Influencers could fund lavish Australian weddings with a few posts

The potential for social media sponsorships to offset wedding costs among high profile Australian influencers has been highlighted in new research conducted by Gingham & Heels in partnership with a wedding planner.

The study examined the number of sponsored Instagram posts required for several well-known Australian influencers to wholly fund their wedding expenses, based on expert cost estimations and data-driven income projections.

The analysis combined evaluations from Kate Hart, Head Wedding Planner and Owner of Hey Lovers, who estimated wedding costs based on social media photographs, with engagement and earnings data calculated by Gingham & Heels using influencer marketing tools. The result reveals the pronounced disparities between influencer-funded weddings and those of the general public in Australia.

Katherine Tsakonas, Founder of GinghamandHeels.com, said, "Celebrations like weddings, where the cost can skyrocket, can make for an ideal partnership for many influencers. Over the years, it's become evident that brand sponsorships have truly shaped the influencer economy and have increasingly become a core part of this space. Whether it's working with their dream brands to sponsor parts of the wedding, like the cake, jewellery, or dresses to boost brand awareness, our findings highlight that where the right opportunities land, some influencers may only need a few partnerships to cover their dream wedding which could typically take years to save up for."

According to the findings, Tammy Hembrow's wedding to Matt Zukowski, estimated at AUD $227,000, could be covered by four sponsored Instagram posts. Hembrow, with 17 million followers, is estimated to make AUD $45,315 per post. Kate Hart described the wedding as a "fairly intimate celebration of 80 guests in the Byron Hinterland. With designer accents including a Vera Wang gown, a pair of designer Jimmy Choo shoes and a large bridal party, a significant spend would have gone just into gowns and attire.

"Wedding bands alone for this couple are reportedly worth around $23,000. Lavish touches in both furniture and styling, as well as abundant florals, mean a significant cost on the physical items, alongside styling and creative direction from a styling company (in this case, the Nuptial Collective). Again, it's very difficult to determine the cost for food and drinks for guests in attendance, but with bespoke ice sculptures in place and oyster service, one can assume no expense was spared to ensure that the guest experience was at an exceptional level."

Supermodel Kelly Gale's wedding to Joel Kinnaman, with an estimated spend of AUD $20,000, would require five sponsored Instagram posts, with Gale earning an estimated AUD $4,505 per post from her 1.6 million followers. Hart noted, "This was an intimate ceremony which took place in front of a handful of guests in a desert location during the Burning Man Festival. We can assume that a professional photographer and videographer were present to capture the ceremony. With such a simple celebration, it's unlikely that the couple engaged a wedding planner or stylist to assist them in planning their special moment, cutting back on the cost of a more traditional wedding ceremony."

Fitness influencer Kayla Itsines, with more than 15 million followers, is estimated to have spent AUD $245,000 or more on her wedding and could cover this with six sponsored posts each valued at AUD $41,870. Hart observed, "Some sources have suggested that this wedding may have cost hundreds of thousands of dollars and potentially close to $1 million. But, it is difficult to provide a clear estimate on the overall cost given that many details are unknown.

"Marquee weddings require couples to start from scratch. With no venue in place, everything needs to be brought on site, from a marquee and furniture to a mobile catering kitchen. I'm approximating the guest count for this wedding at 100. The food and drinks cost per head can vary considerably depending on the type of menu they've decided on.

"Their wedding featured a fireworks display topping off this epic celebration, and depending on the length of the display, this can set the couple back by $10-$15K as a starting point."

Professional surfer Laura Enever's intimate Ibiza-based celebration, estimated at AUD $27,000, would be covered by 17 sponsored posts, with her 414,000 followers translating to a value of AUD $1,649 per post. Hart commented, "As an intimate elopement, this Ibiza-based celebration saw Laura in a bikini top, white lace skirt, blazer, and a gorgeous sun hat. Assuming the divine boat was hired and experts were on hand to capture the moment, this is likely to have been a low-cost, beautifully intimate celebration."

Ella Ding, of 'Married At First Sight', celebrated a surprise wedding valued at approximately AUD $83,000, which could be covered by 19 sponsored Instagram posts, assuming her 534,000 followers yield an earning of AUD $4,505 per post. Hart described the day: "A 30th birthday for Ella turned into a surprise wedding celebration. Taking place in Melbourne, Recoleta for the ceremony and Sophia in Prahran for the reception, the day was accented with deep red tones and great Gatsby vibes.

"With no wedding party, it's unlikely there would have been a huge spend on suits, gowns, hair, and makeup for the day's celebrations, other than hair and makeup artists for Ella. With a planner and stylist team on board (The Small Things Co), spending will have been primarily on deciding the design and aesthetic the couple wanted to achieve."

The research also considered the plight of the average Australian, noting that someone with 1,000 Instagram followers would, on average, need to post sponsored content daily for six years to cover an estimated AUD $83,350 wedding.

Kate Hart highlighted that the costings are estimates based on publicly available social media imagery, meaning unaccounted details such as celebrity performances or high-profile menu items could alter the final amounts.