In fact, a significant 43% of our readers use Instagram at some point during their wedding planning journey – whether that’s to search for inspiration or to source suppliers.
Team that with a worldwide pandemic when everyone is staying at home, modern couples have considerably more time to browse through the ‘gram. For this reason, having an Instagram account that works for you is absolutely invaluable. Your account should aim to be discoverable first and foremost, but also inspirational, informative and engaging. You want to be able to connect with the couples you want to work with and guaranteed, they’ll have had a little stalk of your socials before they even contact you.
But Instagram can quite quickly become overwhelming and due to the current COVID-19 circumstances, we’ve all had to adapt our social media schedules slightly. Couples who had already set a date are having to postpone and rearrange dates while those who are new to the planning journey have been feeling unsure about what’s around the corner – as a result, people are reconsidering what means the most to them on their wedding day.
Having said that, during these incredibly strange times it can be difficult to know what to post on social media, let alone the find the motivation to do so. With that in mind, I’ve put together a few quick and easy tips to ensure your social media game is as strong as it can be. Forget vanity metrics folks, it’s all about the real deal and connecting with couples on a different, deeper level.
Notepads at the ready please…
A time that once would have been exciting and full of post-engagement celebrations is now a time of uncertainty and anxiety. Positivity is contagious and it’ll help to influence couples who are feeling uneasy, while giving them the boost of confidence they need to plan their special day. There are plenty of ways to use your platform in a positive way – look back at your favourite weddings, key moments as a supplier / venue, your favourite parts about working in the world of weddings, offer support to fellow suppliers and shout about all the creativity that surrounds the industry – the list really is endless. Fill Instagram feeds with *all* the good vibes!
Use your platform to tell your story – not sell it.
Storytelling shows the human behind the brand – it creates an experience for your followers and effectively communicates who you are, what you do and why you do it. Couples will instantly connect on a deeper level in comparison to salesy, pushy posts and your Instagram / business is more likely to stand out amongst the noise. Explain to your followers why you started your wedding business, what influences your work and what inspires you on a daily basis. Take your potential couples on a journey with you!
Since the initial lockdown in March 2020, we’ve all greatly missed our loved ones and I think we can all agree we’ve missed the simplicity of being able to spend time with people who mean the most to us – rather than ‘things’. This has hugely influenced how couples plan their wedding days and for those who have had to postpone (many multiple times), it gets to a point where people just want to spend the day with their favourite people. Channel this through your Instagram; talk about how your venue is the perfect setting to celebrate one of the most special days in someone’s life, explain how your service will ensure a seamless, stress-free experience, showcase how much it means to you and your business to be hosting love stories! E.g. – it’s more than a garden wedding venue; it’s savouring those moments with the most important people in your life in the dreamiest of settings.
Whether you’re a venue or a florist, your content on Instagram should be relatable for it to connect with your couples on a different level. Create captions that allow your couples to picture themselves walking through the entrance of your venue or posing for photographs, post imagery that helps them to imagine chatting to you about choosing their flowers or their delicious food. Show how much you want to help them have the most unforgettable day – it’s what you live and breathe, after all.
The copy / your captions should speak directly to your ideal client. I’ve said it before and I’ll say it again, if you’re talking to ‘everyone’ you’re actually talking to ‘no-one’. While you’re writing your captions, imagine your dream couple sat in front of you. Be friendly, professional and most importantly, be you.
Always reply to comments on your images and if you can, do so quickly to increase chances of building a rapport and holding a conversation. This will also do wonders for your engagement rates!
Utilise your Instagram bio – it’s a chance to tell the world what you do and will encourage followers to get in touch. Include a sentence detailing your venue / services, add a link to your website, choose the correct category and pop in your location. If you have space, also add in your email address and telephone number. There is a word limit so you may have to have a play-around to fit it all in.
When it comes to social media, consistency is key. You’re unlikely to reach clients if you post three times a day and then nothing for a few weeks. Post once a day (if possible) at the same time – your insights page will be able to tell you the best time of day to post.
Pay attention to your analytics! During 2020, people’s daily routines will have dramatically changed from previous years and you may need to update your schedule to accommodate this.
Get scheduling – this will help to ensure consistency. Apps I’d recommend include Planoly, Mosaico, Later and Unfold.
Use stories! Get behind the camera and post videos to your stories for your couples to see. People love putting a face to a name / brand and ‘behind-the-scenes’ snippets really do help to reach clients on a personal level. This is also beneficial if you have found that you’re lacking marketing collateral and you’ve exhausted previous wedding imagery due to COVID-19 disrupting weddings.
Save your stories to your highlights – remember they only last 24 hours and couples will love clicking through your previous stories. You may even want to create some cute highlight covers – head over to Canva for some rather lovely design ideas.
Share the love! Use your Instagram platform to shout about fellow wedding friends and suppliers. It will also build trust and credibility for your brand, which is essential for them to take the next step and contact you.
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