I built a thriving side business without ever having a viral moment. Here’s how I grew my following and secured partnerships with brands like 1-800-Flowers.

• Christopher Griffin is known as Plant Kween to more than 400,000 followers on social media.
• Griffin's grandmother inspired them on their plant-parenting journey, and now it's a side hustle.

This as-told-to essay is based on a conversation with Christopher Griffin, a 34-year-old horticultural creator known as Plant Kween in Brooklyn, New York, about their job. The following has been edited for length and clarity.

I'm known as Plant Kween on Instagram, where I have more than 400,000 followers. I'm also the global diversity, equity, inclusion, and belonging program specialist at Headspace. Finally, I'm the author of the self-help guide "You Grow, Gurl!" which was released in March 2022.t

At my nine-to-five job I support, uplift, and implement DEIB programs, events, and initiatives. During my lunch breaks, after-work hours, and weekends I focus on my Plant Kween business and content creation. My hours fluctuate depending on the brand partnerships and opportunities I have each week.

Balancing two jobs has led to a ton of experiences. One morning I could be hosting a panel discussion with Indigenous community members and raising awareness about the importance of Indigenous mental health at Headspace, then later that evening I could be hosting a sustainable student fashion show as Plant Kween.

There's no secret sauce for juggling my two gigs — I just need to have clear boundaries with each. I lean on my team to give me back space and time to rest and take a break from my computer and phone screens.

Here's how I built my business.

My grandmother was an avid gardener who nurtured my love of nature and inspired my plant-parent journey

I began my plant-parenting adventure in the summer of 2015 when I moved into an apartment in Brooklyn and immediately wanted to breathe warmth, color, and life into the space. To pay homage to my grandmother, I visited a local store and purchased a lush, iridescent marble queen pothos that was in need of care.

I put the myth of having a green thumb aside and started exploring, building, and connecting with the community of plant enthusiasts both in Brooklyn and online who love nature as much as I do. With some care and patience, the plant rewarded me with the simple joy of growth, and I became a devoted plant parent.

I have an MA in higher education from New York University, and I'm an educator at heart, so I started my Instagram account in 2016 as a way to share the many lessons, lush adventures, and simple joys that come with being a plant parent. My social-media presence has been rooted in a journey of self-care, joy sharing, and community building all through the wonders of those green little creatures.

I never had a viral moment

Since I launched the account — and later expanded into TikTok — there has been a gradual growth, though I did see an increase in my following during 2020, when folks were looking to green up their homes since we were spending more time indoors. Most of my growth has come from consistency over the last several years.

Aspiring creators should get away from trying to find their "viral moment" and create what makes them happy. Push yourself to explore who you are as a creator, because it's the most sustainable pathway to consistency. I post Reels, Stories, and a carousel of images and videos, in that order of preference. Reels are my go-to because they tend to have a further reach on Instagram than photos.

Be consistent with posting so that your audience sees you often and has opportunities to engage with you. Make content you want to share rather than focusing too much on trends — this will make it sustainable for you long term.

I got the opportunity for one of my biggest partnerships yet in June 2022

I've been a longtime fan of 1-800-Flowers.com and often ordered flowers and bouquets for my mother from the brand. She loved receiving the florals when they arrived at her doorstep. I also admire how the brand helps customers learn new skills through live and on-demand workshops.

The 1-800-Flowers.com Plant Kween succulent-garden experience is an on-demand video workshop I now lead that offers customers an opportunity to learn new skills and exclusive tips about creating a succulent garden, caring for plants, and more.

The Plant Kween for 1-800-Flowers.com collection launched in February 2023. The workshop is part of the collaboration and launched with it.

My best advice for building a business on social media is to start sharing your passions publicly

The right brands will find you. For visibility, it's also helpful to tag the brands you enjoy in your posts and have a manager or agent who can pitch you to various brands with whom you hope to work. I began working with Creative Artists Agency in the fall of 2020, and I hired my first manager in early 2021. In addition to 1-800-Flowers.com, I recently collaborated with Kimpton Hotels, Mrs. Meyers, and Saks Off Fifth.

I also recommend using a business account on Instagram to have access to analytics. One big benefit is you can learn the location of the majority of your following. I know that most of my audience is on the East Coast, so I usually post between 7:30 and 8 a.m. ET so folks can get a little dose of Plant Kween joy before they start their day.

Lastly, don't feel like you have to do this alone. I make it fun by collaborating with other creators and brands whenever I can.