The Wedding Planner - Facebook IQ

Make a love connection. With the median length of engagement more than a year, the window of opportunity for brands to connect with newly engaged couples ...
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The Wedding Planner These days, technology and tradition walk hand-in-hand, as couples put a digital spin on everything from sharing their engagement to planning their honeymoon. In 2015 alone, more than 1.45 million people across France, the Netherlands, Poland, the United Arab Emirates and the United Kingdom declared their love for each other on Facebook through a “Got Married” or “Got Engaged” Life Event.1 Unless otherwise noted, data is an aggregate of stats across the 5 markets.

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Starting with a “Yes” Newly engaged people share their news straightaway

Top Instagram hashtags on day of engagement2 #engaged

#ring

#isaidyes

#proposal

And make it “Facebook official”1 of people update their Facebook status within 48 hours of becoming engaged

50%

Median length of engagement for people on Facebook:

17 months Make a love connection With the median length of engagement more than a year, the window of opportunity for brands to connect with newly engaged couples before the big day is considerable. As couples rush to announce their change of status, become a trusted partner on their wedding journey right from the get-go.

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From this day forward Facebook sees retail purchases increase by 69% in the 3 months leading up to the wedding (compared to the 3–6 months before the wedding)3

Wedding planning timeline Surveyed newlyweds4

1 year before

6 months before

1 month before

Select wedding date

Buy wedding outfit

Select menu

Book venue

Send invitations

Buy wedding jewelry

Buy engagement jewelry

Book honeymoon*

Set up gift list

Who is more likely to do the planning?

Brides-to-be

Grooms-to-be

Couple decides together

Save the date In the run-up to the big day, there are many decisions that couples have to make. At the beginning of this new life-stage, brands have an opportunity to build long-term relationships and loyalty with the newly engaged as they start to consider new brands and big purchases together for the first time.

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Just married Love without frontiers

5

Where do partners come from? FRANCE

NETHERLANDS

POLAND

UAE

UK

1

France

Netherlands

Poland

UAE

UK

2

Tunisia

Poland

Germany

India

US

3

Algeria

Germany

UK

Philippines

India

Wedding traditions Something old ...

Something new ...

For newlyweds on Facebook1

Of surveyed newlyweds4

Most popular season to get married:

Summer**

75%

agree that posting pictures on Facebook is a great way to celebrate with more people

25

%

on Instagram used a personalized wedding hashtag

15%

used a drone or action camera to capture footage from the ceremony/wedding reception

Most popular month to get married:

August Least popular month to get married:

February** Most popular day to get married:

Saturday

Median age for people on Facebook who announced getting married in 20151

30

28

A perfect match Wedding traditions may differ by country and culture but every couple longs for a wedding that truly reflects who they are. Appeal to the modern-day betrothed by marrying tech and tradition together to create a unique and meaningful once-in-a-lifetime experience.

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Happily ever after Top Instagram hashtags about honeymoons6 #honeymoon

#minimoon

Compared to surveyed Brides-to-be, Grooms-to-be are

1.72x

more likely to decide the honeymoon destination* 4

Where surveyed newlyweds bought their honeymoon package* 4 ONLINE

65%

IN-STORE

35%

The beginning of forever With increasingly busy lives, many newlyweds are choosing to extend the honeymoon period, as mini-moons become a precursor to a longer, more luxurious honeymoon. Reach out to couples with inspiring rich content and tailored options in the lead-up to the ultimate romantic getaway.

Sources and methodology Unless otherwise noted, data is an aggregate of stats across the 5 markets. * Of survey respondents who said they booked a honeymoon ** Seasonal distinctions for weddings aren’t as strong in UAE as in FR, NL, PL and UK 1. Facebook data, FR, NL, PL, UK, UAE, people ages 18+ on Facebook who had indicated via a Life Event that they got married in 2015, Jan–Dec 2015 (accessed May 2016). 2. Instagram data from audiences ages 18+ eligible to see ads on Instagram based on a variety of factors in FR, NL, PL, UK, UAE, Jan–Dec 2015 (accessed May 2016). Top posted hashtags from people on Facebook who indicated via a Life Event that they got engaged in 2015. 3. Facebook data, FR, NL, PL, UK, UAE, Apr 2015–Apr 2016 (accessed May 2016). Analysis of conversion pixel data for ads that were shown to people ages 18+ on Facebook who had indicated via a Life Event that they got married between Sep and Dec 2015. The gaming vertical is excluded from this analysis. 4. “Facebook Newlyweds” by Facebook IQ (Qualtrics-fielded survey of 2,206 people ages 18+: 360 in FR, 527 in NL, 394 in PL, 619 in UK and 306 in UAE who indicated via a Facebook Life Event that they got married 6 months before the survey start date), Jul 11–17, 2016. 5. Facebook data based on self-reported data, FR, NL, PL, UK, UAE, people ages 18+, Jan–Dec 2015 (accessed May 2016). 6. Instagram data from audiences ages 18+ eligible to see ads on Instagram based on a variety of factors in FR, NL, PL, UK, UAE, Jan–Dec 2015 (accessed May 2016). Top posted hashtags from people on Facebook who indicated via a Life Event that they got married in 2015.