Rob Kabrovski, VP of Accounts EMEA, Adaptly
The start of summer marks peak wedding season, with July to September the most popular months for couples to celebrate their big days.
Weddings are the culmination of months (even years) of planning and thousands of pounds of expenditure. Figures reveal that each couple spends on average £25,000 on their wedding (guests spend an additional £815) across verticals, meaning that the celebration is also very big business – worth an estimated £10 billion a year.
Long gone are the days of a quick ceremony in front of a few select family and friends followed by a week in rain-soaked Cornwall. They have been replaced by something more lavish. Like most of the important things in our lives (as well as the minutiae), social media plays an increasingly important role.
For instance, 62 per cent of newlyweds update their Facebook relationship status within 24 hours of getting hitched. But then we all know that managing our social profiles to ensure they are relevant has become second nature.
What is more interesting is the way that couples are turning to social media in order to plan their weddings well in advance – and it’s an activity carried out across age groups and not just among Millennials who you might assume are more versed in social media (there were two million wedding-related Internet searches in the UK by 45-54 year-olds in 2016).
Over 40 per cent of husbands and wives-to-be turn to social media to plan their weddings and they use these platforms in different ways – as well as seeking inspiration (which provides an opportunity for advertisers) ahead of their special day, one in four create a hashtag to aggregate posts on the day. It’s not only the wedding couple who turn to social media to plan and mark the celebration, but also the guests, the stag and hen crew, the bridesmaids and ushers, and so on. This means that the targeting spreads to include events and venues being organised beyond the obvious as well as gifts and outfits. Therefore brands need to think broader in terms of their product offering than just the couple.
For those advertisers that are seeking to tap this growing market there are key principles to follow, and it’s best to kick off your activity as early as possible as most engagements in the UK last for an average of 20 months – that’s a long planning period, which will also include other key marital events including engagement parties, hen dos and stag parties.
Pinners use Pinterest as a first stop to discover ideas that pique their interest, with over 40 million people using the platform globally to help guide them through the wedding planning process. As it’s such a powerful tool it should not be underestimated and creative treatments should reflect every part of the wedding planner’s journey. Given that weddings are highly visual affairs, bright and striking ‘thumb-stopping’ creative works the best.
While the summer months are the most popular for weddings, they are also the most expensive and ceremonies are now taking place throughout the year. To exploit this, advertisers should run their Pinterest wedding campaigns well past the key months using specific terms for search targeting, such as ‘wedding dress’, ‘honeymoon’ and so on.
Facebook and Instagram also play an important role in the wedding journey and have the additional benefit of allowing targeting based on relationship status, gender and location. A brand can reach a wide audience by targeting users who are engaged with an entire product range through carousel ads, while shoppable video ads with user-generated content can help bring stories of real couples’ weddings to life.
In addition, Twitter has a crucial role to play, allowing conversations and keyword targeting to tailor messaging to what users are tweeting about. Wedding buzz words such as #wedding and #shesaidyes are likely to be popular topics on Saturdays during the key wedding periods, while video featuring prominent people and branding in the first five seconds will engage viewers.
Snapchat is also increasingly popular, with custom geofilters enhancing the experience. Snap Ads with long-form content can engage users for longer as wedding guests and the happy couple are likely to re-watch the stories the following day and beyond.
Overall, social media has enhanced the wedding experience for brides, grooms, family and guests.
Happily for advertisers, it also allows them to play a new pivotal role in the special day.