Here comes the bride, here comes the opportunity, and let’s not forget the groom either.
With a user base of over 1.5 billion, we now live in a world where instead of living in the moment, we live on Facebook.
According to Facebook IQ Moments that Matter, last year, 1.9 million people changed their Facebook status to married with the median age for engagement 26 for women and 28 for men. This is a once-in-a-lifetime moment (we hope!) that marks an entry point into a different life stage and persistent behavioral changes. The average engagement lasts about 15 months and is filled with big life moments along the way.
From the proposal to the wedding planning, to shopping for a dress, and of course the bachelor and bachelorette parties, people are locked in during their engagement and sharing these moments with their friends on Facebook. This is a time of transition and change that will affect a multitude of purchasing decisions from finance, to travel planning to entertainment.
As marketers, we can leverage the “I got engaged” moment on Facebook to join the conversation and get results for our business.
Align Your Marketing With Dates That Matter
It’s no surprise that the most popular days to get engaged are Christmas Eve, Christmas Day, New Year’s Day & Valentine’s Day. The first official month of Summer, June, is the most popular month to get married.
What this means to you is that you need to be top-of-mind before these dates to have any impact.
If you’re a jewelry brand, you can advertise to men who are in a relationship around this time.
Utilize Facebook Ad Targeting and Custom Audiences
Facebook Ads Manager has targeting that aligns with both the life event of “engagement” and the timing of that engagement.
- People who have been engaged for less than 1 year
- People who have been engaged for less than 6 months
- People who have been engaged for less than 3 months
Use this targeting criteria and layer it with the geography, demographics and aligning interests of your buyer persona.
The average engagement length of 15 months means that there is a significant period of time for this opportunity window. Use custom audiences to segment Facebook users who have already connected with you to continue with sequenced messaging.
Help, Don’t Sell
This is a big one and will set you apart from the crowd. Newly engaged couples will be targeted with a sometimes overwhelming array of “buy me” messages.
There is tremendous opportunity for businesses within the engagement moment. The average cost of a wedding is now more than $30,000 so finances will definitely be top-of-mind. As couples are focused on the cost of the wedding, cost of the honeymoon or planning their financial futures together, decisions must be made. You can leverage this moment to build a long-term relationship with this couple as they transition to making major life-cycle purchases such as buying a car, purchasing a home, appliances or even internet and cable.
Instead of selling, help your potential customer make the best decision for them and their budget. This means moving back from your heavy direct, branded message and moving towards one that your customer can trust.
Don’t Forget the Parents
The average engaged couple is in their twenties with limited financial means and a high probability of student loan debt. Parents often step in and help with expenses during this period. This creates an opportunity for your business to connect with parents of the bride and groom with specific messaging sequenced over the 15 month engagement period.