Whitewed Advise on What to Post on Social Media

Here at Whitewed, I work with engaged couples, wedding venues and suppliers alike, and 13 years in the industry and many thousands of contacts means I have a true and realistic view into how both sides of the industry perform, cope, and what their processes, challenges and wins are.

I’m here to share my extensive wedding industry knowledge and experience, and I know that right now, in the midst of Coronavirus Lockdown, many of you have hit a brick wall with what to post on social media, especially as you have no new weddings to showcase.  

Keeping your business front of mind and 'open for business' on social media has never been so important, but if you're struggling for inspiration, I'm pleased to share my post ideas.

Personally, I’m totally over the phrases ‘unprecedented’, 'difficult times' and so on – bear in mind that this situation has become people’s new normal and they’re just as fed up of it all as you are.  I recommend avoiding this terminology!

Before I get stuck into my post ideas, one thing to say is that I strongly believe that you should AVOID being an expert on COVID-19.  

Only ever repeat facts, NEVER opinions, and only talk about COVID-19 when it’s necessary to provide an update in relation to how your business will work / re-open, for example, it's been great to see posts from the hair stylists and makeup artists as they have shared standard guidance posts from their governing body.  Also business posts advising couples that they're available to chat through postponements etc, especially relevant after key lockdown update announcements.

SO, WHAT TO POST?

Behind the scenes...

People LOVE to see behind the scenes stories and imagery of your business, so why not show something about the 'behind the scenes' of your role on a couple's wedding day – if you’re a florist, perhaps chat about the flowers that you have in your workshop, what they’re called and whether they’re in season. Show some of the tools that you use and show time lapse videos of you creating an arrangement from them.

Consider flat lays of the tools of your trade, and explain why you can't be without them!

People buy people, so show photos of you preparing for a wedding day, and you in action on the wedding day itself, doing what you do best!

Be an expert...

Now’s a great time to increase the content on your website and write expert blogs.  I recommend writing blogs that relate to your business rather than another category type as otherwise the relevance is gone and the viewer will switch off.  Not only is well written content full of keywords great for your website's SEO, but you can post the blog links to your social media platforms and this will encourage more traffic to your website too - a win:win!  

Showcase your testimonials / reviews.  If a couple are checking out your business with a view to contacting you, they want to feel reassured that you not only look good, but that you are good too!  Client reviews with imagery of their wedding day is always a winner!

Post regular top tips around your service type – perhaps create a day when you post top tips so that people start to expect them and look forward to them.  Perhaps 'Top Tip Tuesday'.

Encourage interaction...

Show your support to your wedding industry community and showcase some supplier / venue love; chat about who you love to work with, share stories, anecdotes etc.  This is fabulous for building and gaining new working relationships, and also increasing your following.  It also shows potential clients that you're a team player - an essential trait in the wedding industry.

Consider running polls on your Facebook feed and Instagram Stories to gain interaction from couples.  This gets your followers involved - for example, you could ask your followers what they want to see more of, and their answers will influence your next few posts.

Normalise...

We're all getting used to significant changes to our personal and business lives - daily life has changed dramatically for most, and it's OK to add a flavour of your 'new' normal to your posts, visitors will find this engaging and it shows off the 'real' you (people buy people) BUT always make sure your posts are still professional and not too personal, and always tie your 'normal life' comments back to your brand, for example, if you’re a photographer, you could share beautiful photographs you have taken of your local area whilst on your daily walk, and chat about how you feel lucky to live where you do, etc.

I could post a story with a picture of a cup of tea next to my carefully placed notebook and laptop and say that a great thing that’s come out of lockdown is my 10-year-old son has learned how to make a cuppa #winning!

Chat about your business...

Talk about your availability.  In these current times, availability for next year is all over the place and is unlikely to settle down for a few months yet, so posting visual calendar availability is a real win as it shows that you're a popular company and concentrates the couples minds and encourages them to take action and place the booking that's been on their mind...and a bit of FOMO never did anyone any harm! 

March saw 'Meet The Maker' return to Instagram, and many of us paused our carefully thought out posts towards the end of March as they just didn't feel 'right' anymore, but the daily topic prompts were great, and you could definitely use the prompts as inspiration for future posts, your followers will love getting to know you and your business more.

During these times, many of us are doing things differently and 'pivoting' our skills - so shout about the new products and services that you’re introducing as your loyal followers are likely to fully support you, share your news and may well be placing orders!

Do...

Remain professional, friendly and approachable...remember to keep your posts to your brand

Be positive and optimistic in your language.  Accept that it's OK not to be OK some days, but if you don't feel in the mood, don't feel under pressure to post that day.  Wait a day or two when your mood lifts and post then, as mood and feelings always come across.

Get creative and try new approaches.

Make sure it’s really clear how your business is running online, of course this will be different for every business, but it could be a link to where they can view your portfolio / pricing / place bookings etc. - 60% of all shopping has moved online, so getting your links prepared in readiness for your relevant social media posts is a great starting point as consumer behaviour is likely to have changed for good during the lockdown.

Don't...

Share your Instagram posts straight to Facebook - Instagram needed hashtags don't have an impact on a Facebook post and make it look messy.  Also, the company tags in Instagram don't necessarily match those in Facebook. 

Be reactive, always try to be pro-active in your approach.

Stay safe,

Natalie Lovett, Director of The Whitewed Directory