phases, one momentum wave. Tease builds a US waitlist before you have a date. Launch opens the store (PNW first, shipping nationwide) with a 15%-off first-order offer. Giveaway rides that wave from July 1–21 — co-hosted with Scandinave Spa Whistler to borrow their wellness audience and convert your new US followers.

Tease Launch Giveaway

Before you run the giveaway: confirm Instagram's promotion guidelines, write clear official rules, and check eligibility — the prize is in Whistler (Canada) but you're launching in the US, so state who can enter and whether US winners travel. Loop in Scandinave on rules & fulfillment.
Phase 1 · Tease & Waitlist

~2 weeks before launch (early–mid June). Goal: capture emails so you launch to a warm list, not silence.

Set up first

  • Build a simple US waitlist / early-access landing page (email capture). Put it in link-in-bio.
  • Update bio: "🇺🇸 Coming to the US ✨ Join the waitlist ↓"
  • Prep a Stories "Coming Soon" countdown — start it once you lock a date.
Tease 1TeaseReel · announcement
On-screen hook"America… we're coming for your 5pm ritual."

Premium de-alcoholized sparkling wine is finally crossing the border. Starting in the Pacific Northwest, shipping nationwide. → Join the US waitlist, link in bio.

Hashtags: Set A + #pacificnorthwest

Tease 2TeaseCarousel · why it matters
On-screen hook (slide 1)"The wine you can drink on a Tuesday is almost here."

No hangover, no sugar crash, all the ritual. Swipe for what's coming. → Be first to shop — waitlist in bio.

Hashtags: Set B

Tease 3TeaseReel · meet the founders
On-screen hook"Meet the three women behind Glimmer."

Three friends who wanted to celebrate without the compromise — so we built the wine we wished existed. Now we're bringing it to the US. → Join the waitlist + follow our journey, link in bio.

Hashtags: Set A + #womenowned

Tease 4TeaseReel · PNW callout
On-screen hook"Pacific Northwest — you're getting Glimmer first."

Seattle, Portland, and beyond: your better-tomorrow toast is almost here, then shipping everywhere in the US. → Comment your city + join the waitlist in bio.

Hashtags: Set A + #seattle #portland

Tease 5TeaseReel · sneak peek + offer hint
On-screen hook"Waitlist perk: 15% off the second we go live."

Get on the list and your first order's already discounted. → Link in bio. You don't want to miss the drop.

Hashtags: Set B

Phase 2 · Launch Week (mid–late June)

Goal: open the store, drive first orders with 15% off, create urgency. Lock the date, then run these in order.

Launch-day setup

  • Email the waitlist the moment the store is live — they convert first & best.
  • Bio → "🛒 NOW SHIPPING across the US ✨ 15% off your first order ↓" with the live store link.
  • Stories: countdown → "WE'RE LIVE" → link sticker to shop.
  • Offer code: e.g. USA15. Pin your launch Reel to the top of the grid.
Launch DayLaunchReel · WE'RE LIVE
On-screen hook"It's official: Glimmer now ships across the USA."

The ritual without the regret is finally yours, America. Starting in the PNW, shipping nationwide — and your first order is 15% off. → Code USA15, link in bio.

Hashtags: Set B + #pacificnorthwest

Launch +1LaunchReel · the three founders' story
On-screen hook"Three women, one mission, now in the US."

The story behind Glimmer — three friends, one shared belief that you shouldn't have to choose between the celebration and your morning. This launch means everything to us. → Be part of it: 15% off with USA15, link in bio.

Hashtags: Set A + #womenowned

Launch +2LaunchCarousel · social proof
On-screen hook (slide 1)"Don't take our word for it — take theirs."

What real Glimmer drinkers say. Now it's your turn, US. → First order 15% off: USA15, link in bio.

Hashtags: Set B

Launch +3LaunchReel · objection-buster
On-screen hook"'What do I bring if I'm not drinking?' Now you know."

Show up with the bottle everyone asks about. → Grab yours, 15% off with USA15.

Hashtags: Set C

Launch +4LaunchReel · last-call on intro offer
On-screen hook"Last call: launch pricing won't last."

If you've been waiting for a sign, this is it. → 15% off your first order, code USA15, link in bio.

Hashtags: Set B

Phase 3 · Scandinave Giveaway (July 1–21)

Co-hosted with @scandinave.whistler. Prize: a spa getaway for two — full day at Scandinave + all the Glimmer you can drink during your stay. Goal: follower + email surge that converts new US fans.

Giveaway Playbook

  • Run it as a Collab post with Scandinave so it hits both audiences.
  • Entry mechanic: Follow @drinkglimmerwine + @scandinave.whistler · Like the post · Tag 2 friends (each tag = 1 entry). Bonus entry for sharing to Stories.
  • Post clear official rules + eligibility (who can enter, prize travel, age, region). No purchase necessary.
  • Capture emails: "Want a bonus entry? Join our list" → grows your launch list further.
  • Post a reminder ~3× across the 3 weeks; announce the winner publicly July 22.
Jul 1GiveawayCollab Reel · launch the giveaway
On-screen hook"Win a spa day for two + all the Glimmer you can drink."

We've teamed up with @scandinave.whistler for the ultimate reset: a full day at the Nordic baths for you + a friend, with Glimmer flowing all stay. → Follow both accounts, like this, tag 2 friends. Ends July 21.

Hashtags: Set A + #whistler #scandinave

Jul 5GiveawayReel · the experience
On-screen hook"Picture this: Nordic baths, total calm, a glass of Glimmer."

This is the prize. This is the ritual without the regret, taken to the max. → Enter: follow both + tag 2 friends. Link in bio for rules.

Hashtags: Set C + #whistler #wellness

Jul 10GiveawayCarousel · why Glimmer + spa = perfect
On-screen hook (slide 1)"The most relaxing thing you'll do all summer."

Hydrotherapy + a clear-headed toast = the reset you deserve. Swipe for the dream day. → Tag who you'd bring. Giveaway ends July 21.

Hashtags: Set A + #scandinave

Jul 15GiveawayReel · midpoint reminder + shop nudge
On-screen hook"Can't wait to win? You don't have to."

Bring the spa-day feeling home now — 15% off your first US order while you enter to win the real thing. → Shop with USA15 + enter, link in bio.

Hashtags: Set B

Jul 20GiveawayReel · final 48 hours
On-screen hook"48 hours left to win your spa getaway."

Last chance to enter — follow both, like, tag 2 friends. → Closes July 21 at midnight. Rules in bio.

Hashtags: Set C + #whistler

Jul 22GiveawayReel/Story · winner announcement
On-screen hook"We have a winner ✨"

Huge thank you to everyone who entered — and to @scandinave.whistler. Didn't win? Your consolation is waiting. → 15% off your first order with USA15, link in bio.

Hashtags: Set A

Hashtag Sets (same as your content calendar)

Set A Sober-curious / lifestyle · Set B Non-alc product / category · Set C Occasion / recipe / discovery. Add launch/giveaway tags as noted: #pacificnorthwest #seattle #portland #whistler #scandinave #wellness.

Glimmer US Launch Runway · Tease → Launch → Giveaway · One momentum wave · Confirm promo rules & eligibility before going live