One reason “fitluencers” develop a loyal following is because they’re candid about their efforts to get and stay in shape. Increase engagement with customers with relatable posts that share how you went from a novice flower arranger to a professional floral artist.
On the heels of actors and actresses, pop stars and elite athletes, fitness gurus have some of the largest — and most devout — followings in the world of Instagram. Their secret allure? Head-turning photos, relatable stories, practical tips and comedy. Here are a few “fitluencer”-approved Instagram tactics to help you engage with your customers.
- Share some eye candy. Toned limbs, flat abs and perky backsides make common appearances in fitluencers’ posts. Why? Because fitness-minded people hunger (many, literally) to possess said traits. Seeing what they aspire to gets them fired up. Furthermore, by showing off their chiseled physiques, fitluencers emphasize their expertise.
Try this:
Instagram is the perfect channel for flowers to shine. (There are even some trending flower hashtags, #flowerfriday and #flowerporn.) To make your posts stand out from the pack, pick your dreamiest designs (think: wedding pieces, milestone anniversary arrangements, sympathy sprays), artfully composed images with a pretty background or close up shots that capture a flower’s texture — particularly those high-end blooms consumers don’t often see when they’re out and about (garden roses, dahlias, proteas and ranunculus).
- Show them the struggle is real. Some people are genetically blessed with long, lithe figures, which lead them to lucrative careers as super models. Then there are the rest of us. Fitness icons have stunning bodies — achieved through an incredible amount of sweat and dedication — and they’re not shy about divulging the details of their journey. Sharing their struggle makes them relatable (read: likable).
Try this:
Did you master a cascade bouquet on your first try? A floral arch? A wreath? An Ikebana centerpiece? Not likely. Get honest about your evolution as a designer. It will help consumers appreciate that floristry is a challenging art. Plus, customers will enjoy getting to know the personality behind your brand. People prefer shopping with retailers they feel they know on a personal level, said Crystal Vilkaitis, a leading expert in social media marketing for retailers and a featured speaker at SAF Palm Springs 2018.
- Offer DIY tips. Nearly 10 million people follow Kayla Itsines (@kayla_itsines), founder of the “BBG” (bikini body guide) workout. Among her most popular posts: videos in which she demonstrates five to six exercises to be performed in a circuit. Her fans practice these skills at home, then tune back in to Instagram for more training tips.
Try this:
Get consumers excited about flowers and incorporating them into their daily lives by sharing video instruction for easy DIY designs.
- Pump up the happiness factor. Jamie McFaden (@wheybyj), a health coach and master trainer with Apptiv, frequently reminds her 13,000 followers why she works out. Her motivation isn’t improving her physical appearance. She just likes the way it makes her feel. (Remember, in the words of the immortal Elle Woods: “Exercise gives you endorphins and endorphins make you happy.”)
Try this:
Yes, exercise makes people happy. So do flowers! We can prove it, both scientifically and anecdotally. Do like McFaden and reinforce the feel good aspects of your business frequently, whether that means posting compelling research findings (find them here), sharing positive reviews or simply playing up how spending time around flowers helps your mood.
- Tickle their funny bones. Everyone appreciates a sense of humor. Celebrity trainer Jillian Michaels (@jillianmichaels), of NBC’s “The Biggest Loser” fame, acknowledges that committing to wellness doesn’t always feel worth it. Juxtaposed with how-to videos and inspirational quotes, she shares some one-liners, such as “This kale salad tastes like I’d rather be fat” and “I am not an early bird or a night owl. I am some form of permanently exhausted pigeon.”
Try this: Hate when people think you “play with flowers” for a living and that anyone can do floral design, even for big events like weddings? Chances are, other vendors in the field (bakers, photographers, etc.) feel the same way too. Take a cue from the Netflix show “Nailed It!” and try your hand at some of the most over-the-top, difficult confectionary recipes you see on Pinterest. Post your failed attempt, tag your favorite cake bakers and challenge them to try the same experiment with flowers.
