Instagram, Pinterest, Google for a florist — in that order

A florist does not need a channel plan. They need to know where a bouquet is still chosen with the eyes, and where a stranger still types “florist near me” on the day. For us that is three places, in this order: Instagram, Pinterest, Google. Facebook if your street is still there. We do not tell a florist that TikTok is where Mother’s Day starts. We do not sell it.

The general piece is which networks for a local shop. Here it is sharper. Flowers are searched with the eyes first. The listing still takes the walk.

Screenshot pending: publishing

Run pnpm screens with the app's local stack up to capture it. The Artifluence calendar for a florist.

Instagram and Pinterest are the eyes

You already photograph the work. Instagram is where that photograph is allowed to be a photograph — the arrangement, the bench, the colour of the week. Ten days before a date, that is where people still scroll. It is not where they type “open now”. Treat it as proof you are still making, and as the place a wedding brief starts when someone was sent your name.

Pinterest is the other board. A pin of your work can sit for months and still show up when someone types a colour in March. A board of other people’s roses is decoration. We publish to Pinterest because the product does, and because florists already think in images. We do not pretend a pin replaces Maps on the 14th at 17:00.

Stories and Reels we can publish where the product does. We do not sell TikTok. Putting it on a logo wall would be selling something you cannot have.

The same photograph. It is not the same first button. The florists page already says Instagram, Pinterest, Google.

Google is the stranger on the day

“Florist.” “Florist near me.” “Mother’s Day bouquet” plus a town. A listing that can be called, with hours that are still true. Posts that are not a countdown every week — see the weeks between the dates. Reviews that are answered. This is the page someone opens when they have not chosen a shop yet, or when they are already in the street.

Local ranking is relevance, distance, prominence. Completing the profile is what Google asks in order to consider you. A beautiful grid and a listing that says closed while you are still wrapping is the neighbour’s sale. Maps versus Mother’s Day is those two searches.

One update a week on the profile keeps it from looking abandoned. Every bouquet as a Google post is a second job you will drop.

The same-day search does not open Pinterest first. It opens Maps. If the hours are wrong, the pin of the peonies does not matter. If the hours are right and the listing has not moved since 2022, the neighbour with a sentence from this month still looks more like a florist. Prominence is reviews and a complete profile, not a reel. Google said so. We will not add a “social signal” we cannot name.

Facebook is parents, neighbours, the people who still see a local page. “Open late on the 14th.” A reply to a comment that is not a lead form. One page in the shop name. You do not need a second brand.

One calendar, not four jobs

You photograph the workroom. Artifluence writes. You cut the greeting-card sentence. It goes to the three you named. That is publishing, not a hashtag factory.

What we will not add to look complete: LinkedIn as a “must”. A YouTube channel of wrapping videos you will not edit. TikTok. A fourth “wedding platform” a consultant named. When a network is in the product, this sentence will change. Until then, four destinations exist in the tool; three of them are the florist’s job, and Facebook is optional.

Élodie Charvet’s quote is on the business page because she said it. We do not paste it here as if it were a study of channels.

The report reads the listing and the shops around you. It does not open Instagram for you. The evening after the last delivery is supposed to be shorter. If it is not, the calendar has failed that week.

A florist week on three networks is one file, one caption, three destinations. Not three captions you rewrite in the back. Instagram can keep the colour. Pinterest can keep the pin. Google can keep “open until 19:00”. If you find yourself logging in to answer the same question on all three, the listing description is empty. Write it once. The networks can wait.

The florists page does not list TikTok. That is not a gap in the article. It is the product. A pin can sit for months. It does not decide who walks at 17:00 on the 14th. If you only open one app after the last delivery, open the listing. The grid can follow tomorrow.

Sources

1. Tips to improve your local ranking on Google (accessed 7 September 2026)
2. Create & manage posts on your Business Profile (accessed 7 September 2026)

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