The Big Shift: Why Google is Looking to Instagram (and Vice Versa!)

Here at Kays Flower School, we're always looking for ways to help our amazing community of florists thrive. That's why we recently sat down with social media expert Denise Inspired to discuss some monumental shifts happening with Instagram and Google – changes that are set to redefine how local businesses, especially florists, connect with their customers and drive sales.

If you weren't able to join us live, don't worry! We've distilled the key takeaways on how these integrations are crucial for your floral business and the actionable steps you need to take to flourish online.

For years, Google was the undisputed king of search. But as Denise highlighted, there's been a significant shift in user behavior, particularly among younger demographics (Gen Z and Millennials). They're no longer starting their searches solely on Google. Instead, they're turning to social media platforms like Instagram and TikTok to find local businesses, discover products, and even read reviews.

The core insight here is that people are searching within social media. They're looking for local hairdressers, restaurants, and yes, even florists, directly on platforms where they already spend a significant amount of their time. Google, realizing the potential for obsolescence if it didn't adapt, has opened its doors to social media. This means your presence on platforms like Instagram is no longer just about pretty pictures; it's becoming a crucial part of your overall online discoverability, directly impacting your visibility on Google search results.

What Does This Mean for Florists? Impact and Opportunity!

This evolving landscape presents a massive opportunity for florists to increase their reach and, consequently, their sales. Here's why:

1. Enhanced Discoverability: Your beautiful floral creations on Instagram can now appear in Google search results, especially for local searches. This means when someone in your area searches for "florist near me" or "flower delivery [your city]," your Instagram content and profile have a higher chance of showing up alongside your website and Google Business Profile.

2. Visual Search Dominance: Flowers are inherently visual! Instagram's strength lies in its visual nature, making it the perfect platform to showcase your artistry. With Google's increasing emphasis on visual content and short-form video (like Reels), your stunning arrangements have a better chance of capturing attention.

3. Meeting Customers Where They Are: Your target audience, especially younger buyers, is already on Instagram. By optimizing your presence there, you're directly engaging with them on their preferred search platform.

4. Building Trust and Authenticity: Social media allows you to show the behind-the-scenes, your creative process, and customer testimonials. This user-generated and authentic content builds trust and personal connection, which traditional search engines often lack.

Key Actions to Implement for Increased Reach and Sales:

So, how can you, as a florist, leverage these powerful integrations?

1. Optimize Your Instagram Profile for Search (and Google!):

   • Keywords in Bio and Name: Ensure your Instagram name and bio include relevant keywords like "Florist [Your City]," "Wedding Flowers [Your Area]," or "Flower Delivery [Town Name]."

   • Location Tags: Always use location tags in your posts and stories to make it easier for local customers to find you.

   • Relevant Hashtags: Go beyond generic hashtags. Use a mix of popular, niche, and local hashtags (e.g., #DublinFlorist, #IrishWeddingFlowers, #KaysFlowerSchoolAlumni).

2. Leverage Instagram Reels:

   • Video is King: Instagram's algorithm favors Reels. Create short, engaging videos showcasing your arrangements, behind-the-scenes moments, flower care tips, or even time-lapses of your creative process.

   • Trending Audio: Use trending sounds and music to increase the visibility of your Reels.

   • Quality over Quantity: Focus on producing high-quality, visually appealing videos that resonate with your audience. You don't need to post daily, but when you do, make it count.

3. Integrate Instagram with your Google Business Profile (GBP):

   • Link Social Profiles: Ensure your Instagram profile is linked to your Google Business Profile. Google now allows you to add social media links to your GBP. This directly connects your visual Instagram presence with your official Google listing.

   • Post from Instagram to GBP: Explore tools like Zapier or Make (or even Magical Chrome extension) that can automatically share your Instagram posts directly to your Google Business Profile. This keeps your GBP fresh and active with your latest creations, enhancing your local SEO.

   • Maintain Consistency: Ensure your business information (name, address, phone number, opening hours) is consistent across your Instagram, website, and Google Business Profile. Inconsistencies can negatively impact your search rankings.

4. Prioritize Engaging, Value-Driven Content:

   • Educate and Inspire: Don't just post pretty pictures. Educate your audience about different flowers, their meanings, how to care for arrangements, or tips for choosing flowers for specific occasions.

   • Call to Actions: Encourage engagement by asking questions in your captions, running polls in stories, and clearly guiding users on how to purchase (e.g., "DM us for custom orders," "Shop link in bio").

   • Showcase Expertise: Position yourself as the go-to expert in your field by sharing your knowledge and passion for flowers.

The convergence of social media and traditional search is a powerful force for local businesses. By embracing these changes and strategically integrating your Instagram presence with your Google Business Profile, Kays Flower School students and florists everywhere can significantly increase their online reach, attract the right customers, and watch their businesses truly blossom!

Grab a cuppa a Watch the replay of the Live Class Here - its less than 30 Minutes