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How small businesses cultivate an Instagram audience

Southwest Michigan breweries, eateries branch out over online influence

Chris Mason oversees one of the more popular Instagram accounts in Southwest Michigan.

When Mason and two of his friends opened Watermark Brewing Co. in 2016, he created the company’s social media accounts, including the one on Instagram. Mason, a co-owner of the Stevensville brewery, was studying marketing and communications in college when Google Analytics was at its apex.


Live counters record the number of Facebook likes and Instagram followers at Watermark Brewing Co., in downtown Stevensville.


Chris Mason photographs a beer at Watermark. Mason has helped the brewery develop its social media persona through more than pushing beer releases and merchandise on Instagram.

Contact:, 932-0358, Twitter: @TonyWittkowski