“It’s the most effective way of marketing,” Briana Severson, CMO of the wedding planning platform Zola, told the WSJ, adding that when a couple announces they’re engaged, “it’s like they’ve set up a giant billboard.”

In fact, Zola even paid 25-year-old Indianapolis bride Naomi Hege—who has 3,000 Instagram followers—$350 to post about her wedding on their platform. 

And that wasn’t all Hege was able to get, as she told WSJ she was being paid $600 per post from her local nail salon and waxing parlor for content related to her wedding. 

“Every partnership that comes in where I get money is going to the wedding,” Hege explained. “After that, it’ll go to buying a house.”

Of course, the bigger a bride’s following, the bigger her brand deals, like Brigette McHale, better known by her online moniker Acquired Style. The 29-year-old boasts almost three million followers across her social platforms and had her bachelorette party sponsored by AI mirror seller Swan Beauty. The company provided her with a private jet to St. Barts and a villa, among other free items. And for an influencer with as large a following as McHale, she could easily earn between $50,000 and $150,000 for brand collabs, according to WSJ.