Why Social Media Matters for Florists
Floristry is one of the most naturally visual trades. Every arrangement you make is content waiting to be shared. Social media acts as a living portfolio, keeps you visible between purchases, amplifies word of mouth beyond your high street, and attracts customers who have never walked past your shop. You do not need a marketing budget to start — a smartphone, natural light, and willingness to show your work are enough.
Choosing Your Platforms
Pick one or two platforms that suit your audience and commit to doing them well.
Instagram is the natural home for florists. Use your main feed for polished photos of finished arrangements, Stories for casual daily content (polls, countdowns, quick clips), and Reels to reach new audiences. A 30-second time-lapse of a bouquet being built can reach thousands who have never heard of your shop.
Facebook remains strongest for local community engagement, particularly with customers over 35. It is where people check opening hours, read reviews, and message with orders. Join local community groups and share your work when relevant. Facebook Marketplace also works well for selling ready-made bouquets and workshop places.
TikTok
TikTok rewards raw, behind-the-scenes content over polished perfection. Process videos perform exceptionally well — conditioning stems at 6am, loading the delivery van, building a tribute from start to finish. The algorithm favours watch time over follower count, so even new accounts can reach tens of thousands.
Content Ideas
Floristry provides a natural stream of visual material. Rotate through these reliable content types:
- Before-and-after shots — raw stems transformed into a finished arrangement
- Seasonal mood boards — the Bouquet Inspiration Generator helps with colour combinations
- Behind the scenes — market trips, conditioning, the state of your workbench on Valentine’s Day
- Staff spotlights and customer stories (with permission)
- Educational snippets — flower care tips, what “seasonal” really means
- Time-lapse videos of arrangements being built
- Local collaborations with cafes, wedding venues, or gift shops
Building a Content Calendar
Planning a week ahead saves daily scrambling. A simple structure:
- Monday: Fresh arrangement photo with pricing
- Tuesday: Behind-the-scenes Story or Reel
- Wednesday: Educational tip or flower care advice
- Thursday: Customer testimonial or review share
- Friday: Seasonal promotion or weekend availability
Aim for three to five posts per week — consistency matters more than volume.
Hashtag Strategy
Mix broad hashtags with specific, niche ones targeting your ideal customers:
- Broad: #florist, #flowers, #bouquet, #floraldesign
- Location-based: #bristolflorist, #manchesterflowers, #kentflorist
- Niche: #ukflorist, #weddingflowersuk, #britishflowers
- Seasonal: #valentinesflowers, #mothersdaybouquet, #christmaswreath
Use 8 to 15 per Instagram post. Our Hashtag Generator builds targeted sets for different post types and seasons.
Managing Your Links
Use a URL Shortener to create clean, trackable links for your bio that you can update for seasonal campaigns — ordering page before Valentine’s Day, workshop bookings in autumn, Christmas range in December.
When to Post
UK best times: weekday mornings 7-9am, lunchtimes 12-1pm, evenings 7-9pm. But every audience is different — check your own Insights regularly and adjust accordingly.
Avoiding Burnout
Set aside one hour per week for batch content creation — take photos, write captions, and schedule everything using Meta Business Suite or Later. Respond to comments within a few hours, then close the app and get back to making flowers. Your mental health matters more than your posting streak.
