A colleague of mind sells wine and wants to improve his direct to consumer outreach. I was curious to see if I could use AI tools to help me do research to identify if he could leverage YouTube influencers as part of a paid advertising campaign.
Start the clock
My setup:
I subscribe to Gemini Advanced, GPT Plus and Claude.
Background materials:
The product information can be found at https://silviacellars.com/.
The target audience should be in US. Long term global could be an option but not for this exercise.
What we want to find out:
1. Does YouTube allow for paid spots with influencers for wine?
2. What are the key points about the wine that we want to use to identify the right influencer with the right audience?
3. What are at least 10 influencers we could reach out to get their rate cards?
Does YouTube allow for paid spots with influencers for wine?
To do this search I will send this prompt to all three AI tools. I suspect Gemini will have the most up to date data.
Prompt: I want to find YouTube influencers that would be open to a paid advertising for my wine. I want to focus on the US market. Does YouTube allow this? Please include relevant links I can use to validate your research?
Here is the set of links that I got from all three
- Claude Opus
- You can find YouTube’s advertising policies and guidelines here: https://support.google.com/youtube/answer/188570 (best link)
- The FTC’s endorsement guidelines for social media influencers are here: https://www.ftc.gov/tips-advice/business-center/guidance/disclosures-101-social-media-influencers (2019 link)
- Gemini Advanced
- Age-gating: Your videos MUST be age-gated to viewers 21 years or older in the United States. See how-to here: https://support.google.com/youtube/answer/9527658?hl=en ( broken link)
- Chat GPT Plus
- YouTube Advertising Policies
- FTC Endorsement Guides (link was empty)
- Alcohol Beverage Advertising and Marketing (link was empty)
This link https://support.google.com/youtube/answer/188570 was identified as the best one. It listed alcohol on the landing page which takes you to here: https://support.google.com/adspolicy/answer/6012382?sjid=10035367908188330689-EU
So we have confirmed that wine ads can be done on YouTube. This research has also helped to confirm that relying on a social media influencer who is well aware of these restrictions and knows how to manage them would be valuable.
What are the key points about the wine that we want to use to identify the right influencer with the right audience?
To do this the idea is to leverage the information from Silvia Cellars to day. We can use the website for now.
For the future we might want to have a look at the instagram followers and look at their demographics.
I went to each AI tool and used the following prompt:
Prompt: Can you provide me a summary of the products and target customers from https://silviacellars.com/?
In this case Chat GPT Plus seemed to do the best. Gemini Advanced provided a brief summary. Claude Opus said it could not access the data.
Here is what Chat GPT Plus provided
Silvia Cellars offers a diverse range of premium wines targeted towards wine enthusiasts and connoisseurs who appreciate complex, aged wines suitable for various culinary pairings. Here’s an overview of their offerings and target customers:
Products
- Red Wines: Including varietals and blends such as:
- Three Barrels Red Blend: A mix of Syrah, Zinfandel, and Cabernet Sauvignon, known for its rich mouth-feel of cherries, oak, and roasted coffee beans【6†source】.
- Old Vine Zinfandel: Featuring wines from vines that are over 50 years old, providing complex flavors of black cherry, raspberry, and dark chocolate【6†source】.
- Napa Valley Cabernet Sauvignon: A high-end wine with flavors of leather and blackberry, aged in French oak to enhance its velvety tannins【7†source】.
- Zinfandel: Noted for its spicy and fruity characteristics, balanced with a chewy texture and long finish【8†source】.
- Wine Clubs: They offer tiered memberships which provide regular shipments of wine, discounts on purchases, and exclusive tasting opportunities. The clubs are segmented into:
- Platinum (12 bottles): Offers significant benefits including free shipping, discounts, and access to winemaker dinners and tasting events【10†source】.
- Gold (6 bottles): Includes complimentary tastings and discounts on additional purchases【12†source】.
- Silver (3 bottles): The most accessible level providing an entry point for new subscribers with similar benefits as the other tiers on a smaller scale【11†source】.
Target Customers
Silvia Cellars focuses on customers who are:
- Wine Aficionados: Those with a refined palate for complex wines that are suitable for aging.
- Culinary Enthusiasts: Individuals looking to pair high-quality wines with gourmet meals.
- Collectors and Connoisseurs: Buyers interested in exclusive and aged wines that can be kept or collected over time.
- Event Hosts: People looking to enhance their events or gatherings with premium wines, often utilizing the benefits from the wine club memberships.
The strategic positioning of their products through their wine clubs also indicates a focus on building a loyal customer base who are interested in enjoying and exploring wine through regular curated shipments and exclusive winery events.
For more detailed information on their products and offerings, you can visit their official website.
————————————-
Time check: 27 minutes elapsed
What are at least 10 influencers we could reach out to get their rate cards?
For this I am going to use the above description and ask each tool to provide me 10 influencers on YouTube to research.
Prompt: Using the below/attached product description, provide me 10 influencers on YouTube I can reach out to about pitching them to do an ad for my wine. I am looking for influencers that focus on wine and have expertise partnering with wineries like mine. Please explain why you chose them and any links to their rate cards or how I can reach them for a next steps.
I think took the list and put in one document and asked Claude Opus to create a list with all of them assigning any categorisation that it deemed helpful.
Prompt: Take the below/attached list and give me a consolidating list of all of the entries, if any appear multiple times note that, and if you see any way to categorise them for me please add that.
Follow up prompt: This was good but please add the description information about why they are chose as a good fit for silviacellars and include any way I can reach out to them.
Follow up prompt 2: ok better, but if you have the YouTube site or their website also include that.
Got it, here’s the list with YouTube channels/websites included where available:
Wine Reviewers/Critics:
- unemployedwineguy (YouTube Channel) – No additional info provided
- JamesTheWineGuy (YouTube Channel) – No additional info provided
- Dr. Matthew Horkey (YouTube Channel) – No additional info provided
- Michael Pinkus (YouTube Channel) – No additional info provided
- WineLibraryTV (Gary Vaynerchuk) (YouTube) – Significant following, explores wide range of wines, dynamic presentation style. Contact: DM on YouTube channel.
- WineSpectator (YouTube) – Official channel with credibility/authority in wine industry. Contact: winespectator.com
- Wine Oh TV (Monique Soltani) (YouTube) – Emmy awarded show providing wine education. Contact: wineoh.tv
- Wine Express (YouTube) – Focuses on reviews/unboxings, ideal for highlighting wine clubs. Contact: YouTube channel.
- JamesSucklingTV (James Suckling) (YouTube) – Powerful critic, partnership could enhance prestige. Contact: jamessuckling.com
- Under The Grape Tree (YouTube) – Detailed reviews appealing to beginners/connoisseurs. Contact: YouTube channel.
Wine Education/Entertainment:
- The Wine Show (YouTube) – High production values, engaging content for high-end wines. Contact: YouTube channel email.
- V is for Vino (Vince Anter) (YouTube) – In-depth exploration showcasing variety of offerings. Contact: visforvino.com
- Wine Folly (YouTube) – Simplifies wine learning for broad audience. Contact: YouTube DM or winefolly.com
- Exotic Wine Travel (YouTube) – Discovering unique wines globally. Contact: YouTube about section.
Urban/Younger Audience:
- Derrick C. Lewis (@therealwinebro) (YouTube) – Focuses on urban wine culture, appeals to younger base. Contact: therealwinebro@outlook.com
General Wine Channels:
- Red Wine Lover (YouTube) – Reviews affordable to premium wines. Contact: redwinelover@gmail.com
- Whitney A. (@whitneyabeer) (YouTube) – Virtual tastings, appeals to aficionados. Contact: whitneyadams@outlook.com
- Amanda Maida (@amandamaida) (YouTube) – Sponsored content, unboxings/reviews. Contact: amanda@amandamaida.com
- Amanda McCrossin (@sommelieravlife) (YouTube) – Education, reviews, pairings for premium wines. Contact: amanda@sommelieravlife.com
- Jeff Prather (@winebytheglass) (YouTube) – Thoughtful reviews on cellar-worthy wines. Contact: winebytheglass@substack.com
- Natalie MacLean (@nataliemaclean) (YouTube) – Large following, has ad kit. Contact: nataliemaclean.com
- Cathrine Todd (@catherinetodd) (YouTube) – Focuses on luxury wines. Contact: manager@absolutedistrelishment.com
In this case it felt like the summary could have been better. Here is a PDF of those results.
Note the first time I did this I forgot to say YouTube and I got a different list. I have included those results below in attached although I did not do any inspection of the prompts.
————————————-
Time check: 42 minutes passed.
I will not include the time to add the basic SEO bits for the post.