Dhivya Srinivasan of Greenroom Buzz shares how social media has changed the way millennial prepares for weddings.
With the wedding season approaching, another little girl’s dream of becoming a bride would be fulfilled. Planning weddings have taken a drastic turn towards the better side, thanks to the dot com boom and the rise of social media. Now maintaining a scrapbook with all your favorite destinations, venues, clothing brands, decorators, caterers and more is yesteryear’s practice. Say hello to the millenial’s way.
The Millenial way of weddings:
On her commute to work every day, Sonia gathers a list of photos from Instagram and Pinterest for her wedding board. “I am getting married next year, but I already have a great deal of information about different venues, the decor, clothing, and jewelry etc.” she says. “Pinterest is a treasure trove for wedding inspirations. I just have to figure out what I really love. I just found a beautiful kite themed wedding online, but I wonder if it goes with my dream wedding idea.”
Over the past few years, the online presence has become almost indispensable in terms of wedding planning. It is full of endless inspiration that it almost makes the pre-influencer generation be envious of the current options. and sometimes it can get overwhelming. Another platform, Instagram is currently estimated to have nearly a billion active users. According to Mintel, a whopping 29 percent of the women users recognize Instagram as their significant source of inspiration for their weddings.
The big reach for businesses
Retailers and marketers have unquestionably caught on to the online wedding inspirations as well. A lot of the photos or content are created by them to inspire prospective brides and grooms. Savvy businesses are tapping into the wedding market by making the search easier by creating social accounts themselves for the public to access.
A lot of local decor business owners have tapped into this in their own unique way. “We don’t need any online presence or even create our own marketing ideas. The current generation is very clear about what they want. It is a practice currently to ask the brides and grooms what the requirements and they whip out their phones and show us a bunch of photos from their favorite Instagrammer or Pinterest account.”
Since weddings have always been a huge income generator for hotels, Four Seasons, collaborated with brands to do a Pinterest-themed wedding campaign.
In a remarkably short span of time, Instagram has enabled us to document our everyday life ranging from our earthly thoughts to the bigger milestones. So, inevitably, weddings and Instagram have been having a huge influence on each other. The #wedding on Instagram has 125 million posts currently. The pressure to create an Insta-worthy wedding is on the rise. The platform has not only paved way for the brides and grooms to choose photographers, venues, decor, and clothing, but also has created an incessant desire to share the moments online. Still hanging to the tradition of “Photos or it didn’t happen”.
Planning a wedding can be arduous, even without the burden of it looking Insta-worthy. The planners who seem to be ahead of this trend say that they ensure that the friends and family have fun at the wedding and that is their key success metric.
Websites like wedmegood, weddingsutra have caught on early to the online wedding mania and have started teaming up with influencers and other wedding-related social accounts to reach out to a wider audience. All thanks to the listicles and photos, our options have become endless!
The article has been authored by Dhivya Srinivasan of Greenroom Buzz.