Wedding Professionals Blog

Grow Your Wedding Business by Harnessing Instagram

Posted by Brian Lawrence

Instagram is the hottest social media platform in the wedding industry and many businesses were slow to put effort into focusing on that platform.

From Instagram Ads to Newsfeed Posts and Stories, you can reach wedding couples and network with other vendors in your area.

And have you wondered which features are more important? Since there are so many options, it’s important to understand the potential of each to maximize the growth of your wedding business.


1. As of June 2018, there were nearly 1 billion monthly active users.


To put this into perspective, Facebook has 1.4 billion users, Twitter has 68 million and Pinterest has 250 million. And the Instagram audience isn’t getting smaller anytime soon.

2. Some Instagrammers have high levels of disposable income.


This is an important demographic for wedding businesses. This means a good chunk of wedding couples on Instagram are ready and able to whip out their credit cards and spend some money.
● 31% of people who make more than 75k per year are on Instagram
● 32% of people who make between 50k-74k per year are on Instagram
● 32% of people who bring in 30k to 49k per year are on Instagram.

3. Instagram images get an average of 23% more engagement than their Facebook counterparts.


Higher engagement rates are the name of the game. Thanks to an enthusiastic audience, Instagram outperforms other platforms in terms of engagement value.

4. 70% of users look up a brand on Instagram.


Wedding couples are searching for you actively on Instagram. In their research for vendors, they are checking out what your business is doing on Instagram; and if you don’t have a profile setup or if the photos are poor quality, it can be hurtful to winning their business.

5. 60% of users learn about new products through Instagram.


More than 60% of Instagram’s users have discovered new products while on the platform, and they’ve been open to learning more and even purchasing. This is exactly what you want to hear because all businesses want to know that a platform can actually result in direct sales over time. Here’s proof that it can.

6. Posts containing or featuring UGC have a 4.5% higher conversion rate than non-UGC posts.


UGC means user-generated content. In other words, a post that you are reposting from a current or past client. This is essential to your marketing plan because it’s well-trusted by other wedding couples. And trust leads to a higher conversion rate.

7. Images Matter.


If you follow these best practices, you are guaranteed to receive better engagement on Instagram.

a) Images with a single dominant hue had best results.

b) Images with texture had higher engagement rates, with 79% more likes than low texture.

c) Images with more background space (or “negative” or “white” space) get 29% more likes than those without it.

d) Images that have blue as the dominant color get 24% more likes than images with red as the dominant color.

e) Lower saturated images get 18% more likes.

8. Posts with locations get 79% more engagement.


Put your business on the map. This powerful tool will help you with geotagging, improve your reach and ensures that your post is in the location feed.

9. 60% of the top brands use the same filter for every post.

Consistency is key. And it goes past posting at the same time of day and frequency, it also applies to your content.

A study by Simply Measured found that the top brands on Instagram, such as MTV, Starbucks and Burberry, are applying the same filter to most of their photos. Lo-Fi is the most popular, and Valencia receives the most engagement.

With more than half of the top brands using the same filter for every post, consider doing the same. It will create a more distinct look that will improve brand recognition, which will help you in the long run.

10. 7 out of 10 Instagram hashtags are branded hashtags.

If your wedding business doesn’t have at least one branded hashtag, it’s time to create one! Pro tip: add your unique hashtag to your bio. Branded hashtags raise awareness of your wedding business and make it easy to track UGC (user generated content)

11. Instagram Ads will cost you more than Facebook Ads… but they’re still worth it

It’s true that your CPS (cost per click) will be more on Instagram compared to Facebook. But don’t let this drive your wedding business away from using Instagram Ads – they have much better engagement and conversion rates than Facebook.

12. Sponsored videos get 3x more comments than sponsored photos.

It’s no question that video captures the most attention and could triple your engagement on campaigns. If your wedding business has a video advertisement or something else you can utilize, you’ll be able to engage the wedding couples more and convey more information in a shorter period of time.


Brian Lawrence owned wedding businesses that worked with over 10,000 wedding couples and was the VP of a leading national wholesale wedding brand. He has done marketing, web design, and marketing consulting for hundreds of local wedding vendors, e-commerce sites, and wholesale brands. He is a known wedding industry focused author, columnist, and speaker. He and his team have developed software for wedding businesses to reach wedding couples and other vendors on Instagram called WedFan, https://www.brianlawrence.com/wedfan-instagram-software/
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