In today’s digital world, being a talented wedding planner isn’t enough. You can’t book dream clients if they don’t know you exist! So this means you need to dedicate time into showing up online where engaged couples are spending their time
With brides-to-be finding nearly all of their wedding suppliers online, your marketing strategy needs to resonate with them on social media, blogs, TikTok and Pinterest.
The good news is that no one expects you to be posting or active on every social media platform 24/7. You just need a smart, sustainable approach to creating content that lets you show up consistently, share real value, and build trust with your audience that will result in bookings.
As a wedding industry social media manager who specialises in supporting wedding planners, I’ve seen firsthand what works when it comes to promoting your business online without feeling burned out.
Here’s how to craft an effective social media marketing strategy for your wedding business that still lets you have creative freedom while attracting your ideal clients.
Build a multi-touchpoint strategy
Studies show that today’s couples need at least 12+ touch points before they feel confident enough to enquire or book with a wedding planner. That might sound like a lot, but it’s really about making your brand recognisable, trustworthy, and easy to engage with across different platforms.
The best way to do this is to focus on sharing your message in different formats across a few key platforms—without reinventing the wheel every time. Repurpose the content that has already performed well for you in the past and post this across multiple online channels.
How to create your marketing blueprint
1. Start with creating core content
Whether it’s a blog post, a real wedding case study, or behind-the-scenes content from a wedding day, start with one strong piece of content each week or each month.
From there, you can repurpose and adapt that content across platforms to match the types of content that performs well and your audience will expect to see on each channel.
- Turn a blog into at least 3 Instagram captions
- Create a carousel with text on screen using key points
- Create at least 2 reels from the images or videos
- Turn this into a TikTok video series sharing advice or design elements per video
- Add all the images and videos to your Pinterest boards and make sure to link back to the original piece of content
- Share insights and your opinion and perspective in a storytelling email newsletter
You don’t need to be everywhere all at once, you can schedule these pieces of content to be posted over a few months. This is how you can be smart with how you use your content to make it work harder for you.
2. Use social media to connect and build relationships
Couples don’t just want to see pretty tablescapes on social media, they probably already have hundreds of photos saved on their phone—they want to understand the story behind the design, learn about your expertise and opinions. They want to build connections and trust the person that will be planning the biggest gay of their lives. Use social media as a tool for connection, not just promotion.
Yes you can still use professional images but add value or storytelling in the caption to explain the photo or wedding and why it came together so perfectly. Add these social media content ideas into your next month’s strategy:
- Share quick planning tips, FAQ answers, or “what I wish couples knew” videos for Reels or TikTok.
- Show the behind-the-scenes of planning, client meetings, venue visits and how you design weddings.
Use carousel posts to break down timelines, budgeting tips, or questions to ask your venue.
Use both local hashtags (e.g. #LondonWeddingPlanner) and niche specific hashtags (e.g. #MarqueeWeddings).
Always remember to add authentic content, your own opinion or expert advice to ensure your content stands out from the crowd. Sharing authentic stories, video clips of behind-the-scenes moments will help create that personal connection with your audience. Don’t worry about crafting professional polished content all the time, this certainly has its place but mix this with more heartfelt and authentic content.
3. Create blogs that drive traffic to your website
Blogs are one of the most underrated tools in marketing your wedding planning business. A blog not only shows off your expertise, highlights your real wedding stories, at the same time it also boosts your visibility on Google and other search engines.
Use this as an opportunity to share valuable advice engaged couples are searching for, showcasing the types of weddings you specialise in and above all add your advice and opinion that your audience wants to know.
When you optimise each blog with keyword search terms your ideal client might type into Google, they are more likely to read your blog and from there explore the rest of your website. If you add a call to action at the end of your blog telling your reader what to do next, this can be a powerful tool for gaining new qualified leads.
4. Leverage TikTok to book Gen Z clients
TikTok is now being used by all generations, but particularly Gen Z brides-to-be are using this social media platform to search for wedding ideas, designs and even wedding suppliers. This is now a search engine where couples go to find real advice and wedding inspiration, so when you show up speaking on camera and producing quality advice, they listen. Whether you’re showing off a styled shoot or offering 30-second tips, it’s a great way to build visibility.
5. Use Pinterest for evergreen content
interest is still one of the top platforms for finding and saving wedding inspiration. It’s used by millions of couples planning their wedding each year, and as a visual search engine you want to be sharing your most eye-catching, unique wedding designs on Pinterest. By using key search terms in the title and caption of your Pin, each piece of content you share has the ability to drive traffic to your site for months or even years.
What you can Pin to Pinterest:
- Blog posts with beautiful visuals
- Styled shoot galleries
- Planning checklists or infographics
Behind-the-scenes or tip-based Reels converted into Idea Pins
6. Build a consistent posting strategy
The biggest mistake I see wedding planners making is trying to do everything all at once with no clear plan. When you are trying to create content for 4+ platforms whilst also planning wedding and juggling clients can sometimes lead to burn-out. So instead create a marketing routine that works with your schedule and even outsource help for marketing your business so you stay visible online while saving time.
Top tips to help you drive traffic to your website and gain leads for your wedding planning business:
- Choose 2–3 platforms to show up on regularly
- Batch-create your core content monthly (blogs, tips, videos)
- Repurpose across formats to stay visible without burnout
- Track what content leads to enquiries and adjust over time
Your marketing strategy should feel aligned with your brand, your personality and where your ideal clients are spending most of their time online. With the right system in place, you’ll attract couples who genuinely connect with your brand and trust you from the start.
Your wedding planning business isn’t generic, so your marketing shouldn’t be either. The most powerful marketing strategy for wedding planners is one that reflects you, your values, and the experience you give your clients. No-one can replicate your experience, creative eye, industry connections you have or your personality – so showcase this through your content.
Whether you’re creating short-form videos on TikTok, sharing heartfelt stories on Instagram, or writing blog posts filled with advice, remember: you’re not just promoting a service—you’re sharing personal details that build relationships.
So don’t copy posts you’ve seen from huge global brands, because their audience is completely different to yours. Focus more on posting authentic content that aligns with your ideal client and stay consistent with showing up on social media. And when done right, it becomes one of the best tools to help you build a thriving wedding business.
If you need help crafting a social media marketing strategy that aligns with your brand whilst also attracting your ideal clients – get in touch with me today or check our my social media management services.