Flourishing on TikTok: Bryce from September Studio

In the world of floristry, standing out in a crowded market can be a challenge. For Bryce Heyworth, the creative brain behind September Studio, utilising TikTok to capture attention and grow business has been vital.

We interviewed Bryce inside our Wildflower Academy membership, where he shares insights into his journey, from hospitality and ceramics to a successful florist. He discusses the strategies behind his TikTok success and how it has translated into real business growth.                   

Bryce's floral journey began over three years ago when he opened his creative space in Darlinghurst, combining ceramics and daily floristry. He aimed to create floral pieces that defied the local florist norm, and this unique approach quickly gained popularity both in-store and online.

Bryce's social media savvy catapulted him to over half a million followers on Instagram and TikTok, leading to collaborations with global brands like Lego, G.H. Mumm, and Armani. Through engaging content creation, he showcased his unique floral designs to a worldwide audience, making September Studio one of Australia's most followed florists in a remarkably short time.

How do you use TikTok for marketing and what are your key strategies?

I guess from our point of view, I was like, “Okay, our products good, it resonates with people.” But if we're just doing the same thing as everyone else and if there's no point of difference, then even if our product is just as good, it’s very hard to distinguish yourself in a market that is so flooded with content.

The style of marketing that we chose to kind of go with is short, super impactful. It really all is just about the algorithms and playing to those algorithms and making sure that the content that you're producing is obviously good and visually impacting.

The most important thing is to work out what people are viewing how long they're viewing it for and then, how to keep people viewing your stuff, which is kind of what we've tapped into. Since we tapped into it, it's gone pretty wild.

Do you track how your TikTok and Instagram content converts to sales?

It converts super well for us. It's the only form of marketing that we use currently. In terms of  conversion of sales, especially as a starting business, TikTok and Instagram has been crazy for us and getting out there.

Retail sales come off the back of it,corporate sales have come off the back of it and event sales, but also, if you've got a good following and a good amount of content, the amount of one off things that pop up; “hey, can you do this?” Or “do you mind doing this?” (brand collabs and business opportunities).

What advice would you give to others looking to leverage TikTok for business growth?

Stick by your guns. In terms of scheduling time, you're doing so many bunches, events and corporates. But, do you actually schedule time for creating your videos and then posting them? Do you have somebody that you could get to do it? Do you put in a lot of effort and prioritise your marketing because you can see the value?

Our stuff is not groundbreaking, we just do things that resonate with audiences. High impact, short, fun, and those kind of things.

Figure out your process for posting to TikTok, and make it a part of your week to week process of running your account or business. Stick to this formula.

To watch and listen to the full interview, join our Wildflower Academy!