If it feels like someone you know is at a wedding every other weekend, you’re not alone. Weddings are the low-hanging fruit of the content tree, so to speak. Regular people can go viral trying to guess the type of dress the bride is wearing, or who is going to be the drunkest by the end of the night.
And content creators who happen to be engaged can milk the situation for endless content from every angle, as well as brand deals and free items. Influencer Remi Bader has seen firsthand how big the wedding industrial complex has become online. With more of her friends getting married over the past two years, wedding guest dress hauls have become a lucrative staple of her content strategy.
Her seemingly weekly hauls keep people coming back to her page, but so do the insiders snippets from the weddings she’s attended. That connection is at the forefront of why the content works so well and reaches so far, according to Bader. They’ve watched their relationships develop, seen their engagements, and now they’re seeing their weddings.
They feel like they’re part of the story,” she says. I think the same thing is happening with weddings. I don’t know if that’s necessarily good or bad.” Influencer and author Eli Rallo saw her following grow after announcing her engagement, sparking months of anticipation from fans eager to see what her wedding dress would look like.
That attention also brought a certain level of pressure. Like many creators, Rallo partnered with brands for wedding-day sponsorships, a growing part of the influencer wedding economy. Rallo took on a few sponsorships for her wedding, but was very intentional about what she said yes to, given that she still wanted her day to feel private and for herself, husband, and family.
But the money, or savings, that can come from it is nothing to ignore. As The Wall Street Journal reported, depending on their follower tier, brides can secure anything from thousands of dollars in complimentary products and hundreds in cash to major cash collaborations totaling up to $150,000. Influencers like Halley Kate and Jaz Smith, Brigette McHale, and even everyday creators, incorporated branded content into their weddings or the surrounding week’s festivities.
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