How to Promote Your Floral Business on Instagram

We all agree: most floral designers know Instagram is a “thing”.

Very literally, using Instagram to promote your floral business makes sense. Instagram is a visual platform. We are visual creatures. 

Designers and flower lovers flock to Instagram every day. Every time you log on to Instagram, you’re inundated with beautiful photos of perfect designs, perfectly coordinated styled shoots and perfect flower studios. 

No doubt, you as an Instagram user, quite enjoy seeing all the pretty pictures and perfect details.

Then, when you shift into our role as flower business owners, you think, “This must be what is required. This is how it’s done.”

The truth: that approach doesn’t always work.


When it comes to using Instagram to promote your floral business, most florists buy into the idea that those perfect flowers, perfect photoshoots and perfect studios are what really matters. 

Every one of us, at some point or another, jumps on the hamster wheel, chasing after Instagram followers, craving validations, and chasing legitimacy. 

We post to Instagram, dreaming of the day someone will finally notice us. We want to be showered with praise and recognised by our peers. 

Every time we post, we’re saying a silent prayer, “Let this be the one. Let this next post be the one that will help me breakthrough.”  

Over time, you start to realise it’s not working. You’re not getting many new followers, no one is noticing you and you’re not making money.

So you stop posting.

And before you know it, it’s been forever. It’s been weeks (possibly months) since you posted anything to your feed.

Every day, you wake up telling yourself, “OK today is the day I’ll muster up the courage and finally break the silence.”

You search your photos for the perfect image. You spend an hour crafting the right caption. But then you freeze up. 

That little voice in your head has you second-guessing everything.  You hate that picture and those words aren’t enough. 

You end up closing the app falling into a spiral of “I’m not good enough. I’ll never figure this out.”

How do I know this experience so well? This story is my story. For years I walked around thinking Instagram was all about getting famous and getting more followers.

I assumed more followers meant more customers. More followers meant more money.

Turns out, I was wrong.

It just so happens that we floral designers get to approach Instagram from a totally different perspective.

And that Instagram can be very easy.


Here is the most important thing to remember when you’re wondering how to promote your floral business on Instagram:

Your next post isn’t for your peers. 

Your next post is for your customers.  

At the end of the day, Instagram isn’t about showing off your design skills to receive praise from your peers.

Instagram is a marketing platform – as in, Instagram is an opportunity to connect your business with your customers. (You know the ones who buy your stuff and pay you money? Yeah, them.)

Once you shift your perspective and understand the point of posting to Instagram, you will experience newfound freedom. You will see how easy Instagram for flower shop owners can be.


The truth is, how to promote your floral business on Instagram is as easy as 1-2-3. Here are three tips to help you promote your floral business on Instagram:

  1. Your captions: You know how you see florists post a photo and then in the caption write “Tim & Ty 🌼  ⭐ 💛 ” Don’t do that. You’re missing out on the opportunity to educate and inform, to separate yourself from the competition. Remember, Instagram is all about your customers. And your customers are looking for help. They have so little experience or understanding of how flowers work that they want you to take the lead. Your captions are the perfect place to do that.
  2. Repetition is key: There is no rule that says you cannot post the same content, the same captions or the same photo more than once. Seriously. There isn’t. Repetition is, in fact, super helpful. We use repetition in our floral designs to create rhythm, you can do that same thing on your Instagram feed. (Yes, all those design skills you’ve got, you can use them in so many other areas of your flower business, including Instagram!)
  3. Focus on the future: your next post is about your next customer. Stop posting work from your past if that’s not the kind of work you want to keep creating. Set your sights higher and dream bigger, peoples!

If you are wondering what to post on Instagram, then this YouTube video will help you out.


I promise you, Instagram can be easy. It can be way simpler than you think.

Coming up with a strategy for how to promote your floral business on Instagram is super straightforward.

Why? Because of how our customers shop for floral designers on Instagram.

It means we get to break all the rules. You don’t need to chase after followers. You don’t need to worry about the algorithm and you don’t need to waste time on IG Live or Reels.  

There is a better way.

And I pass along my exact approach inside my Flower Boss Bootcamp (click here).

I teach you how to show up on Instagram with confidence, how to play a smarter game and how to get found by your dream customers.

Instagram isn’t as hard as you think.

Inside my Flower Boss Bootcamp, I’ve packaged up my exact approach to conquering Instagram. 

My Flower Boss Bootcamp is like a 90-day online business school for florists. It’s the perfect program for florists who are on a mission to make money and build a better flower business.

We’re here to make it easier for you to make more money in your flower business! You don’t need to have a flower shop or qualifications. Don't even need to have thousands of Instagram followers or worry about being featured on a fancy blog. 

All you need are the tools to get you focused and pointed in the right direction. That’s where our Flower Boss Bootcamp comes in. We’re here to fast track your progress, to give you the tools you need to change the trajectory of your flower business. Click here to learn more about my Flower Boss Bootcamp and we’ll see you on the inside.

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