NEW YORK, Sept. 23, 2016 /PRNewswire/ -- The
Knot, the #1 wedding brand and marketplace, today released
the results of The Knot Social Media Survey 2016. Not only
are brides using their mobile devices more often once they get
engaged*, they're also increasing their use of social media. The
Knot Social Media Survey 2016 reveals that brides are using social
media more than ever to announce their engagement, share moments
throughout their wedding planning journey, discover new ideas,
connect with vendors, and post their honeymoon experiences after
their nuptials.
"Our study confirms that social media isn't just a distraction
from wedding planning—it's actually influencing wedding decisions
in new and different ways," said Kellie
Gould, editor in chief of The Knot. "It's fascinating to
learn that nearly 8 out of 10 couples report implementing an idea
they found on social media that they had not previously considered
on their own."
Top Findings from The Knot Social Media Survey 2016
First Comes the Ring…Then Comes the Social Post
Three
out of five (60%) brides surveyed reported announcing their
engagement on social media within the first 24 hours of saying
"yes," and a total of 86% shared their news within the first week.
Once they've said "yes," 62% report increasing their social media
usage, with 7 out of 10 admitting to using social media for wedding
planning more than anything else. The top three social media
channels used during wedding planning are: Pinterest (89%),
Instagram (38%) and Facebook (38%).
Wedding Hashtags Are the Ultimate Stamp of
Personalization. Once the word is out, couples focus on
creating a personalized wedding hashtag to share photos leading up
to and throughout the wedding day. Sixty six percent of couples, up
11% from 2014, plan on using or have used a personalized hashtag in
conjunction with their wedding. Four out of five couples prefer to
create a hashtag by either thinking of it themselves or having a
close friend or family member suggest one to them (80%), rather
than using an automated hashtag generator (10%).
Couples are excited to use their personal wedding hashtags
throughout the entire wedding planning journey, with 82% creating
their unique hashtag within the first six months of their
engagement; 5% admit to creating their wedding hashtag before
getting engaged. Hashtags are such an important mark of
personalization that 64% of couples search social media to make
sure their hashtag is uniquely theirs, and if not, 74% create a
second, alternate one.
Couples spread the word about their wedding hashtag by including
it on their personal wedding website (46%), and printing it on
reception tent cards (25%), wedding programs (22%), save-the-date
cards (18%) and formal invitations (10%). In addition to
encouraging friends and family to use their wedding hashtag, 26% of
brides report asking vendors to also use their hashtag when posting
photos related to their wedding.
Custom Geofilters on Snapchat are the Best Kept Secret…for
Now. Only 30% of brides report being aware they could create
and purchase a custom Snapchat geofilter for their wedding day and
wedding-related events, but of those, 44% actually created one and
used it. An additional 30% are considering it for their upcoming
nuptials.
Couples Are Finding and Hiring Wedding Professionals on
Social Media. A picture is worth a thousand words, and possibly
thousands of dollars, as couples discover wedding professionals on
social media. Of those who used Instagram for both wedding planning
as well as inspiration (46%), one in four (26%) report hiring
wedding vendor they discovered on Instagram. Nearly 8 out of 10
brides (78%) reported implementing an idea at their wedding that
they found on social media but hadn't seen anywhere else.
Couples Take a Break on the Wedding Day and Leave the Photo
Sharing to Guests. Couples are leaving the posting to guests on
the wedding day, with three out of four couples (74%) saying they
want to be disconnected from social media on their wedding day.
Nine out of 10 (90%) wedding guests ages 18-24 and 61% of guests
ages 35-50 posted about their friend or family member's wedding on
social media.
Although most couples aren't using social on their wedding day,
27% admit to posting at some point during the day, and 30% request
a few professional photos from their photographer to share the day
of. Brides are also asking for photo approvals—before giving
photographers the green light to share engagement and wedding
photos on their own social media pages, 30% of brides asked to
approve the images prior to them going public.
The Honeymoon Is Filled With Social Media Love. Within
the first 24 hours of getting hitched, 70% of brides admit to
sharing about their nuptials on social media, and once they're on
their honeymoon, 70% post throughout their getaway.
*The Knot Real Weddings Study 2015
About The Knot
The Knot is the nation's leading wedding resource and
marketplace that seamlessly engages, matches and connects
couples with the right products, services and local wedding
professionals they need to plan and pull off their wedding. The
trusted brand reaches a majority of engaged couples in the US
through the #1 wedding website TheKnot.com, its mobile apps, The
Knot national and local wedding magazines, and The Knot book
series. The Knot has inspired approximately 25 million couples to
plan a wedding that's uniquely them. The Knot is the flagship brand
of XO Group Inc. (NYSE: XOXO), which helps
people navigate and enjoy life's biggest moments—from getting
married to moving in together and having a baby. Please visit The
Knot online at TheKnot.com and follow on social media:
Facebook.com/TheKnot and @TheKnot on Twitter, Pinterest and
Instagram.
Forward-Looking Statements
This release may contain projections or other forward-looking
statements regarding future events or our future financial
performance. These statements are only predictions and reflect our
current beliefs and expectations. Actual events or results may
differ materially from those contained in the projections or
forward-looking statements. It is routine for internal projections
and expectations to change, and therefore it should be clearly
understood that the internal projections and beliefs upon which we
base our expectations may change. Although these expectations may
change, we will not necessarily inform you if they do or update
this release. Please refer to documents we file from time to time
with the Securities and Exchange Commission for a discussion of the
risks and other factors that could cause actual results to differ
materially from the forward-looking statements contained herein.
Forward-looking statements in this release are made pursuant to the
safe harbor provisions contained in the Private Securities
Litigation Reform Act of 1995.
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SOURCE The Knot