Instagram Marketing Tips for Florists That Actually Work
Instagram is a natural fit for florists, it's far more suited to the industry over other platforms such as LinkedIn on X. Your work is visual, seasonal and constantly changing, giving you plenty of content to share. But there’s a big difference between having an Instagram account and using Instagram to grow your floristry business and we're here to share our Instagram marketing tips for florists that actually work.
Posting a photo of a bouquet every now and again might keep your profile looking active and pretty but it doesn’t necessarily turn followers into customers. If you want Instagram to help generate enquiries, visits to your florist website and orders, you need to think beyond simply getting likes.
The good news? You don't need to spend hours creating elaborate content or become an Instagram influencer. With the right approach, the beautiful bouquets you’re already creating can become your best marketing content.
Here's our Instagram marketing tips for florists that actually work👇
1. Make your Instagram profile work as hard as your florist website 💻
Before you think about what to post, take a look at your profile.
Imagine you’re a potential customer who has just discovered your account. Can they immediately tell:
Where your florist shop is based?
What areas you deliver to?
What type of flowers you sell?
Whether you offer wedding or funeral flowers?
How they can place an order?
Where they can find your website?
Your Instagram profile should make it incredibly easy for someone to go from “I love these flowers” to “I want to order from this florist.”
Use your bio to clearly explain what you do and where you’re based. Include relevant keywords such as florist in [town], wedding flowers or flower delivery in [area] where appropriate.
Then make sure the link in your bio takes customers somewhere useful, ideally your florist website, where customers can browse your products, find out more about your services and place an order.
Your Instagram account can get someone interested, but your website for florists should make it easy for them to become a customer.
2. Stop trying to make every post sell💸
It might sound strange but constantly telling people to “ORDER NOW” isn't necessarily the best way to sell flowers on Instagram. Your followers need a reason to stop scrolling, watch your Reel, save your post or share it with someone.
Think about creating a mixture of:
Inspiring content💫
Show beautiful bouquets, seasonal flowers, wedding work and your latest designs. eflora florist Bizzie Lizzie in Thame are doing a great job of this, take a look: https://www.instagram.com/bizzielizzieflowershop/
Educational content🧑🏫
Share flower-care tips, explain the difference between flower varieties or answer common customer questions.
eflora florist Nuxley Road Florist in Belvedere are doing a great job of this, take a look: https://www.instagram.com/p/DahcWdcFbKq/
Behind-the-scenes content🎥
Show your team creating arrangements, unpacking flowers, preparing deliveries or setting up the shop.
eflora florist Michelle's Flowers in Pontefract are doing a great job of this: https://www.instagram.com/michellesflowersltd/
Entertaining content💐
Show the reality of running a flower shop, jump on relevant trends or create relatable florist content.
eflora florist Floral Elegance in York are doing a great job of this, take a look: https://www.instagram.com/p/DaiNjIgs3UV/
Sales content🌻
Promote seasonal collections, bestsellers, special occasions and products available to order.
eflora florist Harris Flowers in Rochdale are doing a great job of this: https://www.instagram.com/harrisflowershop/
We recommend balancing entertaining, educational and sales-focused Reels rather than making every piece of content promotional. The result? Your audience gets to know your business and your personality, rather than feeling like they're being advertised to every time they open Instagram. Even in a digital age, people still like to buy from people.
3. Get comfortable with Reels📽️
If you’re only posting static photographs, it’s worth experimenting with Reels. Don't
panic though, this doesn't mean you need to become a professional videographer.
Some of the best florist Reels can be incredibly simple, think:
A bouquet being made from start to finish
A before and after of a wedding installation
A flower delivery arriving at the shop
Conditioning a bucket of fresh flowers
A close-up of a beautiful bouquet
“POV: You ordered flowers from your local florist”
A time-lapse of a busy morning in the shop
A new seasonal collection reveal
Your team choosing their favourite bouquet or seasonal stem
A satisfying flower restock
Reels are a useful way for florists to showcase their creativity, products and personality - they also help your Instagram page reach more people. And importantly, your Reels don't need to be perfect. In fact, current Instagram marketing trends are increasingly favouring authentic, relatable content over overly polished brand content. So grab your phone, find a good angle and press record.
Canva and CapCut are free apps that are excellent for editing and adding music and text to your Reels.
4. Hook people in the first few seconds🎣
A beautiful video isn't enough if nobody watches it. Give people a reason to stop scrolling. Instead of starting a Reel with a slow shot of your shop, try opening with a statement such as:
“Here's what £50 gets you from a local florist…”
“POV: You forgot your anniversary…”
“3 flowers that last longer than you think”
“Watch us turn this bucket of flowers into a bouquet…”
“Which one would you choose?”
“The flowers that are everywhere in our shop this September…”
Your opening should create curiosity and encourage someone to keep watching.
And remember, you already have an advantage - flowers are naturally eye-catching. Use your best visual right at the beginning.
5. Use Instagram as a local marketing tool📸
For an independent UK florist, having thousands of followers isn't necessarily the goal. You'd probably rather have 500 local followers who could actually become customers than 10,000 people on the other side of the world. Think locally.
Mention your town, village or surrounding areas naturally in your captions.
For example: “We’ve just made this gorgeous autumn bouquet in our [town] flower shop…” or "Look at this gorgeous bouquet ready to be delivered to a lucky recipient in [town]" rather than: “Look at this beautiful bouquet!”.
You can also use relevant location tags and local hashtags.
Your captions, profile and content should help Instagram understand what you do and where you do it. We also recommend including your location naturally in your bio and captions as part of your social SEO strategy. This is particularly important for florists because so many purchases are local and occasion-driven. Someone searching for florist in [town] isn't looking for inspiration from a florist 200 miles away. They're looking for you.
6. Don't rely on hashtags alone#️⃣
Hashtags can still have a place in your Instagram strategy but they shouldn't be doing all the work. Instead of adding a huge list of generic hashtags such as:
#flowers #flower #florist #beautiful #love #instagood focus on using a smaller number of relevant, specific hashtags.
More importantly, use natural language in your captions. If you've created a seasonal bouquet for delivery around your local area, actually say that. Instagram increasingly works as a search and discovery platform, so the words you use in your profile and captions matter.
7. Show the people behind the flowers🙋
One of the biggest advantages an independent florist has over a large online
flower company is personality. People don't just buy flowers. They buy from businesses they know, like and trust. So don't hide behind the flowers. Show your face occasionally. Introduce your team. Share your morning routine. Talk about your favourite flower. Show what happens behind the scenes when Valentine's Day gets busy. It doesn't have to be polished. A quick video saying: “We've just had our autumn flowers delivered and I couldn't wait to show you what's arrived…” can be much more engaging than another perfectly edited product photograph. Your customers want to see the people who will actually be making their flowers.
8. Turn your everyday work into content🌻
One of the biggest mistakes florists make is thinking they need to create content.
You don't. You're already creating content every single day. Think about everything happening in your shop:
Making a bouquet → Reel
New flowers arriving → Stories
Busy Saturday morning → behind-the-scenes video
Beautiful wedding → carousel
Customer review → social post
Flower care question → educational Reel
New product → product feature
Seasonal flowers → educational post
Funny florist moment → Reel
Instead of adding social media to your to-do list, start capturing the work you're already doing. This makes marketing much more manageable when you're also running a busy flower shop.
9. Give people a reason to visit your website👩💻
This is where your Instagram strategy and your website for florists need to work together. Instagram is brilliant for creating awareness and interest, but customers still need somewhere to go when they're ready to buy. Don't just post a bouquet and leave customers to figure out what to do next.
Use calls to action such as:
“Shop our autumn collection online.”
“Order for local delivery via our website, link in bio.”
“See the full collection online.”
“Need flowers delivered today? Order online.”
“Visit our website (link in bio) to see our full range.”
Your website should then make that journey as simple as possible. A customer sees your Reel → visits your profile → clicks your website → finds the flowers they love → places an order. That's much more valuable than simply gaining another like or follower.
10. Use Stories to create urgency❗
Your feed doesn't have to do everything. Instagram Stories are particularly useful for florists because they allow you to show what's happening right now.
Try sharing:
Today's available bouquets
New flowers that have arrived in shop
Last-minute delivery availability
Behind-the-scenes clips
Polls and questions
Customer reviews
Your favourite design of the day
Seasonal collections
“Only 3 left” updates
Links to products on your website
Stories are also a great place to remind followers that you actually sell flowers.
It sounds obvious but sometimes businesses become so focused on creating engaging content that they forget to tell people what they do!
11. Make your content saveable and shareable↗️
Likes are nice but they aren't necessarily the most useful measure of whether your content is working.
Ask yourself:
Would someone save this?
Would someone send this to a friend?
Would someone who isn't following me want to share it?
For florists, there are lots of opportunities to create useful content people will come back to. For example:
“5 flowers that are perfect for September birthdays”
“How to make your flowers last longer”
“What to order when you don't know what flowers they like”
“A guide to choosing funeral flowers”
“Which flowers are in season this month?”
“What does £30, £50 and £75 look like at our flower shop?”
These posts can provide value while subtly reminding people that you're there when they need flowers.
12. Track what actually leads to business📈
Don't judge your Instagram strategy purely by follower numbers. Look at what is actually helping your business. Instagram Insights can help you monitor things such as reach, profile visits and engagement. Instagram itself provides creators with tools and guidance around creation, engagement and reach through its Professional Dashboard which you can access via the Instagram app, click on on your profile and then look just below your bio for Professional Dashboard and tap it.
Pay particular attention to:
Profile visits
Website clicks
Shares
Saves
DMs
Enquiries
Online orders
Which types of posts generate the most interest
For example, you might discover that your “beautiful bouquet” photographs get plenty of likes but your “What £50 gets you” Reels generate significantly more website visits. That's useful information. Do more of what drives customers, not just what gets likes.
How websites for florists and Instagram work together
Instagram and your florist website shouldn't be treated as two completely separate marketing channels. Think of Instagram as the place where you capture attention and your website is where you turn that attention into action.
Someone might discover your business through a Reel, browse your profile, read your captions, click your website and then place an order.
If your florist website is slow, difficult to navigate, doesn't clearly show your products or makes ordering complicated, you can lose the customer you've worked so hard to attract. That's why having a professional website for florists is such an important part of your wider digital marketing strategy. Your Instagram gets people interested.
Your website gives them the confidence and convenience to buy.
And if your current florist website provider doesn't cut the mustard, take a look at our website features and hands-on support and see how an eflora website for florists could boost your online sales.
A simple Instagram strategy for busy florists
You don't need to post five times a day. Instead, try this simple weekly structure:
Monday – Inspiration
Share a beautiful bouquet or recent design.
Tuesday – Education
Share a flower-care tip or answer a common customer question.
Wednesday – Reel
Show your process, behind the scenes or a satisfying bouquet build.
Thursday – Social proof
Share a customer review or recent wedding/event work.
Friday – Sales
Promote a product, seasonal collection or weekend availability.
Stories throughout the week
Show what's happening in the shop and share reminders to order.
Most importantly, make it sustainable. If three quality posts a week is realistic for you, do three. Consistency is much easier when your strategy fits around running your flower shop. For more social media tips and ideas, take a look at our Social media tips and content plan for florists with examples article.
Instagram isn't about becoming an influencer
For most independent florists, the goal isn't to go viral. It's to become the florist that people in your local area think of when they need flowers. That means creating content that makes people stop, showing them the personality behind your business, making it easy for them to find you locally and giving them a clear route to order. And when your Instagram is connected to a well-designed website for florists, you have a much stronger journey from scroll → discover → visit → order.
Your flowers are already giving you fantastic content. Now it's time to make that content work harder for your business.
If your florist website isn't doing your gorgeous designs justice, then perhaps an eflora website for florists could be the answer. From our industry-leading website features, hands-on support and design services, your online shop is in good hands. Think of us as your digital partner.
If you're already an eflora subscriber, access our exclusive content by joining our private Facebook group.
