January 2023 Sprout Social Listening Report

Social Listening Report

January 2023

Monthly Garden Industry Trends

© garden media group

It may be cold, but plants couldn't be hotter. We saw a dramatic uptick in garden searches and social posts in the Q4. This eleventh hour boom helped 2022 rise to rival 2021 for gardening popularity - a surprise after a slow start on social media this spring. Who's talking about gardening this winter and what's the buzz? Read on to find out!

keywords + hashtags

grow year beautiful growing day

#plantlover

#nature

#houseplants

#plantsofinstagram

These terms are on the rise this month on social garden plants flowers love home

#naturephotography

weather whiplash

This month brought winter weather whiplash to the central and eastern US. As people bundled up, many plants needed protection, too. Gardeners took to social and to figure out how to protect plants.

"Frost Protection For Plants" was a breakout search term on Google. Social posts showed both survival stories and plants lost to frost.

try this now

Weather stories are a great time to guide followers to success. Even if your products don't include solutions, provide education and expert advise to customers to build trust and brand loyalty.

topic tip 2//

colors of the year

Experts use experience and resources to predict the upcoming color trends in home design.

For 2023, the selections range from bold pinkish reds to earth-tone terracotta. Pair these with neutrals to balance them out and these colors are sure to inspire garden design in 2023.

try this now

Consumers love to be on trend! Showcase your products that align with the colors of the year. Reels are a perfect way to feature beautiful plant shots and product collections.

bonus: 2022 garden social rivals 2021!

After a lackluster spring on social, it looked like interest was fading among pandemic gardeners. But fall soared. Month after month, posts, tweets, and searches about gardens and houseplants performed strongly vs. 2021. Takeaways:

Conversations grew 11% on Twitter.

Tweets grew 108%

Posts fell by 19% on Instagram

Google searches for garden were flat