Intriguing Findings: Journey of ‘Social Media to Soul Mates’
By Aditi Bhat
When a quick trip to Starbucks gets a special mention on social media, how can weddings not steal the limelight? From popping the question to saying the vows, everything has a special place on social media. Facebook recently delved deep into this love-filled journey of couples set to spend their lives together. Here is what it found out.
As a part of its Moments that Matter campaign, Facebook IQ studied the social media behaviour of couples from countries like the UK, France, UAE, Poland and the Netherlands. The site observed how soon-to-wed couples used Facebook and Instagram to give a digital spin to one of their biggest life events.
Statistics on “spreading the love”
Most couples, on an average, take a gap of about a year after the engagement before tying the knot. It also appears from Facebook’s data study that couples are not the only ones excited during this period; marketers also try to bank on it by creating a bond with these lovebirds. After all, it’s the perfect opportunity for marketers to gain the confidence of couples and win their loyalty.
- Over 1.45 million Facebook users (from the above-mentioned 5 countries) took to the platform to announce their love with a ‘Got Married’ or ‘Got Engaged’ life event, as per Facebook IQ’s data analysis.
- 50% couples made it official on Facebook within 48 hours of exchanging rings, with hashtags like #engaged, #ring, #isaidyes and #proposal.
- Facebook alone witnesses an increase of about 70% in the retail purchases made by couples, three months before the wedding.
The courtship period is also the right time for marketers to showcase their products/services to couples busy planning their big day. Right from sending out invites to booking their honeymoon, couples have a lot on their mind and that’s when marketers usually pitch in.
Culture and tradition heavily impact the idea and theme of every wedding. However, one thing that remains consistent across frontiers is the inclination of the couples towards having a wedding that truly reflects their personalities. For most of them, the idea of a perfect wedding is the culmination of technology and tradition, which creates a unique experience.
Wedding favourites in numbers
They say pictures speak a thousand words, and couples in love could not agree more!
- About 75% newly-weds resorted to posting pictures of their big day on Facebook to break the news to the world.
- 25% Instagrammers gave a special touch to their wedding with a personalised hashtag.
- 15% went a little further and relied on an action camera or drone to capture every detail of their wedding. Now that’s what we call ‘love is in the air’!
The warm, sunny summer days are a preferred option among couples to say the vows, with Saturdays being a favourite. August witnesses the most number of ‘I Dos’ while February despite being the month of love, is the least favourite.
Let’s accept it, love can quickly take a backseat with a hectic work schedule. However, newly-weds have found a way to escape it – with mini-moons, which are becoming a popular trend. These are shorter, but more intimate and luxurious versions of a honeymoon and the social media seems to be in love with the idea!
Most brides-to-be have the final word in wedding planning. However, grooms take charge when it comes to planning an exotic honeymoon. Does that mean men are finally getting romantic? We hope so!
- Grooms are 1.72 times more likely to pick out the honeymoon destination, and
- 65% of couples prefer planning their trip with an online partner as opposed to 35% who opt for in-store choices.
Weddings are turning cosier in the era of social media. Sharing special moments from the big day is a convenient way for couples to break the news to their extended social circle. Social media has become an important component of the wedding checklist. From sending out invites to live streaming the ceremony, it helps with everything. And for marketers, it’s a match made in heaven – people eager and willing to try new products/services, what more could they ask for?