Most wedding influencer marketing advice stops at "work with micro-influencers" and "be authentic". We wanted to see what the biggest wedding brands actually do, so we pulled the 50 most recent sponsored posts for each of the most-searched wedding brands in the US and looked at who posted, how each deal was disclosed, and which posts took off.

Here's why wedding brands work with creators, the commonalities in their strategy, and a step-by-step way to run your own campaign.

Why wedding brands use influencer marketing

Creators do a few things for wedding brands that ads and product pages can't:

• Couples want to see someone a step ahead. Most people plan a wedding once, so they look for someone doing it a few months earlier. Zola booked @acquired.style three times as she planned her own wedding, from answering wedding questions to building her website and seating chart.
• A reveal makes followers want their own. Seeing someone else's rings or save the dates is how couples find theirs. A wedding band unboxing for Brilliant Earth from a creator with 616k followers got 643k plays.
• Every wedding has guests who need a dress. The couple isn't the only buyer. Bridesmaids and guests shop too, and 13 of Azazie's last 50 sponsored posts are about wedding guest or bridesmaid dresses.
• Couples order on a deadline. Save the dates and invitations have to go out by a certain date, so a discount lands when couples are ready to order. 27 of Minted's last 50 sponsored posts offer a code for up to 25% off, and all but one are about wedding stationery or showers.

Top wedding brands using influencer marketing

These are the most-searched wedding brands in the US, according to Ahrefs. Deal types show how each post was disclosed (for example, with a paid partnership label or an ambassador hashtag). Creator tiers: micro 10k–50k followers, mid-tier 50k–500k, macro 500k+.

1. Azazie: dress try-ons in every market

Azazie's last 50 sponsored posts all went live in two months, and most are creators trying on a dress for a wedding or a night out. Posts tag local accounts like Azazie Deutschland and Azazie UK, and 9 share the German code LOVEAZDE for 10% off. Its creators are spread across the US (6), the UK (5), Germany (4) and India (4), and 6 posts were disclosed as gifted.

• Creators: @sahar_simafar (362k), @tika.creator (214k) and @salii.chachanidzee (163k) are among the creators who've posted for Azazie.
• How posts were disclosed: 35 paid partnership, 6 gifted, 5 unspecified, 2 affiliate, 2 ambassador

What to take from it: Rebook the creators whose try-ons pull views. @salii.chachanidzee posted three times for Azazie in 11 days, and her brown bridesmaid dress post got 818k plays, Azazie's most-viewed.

2. Zola: themed campaigns for engaged couples

Zola's last 50 sponsored posts stretch back to 2019, and all 50 were disclosed as paid partnerships. They come in themed waves: 9 posts from its 2021 "Weddings are back" and #AMillionWeddingMoments push, and 6 that went live on the same June day in 2024 for #ZolaFckitBucket. 32 of its 33 creators with a listed location are in the US, and only 4 posts include a code, all from 2019 and 2021.

• Creators: @acquired.style (1.0M), @ajrafael (297k) and @rissa.george (153k) are among the creators who've posted for Zola.
• How posts were disclosed: 50 paid partnership

What to take from it: Tie your product to what your followers are already watching. @rissa.george joked that she needed Zola's couples card game "in the Pods", a Love Is Blind reference, and the post got 1.4M plays, Zola's most-viewed and about nine times her following.

3. The Knot: one planning tool per post

35 of The Knot's last 50 sponsored posts name one part of its planning app, like the budget advisor, guest list tool, registry, vendor marketplace or wedding website. 10 come from a creator trip tagged #DestinationTheKnot in late summer 2025, and 6 share a code, like THEKNOT40 for 40% off wedding paper. All 31 creators with a listed location are in the US, and all but one post were disclosed as paid partnerships.

• Creators: @corporatenatalie (1.4M), @tag.williams (368k) and @theabbybible (170k) are among the creators who've posted for The Knot.
• How posts were disclosed: 49 paid partnership, 1 ambassador

What to take from it: Keep it simple enough for any engaged follower to see themselves in. @theabbybible's post of "coffee in one hand, wedding planning in the other" got 4.9M plays, The Knot's most-viewed and about 29 times her following.

4. Brilliant Earth: wedding band shopping trips

15 of Brilliant Earth's last 50 sponsored posts show couples choosing or unboxing their wedding bands, and 8 are visits to its showrooms in places like Beverly Hills, New York and Alpharetta. It books the biggest creators of the five, with a median of 303k followers and 13 over 500k. 44 of its 45 creators with a listed location are in the US, and none of the posts include a Brilliant Earth code.

• Creators: @elainamich (1.7M), @blakeswanson (213k) and @juliacomil (126k) are among the creators who've posted for Brilliant Earth.
• How posts were disclosed: 49 paid partnership, 1 affiliate

What to take from it: If you have a store, bring creators into it. @juliacomil walked into Brilliant Earth's new showroom on Beverly Drive and "immediately forgot how to make decisions", and the post got 1.1M plays, more than eight times her following.

5. Minted: a personal code for every bride

37 of Minted's last 50 sponsored posts include a personal code, like KELSEY or HELENEWED. 31 are about weddings, from save the dates and invitations to bridal showers, and the rest cover holiday cards, baby showers and art for the home. All but one of its creators with a listed location are in the US, and 6 posts were labeled as ambassador posts.

• Creators: @madeleinecwhite (2.3M), @kc_doubletake (195k) and @cortezhelene (45k) are among the creators who've posted for Minted.
• How posts were disclosed: 37 paid partnership, 6 ambassador, 6 affiliate, 1 unspecified

What to take from it: Book engaged creators early and stay with them until the big day. Minted booked @cortezhelene four times, from her wedding website six months out to her day-of details, moving from paid posts to ambassador posts, and the last one got 241k plays, more than five times her following.

What the top wedding brands have in common

Looking across all 250 posts, four patterns stand out:

• Posts follow the gifting calendar. 22 of the 250 posts are tied to Valentine's Day, Mother's Day or the holidays, most of them from Brilliant Earth (11) and Minted (7).
• Smaller creators get more out of their audience. Across 191 posts with visible likes, creators under 50k followers got a median of 2.6% of their followers liking the post. For creators above 50k, it was 1.0%.
• Almost everything is paid. 220 of the 250 posts were disclosed as paid partnerships, and only 9 were labeled as ambassador posts.
• Views don't follow follower count. An anniversary date night at Brilliant Earth from a creator with 12k followers got 742k plays, and a The Knot post from a creator with 68k got 1.3M.

How to run a wedding influencer marketing campaign

Here's how to run a campaign step by step, using what the top wedding brands do at each stage.

1. Pick one goal and one metric

Decide what the campaign is for before you pick a single creator, because the goal changes who you book, how you pay them and what you ask them to post. The top wedding brands' posts show both goals at work. Minted's personal codes and The Knot's 40%-off stationery sale are built to drive sales. The Knot's 13 Ring Drop and Zola's themed campaigns are built for reach.

• Sales: track revenue per creator with a unique link and code.
• Awareness: track views, saves and reach per post.
• Sign-ups: if you sell a planning tool, registry or wedding website, like The Knot's app, track accounts created per creator.

Pick one metric per campaign so you can compare creators fairly afterwards.

2. Find and vet creators who fit your brand

Follower count is the last thing to filter on. A creator with 17k followers who had just started planning her own wedding shared The Knot's Win a Wedding sweepstakes and got 694k plays, about 40 times her following, because the post spoke straight to people who'd just got engaged. Across all five brands, creators under 50k followers got about two and a half times the likes relative to their audience.

Our survey found niche micro-creators are outperforming mega-influencers: nearly 60% of marketers said niche influencers performed better in 2025 than in 2024.

• Write down who buys your product (newly engaged couples, bridesmaids on a budget, guests shopping for a summer wedding) and look for creators living that life.
• Search Modash's database of 380M+ creators and filter by audience demographics (age, gender, location), bio keywords, engagement rate and fake-follower checks.
• Or describe that creator in plain language, like "brides-to-be who post wedding planning updates", and Modash's AI creator search surfaces matching creators on the platform you're searching.

• Check who else they've posted for. @rachmartino posted for both The Knot and Brilliant Earth. Modash shows which brands a creator has already posted sponsored content for.

You can also find wedding influencers for free, for example by searching the hashtags your buyers follow.

3. Choose the deal type

Paid posts dominate wedding. Zola disclosed all 50 of its last posts as paid partnerships, and The Knot and Brilliant Earth 49 each. Minted is the exception, with 6 ambassador and 6 affiliate posts.

• Gifting works for dresses creators can wear to a real wedding, like the 6 gifted posts in Azazie's mix.
• Paid posts suit launches and sales tied to a date, like engagement season or a big stationery sale.
• Affiliate works for things couples and their families keep buying after the wedding, like the shower invitations and nursery art in Minted's affiliate posts.
• Ambassador deals suit creators who are mid-engagement and will keep posting until the big day, like the brides on Minted's ambassador deals.

Commission-only is getting harder to sell, though. Over 23% of marketers in our survey said creators would take performance pay only if a flat fee came with it. If you run tiers, the average commission tiers in our affiliate research were 10%, 14% and 19%, and brands with more than one tier had more active affiliates.

4. Brief the content formats that work in wedding

The captions from the top wedding brands point to three formats that carry most of their creator content:

• Planning updates. The Knot's and Zola's creators share where they are in planning, from budgets to seating charts. Ask for one real task per post, not a tour of every feature.
• Reveals and unboxings. Brilliant Earth's and Minted's creators unbox wedding bands and reveal their save the dates. Ship early enough for creators to film the reveal before the real thing goes out.
• Try-ons. Azazie's creators try on two or three dresses and ask followers to vote. Ask creators to share the size they're wearing in the caption.

Whatever the format, give creators one hashtag to use every time, like #theknotpartner or #mintedpartner, and the dates that matter, like when a sale ends or how far ahead couples should order.

5. Launch with tracked links and time-limited codes

Codes split the five. Minted and Azazie put a code in 37 and 10 posts, while Brilliant Earth didn't use one of its own and sent couples to its showrooms instead.

Codes also leak. In our affiliate marketing research, 47.6% of marketers said they struggle with code poaching, where a creator's code ends up on coupon sites.

• Give every creator a tracked link for everyday posts, and add a code only for launches and sales.
• Put an end date in the caption so followers know the offer won't last.
• If creators use "comment for the link", make sure the link they send by DM is their tracked link.

In Modash, each creator gets a tracked link and a code tied to your Shopify data, so sales from DMs, bios and stories all count toward the right person. Commission is calculated on net revenue after refunds and returns.

6. Rebook your best creators

The top wedding brands rebook some creators: 40 of their 197 creators posted more than once, led by The Knot with 13 of its 35. That matters in wedding, where an engagement lasts months and every stage, from rings to save the dates to the day itself, is a new reason to post.

Most marketers want to do more of this. In our influencer marketing trends survey, over 60% said they plan to invest more in long-term partnerships, but only 54% actually ran more of them last year.

• Start new creators on a single post, then offer a longer deal to the ones who hit your metric from step 1.
• Use revenue per creator, not likes, to decide who gets rebooked. Modash's campaign dashboard shows revenue, orders and ROAS for each creator.
• Give rebooked creators something new each time, like the next planning step, a new collection or a seasonal sale, so their posts don't repeat.

Where wedding creator programs go wrong

The top brands avoid a few mistakes that trip up smaller programs:

• Booking creators after they stop planning. Couples order rings, stationery and dresses months before the wedding, and a creator who posts after the date has passed reaches followers who've already bought. Book engaged creators while they're still planning, and line posts up with the step they're on.
• Offering commission-only deals to established creators. In our survey, 63% of marketers said influencers were open to becoming affiliates in 2024. In 2025 that fell to 26%. When you reach out to established creators, offer a flat fee plus commission rather than commission alone.
• Running the affiliate program on autopilot. In our affiliate research, marketers who were "very involved" with their affiliates had 71.5% of them active. "Very hands-off" marketers had 10%. Affiliates post when you give them a reason to, so check in every month with something new to share. For wedding, that could be a new collection, engagement season, or a stationery sale.
• Sending affiliates old product. 93% of marketers gift products to affiliates, but almost 30% don't refresh them when something new launches. Send every new collection or stationery line to your creators before it launches.
• Showing one dress in one size. Dresses and rings get sent back when they don't fit, and a try-on in one size doesn't help most followers. Ask creators to share their size and height, and book creators across a range of sizes.

FAQ

How much does wedding influencer marketing cost?

It depends on platform, following and engagement. Micro-influencers often work for free product plus a fee in the low hundreds per post, or an affiliate commission. Larger creators charge more. Many brands start with gifting plus commission to test fit before committing to flat fees. To estimate what a specific creator is likely to charge, drop their handle into our free Instagram influencer pricing calculator.

Which platform is best for wedding influencer marketing?

Instagram carries most wedding creator work, and every sponsored post we analyzed for the five most-searched wedding brands ran there. TikTok is worth testing too: in our survey, marketers rated TikTok videos the highest-performing deliverable (53.2%).

Which wedding brands use influencer marketing?

Azazie, Zola, The Knot, Brilliant Earth and Minted are the most-searched wedding brands in the US, and all of them run active creator programs. See the breakdown above for who each one works with.

Should wedding brands work with micro or macro influencers?

It depends on your goal. A launch chasing awareness leans bigger, a conversion play leans smaller and more trusted. In the wedding posts we analyzed, creators under 50k followers got about two and a half times the likes relative to their audience size, so most brands should build their base with micro-influencers (10k–50k followers) and add bigger names for launches.

How do I measure wedding influencer marketing?

Track sales per creator with unique links and codes, then compare revenue against what you paid (fees, product and commission). Our engagement rate calculator and fake follower checker help you vet creators before you spend, and our guide to influencer marketing ROI covers the full calculation.

Start your wedding creator program

Find creators, manage relationships, pay them in 180+ countries and 36 currencies, and track every sale through Shopify – all in one place, with no fees taken out of creators' pay. Try Modash free, no credit card required – or browse the top wedding influencers to see who's already out there.