If you’re a wholesale florist, chances are your day starts early, moves fast, and involves more buckets, boxes, and carts than hashtags or filters. Social media might feel like something for influencers, not folks in the flower business, but here’s the truth: social media isn’t just for showing off lattes or weddings. It’s a powerful and affordable way to connect with your current customers, attract new ones, and keep your business top-of-mind in a visual, relationship-driven industry.
The best part? You don’t need a marketing degree or a perfectly curated feed to make it work. Whether you’ve already dipped your toes in or don’t know where to begin, this guide will walk you through the basics with no fluff and no jargon, just real, actionable advice.
So… why? Social media is your low-cost, high-visibility marketing workhorse. It helps you:
- Show off your product (and your people)
- Build trust with customers (and their customers)
- Attract new accounts and engage end consumers
- Keep your brand top-of-mind in a crowded market
Here’s how!
Step 1: Pick a Platform (or Two)
You don’t need to be everything or everywhere. In fact, you probably shouldn’t be. Focus on the one or two platforms that your customers actually use and that you can reasonably commit to maintaining a presence on. Keep reading for a quick and dirty starter guide!
Start with these:
- Instagram – The floral industry’s favorite playground, especially if your target audience is event or wedding florists. Highly visual, perfect for showing off products, and where many florists already hang out.
- Facebook – Still useful, especially for connecting with older shop owners and local businesses. Arguably easier to build a community with Facebook groups.
- LinkedIn – Great for positioning your business as a floral industry leader (and making connections with big event planners or corporate buyers). However, may not be widely used in your area or by smaller businesses.
- TikTok – Optional. Fun if you have time and a team with personality. Not essential.
Recommendation for beginners: Start with Instagram and Facebook. They’re the easiest and most relevant for our industry.
Step 2: But What Do I Say?? (You ALWAYS Have Something to Say!)
This is the #1 social media pain point for florists: “What the heck do I post?” Spoiler alert: You have plenty to share. The “mundane” and “everyday” tasks we take for granted? Yeah, that makes great content!
Here are a few ideas to get you going:
- Fresh product arrivals – What new and hot (not literally) and fresh off the truck?
- Behind-the-scenes – Processing flowers, building cooler displays, making morning deliveries.
- Staff shout-outs – Introduce your team and humanize your business.
- Designer inspiration – Share what florists are doing with your product (with permission!). Tag them and start building a community of designers!
- Flower facts – Educate your followers. What’s the difference between a garden rose and a standard rose? What are some of the best care and handling tips for long vase life?
- Weekly features – “Monday Must-Haves” or “Friday Favorites.”
- Customer orders – Did you pull an order that looks incredible on the cart? Snap a quick pic and post it!
Pro tip: Take a scroll through your camera roll! You probably already take photos—just start sharing them.
Step 3: Show Up Consistently (But Keep It Real)
Social media isn’t about perfection, it’s about connection. You don’t need a pro camera or a marketing degree. Just show up regularly and be yourself.
A simple rule of thumb:
- Post on your feed 2–3 times per week
- Share stories on Instagram/Facebook (these stay live for 24 hours) a few times per day, even if it’s just a quick cooler tour or a “glamor shot”
Keep it casual. Use a friendly tone like you’re texting your favorite customer. Avoid technical jargon. Humor is good. Self-deprecation is better.
Step 4: Engage with Your Audience
Posting is only half the battle. Social media means being social. A common fear is that social media will end up taking tons of time to manage, but you really only need a few minutes each day to post and occasionally check for comments or messages. (It’s important to respond to your followers in a timely manner, but you don’t need to be available online 24/7.) Take time to:
- Like and comment on your customers’ posts
- Answer questions in your comments or DMs
- Repost designers who tag you
- Say thank you (always say thank you)
Bonus: Your engagement with your followers boosts the algorithm, meaning more people will see your content.
Step 5: Branding Basics
Think of branding like floral mechanics: a solid foundation is a must-have. Over time, with a trademark style and consistency, you’ll become recognizable based on your content alone. In a visual industry, presentation matters!
Here’s how to keep your content clean and cohesive:
- Lighting is king (or queen) – Natural light is your best friend. Avoid dark corners and harsh fluorescents or spotlighting.
- Backgrounds count – Move the mop bucket. Wipe the counter. Sweep the floor. Not everything about our industry is glamorous, and that’s ok, but keep things clean!
- Tone and voice – Are you fun and cheeky? Warm and knowledgeable? Polished and professional? Pick a vibe and stick with it. Don’t try to be someone you’re not or it won’t flow naturally!
- Logo and contact info – Include your logo on some posts and make sure your bio is up-to-date with contact information and relevant links.
Optional: Use Canva to create graphics and edit content. (There’s a free version available and it’s super user-friendly!)
Important: Edit your photos and adjust color and light settings to show the product as true to life as possible but avoid filters that give customers or consumers unrealistic expectations.
Step 6: What’s a Hashtag?
Don’t overthink tagging and hashtagging… but don’t skip it either.
- Use hashtags to help more people find you. These are relevant terms that people might be using to find related content, like #wholesaleflowers, #flowerwholesaler, #floraldesign, #yourcityflorist, #ranunculus, etc.
- Tag your customers when you post something that includes them, whether that’s one of their orders or your team with them in your store. They may re-share your post, which gets your business in front of more eyes. (Tag a customer by typing the @ symbol and start typing their handle. Their account should pop up!)
- Location tags (on Instagram) can help locals find you. Always tag your city or metro area.
Aim for 5–10 relevant hashtags per post. Keep them simple and terms that are commonly searched. Don’t use 30, we’re not trying to break the internet here.
Step 7: Don’t Be Afraid to Try Things
Social media is a bit like floral design: you need a plan, but it’s okay to improvise. Some posts will flop and that’s ok. Some will unexpectedly take off. Keep showing up, keep learning, and don’t be afraid to test new ideas.
- Try video (even just a 10-second clip of unboxing new product or unloading a truck)
- Ask your followers a question (“Battle of the blooms: what’s your favorite focal – roses or peonies?”)
- Encourage sharing (“Show us your favorite design from last week! Bonus points if you tell us what you used from [your business]!”)
- Share a seasonal flower spotlight or care and handling tips
Reminder: Done is better than perfect. Don’t overthink it, just post the thing.
No Excuses: You’re Not Too Late, Too Old, or Too Busy
Every wholesaler has a story to tell, oftentimes a long and storied one for those of us who have been in this industry for decades! (Which is great news when you’re wondering what to post about – you likely have TONS of untapped potential on your team right now!) The best part? Your customers want to hear from you! They want to see what’s coming into the cooler, who’s behind the orders, and what you do every day.
Social media isn’t just a shiny marketing tool. It’s your chance to:
- Build relationships
- Stay top of mind
- Show your expertise
- Inspire and educate your community
So grab your phone, clear a spot on the counter or in the cooler, and start posting!
Emily Gorg
Len Busch Roses
