Jul 15 3 Tips for Brands Targeting Brides on Social Media
Weddings. You either love them or you hate them. Me? I’m on the love side… and I’d better be since my own wedding is right around the corner. Literally. As I type this, it’s the ultimate 1-month mark.
As a social media marketer, it was amazing to see how the wedding planning process has evolved across social media. It’s now easier than ever to search for all your bridal needs. In fact, sometimes we don’t even have to be searching, we just stumble across great ideas or products while scrolling through the newsfeed. With that, my experiences over the past 17 months have led to several insights for brands targeting brides on social media should be mindful of.
Will the Ads Ever End?
Be warned ladies and gents, the second that you change your relationship status to “engaged” your newsfeed will never be the same again. If you thought it was bad before with all your friends’ social posts filling your feed with rings, babies and weddings, now add the millions of brands targeting social content to you.
My advice to brands: Sponsored influencer content is hands down the way to go. Influencers have a tendency to tell a story that brides can find relatable. From “10 Things to Not Forget on Your Big Day” to “The Honeymoon Checklist You Need Before Booking”, influencers can create content that’s helpful while seamlessly informing them of the benefits of using your brand.
Pinterest is a Brides Best Friend
The day Pinterest was created, the wedding world changed forever. No longer are there books filled with magazine clippings, but everything is right at your fingertips. Having a private Pinterest board for all my planning helped in more ways than one. Not only was I able to collectively pin with my bridal party in secret, but more importantly, I was able to make purchases in an easy fashion.
My advice to brands: Make sure you’re structuring your Pinterest content in a format that is easy to understand, and that navigates to the product page. Too often would I fall in love with a product to be led to a dead end. Also, keep in mind that many pinners are looking to either “buy now” or “learn more”. It’s all about the comparison.
Make It Personal
As many of us know, planning a wedding isn’t easy, it’s downright stressful and EXPENSIVE! To top it off, every brand is telling me to spend more and more and more on their product or service. If there is an opportunity for me to save a couple pennies, I have to jump through hoops to get there (something no bride has time for).
My advice to brands: What better way to put yourself out there and build brand advocacy than to take some time to surprise and delight your target audience. With the right social listening tool, brands can easily filter opportunities through keyword searches. Sending a stressed out bride a care package that includes your product is not only social share worthy, but provides an opportunity for UGC. (hint hint, I’ll be on the lookout for my care package).
At the end of the day, we’re all going to blink and the Big Day will be over. My biggest advice to brands is to understand that this is one of the most important days in a person’s life, so be considerate of that. Sometimes it’s not always about the sale, but about the interaction… especially when it comes to social media.