Facebook has become a must-have marketing tool for the modern flower industry. With more than 2 billion active users, it is the ultimate advertising platform for businesses seeking a diverse, global audience.
Originally intended as a platform for college-aged millennials, Facebook now attracts and holds users of all ages, genders, and social backgrounds around the world. About 75% of these users spend an average of twenty minutes online each day, giving them plenty of time to watch eye-catching videos that auto-play as they scroll down their feed. This is a significantly higher usage rate than any other social media platform available today, making Facebook the preferred choice for digital advertisements and video content.
There are many features that make it easy for florists to connect with potential customers, share new products and floral varieties, and collect customer feedback through reviews and ratings. Lately, there is more of an emphasis on video content, encouraging users to engage differently. For example, through Facebook Live streaming, florists can reveal new products through a fun, interactive video that gets saved on their page for later viewing. Similarly, companies can now add “cover videos,” which might feature a tour of their farm production sites.
Facebook is also a phenomenal advertising tool, allowing businesses to gather information about users such as demographic data and buyer motivations. This helps businesses to gauge the probability that a user will purchase their products and to adjust their marketing budget accordingly.
Women between the ages of 18-49 represent the largest number of Facebook users, making them the easiest group to target. Since women are also the largest consumer group in the floral industry, this is a great point of marketing intersection for florists.
The combination of these new features, its strong market position, and its popularity with women, especially those of Generation X and millennials, makes Facebook the best platform for digital marketing in the floral
