Week 8 Part A: How to Expand Your Reach on Instagram by Using Hashtags

 

Instagram is a visual platform, making it especially effective for businesses that rely on aesthetic appeal. For my flower shop, Made For You Flowers, visual media is essential. From beautifully arranged bouquets to event setups, sharing high-quality images can captivate potential clients. To improve my Instagram strategy, I researched a variety of businesses in the floral and event industry to analyze their use of visual media and hashtags. Here’s what I discovered.

1. The Bouqs Co. (Large, National)

Followers: 292K
Posting Frequency: 1-2 times daily
Content: Bright, polished photos of floral arrangements, promotions, and collaborations with influencers.
Hashtags: #BouqsLove, #FlowersForDays, #FloralDesign, #FlowerDelivery.

Hashtag Strategy: Bouqs uses a mix of branded hashtags (#BouqsLove), industry-specific tags (#FloralDesign), and general tags (#FlowersForDays). Hashtags are placed in the caption and help them appear in search results for floral delivery services. Their posts often get thousands of likes, and hashtags like #FlowerDelivery rank highly in search results.
Key Takeaway: Branded hashtags and frequent posts with vibrant, professional images keep their engagement high. For my business, creating a custom hashtag, such as #MadeForYouBlooms, could build brand recognition.

2. Farmgirl Flowers (Medium, National)

Followers: 320K
Posting Frequency: 3-4 times a week
Content: Behind-the-scenes content, environmental sustainability posts, and product features.
Hashtags: #FarmgirlFlowers, #SustainableFlorals, #FlowerGoals.

Hashtag Strategy: They focus on sustainability, so they use niche hashtags like #SustainableFlorals. Hashtags are often in the first comment of the post, which makes the captions look cleaner. Searching their hashtags leads directly to their profile and related content.
Key Takeaway: Niche hashtags attract a targeted audience. I could use niche hashtags like #EcoFriendlyFlorals to highlight specific values my shop offers, such as sustainability in flower sourcing.

3. Posh Peony (Small, Local - Southern California)

Followers: 15.9K
Posting Frequency: 1-2 times a week
Content: Wedding florals, event setups, and behind-the-scenes stories.
Hashtags: #PoshPeonyFlorals, #SoCalWeddings, #LuxuryFlorals, #FloralDesigner.

Hashtag Strategy: They focus on regional hashtags like #SoCalWeddings, narrowing their target audience. They also include luxury and event-specific hashtags. They post less frequently than national brands but maintain engagement by focusing on weddings and high-end clients.
Key Takeaway: Regional hashtags work well for local businesses. Using tags like #SanDiegoWeddings and #CaliforniaFlorist could help me reach more local brides.

4. Blooms By The Box (Medium, National)

Followers: 48.7K
Posting Frequency: 2-3 times per week
Content: DIY floral arrangement tutorials, wedding inspiration, and bulk flower sales.
Hashtags: #BloomsByTheBox, #DIYBride, #WeddingFlorals, #BulkFlowers.

Hashtag Strategy: Their use of DIY and wedding-specific hashtags attracts brides looking for inspiration and affordable options. The combination of bulk flower sales and tutorials makes their account interactive.
Key Takeaway: Engaging with the DIY bride market through relevant hashtags like #DIYWedding or #WeddingFlorals could diversify my content and attract a wider audience.

5. Urban Stems (Large, National)

Followers: 214K
Posting Frequency: Daily
Content: Clean, minimalist photos of seasonal arrangements and gifting ideas.
Hashtags: #UrbanStems, #FlowerDelivery, #BouquetOfTheDay.

Hashtag Strategy: They keep hashtags simple and to the point. Like Bouqs, they use popular delivery-related hashtags but also create campaigns around specific holidays and gifting occasions. Their engagement is strong, with many likes and comments per post.
Key Takeaway: Consistency in content and the use of seasonal hashtags (e.g., #HolidayFlowers) can keep content fresh and relevant. Incorporating seasonal or event-related hashtags would help me promote different offerings throughout the year.

Hashtags and Posting Strategy: Improving My Own Instagram

From my research, I’ve learned that businesses in the floral industry benefit from both branded and industry-specific hashtags. Regional hashtags are crucial for local businesses like mine, while seasonal and event-specific tags keep content relevant and timely.

For my own Instagram, I’ll start using:

• Branded Hashtags: #MadeForYouBlooms
• Regional Hashtags: #SanDiegoFlorist, #CaliforniaWeddings
• Industry-Specific Hashtags: #WeddingFlorals, #LuxuryFloralDesign
• Seasonal Hashtags: #FallWeddings, #HolidayFlorals

I’ve also learned to:

• Post more frequently and include a mix of polished images and behind-the-scenes content.
• Place hashtags strategically (either in the caption or first comment) to keep captions clean.

With these changes, I can expand my reach, target my ideal audience more effectively, and increase engagement with potential clients.