New Ways for Florists to Grow Their Business Using Pinterest

We recently watched the Pinterest Presents 2024 webinar, where they introduced a host of new tools designed to help businesses, both large and small, grow their presence on the platform. After hearing about these updates, we couldn’t help but think how perfectly these new features could benefit florists in marketing their services to an audience actively looking to buy.

Pinterest has quickly become one of the most effective platforms for florists looking to connect with potential clients actively searching for inspiration and services. With over 522 million global users, Pinterest has evolved into a unique space where people come with a purpose: to gather ideas, curate inspirations, and plan purchases. For florists, this platform presents a golden opportunity to showcase your designs to an audience that's ready to buy.

Why Pinterest Works for Florists

More than 40% of Pinterest’s user base comprises highly engaged Gen Z shoppers, and many are planning significant life events, such as weddings, birthdays, and holidays. These users come to Pinterest not just for inspiration but with the intent to make purchases. When they save and organize ideas on boards, they’re creating their future shopping lists—your floral designs could be one of those items they’re planning to purchase.

Florists can take advantage of Pinterest’s unique ability to connect like-minded users with content tailored to their interests. The platform’s advanced AI tools help people discover products that match their preferences, ensuring your floral business gets in front of the right people at the right time.

Growing Your Floral Business with Pinterest

Pinterest has made impressive improvements to its business features, turning it into a performance-driven platform from which florists can benefit. Merchants that upload their products to Pinterest have seen 5x more engagement, and ad impressions are up by 30%. For florists, this means a greater opportunity to show off your wedding, event, and holiday designs to potential clients.

The ability to create boards and ads that blend seamlessly into the Pinterest experience gives you the chance to promote your floral offerings without feeling intrusive. For example, brides-to-be often search Pinterest for wedding flower inspiration months in advance. By having your floral designs featured on popular boards, you can attract these potential customers at the perfect moment in their planning journey.

Seasonal Promotions and Floral Marketing on Pinterest

As a florist, you know how important seasonal promotions are to your business. Whether it’s Valentine’s Day, Mother’s Day, or the holiday season, Pinterest provides an easy way to showcase your seasonal floral collections to people actively searching for gift ideas and decor. You can create boards featuring holiday arrangements, centerpieces, and unique floral gifts, allowing users to save your designs for future purchases.

Pinterest also allows you to highlight special promotions. New features like automatic discounts ensure potential clients see any offers or deals you run. And since Pinterest’s AI identifies users most likely to buy, your promotions will reach an audience with a high intent to purchase.

The Power of Pinterest Advertising for Florists

If you want to grow your floral business further, Pinterest’s advertising platform offers powerful tools to help you reach more customers. Florists can now take advantage of features like AI-driven campaign management, A/B testing, and personalized ad suggestions, making it easier than ever to optimize your marketing efforts.

Pinterest has cut cost-per-click rates in half, meaning you get more return on your ad spend. This is especially beneficial for florists, as you can build brand awareness, drive consideration, and convert more leads with a smaller advertising budget. In the competitive floral industry, these tools provide an edge by keeping your services top of mind for potential customers.

Promoting the Emotional Value of Flowers

Florists have long known the emotional impact of flowers on mental well-being. Pinterest’s emphasis on maintaining a positive and inspiring environment makes it the perfect platform to promote the mental health benefits of flowers—both for those who give and those who receive them.

By positioning your floral business in this space, you can connect with an audience seeking more than just a product; they’re looking for an experience. Use Pinterest to tell the story of how flowers brighten occasions and improve well-being, and you’ll create deeper connections with potential clients.

Key Tips for Florists on Pinterest

• Showcase your seasonal designs: Pinterest users actively search for holiday, wedding, and event inspiration. Make sure your floral creations are featured where potential customers can easily find and save them. 
• Promote your business with Pinterest Ads: With reduced costs per click and better targeting options, you can advertise your floral services more effectively, reaching users who are ready to make a purchase.
• Capitalize on AI-driven recommendations: Pinterest’s AI tools connect users to content that aligns with their preferences. Upload your floral collections to use this technology and increase your exposure.
• Highlight the benefits of flowers: Tap into Pinterest’s positive space by promoting the emotional and mental health benefits of flowers. Connect with users looking for uplifting experiences.

Using Pinterest strategically, florists can expand their reach, connect with new clients, and turn inspiration seekers into loyal customers. Whether you’re promoting wedding flowers, seasonal arrangements, or holiday specials, Pinterest is a valuable tool to grow your floral business. Will you be trying these new features out? Let us know what you think!