Florists: Whose social media is coming up roses?

Roses are red, Violets are blue, Maybe* loves flowers and . . . okay enough slushy love stuff, let’s talk data. 

Like it or loathe it, for florists just as July is dominated by wedding season, February is all about Valentine’s Day.  Since here at Maybe* it’s data that makes our hearts beat faster, we’re digging into the social accounts of online florists Interflora and Bloom & Wild to see which will come up smelling of roses on February 14th.

Organisation Followers Posts Engagements Avg. posts per day Avg. engagement on each post Avg. engagements per day
Bloom & Wild 399K 31 18.4K 5 594 1,223
Interflora 312K 36 394 2 11 26

All data collected from January 19 2020. Data correct as of the time of collection and may not reflect the impact of any paid media support, or data accrued since.

Bloom & Wild

Bloom & Wild is a relative newcomer on the florist’s block but has fast become the UK’s number one flower delivery app (applause). The business has amassed almost 400,000 social media followers with the majority following across Facebook and Instagram.

 

Not surprisingly for a florist with a stunningly beautiful visual product, it’s Instagram that earns the brand the majority of its engagement. On average Bloom & Wild earns 594 engagements per post across Facebook, Twitter and Instagram. However the average is brought down considerably by Facebook and Twitter which see much less engagement. Its Instagram account sees engagement well into the thousands.

The Maybe* 'See what works' graph showing which of Bloom & Wild's content is engaging. See how your content is performing.

Bloom & Wild’s content is beautifully styled and as well as incorporating their own product and lifestyle shots, the account regularly shares content and photos from the recipients of its beautiful blooms.

Regular content phrases demonstrate the interaction Bloom & Wild has with its audience. Service and feedback phrasing feature regularly alongside the names of its arrangements and flowers. 

 

View this post on Instagram

 

A post shared by Bloom & Wild (@bloomandwild) on

Interestingly and perhaps rather boldly, Bloom & Wild does not focus heavily on seasonal content such as Valentine’s Day, preferring instead to focus on flowers as gifts and self treats for any day of the year.

The Maybe* 'What Bloom & Wild is saying' graph detailing the most common words and phrases used by Bloom & Wild in its social media content. See what your business's most popular topics of conversation are.

Interflora

Interflora on the other hand is a long-standing favourite for those looking to send a bouquet expressing love, best wishes, condolences, and everything in between.

The business has 312,000 social media followers and has been just a tad more active than Bloom & Wild over recent months. That being said, they’re not reaping the rewards of this, as they’re failing to get the same levels of engagement as their competitor. As with their rose-loving rivals, Interflora see the best results over on Instagram which earns hundreds of engagements, vs c.50 per Facebook post.

 

 

The Maybe* 'See what works' graph showing which of Interflora's content is engaging. See how your content is performing.

The content  Interflora creates for Instagram features arrangements from customers, but their own content lacks some of the inspirational styling seen with Bloom & Wild.

Unlike the competition, Interflora’s messaging does feature seasonal phrases such as ‘Valentines’ but also focus heavily on calls to action, delivery timelines and ordering info.

 

View this post on Instagram

 

A post shared by Interflora UK and Ireland (@interflorauk) on

The Maybe* 'What interflora is saying' graph detailing the most common words and phrases used by Interflora in its social media content. See what your business's most popular topics of conversation are.

The key takeaway

With beautiful products stemming from both Bloom & Wild and Interflora, it stands to reason that engagement on visual platforms like Instagram will be the highest. When creating social media content, prompting customers to order and spend needn’t be the primary purpose of all your posts. Make the most of this opportunity for high engagement year-round just to surprise and delight an audience with a beautiful and 'shareable' product.

Maybe What's Being Said report identifies the important conversations your audience are having on social media. When you know what people are discussing, in real-time, you can join the right conversations now and learn how to spark the ones that will matter tomorrow.  Get started for free.

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