Before Covid-19 hit, the wedding industry had been becoming more reliant on the digital world. However, traditionally planning a wedding has always been more of an in person process, with brides needing to try on their dresses and the groomsmen needing to be fitted for suits. And who would pass up the chance to go wedding cake tasting? But with the world of social media and the pandemic impacting all aspects of society, is it time the wedding industry took the jump fully into the digital world?
A 2020 WeddingWire report showed that 88 per cent of couples plan their wedding online. This makes sense because they also found that one in four couples met online, showing that all stages of love, from meeting to marriage, are not becoming more digitised. Technology has also been shown to be helpful as roughly 25 per cent of couples aren’t having their wedding in their hometown it’s a great way to keep in contact with suppliers. But the question of what will happen to wedding suppliers remains. Here, we teamed up with retailer of solitaire engagement rings and bespoke wedding rings, Angelic Diamonds, to discuss whether the plunge into the digital world should be took.
The Digital Future
With many more companies going digital, especially after the impact of the virus, does the wedding industry have to also do this to stay modern and relevant?
Digital already plays a big part in the industry with more couples using social media to plan out their big day. Apps such as Pinterest, Instagram and Facebook, give couples so much inspiration for their big day with just a few clicks. Modern brides and grooms are now using new technology when wedding planning. According to lifestyle blog My Dream Reality 42% of people use social media to plan their weddings with 41% of brides following photographers and 37% of brides following venues.
Couples will use social media to look for wedding inspiration. Therefore, social media has become a place for venues and suppliers to showcase what they have got to offer. Instagram and Pinterest have now become a couple’s go to platform for all their inspiration, a digital alternative to a wedding fair. Suppliers who have not yet invested time into creating a social media profile for their business could be missing out on free exposure!
The importance of social media does not just stop at the end of planning. 53% of brides asked by WeddingWire will create a hashtag to be used when photos are posted on social media on the wedding day.
The World Offline
There are still parts of the industry that are going to be able to survive not being online. While it is likely that companies will need to go digital at some stage to stay up to date with the latest technologies and keep their head in the game, there might always be a place for them offline.
When weddings are being planned there are many areas of it that need to be done in person from viewing the venue to sampling the menu, dress, and suit fittings, the full industry cannot go online. Wedding fairs have been around for centuries, and there is a reason for that; while modern couples use social media for visual inspiration, wedding fairs are a great way for suppliers to engage face-to-face with potential customers. For most people, their wedding day is the biggest day of their lives so it’s important that they can speak directly with suppliers, and physically see what they have to offer.
Wedding fairs are another important part of wedding planning that happens in person, these fairs are traditionally where couples will find ideas for their wedding. Nowadays, and in the future, there is no escaping the fact that the industry will embrace digital platforms—and couples will use these platforms as a source of inspiration and to ease the planning process. However, the industry is not yet ready to wipe out all traditional methods of wedding planning. There’s no question that there is still a demand for the physical processes. Maybe, it’s just time for suppliers and other industry professionals to use digital as a means to extend their business and gain more exposure.