Offbeat wedding market lesson #4: Offbeat Brides love Facebook & Pinterest (and barely care about Twitter)

October 25 2012 | offbeatbride

We're four days into my week-long series about the market research released by Liene Stevens of Think Splendid about the nontraditional wedding market. All week, I've been putting on my demographer's hat and highlighting five unique aspects of the nontraditional wedding market. Today I'mma look at the social media platforms that Offbeat Brides are using.

Offbeat wedding market lesson #4: Offbeat Brides love Facebook more than Twitter

The top 3 social media platforms used by Offbeat Brides are:

  1. Facebook
  2. Pinterest
  3. Forums (specifically, the Offbeat Bride Tribe)

This chart shows Offbeat Bride's referral traffic sources, with social media platforms highlighted.
Liene's findings here line up with my referral traffic statistics, although my stats suggest that Pinterest is significantly more important than Facebook, and Twitter plays even less of a role in wedding planning than Liene's research suggests.

I've written before about the insane growth of Pinterest and the impacts its had on my business. From a business perspective, Pinterest is a joy for us to use. I've also written about my frustrations with using Facebook. From a business perspective, Facebook is a pain in the ass for us to use.

And then there's forums. Obviously I have a horse in this race, what with the Offbeat Bride Tribe. At this point, it's not a platform vendors have access to (other than listing text ads), but it's pretty powerful to see the way brides use it to scheme and link and share vendor resources.

My take on this data

Obviously, not every business is well-suited to marketing its products or services on Pinterest, but I think most wedding vendors can use it to work with their clients: it's just a great tool for collaborative brainstorming, inspiration gathering, and inspiration board building. It makes it so easy to say, "Here's a board of what my ideas and past work — now show me a board of YOUR ideas."

I'm also fascinated by how little a role Twitter plays in all this. For Offbeat Bride, people primarily use Twitter as a chat platform and a customer service platform. It's not a place I see a ton of planning conversations happening — it's more readers chatting about content, and using @replies to tell us when they're upset about something.

As a final note: don't stress too much about social media. When asked "When hiring wedding professionals, how important is it that they have an active social media presence?" 44% of Offbeat Brides said "Meh: take it or leave it." When asked the same question about the importance of vendors having an up-to-date website, 48% said it was VERY important. So if you only have a few hours in the day: keep your website updated, and stop worrying about Twitter.

If you're dying to know more about the offbeat wedding market, you can purchase the whole report from SpendidInsights.

  1. Aw, poor Twitter. Though I admit for wedding stuff it serves mostly as a pressure release for stuff I want to say, but don't want to say to Facebook. Not so useful for vendors.

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  2. Read the headline and thought: 1. I am an offbeat bride and 2. Twitter is dumb to get to 3. I am this demographic and no I do not use Twitter so 4. This information is good. 🙂

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    • I very recently got into Twitter because characters from a Youtube series that I ADORE (The Lizzy Bennet Diaries) have accounts and interact with each other and the audience.

      But before that, I just couldn't see the point. Big fat MEH in Twitter's direction!

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      • Yay for another LBD fan! 😀

        I love Twitter and use it a lot, but it hardly factored into my wedding planning. It just doesn't really work for that.

  3. One thing a couple of businesses I've seen on Pinterest need to stop doing is inviting me to contribute to *their* boards. I can see for some businesses it would be a nice way to interact with customers and potential customers, see what they want and like, but really? you're going to invite me to the same board every two days for a month, no matter how many times I click "reject"? Yeah no thanks bro.

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    • Wow, I have never heard of businesses doing this. That's not effective marketing at all.

  4. While I definitely didn't go looking on Twitter for wedding-related stuff, my husband and I actually met our celebrant and our photographer through Twitter.
    I would say that having a personal account, where you can talk about your business but also other stuff and make a personal connection, is more valuable than having a business account for vendors. Both our celebrant and photog became good friends first, and our vendors second. They both did an amazing job and helped make our day fun, relaxing and awesome.
    Oh, we also live-tweeted a lot of our wedding day, so our vendors got mentioned through that. With all the well-wishers from the Twitterverse we actually trended in our city!

  5. Ok, it's official, I'm not going to stress about Facebook or buy anymore Facebook ads. I'm going all in on Pinterest (which I like anyway!) Hallelujah.

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