Using UGC to Sell Flowers: How to Turn Customer Posts into Sales
For florists, user-generated content (UGC) is more than just a feel-good moment—it's a conversion tool hiding in plain sight.
A photo of your bouquet in someone’s hands. A TikTok of flowers arriving at their door. A caption that says “he really nailed it this time.” That’s the stuff no ad can fake. And in 2025, authenticity sells more than perfect styling ever could.
This guide is here to help you take control of your UGC strategy—from collecting it the right way to reposting it legally and persuasively. Whether you’re a solo florist or a growing studio, you’ll walk away with a system for using customer content to build trust, boost engagement, and drive real orders.
Why UGC Works So Well for Florists
There’s no stronger testimonial than seeing real people love what you made. But it’s not just about feelings—UGC impacts performance across platforms.
The data backs it up:
- UGC-based ads get 4x higher click-through rates (source: Nielsen)
- Instagram posts with UGC see 28% higher engagement on average
- People trust peer content 92% more than brand-produced content (source: Stackla)
In a world where anyone can say “luxury florals” in their bio, UGC shows, not tells.
Step 1: Make It Easy for Customers to Tag You
Before you can repost UGC, you need to get it—consistently. And that starts by making it easy (and enticing) for your customers to share.
Checklist to encourage UGC:
- Tag reminders on packaging (“Share the joy @yourhandle”)
- Include a small card with photo ideas (“Snap a pic with your bouquet!”)
- Add your Instagram handle to delivery notes and ribbons
- Feature customer posts in your Highlights to normalize sharing
You don’t need to beg for UGC. Just make it part of the post-purchase experience.
Step 2: Ask the Right Way (And Get Permission)
It’s tempting to screenshot and repost any cute story that tags your flowers. But that can backfire if done without consent.
The legal basics:
- You must get explicit permission to repost someone’s photo or video
- This applies even if they tagged you or used your hashtag
- A simple comment or DM is enough—just screenshot it for your records
Example DM:
Hi [Name]! We absolutely loved your bouquet photo—would you mind if we shared it on our page? We’ll of course credit you. 💐
💡 Tip: Create a saved reply for this in your IG inbox to save time.
Step 3: Turn UGC into High-Converting Posts
Once you’ve got permission, don’t just dump it on your feed. Curate it like a brand asset—because it is one.
Smart UGC formats that drive sales:
- “Real bouquet, real moment” carousel post with a story-based caption
- Testimonial-style video Reels using their clip with light text overlay
- Before/after shots of the arrangement at pickup vs. in the home
- Special occasion tie-ins (“Here’s how customers used our Valentine’s bundles”)
Use captions that connect the emotional moment to the buying trigger:
“Her reaction says it all. This was part of our Birthday Luxe series—still our most gifted bouquet of 2025.”
Step 4: Organize UGC into Highlights and Folders
To get long-term value from UGC, think beyond your feed.
Build a highlight system:
- “Customer Love” – everyday bouquets and thank-you posts
- “Weddings IRL” – real brides and venues featuring your flowers
- “Unboxings” – Reels or stories showing delivery day excitement
- “POV: Receiving Flowers” – first-person clips that inspire gifting
Also, save content in a Google Drive or Dropbox folder, organized by:
- Occasion (birthday, anniversary, wedding)
- Format (photo, video, testimonial)
- Source (Instagram, TikTok, email)
This makes future repurposing fast—especially when you’re short on content.
Step 5: Use UGC Beyond Social Media
UGC isn’t just for Instagram clout. Use it across all your channels for authentic persuasion.
Add UGC to:
- Product pages as real-life visuals
- Email campaigns (“See how real customers are gifting this week!”)
- Landing pages for holidays or wedding bookings
- Ad creatives (after getting formal written consent)
Even something as simple as:
“This photo was shared by Emma, who surprised her sister with our Peony Luxe bouquet.”
…adds humanity and trust that studio shots just can’t match.
Step 6: Reward (But Don’t Bribe) Your UGC Creators
You don’t need to offer discounts for every post—but acknowledging and celebrating your customers goes a long way.
Simple ideas to show appreciation:
- Feature them in your Stories or on your homepage
- Send a DM saying thanks and offer a loyalty perk later
- Run occasional UGC contests with small, elegant prizes (no free-for-alls)
UGC isn’t about volume—it’s about resonance. One authentic post from the right customer can outsell a hundred flatlays.
Conclusion: UGC Is Social Proof with a Soul
For florists, few things are more valuable than a customer who loved their flowers enough to share them.
But instead of letting that magic vanish after 24 hours, build a system to turn customer joy into evergreen content. When you combine permission, storytelling, and structure, UGC becomes not just a nice-to-have, but a cornerstone of your sales strategy.
Want help building a social content strategy that actually drives bookings and orders?
