Instagram rules for wedding pros

Instagram rules for wedding pros (the ones actually worth following)

If you've typed 'instagram rules for wedding pros' into Google at midnight wondering if you're doing it all wrong... you're not the only one.

I queue jumped last Friday.

I was flying back from the UK with my kids after a lovely weekend celebrating my dad's birthday. We usually give ourselves a good hour at passport control and it's seamless every time. This time, the queue was something I've genuinely never seen before. Long haul flights heading east had turned into the busiest queue I've ever seen in this corner of the airport.

Now, I'm not a rule breaker. I like to know the rules and follow them properly. But our flight was boarding and my eldest daughter could see the panic on my face, so started crying.

That's when I pushed in. Awkward, uncomfortable, completely out of character for me... but totally necessary (we'd have missed our flight if I didn't do it.)

It got me thinking about rules in general, and specifically about Instagram.

Instagram is a place to experiment. It's a place to have fun, to show a different side of your brand to your website or your other marketing. But there are some rules that are genuinely worth following every single time, no queue jumping required.

Here's my list of rules that make a wedding pros Instagram work harder. 

Hooks

Always use one. In the first three seconds of a reel, the first line of a caption, and the first and second slide of a carousel.

Keywords

This is the one that matters most right now. What does your audience actually type when they're searching? What will make you more discoverable to a couple looking for their wedding photographer, florist or planner? Put keywords in your captions, properly scattered, not stuffed in as an afterthought.

Hashtags

If you've got your keywords in then don't worry too much on hashtags. But incase you wanted to know the 'rule' here, use 3 to 5, and keep them relevant. Avoid anything under 10k or over 2m in size. Some people will tell you hashtags are dead. They're not, they've just evolved.

Bio

Your name field needs a keyword in it. Your bio needs to be crystal clear about who you help and how. And you need a CTA telling people exactly where to go next.

Trending audio

Never get hung up on a trending audio. Use an audio that works best with the content. But, the rule of it is to try and find a trending one under 10k uses. That's your sweet spot for visibility without it being oversaturated.

Caption length

Doesn't matter how long or short it is. What matters is that it's well scattered with keywords and phrases that your ideal couples are actually searching for.

CTAs

People are lazy. Tell them exactly what to do next, and only ask for one thing per post.

Posting frequency

If you want to learn faster and reach more people, post more. If you want to avoid burnout and stay present without it consuming you, post what's manageable. It's a balance, and it's personal to you. The only non-negotiable is that your account looks alive... because that's what tells couples your business is alive too.

Content types

Mix it up, and don't ignore video. People consume content differently, so catering to all of them makes sense. But if trying to hit every format is the thing stopping you posting at all, post what actually works for you instead.

Engagement

It's a two way street. Show up in other people's comments and DMs, not just your own.

Location

If you're location based, and most wedding pros are, tag it. Couples search by location more than you'd think.

Collabs

Don't ignore these. A collab gives you access to a brand new audience that isn't yours yet.

None of these are complicated. But together, they can make your content work as harder than if they are ignored. 

I've got a handful of project spots opening up in September and I'm taking names on my waitlist now. If you want your Instagram properly sorted before peak season chaos hits again, get on the list.

Zoe x

TLDR

Hashtags and keywords work together, not against each other. Your bio, captions and content need to be built around what couples are actually searching for. Post at a frequency that's sustainable for you, always use a hook, and always give people one clear thing to do next. Waitlist spots for September project work are open now.