How to curate the perfect Instagram feed for your bridal shop.
We are told that our brand’s website and Instagram feeds are like another shop front for wedding dress retailers. They are the internet door to new clients. The photos we share tell a story about our brand and the experience brides will be part of once they step through the physical front door. So how do we curate a strong brand image across the different platforms to attract the best new brides? How do we use images from different designers and photo shoots and get them to blend together in a way that actually looks like?
I remember when I started the Instagram account for my soon to open bridal shop. I was paralysed with where to start and fixated on what it had to look like. But I had yet to do my own brand shoot, had no real brides and the imagery I had from my designers were all shot in different tones and styles. Sound familiar? When faced with a problem like this I always go back to the fundamentals of my business, my ideal clients. The dream brides I would like to have filling my store.
I think a really good place to start with curating your boutique’s online presence is actually not with how photos look. It is how the images you share will make your dream brides feel. Start with who it is that you want your boutique’s website and social media to attract and concentrate on what is important to them. Have a think about the things that your ideal clients have in common.
Here’s a quick way to identify your ideal client.
What type of person are they? (i.e. creative, traditional, confident, timid)
What do they like? (i.e.fashion, sport, art, nature)
What media do they like? (i.e. particular wedding blogs, magazines, social media accounts)
What type of wedding are they having? (I.e. traditional, festival, outdoor, church)
What type of outfit are they looking for? (I.e made to measure, one of a kind, ballgown)
What is important to them for their dress? (I.e. comfort, adaptable, wow factor, minimalism)
Now let’s think about the type of images and social media feeds that might attract your dream brides. Bride’s interests can be divided (roughly) into two main categories, Lifestyle and Aesthetic. Lifestyle is when a bride is looking to recreate a particular feeling with her wedding dress. Aesthetic is for the bride who has a strong preference for the look of her chosen dress. When you can understand which one of these categories your ideal client sits in it makes curating your Instagram and website galleries a lot easier.
Lifestyle grouping
A lifestyle bride is looking for a wedding with a particular atmosphere and wants a dress that helps create this. Creating content that shows you understand and can help her achieve this lifestyle is vital. Now the images you share may look different but if the values behind them are the same they will sit well together on your grid. If your lifestyle bride is laid back, wants minimalist separates and is having a destination wedding then it would work well if you shared photos of real brides abroad, fun filled in store try-ons, venue inspiration and separates styling ideas.
Aesthetic grouping
However, if your dream brides are different in personality and venues but have a very strong wedding dress style in common then it is important to keep your content inline with the aesthetic group. If your shop caters for an aesthetic bride then your designer’s imagery is likely to be quite similar in style so you can mix these photos in with other wedding elements that fit in with your ideal bride’s desired wedding look. Add in on- brand flowers, accessories, venue styling or wedding cakes. I would bet your physical boutique will be something your design led brides would appreciate too so be sure to use images of the store and mirror try-ons. Lean it to the look that your bride is trying to create across her whole wedding.
Brand colour grouping
Another easy and fun way to connect your photos across different platforms is to use your brand colours. A little pop of your logo colours in objects, garments, flowers and makeup ties images of different types together and gives a suitable nod to your brand identity.
Bridal stores that do it well
Brand colours and Lifestyle grouping: Waxflower Bridal- 3.2k-red and pink elements, real modern brides and in store try ons
Brand colours and Lifestyle grouping: The Pantiles Bride- 4.8k- detail shots of dresses, warm cream aesthetic, styling inspiration
Brand colours and Aesthetic grouping: The Fall Bride- 14.6k- Cool clean dress shots, minimalist real brides, other aesthetic suppliers
Brand colours and Aesthetic grouping: The White Closet- 30.6k- close up luxury products, dress details, white aesthetic, real fashion brides
Keeping on brand with new photo shoots
When adding new images to your website and socials that you are creating with a brand or style photoshoot, bring it back again to who the images are for. When planning your new shoot and finding the right suppliers, think about creating photos that will excite your ideal client. Add in new and fresh images in your chosen grouping to ensure the new ones sit well with your older content.
Now, whilst I do thoroughly encourage you to consider your ideal client and their preferences when deciding what to post online, I would not get too fixated with it. Use it as a guide but remember to express yourself and your personality into the feed too. Brides will be meeting you and your staff members during their appointments and so it is a wonderful opportunity for them to get to know you a little first. You are your best social media feature not the photos you curate so make sure you show a bit of you too.
Joanna xx
Photo of Joanna and bride with veil by Sarah Brookes Photography
Photo of bride is pink jumpsuit by Laura Williams Photography