'Why go into debt for a wedding when you can get sponsored?' US brides turn to TikTok

As wedding costs soar in the United States, even ordinary people with modest social media followings are borrowing a page from the influencer playbook — turning the wedding planning process itself into a revenue stream. Brides are covering the cost of invitations, wedding dresses and bridal party expenses through brand sponsorships, or in some cases receiving cash outright.

According to the Wall Street Journal, a Bank of America Institute survey found that US wedding spending in the first half of this year rose 8.5 percent compared with the same period last year. Inflation and tariffs that pushed up the prices of flowers and alcohol were major factors.

A survey of more than 10,000 newlywed couples by wedding platform The Knot found that the average cost of a wedding last year reached $34,200. Some 31 percent of respondents said they financed their weddings through family support or loans.

Alessia McGowan, a 29-year-old marketing professional from New Jersey, posted a video of herself trying on wedding dress candidates to her TikTok account, which had about 2,000 followers at the time, and racked up millions of views. The viral moment led her to secure several sponsorship deals. The Knot provided her invitations for free, and a Detroit-based brand supplied her dress at no cost. Her follower count has since grown to around 16,000.

Brianna Severson, chief marketing officer of wedding platform Zola, said the company pays brides as much as $150,000 in advertising fees. Naomi Hedge, a 25-year-old from Indianapolis with about 3,000 TikTok followers, received $350 from Zola and earned $600 per post from a nail salon and a waxing studio for promotional content.

The bigger the following, the bigger the deal. Jade Mitchell Clyde, a 27-year-old influencer with about 158,000 followers, received sponsorships from stationery company Minted and jewelry brand Brilliant Earth, and said she charges between $3,000 and $30,000 per sponsored post.

Bridget Pelung McHale, an influencer with 1.8 million followers, received a private jet and a villa in St. Barts from an AI smart mirror company for her bridal party in April, along with sponsorships from brands including L'Oreal, Essie and Poppi. Influencers with large followings can earn between $50,000 and $150,000 per sponsored post.

Smaller businesses are also joining the sponsorship race. Emily Gersberg, founder of modern fashion brand Yakira Bella, invested $50,000 in the bridal party of Adriana Fernandez, an influencer with 107,000 followers, and even opened her own home as the venue. Fernandez received sponsorships covering her wedding hair and makeup, a custom dress and a wig worth $10,000.

Even so, Fernandez said she would not actually turn a profit from her wedding. "I don't think people realize that even if you get a few things sponsored, a wedding is still insanely expensive," she said.