Article Ramona Daniel Article Ramona Daniel

Something Borrowed, Something Branded

There's a rumour that Taylor Swift and Travis Kelce will get married at Madison Square Garden. True or not, it's a signal that weddings are being optimised for the feed. Because somewhere, a woman who isn't famous, will feel the same pressure for her wedding to get that reach.

YouScan social listening data tells you how far branded weddings have gone: "content creator" now appears as a standalone vendor category in wedding planning conversations. Couples are not just hiring someone to document the day, they are hiring someone to produce it. And brands to sponsor it.

I wrote about what that means, where it comes from, and what gets lost.

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