Recently, the online social networking giant Facebook Inc. (NASDAQ:FB) conducted an in-depth research on its users by analysing their internal data, interviewing some of its users along with strategic researches from the agency Firefly Millward Brown to analyse the mindset of people who get engaged and change their status on Facebook. The research was mainly conducted to educate marketers to align their Facebook marketing campaigns with events to meet the greatest ROI on their investment.
According to the study, 2.6 million in the US changed their status to ‘engaged’ last year. The average age when people were engaged was during their 20’s and the median age was 24. Also the most popular months to get engaged were in November and December with most popular days being the Christmas eve, Christmas day, New year’s and Valentine’s day. Using these insights Facebook recommends marketers to grab its platform to target the respective audience at the right time who are at their right age.
Global XO, a leading creator of the top wedding website TheKnot.com in the US, also released a list of annual Weddings study. According to the study, the average wedding price tag is $30,000 the highest ever. Among the 13,000 surveyed brides and grooms in the US, 14% of couples spent more than $40,000 on their wedding. The wedding couples now want everything to be set on the trend; they want a personalised, colourful wedding for which they are ready to raise the bar of their budget a little higher.
Wedding is built on relationships and so is Facebook! Wedding planners can use Facebook to interact with the right customers gain their attention. Wedding marketers can attract the right user base and have discussions on Facebook pages. Creating a Facebook business page for wedding planning can attract lots of people as it is a convenient way. The marketer can be connected to their clients and fans to keep them updated about all the work going on for the wedding. Photos of the work, wedding plans and tips to wedding can be provided, which the engaged customers may find interesting. Also by using geography, places lived and studied can be used to target ads on the engaged users to acquire local customers.
Effective advertising: Target your market based on gender
Engaged Facebook users send more messages, update more posts and check ins than others. While engaged women upload 1.3x more photo uploads, 1.4x more check-ins and 1.3x more posts, engaged men send 1.4x more messages, more 1.2x more check-ins and posts. But there was no profound difference in the increase number of page likes by engaged men. Engaged women on the other hand liked more pages related to fashion, beauty, bridal dresses and wedding planning.
Engaged women can be targeted with ads that concern their issues on the wedding. Beauty products and bridal costumes ads can be targeted on them. Also sending vouchers on discounts through Facebook pages grabs a lot of attention. For the engaged men, financial matter might be a major concern because of which they look for the perfect future finance policy, housing etc. Ads concerned with suggestions to financial matters on such users at the right time can be very advantageous to the marketers. What can attract both the bride and groom are ads on honeymoon travel destinations by a travel agency, location of wedding, venue of the wedding, cuisine and ambience of the wedding to be planned. These can be advertised on the page of users who are engaged. With guests playing a major role in a wedding, marketers can attract many of them by recognising them through their fans’ or customers’ pages and then target ads that might influence them on making decisions and purchases.
Feedback and testimonials provided by the engaged couple can boost the reputation of the business. On the whole, the relational platform of Facebook is all set to connect the wedding couples, wedding planners and markets that are beneficiary through weddings and make it a win – win situation.