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We are hoping the predictions are true and 2025 (yes, next year) will be another big year for weddings! This aligns with the bubble of COVID relationships and the trend of longer engagements. In the context of relationship cycles, Signet Jewelers, a leading authority in the jewelry industry offered insight on relationship cycles and is predicting a significant increase in customers seeking engagement jewelry in 2024. With indicators like couples moving in together, increased Google searches for engagement rings, and positive shifts in attitudes among Millennials and Gen Z the stage is set for an engagement boom this year, and thus a big wedding year in 2025!


What does that tell us? 2024 is the year to really focus on your marketing - and brand awareness!


In the influencer space, we are seeing traditional brands investing in micro & niche creators (bridal & wedding) as they have more trust with their followers and a relatability factor compared to larger mainstream influencers. This year we are encouraging our creators not to focus on follower count - but rather on authenticity and engagement. Engagement analytics is what you should be assessing when working with influencers!


The creator economy, currently valued at $250 billion is predicted to reach $480 billion by 2028! The significant growth is fueled by increased brand investments and rising content demand. Don’t be left behind. 


Key predictions for 2024 also include the growth of YouTube Shorts & long form content, enhanced collaboration between B2B brands and creators, and a surge in demand for micro-creators due to their higher engagement rates with niche creators having a strong hold on the influencer market and creator economy.


Did you know that YouTube is the most trusted platform amongst Gen Z? Is your future bride Gen Z? You do the math. Don’t neglect YouTube. In fact, don’t neglect long form content in general. Period. The landscape is also witnessing the rise of creator-led media companies, brands and retailers hiring in-house content creators, and a trend where popular creators transition into successful brand founders


Wedding Day Content Creators continue to grow in popularity in the wedding vendor sector as brides enjoy having this shareable content. It is often available more quickly than standard wedding photos and videos, allowing brides to share their wedding more broadly either in real time or soon after the wedding. Our influencer, Plan with Laur has become the top wedding vendor in this new category. She has been featured in NYTimes and Elle Magazine, amongst others and continues to make moves. This is a sign. This particular wedding vendor category is here to stay.


With that in mind, we predict that mainstream influencers will utilize their wedding as a profile and brand building opportunity to achieve viral moments and to put themselves on the map in the overall creator economy. It’s a moment to create interest, momentum and awareness around their personal brand. A PR move - most definitely, IF leveraged appropriately and IF the influencer is ready for the increasing demand for transparency in their real life!


Do you want to learn more about the creator economy, need help scouting ‘real’ brides on social media, navigating in-house content creators, executing influencer campaigns or want to discuss strategies for integrating your influencer marketing strategies into your 360 marketing strategy? Email: hello@frostandsea.com

In the world of social media, influencers have become pivotal figures shaping consumer trends and preferences. While fashion influencers have been a prominent force for quite some time, the emergence of bridal influencers has been a more recent phenomenon. This delay in their appearance can be attributed to several factors, and the rise of these influencers highlights the effectiveness of niche marketing tactics.


Fashion  Influencers vs Bridal Influencers


Fashion influencers have been a dominant force in the social media landscape for many years. Some have created successful careers for themselves by showcasing the latest clothing trends, styling tips, and fashion-forward content. The delayed entrance of bridal influencers, however, can be attributed to the unique nature of the bridal industry.

Bridal fashion is inherently different from everyday fashion. While fashion influencers can seamlessly integrate daily wear into their content, bridal influencers focus on a specific and infrequent life event – weddings. The intricate details, emotional significance, and cultural nuances associated with weddings make bridal content distinctive, requiring a more thoughtful and targeted approach.


The Late Entrance


The wedding industry, traditionally reliant on offline methods like bridal magazines and word of mouth, was slower to adapt to the digital age. Couples planning their weddings often relied on conventional sources of inspiration, such as bridal shops and wedding planners. As social media platforms gained popularity, the bridal industry began to recognize the potential for online influence.

Bridal influencers, unlike their fashion counterparts, had to navigate a market that was slower to embrace digital trends. The highly personal and culturally diverse nature of weddings made it challenging to create content that resonated with a broad audience. Additionally, weddings being less frequent events than daily fashion choices, the demand for bridal influencers was not immediately evident.


Niche Marketing Tactics


The strength of bridal influencers lies in their ability to leverage niche marketing tactics effectively. Unlike fashion influencers who cater to a broad audience, bridal influencers tap into a specific demographic – couples planning their weddings. This targeted approach allows them to create content that directly addresses the unique needs and desires of their audience.

Bridal influencers often collaborate with wedding-related businesses, such as bridal gown designers, florists, and photographers, creating a symbiotic relationship. By specializing in wedding content, these influencers become trusted sources of inspiration and advice for couples embarking on their journey to the altar. Their recommendations hold significant weight, as they are seen as experts in the field of bridal aesthetics and trends.

Furthermore, the emotional and personal nature of weddings fosters a sense of connection between bridal influencers and their followers. Couples appreciate the authenticity and relatability of influencers who share their own wedding planning experiences, offering a genuine perspective that resonates with engaged audiences.



While bridal influencers may have entered the chat later than their fashion counterparts, their rise signifies a transformative shift in the wedding industry's approach to digital marketing. The success of bridal influencers underscores the effectiveness of niche marketing tactics, proving that a targeted and personalized approach can be more impactful in certain industries. As the influence of bridal influencers continues to grow, their ability to shape trends and guide couples through the intricate world of wedding planning is poised to become an integral aspect of the modern bridal experience.


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