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Extra Features and Video Online FloristsReview.com R E A D O N L I N E 53 • Tutorials — According to HubSpot, 31.3 percent of social media users want to see how-to videos, and 29.8 percent want educational videos. Tutorials don't need to be polished. Again, consumers are fine with lower-quality videos of authentic people. Authenticity and honesty outshine artificial- looking high-quality videos. You can walk customers through various topics, such as making arrangements, ordering flowers, cut flower and plant care, the elements of design, setting up on-site events and so forth. ese videos not only showcase your skills but also teach viewers new things. ey like that. • Behind the Scenes — Videos showing the "human side" of your job can generate so much goodwill among your viewers. Show a "normal" day at work. Let consumers see the breathtakingly beautiful Delphinium that you just got in, but also let them see you processing said flowers—especially when large shipments of flowers for holidays arrive. Consumers who see such videos tend to be more sympathetic to your difficulties and better understand why cut flowers cost what they do. • Testimonials — Video testimonials from satisfied customers are pure gold. Ask your customers to record videos about their experiences with your products and services, and share them on social media. Sometimes getting these can be like pulling teeth, but they're worth the work. "It showcases your professional authority," Blanchard remarks. • Event Coverage — Make videos to show off your on-site events. Video the setting up of an event, then speed it up so viewers get the instant gratification of seeing it quickly come together. ese videos can attract event organizers and other customers who also want the high level of creativity and quality you provide. Bonus points if you get video of your customer gushing about your gorgeous work. After every event, ask your custom- ers to take pictures of your floral displays and tag you in social media posts. en you can link to them and create a gallery. So, where do you post your videos online to reach customers? Social Media Videos on social media can be the most powerful tool in your arsenal. ey get 10 times more engagement and more shares than other types of posts. • Short Videos are Best. e majority of your videos should be less than a minute long, with many social media platforms doing best with 15-to-30- second videos. AFTER EVERY EVENT, ASK YOUR CUSTOMERS TO TAKE PICTURES OF YOUR FLORAL DISPLAYS AND TAG YOU IN SOCIAL MEDIA POSTS. THEN YOU CAN LINK TO THEM AND CREATE A GALLERY.

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