B is for Business, Blogs and Brides

Following the bird watching industry social media analysis, here’s another one relevant to the wedding industry.

Business: Every year in the United States, there are approximately 2.5 million weddings. Weddings have grown to become a $40 billion per year industry.

Brides: They’ll spend more money on that one day than they will on any other day of their lives (with the exceptions of buying houses and paying for their kids’ weddings).

Blogs: In social media words, such a large business segment translates in a broad community of wedding bloggers/twitterers aggregating an audience of millions who are going through their wedding process. That is, approximately: 2.5 million weddings * 2 brides/grooms * 2 helping mothers * 40% who read blogs.

For brands playing into the wedding industry, understanding the key voices and the nature of the conversations taking place in social media represents a critical knowledge in support of any marketing activities.

Let’s have a look at the blogging piece of the SM wedding puzzle. For that purpose, we’ll analyze our tribe of 699 wedding bloggers, 80% of whom are located in the US and 20% elsewhere.

Who’s Who? The Top 20 Wedding Blogs:

Rank Title URL Twitter Tweet..
1 Style Me Pretty http://www.stylemepretty.com
2 Once Wed http://www.oncewed.com
3 100 Layer Cake http://www.100layercake.com/blog
4 Wedding Chicks http://www.weddingchicks.com
5 Ruffled ® http://www.ruffledblog.com
6 Green Wedding Shoes Wedding http://www.greenweddingshoes.com
7 Weddingbee http://www.weddingbee.com
8 Elizabeth Anne Designs http://www.elizabethannedesigns.com/blog
9 Snippet & Ink http://www.snippetandink.com
10 Brooklyn Bride http://www.bklynbrideonline.com
11 Weddings http://www.elizabethannedesigns.com
12 Southern Weddings http://www.swsmag.net
13 The Bride’s Cafe http://www.thebridescafe.com
14 Ritzy Bee Blog http://ritzybee.typepad.com
15 kiss the groom http://www.kissthegroom.com
16 classic bride http://classicbride.blogspot.com
17 Hostess with the Mostess® http://www.hostessblog.com
18 The Broke-Ass Bride http://www.thebrokeassbride.com
19 Project Wedding Blog http://www.projectwedding.com/blog
20 Utterly Engaged http://www.utterlyengaged.com

In term of audience, the top 3 have a cumulated audience of more than 200k unique visitors per month as indicated below; alltogether, this community is well above the millions unique visitors per month:

How are they connected? A look at the network formed by this tribe shows several clusters (clockwise: green/yellow, red, light blue, salmon, magenta, green, orange/yellow) corresponding to smaller networks within the community:

What’s the conversation about?

The cloud above shows 3 main topical categories:

  • Wedding Planning
  • Critical components of a successful wedding: Cake, dress, invitations, photography
  • People: Bride, Groom, Friends and Family

If we drill down in the planning category, we find that it’s all about:

  1. making that day special (see keywords like fun/beautiful/party),
  2. understanding it’s a complex process (details, help, planner)
  3. being inspired (inspiration, idea)
  4. friends and family (guest, friends and family)

Brands in the wedding industry should pay close attention to the new breed of movers and shakers:

  1. Know who they are and what makes them unique
  2. Understand what is hot and important
  3. Engage and help them in their activity by doing something buzz worthy
  4. Build long term relationship with them. It’s a network economy

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