Newly Engaged Couples on Facebook; Statistics, and How Marketers Can Target Them

By David Cohen 

RecentlyEngagedStats650Is there a change in Facebook users’ habits after they become engaged (as in engaged to each other, not to content on the social network)? Yes, according to Facebook, which said in a post on the Facebook for Business page that engaged men send 1.4 times more messages than average male users between the ages of 20 and 30, and they are also responsible for 1.2 times more wall posts and 1.2 times more check-ins. And engaged women upload 1.3 times more photos than average female users aged 20 through 30, and they also account for 1.4 times more check-ins and 1.3 times more wall posts.

According to the social network, men’s page likes do not change significantly after they are engaged, but women gravitate toward pages on wedding planning, bridal dresses, beauty and fashion.

Facebook said 2.6 million users in the U.S. changed their relationship status to engaged over the past year, with a median age of 24.

The most popular days for proposals were Christmas Eve, Christmas Day, New Year’s Eve and Valentine’s Day, and November and December were the most common months.

The social network also offered the following key takeaways for marketers looking to target newly engaged couples:

  • When it comes to reaching engaged couples, marketers can help women with wedding ideas and resources such as reception venues, florists, gowns and stationery. This is also a great opportunity to get men involved in the planning by reaching out to them with ideas and offers for lighting, signature cocktails and music for the big day.
  • Knowing that most couples get engaged in November and December, and more specifically on Christmas Eve, Christmas Day, New Year’s Day and Valentine’s Day, jewelry brands can advertise to men of marrying age who are in a relationship around this time.
  • With the average length of engagement at 14 months, brands have a long run-up to connect with couples before the big day. And once they do connect, brands can use custom audiences to reach the people they know on Facebook to be a potential partner with engaged couples through the entire journey, from the early decisions around securing a venue to last-minute decisions about the cake topper.
  • Since the average engaged couple is in their 20s, they are often cash-strapped, and their parents will most likely be helping with expenses. This creates potential for brands to connect with the parents of the bride- and groom-to-be on Facebook with targeted messaging.
  • Then there are the longer-term, financial plans that grooms-to-be are preoccupied with, creating an opportunity to help them set their financial and life goals and map out what it would take to reach them.
  • And finally, there are huge opportunities for travel brands in the lead-up to the honeymoon as couples determine their destination and prepare to head off into the sunset as newlyweds.

Readers: Were you surprised by any of Facebook’s statistics about engagement?