5 Hudson Valley Businesses with Awesome Instagrams

With the temps gloriously starting to rise, I’m finding myself constantly reaching for my phone, ready for an impromptu portrait session of a sleepy Catskills slowly waking up for spring. And where do all my spritely snaps of forsythia, daffodils, and pear tree blossoms end up? Well, most of them remain relegated to the depths of my camera roll, but the best ones make their way to Instagram—my social platform of choice.

This month, I wanted to give a little love to some Instagram accounts from Hudson Valley businesses (other than Chronogram’s, of course) that inspire me both personally and in my daily work managing the paid social media we create with our advertising partners.

From accounts with strong branding to those using smarter tactics for content creation, here are the five accounts that made the list.

 

Kingston Wine Co.

 

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A post shared by Kingston Wine Co. (@kingstonwineco)

What to love:

The world of natural wine can often seem fussy and inaccessible to people just starting to branch out of their comfort zone. Owner Michael Drapkin and the team at Kingston Wine Co. on the other hand have created an Instagram account that feels as bubbly and bright as a pét-nat, where close-ups of beautiful bottles star alongside snaps of Drapkin’s signature move, “the pour.”

What to learn:

The high-low combination of presenting a potentially intimidating topic in a fun, approachable way is a great lesson for businesses who sell or make specialty products. Instagram is a place to play with your product presentation and invite customers behind the scenes to show them why you love doing what you do.

 

Hudson Valley Happenings

What to love:

On this Instagram account, which celebrates staying and playing in the Hudson Valley, the Stories are where the action’s at. It seems like every week someone from the team is visiting a new town and using Instagram’s Stories feature to let us come along for the ride. Over the course of a few days, they explore the town, using Stories to give their followers a closer look at the hotel or Airbnb where they’re staying, mouthwatering pics of local restaurants’ offerings, and profiles of local business owners—all accompanied by gorgeous video and drone footage.

What to learn:

You don’t have to keep all of your content on your Instagram Grid! Use the features Instagram periodically rolls out—Stories, Live TV, Reels—to add depth to your brand storytelling. Stories are a great place to start because they don’t necessarily have to be highly curated the same way you might your Grid, and they’re only available for 24 hours, offering your followers a quick way to stay up-to-date with announcements, event footage, and more.

 

Ulster County Tourism

What to love:

From historic Hudson River towns to the breathtaking Catskills and Shawangunk Ridge, Ulster County has a bounty of experiences that beguiles tourists and locals alike. Ulster County Tourism excels at celebrating the diversity of everything the county has to offer, earning the goodwill of existing and potential followers along the way.

What to learn:

Much of the content you’ll find on this account is user-generated, meaning the photos are taken by other Instagram users and reshared here. This is a must-use social media technique for any businesses that offer experiences, including caterers, restaurants, wedding and event venues, hotels and spas—you name it. You’re often so busy creating these experiences that you don’t have the time to take the kinds of beautiful photos that the people who use your services do—and would love to have reshared on your page with credit.

 

Upstate Curious

What to love:

Megan Brynn-White of The Upstate Real Estate Team sells homes, but she also markets the Hudson Valley as a whole. Sprinkled in next to picture-perfect listings are her snaps of visits to new businesses, fave local restaurants, and info on educational events for home buyers and sellers. It’s a great example of a three-dimensional brand experience.

What to learn:

As a business owner or marketing specialist, it’s tempting to always be in “sell” mode when you’re communicating with customers. But people come to Instagram for all different reasons—many of which aren’t related to the same intent to buy something that you get with someone visiting your site. Yes, there is plenty of content here for people who are looking to buy or sell a home, but it’s balanced by accessory content that communicates value for the casual Instagram scroller too.

 

The Maker Hotel

 

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A post shared by The Maker Hotel (@themakerhotel)


What to love:

Not many people spend time looking at a business’s Instagram grid, but a visit to the The Maker Hotel’s is almost like a tour of the boutique Hudson hotel itself. The colors in the photography are saturated and rich, making the luxurious textures and intimate spaces in the hotel’s three buildings—an 1800s Carriage House, a Greek Revival, and a Georgian mansion— come alive.

What to learn:

This account is a good lesson in the way that consistent branding allows you to evoke specific feelings about your business in your potential and existing customers. Even when your posts are sprinkled in with everyone else’s, consistent branding encourages Instagram users to associate certain feelings with your business every time they see it. The high quality of the The Maker Hotel’s photography only adds to the aspirational feeling the brand is cultivating—a must-have for any business in luxury goods and experiences.

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