As a full-time celebrant who’s worked across Australia and internationally, I know the tension so many of us live in: we want to keep bookings (with couples that get us) steady, but we’re also flat out with ceremonies, admin, and travel.
So how do we invest our time wisely when it comes to marketing, advertising, and promotion?
This post is for celebrants who want to use their limited marketing time efficiently, attract high-agency, well-aligned clients, and position themselves for growth in the current wedding market – without burning out. Whether you’re just starting or have been around a while, this is what’s working right now.
Who’s Getting Married in 2025?
Age & Stage:
- Most couples are in their early 30s, often living together already, and many have kids or mortgages.
- They’re Millennial and Gen Z, meaning they’re digital natives but also cautious buyers.
Spending & Values:
- The average Australian wedding cost in 2024 is around $33,800.
- Couples are cutting guest lists (average 89 guests) but splurging on meaningful elements.
- They’re not always looking for the cheapest – they want the most valuable.
They Want:
- Hyper-personalised ceremonies.
- Vendors who align with their lifestyle and values.
- To feel known and understood – not processed.
How Are Couples Choosing Celebrants?
They’re influenced by three key things:
- Vibe and Chemistry
- Couples want someone warm, funny, and genuine – not overly formal.
- They’ll often book the person they “click” with most, not the cheapest or closest.
- Proof and Professionalism
- Online reviews and testimonials carry huge weight.
- A modern website, fast replies, and great systems give them confidence.
- Personalisation
- 78% of couples write their own vows.
- They want someone to collaborate with them on making the ceremony feel like them.
Where Are Couples Finding Celebrants?
Here’s how modern couples find and choose their celebrant – and how you can show up where they’re looking:
🟢 Top Priority Channels (High ROI)
| Channel | Why it Matters | What to Do |
|---|---|---|
| Google Search & SEO | 73% of luxury couples hire vendors via Google. | Invest time into SEO. Optimise your website and Google Business profile. |
| Still the #1 visual platform. Used to vet vendors, not necessarily find them. | Share consistent, quality posts. Focus on storytelling and personality. | |
| Word of Mouth / Referrals | Trusted recommendations from friends, venues, planners. | Strengthen relationships with past clients and industry peers. |
| Online Reviews | Couples trust reviews as much as personal recs. | Ask every happy client to leave a Google or Facebook Page review. |
🟡 Optional Channels (Situational ROI)
| Channel | Pros | Cons |
|---|---|---|
| TikTok | Can build brand and reach Gen Z. | Requires time + regular content creation. |
| Wedding Directories | Boosts visibility and social proof. | ROI varies; stick to 1–2 quality ones that offer good citations. |
| Paid Ads | Great for targeting high-intent couples. | Needs careful targeting; can burn cash fast. |
| Wedding Fairs | Face-to-face leads. | Time-consuming, not always worth it. |
How Should Celebrants Allocate Marketing Time?
1. SEO and Website – Monthly Deep Work
Block a few hours per month to:
- Write a blog post answering a question your ideal couple is Googling.
- Upload new ceremony photos with SEO-optimised alt text.
- Audit your site speed, page structure, keywords.
“Your website is the only employee that works 24/7. Give it some love.”
2. Referral Network – Weekly Check-ins
Make time to:
- Email a past couple and ask for a referral or review.
- Send a thank-you gift to a planner or venue that referred you.
- Keep in touch with photographers and videographers.
3. Social Media – Batched & Scheduled
Use a tool like Later or Buffer and:
- Schedule 1–2 posts a week in one sitting.
- Mix personal stories, tips, and real wedding moments.
- Focus on quality over quantity.
4. Client Automation – Save Hours Every Week
Set up:
- An autoresponder for new enquiries.
- A calendar link to book meetings (e.g. Calendly).
- Templates for your most common emails.
5. Tracking & Adjusting – Monthly Review
Once a month:
- Look at where leads are coming from.
- Check what content performed best.
- Adjust your focus for the next month.
What Kind of Content Works Right Now?
Modern couples are overwhelmed. Your content should inspire, inform, and reassure.
🔥 Formats to Focus On:
- Short-form videos (Instagram Reels, TikTok): real wedding moments, you talking to camera, Q&As.
- Blog posts: vow writing guides, ceremony planning tips.
- Instagram stories: behind the scenes, polls, countdowns.
- Testimonials: screenshot them, post them, repurpose them.
✨ Topics That Resonate:
- How to write vows.
- Ceremony ideas that include guests or family.
- What makes a ceremony meaningful.
- Stories from real weddings (especially diverse or unusual ones).
- “Here’s why I only do 20 weddings a year” – posts that explain your value and approach.
The goal isn’t to be everywhere. It’s to be visible, valuable, and consistent in a few places where the right people are looking.
If you’re already great at what you do (and let’s assume you are if you’re reading the Celebrant Institute), then good marketing simply makes it easier for the right couples to find and choose you.
Build systems that work while you sleep. Nurture relationships that feed your calendar. Be seen. Be helpful. Be you.
Originally published on the Celebrant Institute: https://celebrant.institute/marketing/how-celebrants-should-be-marketing-themselves-in-2025/.