We all know that flowers have never really gone away; a wedding, funeral or Valentine’s Day gets people turning to nature’s artworks to show their feelings. But it seems like something is going on with the floristry industry: florists attract Instagram followings in their hundreds of thousands.
Social media is overflowing with floral imagery, and a fresh generation is tearing up the rulebook as floral designs go wild. In short, as a floral artist, Carly Rogers says, “it’s like the Gold Rush.”
So if you are a floral professional, you should definitely take advantage of the Instagram community to promote your flower business. With Instagram reaching 1 billion monthly users last year, it is essential to understand this audience! Instagram is one of the trendiest social media platforms with considerable influence. So, read on for some simple ways to start promoting your floral business on Instagram.
- Create a floral business account on Instagram
- Capture high-quality pictures
- Engage other Instagram users
- Start #Hashtagging
- Facebook and Instagram: peanut butter and jelly!
- Host a Contest Trend
- Showcase your floral products
- Build your Instagram feed like a bouquet
- Post between once a day and once a week
Steps to Promote your Floral Business on Instagram
Create a floral business account on Instagram
If you haven’t started yet, create a business Instagram account. Having a business account lets you link to your floral website, display contact information and connect your business Facebook page. Remember to include your site link to direct people to your floral webpage; it will perform as a “backlink” that builds your SEO visibility as well.
Capture high-quality pictures
Sharing a post on Instagram requires a little bit of time and effort. Make sure your pictures are clear, look professional and appropriately composed. The marketing on Instagram is mainly visual, so It is the picture that gathers you more followers. Spend some time on capturing quality photos of your floral products.
You can use photo editing applications to create a perfect picture with different filters and share it directly on Instagram. Try to improve your photography skills to enhance your business!
Engage other Instagram users
To increase your brand credibility, you should be more active and engaging on Instagram, try to follow your followers back as well as other brands, mentors and floral professionals to engage in botanical conversations and get more visibility to their followers.
If you don’t have the time for Instagram engaging and you are always busy with arranging flowers, you can use proper Instagram automation tools such as Instagram bots (beware of the scammy ones!) to automate your Instagram routine and save some time for your other tasks. They work like a real person and gain you some organic engaging followers. So all you have to do is searching for the good ones on google, and that’s it!
Using hashtags has never been more critical to the platform than it is today. Make sure to use relevant hashtags on each of your posts, do not just copy-paste the same set of hashtags to all of them, Instagram’s algorithm defines successive posts with repeated hashtags as a measure to cut down on spams.
People can now also mark hashtags that they don’t want to see, which helps Instagram show them other new posts. This is another reason to use different hashtags, in case an Instagram user is filtering out the one that you use. Hashtags are a way of organizing posts on Instagram, and many people search through a given hashtag, they are not for decoration!
Facebook and Instagram: peanut butter and jelly!
Facebook owns Instagram, so you’d want to think of them as closely related. Connect your Facebook page (your business page) with your Instagram account to enable double-posting. This will increase your visibility to reach a broader range of users between the two social media platform.
Host a Contest Trend
Contests are just direct marketing with a little twist and have general appeal to many Instagram users. Invite people to interact with your brand with posts like “your pet with flower” or “share your favorite flower” and so on. There are a lot of possibilities, and sharing on both Facebook and Instagram is a great way to gain as many engaging followers as possible.
Showcase your floral products
Posting your floral operations is fantastic; however, it’s better for you to mix it up with other valuable posts that are related to your floral business. This gives your followers more information about who you are and a more personal relationship with you and your brand. Create content about your employees, shop pets, floral design tutorials, designs in progress, and some silly fun pictures to give them a glimpse of daily life around your shop.
Build your Instagram feed like a bouquet
Perfect Instagram pages (Feeds) have a set of different pictures that keep the viewers interested. This is essential for two main reasons; first, users who follow you don’t need to see minor remakes of the same picture over and over in their feeds. This is an excellent way to get unfollowed! Second, you should make your page look like a cohesive whole when users visit it because it shows your professionalism and commitment to great design aesthetics.
Imagine the composition of a perfect bouquet. In your design experience and floral education, you have learned to use geometric shapes and textures that work together to create a pretty, cohesive design. A beautiful bouquet requires a combination of filter, mass, and line flowers, including ranunculus and roses. Every bouquet needs a combination of all elements to build visual interest and mutually shows the features of each flower.
Similarly, your Instagram page needs to include a mix of pictures that have the same overall look and theme but are not cookie-cutter! Your photographs should focus on your designs and involve your beautiful flowers in some way, but they should not all be flat pictures of customer orders before delivery.
Here are some ideas:
- Time-lapse videos of the arrangement process
- Flower arrangements about to go out for delivery with different backdrops.
- Pictures from weddings and other events
- A tiny posy of flowers in an unusual or exciting place.
Post between once a day and once a week
Don’t overwhelm your Instagram followers, but make sure you are maintaining the connection and getting your pictures out there. Small businesses and social media managers both are vulnerable to falling into the trap of “flooding” users’ feeds with posts. This can annoy your followers, who will react by limiting their engagement with your content or unfollowing you, which will knock you out of the algorithm explained above. Alternatively, your week in posting should consist of your most photogenic flower arrangements or other pictures you captured that week. If you only designed for an event or wedding, pick the best two or three of those pictures and skip different types of posts that week.
Instagram can be hard to master, even for those who are very familiar with social media or even use it for a living. The best way to learn is, to begin with, essential tips and try different ideas, posting times and captions.
Florists, do you have any good pieces of advice for other florists on Instagram?
Please your feedback or related questions in the comments below.