Top 5 Tips on working with influencers from Carlita Pitts (@iamthelita).

This prominent wine influencer shares her tips for small wineries working with social media influencers.

I am so excited to have Carlita Pitts, aka @iamthelita, sharing her Top 5 Tips with us today!

I first met Carlita a few years ago when we coordinated an influencer visit with one of my consulting clients, and found her to be incredibly easy to work with and professional, and loved the content she put together for my client. This summer I had the pleasure of meeting her in person at an Oenoverse event, and found her to be just as delightful and charming in person as she is on her Instagram page. She is a true pro in the wine influencer sphere, and everyone should all be following and working with her!

(Be sure to read to the end, where Carlita answers the most common question small wineries ask about working with influencers - “What will I GET for doing this?”)

---

Carlita is a wine lover and travel enthusiast with over five years of experience curating unforgettable wine tourism content. From boutique vineyards to luxurious resorts, she’s had the pleasure of partnering with some incredible brands, capturing the beauty of scenic destinations, and sharing hidden gems with her community. Her mission is to inspire people to sip, savor, and explore the world’s best wines and experiences.

Whether it’s a cozy B&B at a winery or an exclusive wine-and-dine event, she’s all about highlighting unique experiences that my audience loves to engage with. You can find her latest adventures on Instagram at @iamthelita, and read more about her work in CanvasRebel, Virginia.org, and VoyageBaltimore.

---

---

Interested in working together?

In addition to running The Swirl, I co-own a small winery, Dogwood & Thistle, with my husband, and I am a sales, marketing, and business strategy consultant/freelancer for small wineries and wine businesses around the country. 

As a reader of The Swirl, I'm delighted to offer you a free 60-minute Zoom session to either brainstorm or troubleshoot anything small winery-related that's on your mind.  Schedule your complimentary spot on my calendar today by clicking here!

---

Carlita Pitts’ Top 5 Tips for Small Wineries

Know Your Goals (So We Can Help You Reach Them!)

First things first, figure out what you’re trying to achieve. Is it getting more people to your events? Boosting sales? Or just spreading the good word about your winery? Once you nail down your goals, it'll be much easier for influencers (like me!) to craft content that hits the mark. And remember, it’s not always about follower count—sometimes those smaller, niche influencers with super engaged audiences are the secret sauce. Speaking from experience, even a "micro" influencer can bring big results!

Find Someone Who Looks the Part

Before sliding into an influencer’s DMs, take a good look at their feed. Does their vibe match your winery’s brand? Do their photos and videos make you want to stop scrolling? You want someone who already feels like a natural fit for your style. Yes, you can give content guidelines, but don’t expect them to do a total rebrand. After all, we’re all about authenticity here, and you’ll get the best results when the influencer’s aesthetic is in sync with yours.

Make It Real

Here’s the truth—if an influencer genuinely loves your wine, they’re going to create amazing content that really connects with their audience. I started out sharing wines from my favorite wineries, and that passion always shines through. Aim for long-term partnerships rather than one-off deals, and you’ll get more authentic, engaging content that tells a deeper story about your brand.

Yes, Pay Your Influencers!

Let’s talk money. Should you pay influencers? If your budget allows—absolutely! Creating content takes time, whether it’s a reel, a blog post, or a series of Instagram Stories. And just like your winery, influencers are running a business too. That said, not every collaboration has to involve payment – this depends on the influencer. Sometimes a cool, VIP experience—like an exclusive tour or food and wine experience—can be just as valuable, as long as it’s mutually beneficial. One of my all-time favorite partnerships was with this amazing winery resort. They totally spoiled me with a free weekend stay at their cozy B&B, a VIP food-and-wine pairing (personally crafted by their chef, no less!), a tour of the vineyard and a chance to meet the winery owners themselves. It was such an unforgettable experience that I basically fell in love with them—so much so that I’ve been an ambassador for them for three years now.

Share the Love (and the Content!)

Encourage influencers to create content you can share across your platforms—it’s a win-win! You get great user-generated content, and they get their work in front of a new audience. Just don’t forget to tag and credit them when you reshare. It’s the influencer equivalent of a virtual high-five!

Thank you, Carlita! Feel free to follow her on Instagram for a peek into her world, and if you have any questions or want to collaborate, shoot her an email at Carlitap@divinelita.com so you can create something amazing together! 🍷✨

Note from Erin: Every winery I’ve ever spoken with about working with influencers has the same question, “What will I GET for this money/free tasting/time spent with them/etc?”

Carlita was generous enough to create some bonus content for us about what small wineries can and should realistically expect to get in return when working with an influencer. Keep reading below!