How Behind-the-Scenes Content Builds Trust and Brand Personality for Florists
Show Your Story — Don’t Just Sell It
In the age of social media, customers don’t just buy flowers — they buy connection. Showing your shop’s authentic, behind-the-scenes moments helps customers trust your brand, root for your team, and choose you over impersonal national chains.
At Bloomerang Solutions, we’ve seen florists grow their engagement and local brand recognition by as much as 300% simply by sharing more of their daily process online. It’s not about perfection — it’s about personality.
When customers see your designers creating centerpieces, your drivers heading out for deliveries, or your team laughing together during the rush, they stop seeing your shop as a business — and start seeing it as a community.
Why Behind-the-Scenes Content Works
Humanizes your brand: Customers love knowing who’s behind the flowers.
Drives engagement: Authentic videos and photos consistently outperform product-only posts.
Builds loyalty: Familiar faces build emotional trust.
Encourages sharing: Customers tag friends and family when they feel connected to your story.
The more personality your brand has, the more customers remember you when it’s time to order.
Action Plan for Florists
1. Capture moments in real time.
Show your team creating, packaging, or delivering arrangements. Use your phone camera — authenticity matters more than perfect lighting.
2. Mix in stories and captions.
Write short, conversational captions that describe what’s happening, like “Our designers are prepping 50 Thanksgiving centerpieces today — and loving every minute!”
3. Feature your staff.
Introduce team members by name in posts or Stories. Customers who feel connected to your team are more likely to ask for them by name when ordering.
4. Repurpose your best clips.
Turn popular behind-the-scenes Reels into website videos or Google Business posts for added reach.
Q&A: Building a Brand That Feels Local
Q: What kind of behind-the-scenes content performs best for florists?
A: Anything authentic like arranging flowers, unpacking deliveries, decorating the shop, or even quick team celebrations. Real moments always beat polished product photos.
Q: How often should florists post behind-the-scenes content?
A: At least twice per week during the holidays. Customers enjoy watching your story unfold in real time because it reminds them you’re part of their community.
Q: Can behind-the-scenes content actually increase sales?
A: Absolutely. Shops that post consistently see more engagement, more brand searches, and more repeat customers. Trust leads directly to conversions.
-> Read the full guide: How Florists Can Turn the Holidays Into Their Biggest Growth Season