Using Social Media with Intention: Part One - Clarity, Consistency, and Creative Focus
Jul 25, 2025
Image - The Jam Jars from First Steps with Flowers
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Social media can feel like a mystery, can’t it? You put something out there, and maybe it gets twenty likes. Maybe it gets two hundred. And you’ve absolutely no idea why.
Instead of shouting into the void and hoping for the best, I’d love to share a few of the practical techniques I’ve picked up over the years. These are things I’ve used myself - ways of thinking, little strategies - that I hope will help you use social media more successfully, and more consistently.
Whether you’re running a business, building a creative practice, or posting pictures of your dog (honestly, no judgement - we love dogs), I think these ideas will hold up. They’re universal, and they’re all rooted in intention - which is, really, what social media needs more of.
1) Consider Your Intention
Social media is marketing. It might not feel like it - it might sometimes feel more like a chaotic doom scroll - but it is. And it should be treated as part of your bigger marketing plan.
So the first question I’d encourage you to ask is this: what are you using your social media for?
Are you trying to book weddings? Sell gift bouquets? Fill your flower school workshops? Get editorial features? There are so many areas within floristry (weddings, events, retail, teaching, art, installations) and each one speaks to a different audience.
So before you post anything, think: what’s my goal? What kind of work do I want to attract? What would success on social media look like for me?
Then flip it: if you were that dream client or student or buyer, what would you want to see? What kind of content would help you make the decision to book, buy or follow?
That’s where your content begins.
2) Share the Work You Want to Book
This one’s simple but it makes all the difference.
What do you actually want to be known for?
If you want to be the go-to florist for luxury weddings, then your social feed needs to reflect that. Share designs that feel exciting and aspirational to that client. Don’t post the posy you made for your neighbour’s mum, lovely as it might be. Be focused.
The same applies if your goal is to increase retail sales or fill your bouquet delivery slots - share that work. Make it feel fresh and desirable. Make it something your customer wants to be part of.
And *crucially* don’t try to do too much at once. I see it all the time: someone trying to push weddings, sympathy work, event installations, houseplants, and teaching all at the same time. It’s confusing for your audience, and it weakens your message.
Choose one thing you want to focus on. One part of your business, or one style of work you want to build. And talk about that. Repeatedly. That’s how you build a recognisable, desirable presence.
When I first started out, I said yes to everything. Weddings of every budget, every style. I was happy to share them all online - and at first, that felt fine. But over time I realised I wasn’t showing any clarity. I wasn’t positioning myself as an expert in any one area. And most clients want to hire someone who feels like the expert in what they do.
So don’t be afraid to be specific. Show the kind of work you want more of and leave the rest.
3a) Consistency Is Key (Even When It’s Boring)
Now, this part has two sides to it and it very much leads on from Share the Work You Want to Book. The first is content consistency - what you share, and how often you show up.
Let’s say you want to be the best funeral florist in your area. Wonderful. But if you’re posting sympathy tributes one day, wedding centrepieces the next, and a bunch of ranunculus you gave to your friend last month the day after that - it becomes a bit of a jumble. Your feed starts to lack focus, and people won’t quite know what you offer.
Social media is your storefront. Especially if you don’t have a shopfront - if you’re working from a studio, or from home - it’s your main way of showing the world what you do. It’s how a lot of people find you and decide whether or not to get in touch.
And here’s the thing - your followers aren’t checking in every day. Some might only glance at your account once a month. So if every time they visit you’re sharing something totally different, or switching between styles, it’s hard for them to understand your message.
That’s why consistency matters.
Now, I know. It’s boring. When I was younger and practicing for competitions or learning a new skill people would say, “Just keep going, do it again and again and again. Be consistent,” I remember thinking, ugh, how dull. But they were right. Consistency is the best way to show people what you’re about - clearly, confidently, and without any fuss.
You want people to get excited about your work. And that only happens when they understand what you’re offering.
3b) Brand Consistency (Visual and Written Tone)
So we’ve talked about content consistency. Now let’s talk about brand consistency - the tone, the aesthetic, the feel of your work.
Think of one of your favourite floral designers (which is obviously me). You know how, when you see their feed, it just feels cohesive? You know it’s them before you even read the name?
That’s not an accident.
Their lighting is consistent. The settings are familiar. The captions sound like the same person, post after post. There’s a tone, a rhythm, a visual identity - and all of it works together to help you recognise them straight away.
You want that too.
Think of it like fashion branding. Gucci has its bamboo handles, its racing stripes, its double-G logos. You see those things, and you know exactly who it is even without being told.
In flowers, we can do the same. We can build consistency into the way we shoot our designs, the colours and tones we use, the language we choose. It helps us become recognisable - and that’s where connection really starts to grow.
The beauty of this approach is that it helps you transition into new areas without losing your identity. So if you’re doing weddings now but you want to move into sympathy work, or events, or products: your consistent tone and visual identity will carry through. People will still know it’s you.
And that makes your brand, and your business, stronger.
4) Outsourcing (And Making It Still Sound Like You)
Now, outsourcing is something I’ve tried - and honestly, it had mixed results.
There was a time when someone else ran my social media for about a year and a half. Every Monday, we’d sit down in the office, pull images, talk through ideas, plan captions, and decide what to share. It was doable but it took time to get the tone right. To make sure it still sounded like my brand.
And that’s what I’d say to you: if you’ve got the resources, and you’re running a business, you can outsource your social media. But make sure you’re still collaborating on it. Make sure your voice comes through.
Because ultimately, people follow you. Your audience wants to connect with your brand, your energy, your point of view. And that takes a little care.
Of course, all of this is just the beginning. Getting intentional, narrowing your focus, showing up consistently - these are the foundations. But once they’re in place, it’s time to build.
In Part Two, we’ll look at how to use the tools at your fingertips; hashtags, stories, reels, lives, and that all-important link in bio, to help your content work harder, reach further, and support the business you’re trying to grow.
See you there.
Ready to Grow with Confidence?
If all of this is starting to click, and you’re ready to share your work more intentionally - First Steps with Flowers is the perfect place to begin.
It’s my practical, step-by-step course for beginners who want to create beautiful floral designs, explore their own style, and learn the foundations that support both creativity and confidence.
Artist. Educator. Writer. Broadcaster.
