The Effects of Social Media on Engagement Ring Shopping – Part 2
Social media has revolutionized the world as we know it today. From status updates to video streaming, social media has connected the world in ways that were unthinkable just 20 years ago. Social media makes it easy for people to stay connected, not only to friends and family but also to brands, companies, and products that they admire. People are heading to social media to preview products and select similar products, services or ideas based on the content they are drawn to. Specifically, many individuals are turning to social media to help select an engagement ring and gather inspiration.
According to The Knot, a leading online wedding planning platform, out of almost 13,000 respondents, the national average cost of an engagement ring in 2016 was $6,163. The finding, released in The Knot 2016 Real Weddings Study, was up from the national average of $5,871 spent on an engagement ring in 2015. The budget for engagement rings is continuing to increase from year to year. One explanation, according to The Knot Executive Editor, is that social media is impacting how people, particular millennials, are looking for and purchasing engagement rings. Social media platforms showcase the plethora of beautiful engagement rings and styles available, including custom jewelry, allowing couples to find the perfect ring that fits them and what they are looking for.
Couples are using social media not only to draw wedding inspiration but are also using social media to make engagement announcements and showcase their own picturesque love stories, with engagement rings being one of the largest focal points.
While research has established that social media is playing a role in the engagement process and even could be partially responsible for the rising ring budgets, how can specific social media platforms aid in engagement ring shopping? Here is a closer look at some of the most popular social media platforms and how individuals are using these platforms to find the ideal engagement ring.
Pinterest: Pinning Down the Perfect Engagement Ring
Many brides-to-use utilize Pinterest to create “boards,” or organized collections of photos to search for the perfect engagement ring. Using Pinterest boards, individuals can search for, “pin” (save) engagement ring images and organize the board of photos as private or public. If a board is public, anyone can access and see the board. Pinterest, the most popular social media platform when looking for engagement rings, provides an easy way to collect engagement ring inspiration and select the metal color, style, and design that a bride is looking for. Some jewelers will even review your significant other’s Pinterest boards with you to help create that look your loved one is looking for.
Close behind Pinterest is Instagram. Many brides-to-be are turning to Instagram to help find that perfect engagement ring and generate ideas for the look and feel they want to go for. Using hashtags on photos such as #shesaidyes, Instagram users can search through photos of others’ engagement rings and proposals to help generate ideas. Many jewelry companies and wedding vendors are also beginning to use social media to reach prospective and current customers directly as well as showcase their beautiful engagement ring options.
Facebook is another social media platform that many are using to see others’ engagement rings and announce engagements and marriages. Facebook is a platform many are using each day to stay connected and view these significant milestones in others’ lives, with the potential to influence their own. The BRIDES American Wedding Study 2016 discovered that 62% of individuals posted a photo of their engagement ring on social media after the proposal.
With Pinterest, Instagram and Facebook providing a platform for individuals to show off their engagement rings and share their unique proposal experiences, social media is influencing engagement ring shopping more and more. From finding ring ideas to interacting with jewelry brands, social media sites continue to give brides and grooms-to-be more resources to find that perfect ring.
Want to read more on the effect of social media on engagement ring shopping? Go back and read the first part in this two-part blog series for statistics on the role social media plays in today’s engagements and weddings. You can also click here to learn more about what makes a quality, one-of-a-kind engagement ring.