The Rise Of The Influencer Bride: How One Woman is Using Wedding Related Content to Go Viral

TikToker Lexi Tobin turned her passion for wedding content into a career

As social media continues to evolve, more and more people who are getting married are tapping into the bridal influencing market.

Whether it’s creative engagement ideas, wedding dress inspiration, or even how to make budget cuts on your special day, bridal influencing has taken platforms like TikTok and Instagram by storm.

One notable bride-to-be, Lexi Tobin, has successfully capitalized on this trend and found her niche by posting about her bridal journey for her fans, which includes over 300,000 followers and over 12 million likes on TikTok.

Tobin, 26, exclusively shares with PEOPLE what initially inspired her to enter the wedding space.

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“I planned my older sister's proposal in 2019, which was just so much fun for me. I’ve always been a big planner, so when my brother-in-law asked me to help him, I put my heart and soul into this,” she says. “Never in my wildest dreams would I have believed that one day I’d become a professional in this space. It happened so naturally by just doing what I love.”

Tobin described her friends and family’s reaction to the video of the engagement as “contagious” — and it was this response that prompted her to share engagement content online.

“It was during the COVID lockdown when I finally decided to share this publicly on TikTok. Within one hour of posting it, the video had over 100,000 views and with every refresh it had grown to hundreds of thousands more,” she says.

Soon enough, Tobin evolved into an authoritative voice for brides-to-be across the country, sharing stories that she hopes inspires other.

Not only has Tobin cracked into the bridal content space, but she's turned her passion for proposal planning into a career, offering to help others on their own wedding journeys.

“Being able to plan a proposal and see it come to life is an indescribable feeling. It’s the happiest day in a couple's life that I have the honor to be part of creating,” she says.

In March 2023, this wedding influencer became a fiancée herself, with one of her most popular TikTok videos featuring the first part of boyfriend Ben's proposal, which has garnered over 8 million views.

“Now being on both sides after having gotten engaged myself, I see everything through a whole different lens,” she says. “There’s nothing better than knowing you found your person for life and having the privilege to plan your wedding to celebrate your love.”

Related: TikTok Star Mikayla Nogueira Is Married! Inside the 'Classic' Wedding in Rhode Island (Exclusive)

Tobin’s community of followers have also started asking her questions about her own experience, allowing her to engage with them on an authentic level.

“The beauty of social media is the instant gratification you get from following others. It’s so easy to share and disseminate information immediately online,” Tobin says while also noting, “As great as it is to plan a wedding, it can also be really overwhelming. I think people appreciate not feeling alone throughout the process.”

Finally, when asked her secret to success, it’s all about “being organic as a person,” Tobin says, explaining, “I’m a family girl, an entrepreneur, and I’m absolutely obsessed with all things weddings.”

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