Floral Content Trends for Spring of 2021

Spring is the time for a restart… and that may be just what your floral brand’s content strategy needs.

In a rapidly changing digital landscape, innovation is key, and comfort zones are a huge risk. In order to differentiate from the competition, you have to stay ahead of the curve of adoption.

This month on the blog, we take a look at the latest digital marketing trends in the floral world when it comes to the content you create for your channels. We will discuss and provide examples of the latest trends we are seeing in the floral industry, as well as throughout the entire digital marketing world.

So grab your notepad and make a plan to adjust your own content strategy for the Spring of 2021 based on the tips you will learn in this blog post:

1. Video for the WIN!

With the explosion of TikTok and Instagram Reels, a big push towards LIVE video across all social networks, and huge adoption of video content across all digital platforms, like Pinterest and Google My Business, we can’t say we didn’t see it coming.

But here is a statistic that will take a moment to sync in: 87% of viewers would prefer to watch online vs. on television if it meant more behind-the-scenes content.

Video is a powerful way to communicate with your audience and grow your business. And more brands are adopting video strategies over other traditional types of content – like blogs, articles, ads, static posts, traditional tv, etc. 

That means Reels, Lives, TikToks, and IGTV are here to stay! And you better embrace this emerging trend before others do.

Here are a few examples of floral brands that are doing an amazing job with video content:

2. Dynamic over static content

A picture is worth a thousand words, but a carousel can tell the full story!

We’ve been watching this trend become a hit in the floral industry. Instagram lets you post up to 10 photos or videos as 1 swipeable carousel. Use this feature to give a better look at your floral art designs or installations. 

Don’t just post one static image of your work, create a swipeable storyline that will keep the user engaged. Multiple angles, close-ups, and zoom outs, a combination of photos and video hand-picked to curate the right impression for your page.

For example, post a whole bouquet photo as your first slide, followed by a closeup of the details, followed by a video in action. Create a whole dynamic experience for your audience to make them more interested in your content.

Check out these amazing swipeable posts:

3. Repurpose your long-form content

Gone are the days when people liked to read long, elaborate write-ups or watch super long, overly-produced videos. Social media has made content quick and digestible, but that doesn’t mean that you can’t put your best content out there.

Repurpose your long-form content for social media by breaking it down into quick bits and teasers. Instead of a 5 tips blog, create a Reel or Instagram Story with 5 quick slides (text over image). Instead of a long video, montage 15-second snippets together into a minute-long TikTok, then send your viewers to the full content via a link in bio.

Short teasers are meant to grab their attention, show them the value, and get them interested in your content so they can read or watch the full thing.

Examples of long-form content shared as shorter snippers:

4. Stories tell the real story

Like it or not, 24-hour content is here to stay! Stories are now integral parts of all the key platforms – Instagram, Facebook, LinkedIn, YouTube, and Twitter (with Fleets).

But this content should be treated differently from your perfectly curated posts. Stories help users capture more of your behind-the-scenes moments and create a bigger, richer picture for your viewer. 

Stories are less polished and more personal. You can use amazing interactive elements like polls, questions, quizzes, “support small business” stickers, and others to generate real-time engagement with your audience.

Stories that can be turned into highlights on your profile are a wonderful way to show more YOU in your brand. For example, if you keep your page more product/service-oriented, Stories is where you can share your exclusive “behind the designs” footage or talk about your vision, planning, collaborations, and more.

Examples of well-done stories:

5. User generated content

Your customers are your best messengers! It’s true. When we LOVE a product or service, we tell everyone about it. Think about the latest item/experience you got excited about – did you make a post about it? Did you tell others about it in passing conversations?

Brands that rely on customers helping to tell the brand stories have a much larger organic reach than those who control 100% of their content. Imagine, an army of people spreading the word about you on your behalf! And this is becoming the normal way to do business.

Ever heard the term “social listening” – you are best to get really comfy with this term. This literally means you are “listening” to what people are posting about your brand on social media. You can do so by encouraging customers to use a specific hashtag – keep it brand specific and shorter; or by asking them to tag you in their posts and stories. 

And the savviest brands have made their product, service, and user experience so amazing that they don’t even have to ask – when customers are WOW’ed they will willingly share whatever impressed them. SO make your work speak for itself.

Examples of brands who are killing the UGC game:

6. Take advantage of in-app shopping

Fun Fact: Over 2.14 billion people are expected to buy goods and services online in 2021. 

In-app purchases on Instagram posts, Reels and Live, Facebook on-page checkout, and a budding TikTok partnership with Shopify will all but account for much of the social media shopping in 2021. 

Jump on this! Make sure your site has an e-commerce plug-in and get it linked up with your Facebook and Instagram platforms. Both social networks integrate well with all the leading website solutions and will allow you to convert your product catalogs into shoppable in-app listing. 

So when a customer sees your Instagram post, they can click the price tag sticker which will take them to the checkout page. You can literally make organic sales while you sleep!

Check out these examples:

7 . Plan in batches!

Last but not least, planning ahead is the only way you can create an amazing content feed. Know all your key days for major holidays, celebrations, and global/national events that apply to your industry. Plan your content in batches – 2 to 4 weeks at a time. 

Schedule your video and photo shoots ahead so you have time to capture the right frames for all of the above content ideas. Create video storyboards for your Reels and TikToks to visualize them before you begin filming. 

Use apps like Planoly and Hootsuite to plan all your content ahead and move the posts around in a visually appealing way.

Example of a planned feed: