Engagement Has Declined
Since Takeover

Average Likes per Post

Average Comments per Post

🚨 Immediate Actions (Week 1–2)

• 1
  Reinstate video-first strategy
  Videos averaged 19.0 likes pre-121 vs 7.8 post. The format works — the content within it needs to change.
• 2
  Post 3x per week minimum
  No gaps longer than 4 days. Consistency signals to the algorithm that the account is active and worth distributing.
• 3
  Add CTAs to every caption
  “Tag a bride-to-be” / “Which style is your favourite?” / “Comment your wedding date!” Drive interaction.
• 4
  Reply to every comment within 2 hours
  This signals active community management to the algorithm and encourages more comments.

🎯 Strategy Reset (Week 2–4)

• 5
  Build narrative content arcs
  Plan 2–3 week mini-campaigns: “Bride of the Month” series, “Staff Picks”, “Behind the Seams” making-of content.
• 6
  Feature real brides and real staff
  The highest performing content was personal — Jacqui's picks, real bride features, Miss World fittings.
• 7
  User-generated content program
  Ask recent brides to share their BEB moments. Repost and celebrate the community.
• 8
  Diversify content pillars
  Educational (dress shopping tips), Emotional (real bride stories), Aspirational (styled shoots), BTS (day in the life).