If social media feels overwhelming, you’re not alone. Many florists know they should be posting, but aren’t sure where to begin, what to share, or which platform actually makes sense for their shop. The good news is, you don’t have to be everywhere. You just have to start!
Think of your social media as a digital storefront. It’s where customers discover your work, learn about your shop, and decide whether or what to order. When you approach it strategically, it can become one of the most powerful (and affordable) marketing tools available to florists.
Choosing the Right Platforms
Before creating accounts on every platform, take a moment to consider where your customers are most active.
Facebook is one of the strongest platforms for local businesses. It’s ideal for sharing shop updates, holiday reminders, community involvement, and promotions. It also offers powerful advertising tools that allow you to target customers in your delivery area.
Learn more about targeted social ads by watching the video: Discover Social Media Ads with Justin and Haley.
Instagram, on the other hand, is a very visual platform, which makes it a natural fit for florists. It’s perfect for showcasing your arrangements, sharing behind-the-scenes design moments, and connecting with brides or event clients. If your goal is to highlight your artistry or show off your personality, Instagram is a strong place to start.
Want to learn more about Instagram? Read our blog: Instagram for Florists.
Pinterest functions more like a search engine than a social platform. It’s especially effective for wedding work and seasonal inspiration because your content can continue circulating long after you post it.
Learn more about Pinterest for florists by reading our blog: Pinterest to Showcase Floral Designs.
TikTok is ideal if you’re comfortable on video. Feature short clips of the design process, flower care tips, or fun day-in-the-life content can quickly expand your reach, especially with younger audiences.
You don’t need to master them all at once. Choose one or two platforms, learn them well, and build from there. We recommend starting with Facebook and Instagram, since that is where most customers will go to look for updates about your business.
Setting Up Your Account the Right Way
Before you post anything, make sure your profile is complete and professional. Start with a clear and recognizable username, ideally your shop name or a close variation. Avoid unnecessary numbers or special characters, if possible, and keep your name consistent across platforms so customers can easily find you.
Your profile should clearly state who you are, what you offer, and where you’re located. Include your shop name, address, phone number, email, business hours, and, most importantly, your website link for online ordering. Make it easy for customers to take the next step without having to search for your information.
When someone visits your profile, they should instantly know:
- What you sell
- Where you’re located
- How to place an order
Clarity builds confidence, and confidence leads to sales.
What Should Florists Post?
One of the biggest questions florists ask is, “What do I even post?”
Start with your work. Your arrangements are your portfolio. Share everyday designs, custom pieces, wedding work, sympathy arrangements, and seasonal creations. Customers want to see what you’re capable of creating.
Beyond finished products, behind-the-scenes content builds connection. Show designers at work, flower deliveries arriving at the shop, holiday prep days, or recreate fun trends that you see. These posts make your shop feel personal and authentic.
Educational content also performs well. Simple tips on how to care for fresh flowers, explanations of different blooms, or guidance on choosing flowers for specific occasions position you as the expert in your community.
And of course, don’t forget promotions! Highlight upcoming holidays, limited-time specials, or new products. Just be sure that promotional posts are balanced with engaging, value-driven content so your feed doesn’t feel overly sales-focused. The key to social media is providing a variety of posts to keep your followers engaged and wanting to see more!
Writing Captions That Encourage Action
Captions don’t have to be complicated. Simple and conversational is often better. Describe the arrangement, mention the occasion it’s perfect for, and then guide the reader toward the next step. Always include a clear call-to-action such as encouraging them to order online, call the shop, or visit the link in your bio.
Social media should showcase your flowers, while gently guide customers toward purchasing them.
Taking Better Photos of Your Work
Beautiful flowers deserve beautiful photos! The quality of your images will directly impact how your work is perceived online.
Natural light is your best friend. Photograph arrangements near windows whenever possible and avoid harsh overhead lighting. Keep backgrounds clean and uncluttered so the focus stays on the design. Take multiple angles and make sure the arrangement is centered and sharp.
You don’t need expensive equipment. Most smartphones today are more than capable of taking great photos. Good lighting, thoughtful composition, and a tidy workspace make far more difference than the camera itself.
Promoting Your Social Media Presence
Once your accounts are set up and you’ve started posting, let people know you’re there.
Invite friends and family to follow your page to help build momentum. Encourage loyal customers to follow you for updates and specials. You can even offer a small incentive, like a discount or entry into a giveaway, for new followers.
Promote your social handles in-store with signage at checkout, printed on receipts, or displayed on delivery cards. Add social icons to your website and include them in your email signature. The more visible your social presence is, the more it will grow.
Start Simple and Stay Consistent
Social media doesn’t require perfection, it requires consistency. You don’t need to post every day, in fact, posting every day is not an optimal strategy. Start with a manageable schedule, like two or three posts per week. Too much content leads to burnout, so focus on quality over quantity.
Over time, you’ll learn what resonates with your audience. The most important thing is simply to begin. Your flowers are already beautiful. Social media just helps more people see them!