Digital Strategy BY ART CONFORTI, PFCI YOUR NEXT CUSTOMER IS WATCHING


> Video marketing has never been more accessible — or more effective. More than 90% of consumers say


video helps them make purchasing deci- sions, according to the State of Video Marketing survey by Animoto, a video marketing platform. Separate research from Google shows that more than half of shoppers use video while researching or making purchases, highlighting its growing influence on whether custom- ers choose to visit a business. For florists, that presents a clear


opportunity: not just to create video but also to use it strategically across platforms — from social media to streaming platforms. AI-powered tools have dramatically lowered the barrier to entry, making it possible to produce professional-looking video content quickly and affordably.


AI VIDEO MADE EASY AI has made video editing faster—and far more accessible for small busi- nesses. Most tools now offer free tiers or low monthly subscriptions, putting professional-looking video within reach.


Runway Strong for text-to-video and image animation; free plan available, with paid tiers starting around $12/month.


CapCut Best for quick social edits; free, with Pro features around $8–$10/month.


Descript Edits video like text and offers AI voiceovers; free tier, paid plans about $24/month.


Pictory Turns scripts or blog posts into video; plans typically $19–$99/month.


Adobe Premiere Pro More advanced, with built-in AI tools; about $22.99/month.


Leverage AI for Editing Many AI tools are prompt-based or template-driven, meaning you don’t need technical skills to get started (see the sidebar for suggested tools). Others let you drag and drop footage and apply AI enhancements, like back- ground removal or smart cropping, with preset options. Some platforms — like Runway —


also enable you to animate still images, turning a photo of an arrangement into a subtle motion clip with movement, lighting effects or zoom. This is espe- cially useful if you don’t have video footage but want to create dynamic content for social media or ads.


One Video, Many Uses One of the biggest advantages of video is how easily it can be reused across platforms. To make the most of your video, start by uploading it to your YouTube channel. This becomes your central hub because from there, you can distribute that same content across multiple channels including your website (using the YouTube link to embed the video, or Google Business Profile (upload a video that’s under 60 seconds), social media and Yelp. Short-form formats like YouTube


Shorts and Instagram Reels are espe- cially important as attention spans continue to shrink. Don’t forget to also use AI to write an SEO-optimized social caption or a title and description for YouTube videos.


42 FLORAL MANAGEMENT | May/June 2026 | WWW.SAFNOW.ORG


Streaming Channels If you want to take your video one step further and amplify its reach, consider working with a third party that can place your content on streaming television platforms in your local market. Often referred to as connected TV


(CTV) or over-the-top (OTT) advertising partners, these channels distribute your video across services like Hulu, Roku and Amazon Fire TV. Unlike traditional tele- vision advertising, streaming platforms enable highly targeted placements, meaning your video can be shown specifically to households within your delivery area or ZIP codes you want to serve. Over time, that repeated exposure builds familiarity, increasing the chances that a customer will think of your shop when they need flowers for an occasion. From a cost perspective, it’s one of


the most efficient marketing tools avail- able, delivering impressions at fractions of a cent and allowing florists to build strong local visibility without large budgets. AI has made it easier than ever for


individuals to appear knowledgeable without delivering real results. When evaluating an agency, focus on trans- parency and proven results. Ask for examples of campaigns they have run in your specific market and what outcomes they delivered. A credible provider should be able to clearly show where your ads will run, who will see them and how performance will be measured.


Art Conforti, PFCI, is the founder of Bloomerang Solutions, a consulting agency.


SHUTTERSTOCK/ ANDREW KRASOVITCKII


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