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54 March | 2021 SIX TYPES OF CONTENT Before we get started with the Q&A that follows, we need to break down the six distinct types of content formatting options from which fl orists can now choose for sharing their work on Instagram. 1. POSTS ese are the main feature of Instagram and can include single images; single videos up to 60 seconds in length; and "carousel" slide shows of up 10 images or videos, accompanied by captions. Posts are most often cropped in a square shape. is is where your most polished portfolio style work should go. 2. STORIES is is the place to share your friendlier and less-polished side. "Stories" are slideshows comprising photos and video segments up to 15 seconds each that disappear after 24 hours, unless saved to a "highlight" section. eir temporary nature makes them a wonderful place to share real-life moments. Flower cooler walk-through tours perform especially well here. Users visiting "Stories" often want to see "behind the scenes" or special info, like discounts. is feature also adds the ability to layer your content with popular songs and animated stickers. 3. IGTV Videos posted here can be up to 10 minutes each and are usually of a higher production quality than those in "Stories." is is a lovely place to share in-depth product reveals and design tutorials. 4. LIVE is feature can be used through both "Stories" and "IGTV "; it is the best to way communicate directly and "in the moment" with your followers. Going "live" is often one of the most intimidating but rewarding forms of social media content. 5. SHOP Among Instagram's very newest and most powerful features, "Shop" allows business users to sell directly to consumers within the app. Customers no longer need to leave to app to purchase from you, so adopting this tool can instantly translate potential customer interest into sales. 6. REELS Harnessing the power of high-tech video editing, "Reels" allows users to make magical and often lighthearted 15-second videos. For those looking to reach new customers or grow quickly, adopting this new feature can help reach a wider audience than traditional posts because the algorithm currently favors this content. Unleashing Your Instagram Genius By Tonneli Grüetter As an early adopter of Instagram, I began honing my social media obsession on behalf of business clients in the early twenty- teens. Back then, it was all about who had the most followers, the most likes and the most unreal images. To my delight, much has changed since then. Gone are the days of chasing global reach to unlock personal success. It has been my experience in operating a small business that less is so much more: more engagement, more referrals, more walk-ins and more sales. For those who may still be holding out on joining or fully embracing Instagram as part of their business strategy, I want to challenge you in this article to make 2021 the year you bloom. content is king Marketing

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