The wedding industry is evolving fast. Here's what's actually driving bookings for makeup artists, photographers and venues right now.
The UK wedding industry is worth over 14 billion pounds and growing. But the way couples find and book their suppliers has fundamentally shifted. Instagram, once the dominant discovery platform for wedding suppliers, is losing ground to Google Search and TikTok. If your marketing strategy hasn't adapted, you're likely leaving bookings on the table.
The biggest shift we've observed is the rise of Google as the primary booking channel for wedding services. Brides and grooms are increasingly using search terms like 'best bridal makeup artist in [location]' rather than scrolling through Instagram hashtags. This is significant because Google searchers have higher intent: they're actively looking to book, not just browsing for inspiration.
We've seen this play out with our client <a href="https://www.immymay.co.uk" target="_blank" rel="noopener">Immy May Makeup</a>, a professional bridal makeup artist. By shifting a portion of the marketing focus from social media to Google Ads and SEO, the enquiry quality improved dramatically. Leads from Google were more likely to have a date, a venue, and a budget in mind, resulting in a much higher conversion rate from enquiry to confirmed booking.
Reviews have become the new word of mouth. A 2023 Hitched survey found that 89% of couples read online reviews before contacting a wedding supplier. Having a strong review profile on Google, Trustpilot, and wedding-specific platforms like Hitched and Bridebook is no longer optional. Actively request reviews from every couple you work with, and respond to each one personally. It builds trust and signals to Google that your business is active and reputable.