Feeling left out of the loop when it comes to Instagram Reels for florists? You're not the only one. Does the thought of adding yet another thing to your ever-growing to-do list feel impossible?
I've gotcha covered.
I'm here to give you the low-down on Instagram Reels for florists and share the three most important things you gotta know.
Instagram Reels for Florists
Instagram launched Reels in Brazil in late 2019. They then rolled it out internationally in 2020.
Now, as we are on the doorstep of 2021, it's become a fairly standard part of most businesses marketing repertoire on Instagram.
As is the case with most new features on Instagram, the algorithm is going to prioritise users who are using their newest features. You're bound to have heard the stories of new business launches in 2020/2021 and growing to 10,000, 100,000 +++ in just a matter of months simply because they jumped on the Instagram Reels bandwagon early.
And now you're wondering WTF you gotta do with Instagram Reels for Florists. If you're anything like me, you're barely comfortable showing your face on camera and now Instagram wants you to dance and point and lip-sync some silly lyrics?
Is this whole scenario just bringing up more anxiety and making you question all your life choices even more? You're not alone.
That's precisely why I wanted to put together this blog post, to help you short-cut your success and learn the right strategy to follow for Instagram Reels for florists.
Rule #1: Think Like Your Customer
Let's switch gears for a minute. Close your eyes and imagine you are your customer (...actually don't close your eyes, that'd make reading the rest of this read hard).
If you sell daily flower deliveries, where do you think your customer turns to when they're looking to order flowers?
One of two places:
- Instagram Search
Do you know what your customer doesn't do...they don't start following a random florist on Instagram in the hopes that one day they'll need to order flowers from them, remember they follow them, go in and explore their feed, check out their Instagram shopping and then send flowers.
Most of your followers are following you because they like pictures of pretty flowers. Better yet, they like free pictures of pretty flowers.
You'll find thousands of business coaches, teachers and mentors spouting out the importance of increasing engagement and giving you tips to crack the algorithm. Because in most industries it's your followers that are going to translate into your paying clients.
But it's not the case in floristry. Our followers are fans of flowers, fans of free flower photos. If that follower doesn't know anyone in your delivery area, they are never going to buy from you.
If that follower is never going to host a wedding or event in your area, they are worth $0.
Stop Following the Crowd
Where florists get themselves into trouble is assuming marketing flowers is the same as marketing shoes, notebooks or even a cafe.
Marketing your flower business requires you to question every assumption and step outside the square.
This includes how you approach Instagram Reels (and even TikTok for that matter).
Instead of wondering how to approach Instagram Reels for florists, stop for a second and ask yourself a different question:
If Instagram Reels are a shortcut to help you increase engagement, grow your following and crack the Instagram algorithm...but never leads to a paying customer, increased revenue or a new enquiry...is it a good use of your time?
Only you can answer that for yourself.
You can decide you love Instagram Reels for the creative expression, the challenge and discomfort of stepping out of your comfort zone or because you want to experiment with your messaging in a new medium.
If, on the other hand, you feel obligated to jump into Instagram Reels for Florists because you think it's going to help you grow your business, get customers and increase your revenue, I'll challenge that thinking.
At the end of the day, there are three things you gotta know about Instagram Reels:
- Yes, it will help you grow your following.
- If you feel awkward when you're doing it, you're doing it right
- Your Followers ≠ Your Customers
If you need help figuring out how to promote your flower business on Instagram, also be sure to check out this super helpful blog post: How to Promote Your Flower Business on Instagram
When it comes to getting more enquiries and growing your business, your #1 is to put yourself in your customer's shoes.
Map out their exact path to purchase. How will they find out about you? Where are they looking for a florist? What matters to them the most?
Get super specific, write it down and make it your only goal to be where your customers are actively searching for a florist.
And yes, if it feels like you're not following the crowd, not doing what everyone else is doing...you're probably doing it right.
The Easy Way to Get Found on Instagram (Podcast Episode)
Getting found by your dream customers isn't as hard as it seems. It just required a slightly different perspective, a better strategy (and going against the grain when it comes to worrying about exposure, stressing about the algorithm or increasing engagement).
This approach to Instagram is one of my most favourite lessons to share with florists because it helps cut through the confusion, overwhelm...and gives you permission to play with the big boys while being the new girl in town.