What Wedding Venues Should Post on Each Social Network – Creative Ideas from the Hawthorn Team

Social media is likely already part of your wedding venue marketing strategy – but if you’re posting the same things across platforms, you’re doing it wrong. It’s time to get creative.

Think of the major social media channels as TV networks: NBC, Disney, MTV, TLC…you get the idea. Those channels have different audiences to cater to and different tones in programming. You couldn’t just take a successful Disney program and drop it into MTV’s schedule and expect it to flourish. Social media marketing for wedding venues is no different. While you may have some success cross-posting across the social networks, to get ahead in your wedding venue marketing efforts, you’re better off customizing your storytelling natively for those individual platforms. Here, we describe what kind of posts work best on which platforms.

Instagram

Instagram is listed first for a reason. For many couples, it’ll be the only point of contact with a venue. Think about your Instagram profile as if it were a mini-website, and potentially the only impression that your business will make on many newly engaged couples. That’s not a stretch, either: Instagram is the first stop for many millennials and they won’t necessarily give you another look anywhere else if your Instagram presence is underwhelming.

Go-to post: Your photo grid should have a common aesthetic throughout, but that’s easy enough to maintain. Instead, you should focus most of your creative effort on Stories and Stories Highlights. You could have individual Highlights for different spaces (if you have more than one on property), FAQs, spotlight how your venue looks during different seasons, etc. What do prospective couples want to know and see? Imagine Stories Highlights as sections of a brochure, and build them out accordingly.

Facebook

Facebook is cross-generational, so remember that it’s not just the bride-to-be seeing your post – it’s her grandmother, too. Speak to everyone. As long as you have couples’ permission, you should post congratulatory photos of each wedding and tag the married couple to leverage the attention of their friends. But the photos should really show off your venue, not be close-ups of the couple.

Go-to post: Scene-setting shots of every wedding hosted at your venue. Make sure the couple is tagged! Facebook’s News Feed makes it easy for those photos to float into others’ view when their friends comment, like, or share.

Snapchat

This may surprise you, but it’s our opinion that you shouldn’t tell any stories on Snapchat. At all. Snapchat is notoriously unfriendly to influencers and business accounts. The entire service is built around the idea of friend-to-friend communication. So what can you do instead? Let your guests tell stories for you by investing in Custom Snapchat Geofilters. Make no mistake, Snapchat remains an important part of your social strategy, but trying to build a following here would mean spending time that would be better allocated toward Facebook or Instagram. Also: keep in mind that rumors of Snapchat’s demise are exaggerated, and it may be worth a small experimental ad spend, as the ad rates are much less costly than Instagram’s.

Go-to post: Show off your venue in the most authentic way possible: through the eyes (and snaps) of the wedding guests themselves. Build a fun, Custom Snapchat Geofilter honoring the bride and groom for their guests to use in their own snaps.

Pinterest

Pinterest is not a place to share photos of the happy couple or guests. In fact, a study done by Curalate shows that photos without faces receive 23 percent more repins. This is the place to highlight the elements and details like lighting, centerpieces, and the other vendor and venue details that made each wedding shine. The images should be clear and crisp and be identifiable as thumbnails, too, since that’s how they’ll be presented on Pinterest in certain views. Contribute to others’ collections and develop your own, and most importantly, always make sure you load images to your site and pin from there (as opposed to posting them natively to Pinterest) so that you get traffic from this platform, not just “likes.” Pinterest is where wedding daydreaming often begins – make it easy for soon-to-be brides (and grooms!) to discover your venue when they click a pin they like.

Go-to post: Capture prospective brides’ attention via longtail keywords by pinning photos that focus on the details that make weddings at your venue unique and beautiful. (For example: “lantern wedding centerpieces,” rather than just “centerpieces.”)



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