Social media isn’t just for lifestyle influencers — greenhouse growers are finding that the right post at the right time can mean serious sales. During a recent session at Cultivate’25 led by industry pros from Garden Media Group, Southern Living Plant Collection, and content creator KariAnne Wood, growers got a crash course in how to turn online trends into customer connections.

From understanding the “lemonade” trend to harnessing Pinterest like a pro, translating today’s digital culture into greenhouse success doesn’t have to mean chasing every fad. Instead, it’s about leaning into authenticity, leveraging platforms with purpose, and remembering that your unique voice — and plants — are more relevant than ever.

Whether you’re a family-owned garden center or a wholesale producer with a strong local following, here are five social media tips to help you get growing online:

1. Pinterest Is a Search Engine — Treat It Like One

Many overlook Pinterest, but KariAnne Wood is here to change your mind. With more than 1 million followers and a thriving business, she credits Pinterest as one of her most powerful platforms. And she’s not alone.

“Pinterest is no longer a feed-based platform,” she says. “It’s a visual search engine. If it’s trending on Google, it’s trending on Pinterest.”

Here’s what works now:

• Pin frequently: Use tools like Tailwind to schedule if needed.
• Use two styles of pins: compelling images with overlaid text, and clean, inspirational images.
• Make pins shoppable: You can now add product links and even clickable images via the Pinterest mobile app. This lets customers shop directly from the pin — whether it’s for pollinator plants, a featured perennial, or a must-have gardening glove.

If you’ve ever seen mysterious white dots appear on your pins — those are Pinterest’s affiliate links. Wood’s advice? Replace them with your own. “You should be the one profiting off your pins — not Pinterest,” she says.

Try repurposing your content into a seasonal e-catalog. Wood has used Canva and Flipsnack to create clickable holiday gift guides that she turns into email marketing, blog content, and — you guessed it — Pinterest pins.

2. Create a Brand Story That Shows the “You” in Your Business

Generic content won’t cut it anymore. As AI floods the web with polished, faceless content, what people crave more than ever is “real personality.”

“Your business needs a brand story,” Wood says. “What are five to ten things that make you stand out?”

She practices what she preaches. On her own social channels, her love for blue and white decor, Judge Judy, red lipstick, and Real Housewives forms the fabric of her brand personality. And it works — she’s sold more than 10,000 blue and white rugs simply by repeatedly sharing the one in her home.

For greenhouse growers, this could equate to:

• Sharing your morning routine in the greenhouse.
• Posting plant “fails” alongside the wins.
• Leaning into what makes your growing process or selection different.
• Highlighting your favorite tools, flowers, or even coffee mugs.

“Once people know your brand story,” Wood says, “they start tagging you in content, thinking of you when they see something you love. That’s how you build a community — not just an audience.”

3. Live Video: The Future Is Now

If live video still feels intimidating, it’s time to rethink it. Live video is fast becoming a retail game-changer — even for plant sales.

“It’s like QVC for the Instagram generation,” says Wood. “And your customers are right there, asking questions live.”

Here’s how it works:

• You showcase 5-10 products in a livestream (such as Instagram, Facebook, or Amazon Live).
• Viewers ask real-time questions and can shop directly through your links.
• Afterward, you chop the video into bite-sized clips for reels, stories, and TikToks.

Live video not only boosts engagement but sidesteps algorithm limitations, getting your content in front of new viewers. “During Prime Day,” Wood says, “I showed up everywhere: Facebook, Instagram, Amazon. And I reused that content all week long.”

Greenhouse growers can use this format to:

• Launch new plants.
• Give behind-the-scenes tours.
• Offer seasonal bundles or flash sales.
• Answer customer FAQs about care, planting, or landscape design.

4. Be Real: Authenticity Beats Perfection

In a world of curated content, realness is refreshing — and it’s a competitive advantage. “People want to see the mess-ups,” says Wood. “That’s what people relate to.”

And in gardening, there’s no shortage of relatable fails: a cracked pot, a dried-up cutting, a mystery pest. These aren’t mistakes — they’re content.

Show your hydrangea bloom watch. Celebrate that first sprout. Commemorate the perfect Diet Coke from the drive-through. These are the “minor stones,” not milestones, that make up modern storytelling — and help audiences fall in love with your brand.

And don’t worry about making your videos perfect. In fact, Wood stresses, choppy edits and quick transitions are now the trend.

Use tools like CapCut or Instagram’s native editor to keep things fast, fun, and casual. Wood recommends recording in short clips, skipping the millennial pause (that awkward second at the start of a video), and stringing it all together to keep your audience hooked.

5. Tap into Trends — But Make Them Your Own

Every year brings new buzzwords and cultural shifts, and 2025 is no different. But how do you translate viral trends like “lemonade living” or “Kusumi colors” into something that works for your business?

Start with what you know, Wood advises. If a trend doesn’t resonate with your brand or customers, skip it. But when it fits, go all in — and show your audience how.

Wood’s Top 2025 Trends You Can Use:

• Lemonade Living: Celebrate simple joys and find beauty in everyday moments. Share the story behind your plants, the unexpected wins (like growing hydrangeas in Texas, a highlight for Wood this year), or how you turn plant fails into learning moments.
• Kusumi Colors: Use muted, nature-inspired palettes in your displays, photography, and Pinterest boards. Create curated plant collections based on color, mood, or season. Customers want that aesthetic, but often don’t know how to put it together — be the one who shows them.
• Pet-Friendly Gardening: With 70% of gardeners also owning pets, content about non-toxic plants and pet-friendly landscapes is exploding. Posts featuring dogs in the garden routinely outperform kids and grandkids (really!). Don’t stop at dogs — chickens, rabbits, and even backyard turtles are part of the trend, according to Wood.

Use these trends to spark conversations. Create polls in your Instagram Stories. Post checklist-style pins. Ask your team members what customers are asking about. The most powerful content often answers a real question or solves a small but specific problem.

Final Thought: Grow with Intention

Social media doesn’t have to be overwhelming. In fact, the most powerful thing you can do is show up consistently, with intention.

“Think of it like a garden,” says Wood. “You don’t control the weather, but you show up every day, and you plant, tend, and evolve. Your content — and your community — will grow with you.”

Start with what you know. Talk with the customers you serve best. Use tools to work smarter. And most importantly, share the real story behind your plants and your people.

Because in a world of AI-generated everything, the one thing no one can replicate is you.