State of the Wedding Industry: Wedding Industry Marketing & How It’s Changing

It’s been a long time coming, but it’s finally here. There is a change in the tides when it comes to marketing—the largest I’ve seen since working in the field for a decade. And you can feel one of two ways about it.

The first is pessimistic because what worked last year doesn’t have the same effect as it did 12 months ago. Remember when you could make a reel dancing and poorly lip-syncing, which would rack up thousands of views? That is not so much the case anymore.

The second is optimistic because what worked 12 months ago for everyone isn’t working now & everyone is trying to “crack the code.” It’s a time of creative pioneering to find out what is going to be the hook now that helps you see mega-growth as a wedding planner. You get the opportunity to be creative when it comes to marketing. I hereby give you permission to throw spaghetti at the wall and see what sticks in your wedding business. If you are offering wedding services or involved in the wedding event industry, this article is going to help you.

State of the Wedding Industry: How it’s Changing

It’s been a long time coming, but it’s finally here…there is a change in the tides regarding marketing-the largest I’ve seen since working in the field for over a decade. Tune in to this episode as I clearly explain how the wedding industry is rapidly changing and how you can pivot.

But before you do that, I want to clue you in on what’s causing the change so you can make better decisions. After reading this post, it’s up to you to decide what to take and what to leave.

The Shift to Gen Z Couples

The oldest Gen Z is turning 25 years old (2023), putting them at marrying age, especially if you’re in the southern states. And according to financial experts, We are entering an era that sees a considerable shift of purchasing power from millennials to Gen Z.

Although we could go down a rabbit hole of differences between millennials and Gen Z. I will point out three aspects to help inform your marketing message. That would be highly relevant for wedding pros to attract your potential clients.

Focus on experiences over material possessions

72% of Gen Z prioritize experiences over material possessions. (Source: Eventbrite) Gen Z couples are putting a lot of effort into engaging their guests and creating interactive experiences. They incorporate elements like photo booths, interactive food stations, live entertainment, and unique activities to ensure their guests have a memorable and personalized experience.

Emphasis on personalization and uniqueness

Gen Z couples are moving away from traditional, cookie-cutter weddings and opting for personalized experiences. They seek to incorporate their unique love story, interests, and hobbies into every aspect of their wedding, from the ceremony to the reception to attract Gen Z as potential customers.

Desire for sustainable and eco-friendly options

By incorporating these sustainable practices into their wedding planning, Gen Z couples positively impact the environment and showcase their commitment to a more eco-conscious lifestyle.

Gen Z is the first generation that won’t be able to remember a time before the Internet and pocket screens. This has affected how they embrace technology for every part of their life, including wedding planning and decision-making.

Social media content has become a non-negotiable, with TikTok and Instagram leading the way. 45% of couples surveyed watched video content for inspiration and guidance on topics ranging from planning within budget to ideas on how to make the guest experience special, like unexpected seating charts or unique signage.

Social media is a great way to introduce your brand to a new audience in the form of education. 

I could do an entire blog post on virtual wedding planning trends and experiences. Still, I’ll highlight the one changing the industry most right now:

Social Content Creator

Couples want instant gratification. The social content creator—is emerging to fill the void, and they’ll produce and post content from your wedding in real-time and after the celebration.

Social media platforms are important to Gen Z. That means for wedding pros, your digital marketing and social media marketing efforts will need to amplify your reach; consider facebook ads to reach your target audience.

Search Engine Optimization

An important part of your marketing plan is getting your business found on search engines. This means having a strong online presence when newly engaged couples search for wedding services.

A great way to start this is to set up a Google Business Profile so you can collect positive reviews on your Google business profile rather than collecting them on third-party wedding platforms you will eventually outgrow.

Wedding season has more newly engaged couples planning their wedding, and you want to be showing up high on the search results so a colder audience can find you.

AI-Generated Content and Marketing

Another emergence causing a rapid shift in the market is AI.

I’ve been saying for probably a year now that the AI revolution we are seeing is similar to when the internet was introduced to the general public in the early 90s. In one of my weekly emails, I included a Today Show clip where the hosts asked each other, “What is the internet?” and didn’t know how to say an email address aloud. It’s a funny clip, but that’s where we are at with ChatGPT & AI technologies.

You’ll either have to embrace it or fall behind. Now here’s the caveat: if you think a lot of content was being created before AI, it just got a lot noisier. But with the use of AI to create 10x better content, AI will pump out the same amount of terribly boring, robot-sounding content. Don’t let this be you.

There is a big difference between using AI as an aid versus solely relying on AI to do everything. And everyone can tell the difference.

Here’s what I mean, I use ChatGPT to help create an outline for my podcast episodes. I don’t use ChatGPT to write my episode scripts.

Ashlyn Carter has talked about how to use AI for copywriting for wedding vendors and creatives. She always points to using your brand voice guide and how to apply your personality to AI-generated copy. If you don’t have a grasp on your brand message and personality, then that’s nearly impossible to do on the fly. And you will end up sounding like a robot.

The main point I want to drive home is that AI is changing the marketing landscape. Even if you hate the thought, you cannot stop it. So you need to embrace it and learn how to use it well.

Personality-packed Weddings

For the longest time, weddings were in a vacuum. Every bride wanted the same thing, and standing out was not popular. Thank goodness for this change in trend in recent years.

Now everyone wants to do something new and exciting for their big day. No holds bar.

With this change in tide, there is an emphasis on diversity and standing out. Wedding Pros, You can no longer get away with hiding behind your business. You must showcase your personality, which should be exciting. This New Era is embracing inclusivity and wants to embrace your quirks. You’re special. Showcase that.

Along that diversity comes different ways to wed – micro weddings, elopements, destination weddings – are all increasing in popularity, along with non-traditional wedding venues and themes. This should excite you because the possibilities are endless. Most of us got into the field because we’re creatives who wanted to create. This is your opportunity to collaborate with couples and come up with unique ideas that showcase their distinct personalities and your creative skills.

The landscape of weddings and marketing is changing as business owners. From millennials to Gen Z, growing new technology, and overall trends, I cannot overstate the importance of adapting your marketing efforts to the changing landscape to have a competitive edge. I encourage you to stay informed, embrace innovation, and seize opportunities in the evolving wedding industry to get in front of a new audience.