Established in 2000, Spyhouse is a Twin Cities roaster and retailer with a vision to source, roast, and serve exceptional coffees. Their social feed is carefully curated and aesthetically pleasing, highlighting their seven cafés and roastery.

A variety of methods and resources were used to create captivating content, including in-house photography and videography, utilizing the Spyhouse image library, and tapping into freelance photographers and UGC (user-generated content).

In addition to beautiful imagery, clever copywriting was key to creating successful posts. Descriptions provide information and context, making it more likely for users to follow and engage.

(Hover over square images to see descriptions!)

Spyhouse Coffee Social Media

Photography + Videography + Copywriting + Digital Content

Content strategy and creation for Spyhouse Coffee Roasters was a primary responsibility from 2021 to 2024. Initially, Spyhouse was posting only twice per week, taking new pictures for nearly every post, and posting manually through the Instagram app. It quickly became clear that this was not a sustainable process.

Over time, best practices were learned. Posts increased to four times per week, using Sprout Social as a tool to schedule out weeks in advance. In addition to in-house photography, the Spyhouse image library, and tapping into freelance photographers, user-generated content (UGC) became a primary source of imagery. When users tag @spyhousecoffee, #spyhousecoffee, or the café locations in their posts, it provides the potential opportunity to be featured on the Spyhouse feed. Overall, reposting UGC resulted in more diverse content for Spyhouse and created a greater sense of local community for everyone involved.

Videography also became a key component in Spyhouse’s social media presence. In addition to three image posts per week, an Instagram Reel was created and posted once per week, providing an insider’s perspective of the brand and adding depth and personality to the feed. Although it was a learning curve in the beginning, Spyhouse’s initial Reels were extremely successful. Reels have since become an essential tool to boost social reach, impressions, and engagement, creating a well-rounded and successful profile.

Credits

Company: FairWave Specialty Coffee Collective MN
Brand: Spyhouse Coffee Roasters
Content Strategist + F&B Stylist + Photo Art Director + Photographer + Videographer: Stephanie Braun
Freelance Photographer: Canary Grey
Various Photographers: Instagram Users (UGC)