Lexi Tobin

How Lexi Tobin Turned Viral Wedding Content Into a $20K/Month Business

Founded By

Lexi Tobin

Monthly Revenue

$9K

Founders

Profitable

Yes

Year Started

2019

Customer

B2C

Founded By
Lexi Tobin: Monthly Revenue
$9K

Founders
1: Profitable
Yes

Year Started
2019: Customer
B2C

Who is Lexi Tobin?

Lexi Tobin, a New York-based influencer and proposal planner, discovered her niche in the bridal industry after helping plan her sister's viral proposal in 2019, leveraging her talent for orchestrating memorable events into a full-fledged career.

What problem does Lexi Tobin solve?

Lexi Tobin helps couples craft memorable proposals by reducing the stress and complexity, allowing them to fully enjoy their special moments without the hassle of planning.

How did Lexi come up with the idea for Lexi Tobin?

Lexi Tobin's journey into the wedding industry began unexpectedly when she helped plan her sister's proposal back in 2019. Her knack for organizing and creating memorable moments was evident, and the joy it brought her was infectious. Despite not being heavily involved in event planning or social media at the time, the experience resonated deeply with her, and she realized this was a passion she wanted to pursue further.

During the COVID lockdown, Lexi decided to share the recorded proposal on TikTok, not anticipating the overwhelming response it would receive. Her video quickly went viral, garnering millions of views and igniting her path as a content creator and proposal planner. Seeing the emotional reactions of viewers validated the demand for authentic bridal content and cemented her interest in the growing field of bridal influencing.

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Lexi's initial idea was not without its challenges. Balancing her full-time job while nurturing her budding side hustle required significant time and dedication. However, she leaned on her skills as an organizer and facilitator, constantly refining her approach through trial and error. By staying true to her passion and keeping her interactions genuine, she successfully transformed a spontaneous act of love into a thriving career, learning the importance of authenticity and adaptability along the way.

How did Lexi Tobin build the initial version of Lexi Tobin?

Lexi Tobin built her business by focusing initially on planning wedding proposals, using the opportunity to film and post the events on TikTok, which significantly contributed to her initial exposure and virality. Her approach was hands-on, starting with physical setups, like arranging picture frames and lighting for her sister's proposal at a family beach house, and she would often work directly on-site to ensure everything was perfect. As she grew her side hustle into a full-fledged business, she learned through trial and error, hiring around one to three vendors per event to help ensure the details were meticulously attended to. The process of building her business wasn't swift; it was the culmination of five years of refining her approach, understanding the nuances of both planning and making each proposal or event unique and personal for her clients. Despite the growth, challenges like weather unpredictability or managing tight timeframes remained constant aspects, which required thorough planning and adaptability.

What was the growth strategy for Lexi Tobin and how did they scale?

TikTok

Lexi Tobin gained significant traction by sharing her proposal planning and wedding experiences on TikTok. Starting with a video of her sister's engagement that went viral, she quickly amassed over 300,000 followers and 12 million likes. The platform's viral nature allowed her to reach a large audience quickly, sharing relatable and engaging content centered around weddings and proposals.

Why it worked: TikTok's algorithm favors engaging, authentic content, which allowed Tobin's videos to gain rapid views and shares. Her genuine storytelling resonated with viewers who were either planning their own weddings or simply enjoyed romantic content. The personal aspect of the videos, combined with a cultural fascination with wedding planning, made them highly shareable.

Instagram

Lexi Tobin also leverages Instagram to engage with her audience by sharing picturesque proposal setups and personal bridal journey updates. The platform complements her TikTok content, reaching those who prefer the aesthetic and detailed captions of Instagram.

Why it worked: Instagram serves as a visual portfolio for Tobin, showcasing her event planning skills and personal brand. The platform's ability to connect with an audience through stunning visuals and story features helps maintain her audience's interest and promotes her business offerings like proposal planning and event coordination. Instagram Stories and posts keep followers engaged with real-time updates and beautiful imagery.

Brand Partnerships and Affiliate Marketing

A portion of Tobin's revenue comes from brand partnerships and affiliate marketing deals. Her influence on TikTok and Instagram provides brands within the wedding and lifestyle niches with a valuable opportunity to reach her engaged audience.

Why it worked: Her genuine portrayal of her passion and expertise in the wedding space makes her a trustworthy source for her followers, making brand partnerships more effective. By aligning with brands that fit her niche, she maintains authenticity while also monetizing her influence.

Returning Customer Engagement

Existing customers often return to Tobin for help with additional life events like bridesmaids' proposals and bridal showers. Her ability to provide a full-circle service experience by staying involved with clients through multiple milestones ensures repeat business.

Why it worked: Building a strong, personal relationship with clients ensures that they return for additional services. This relationship-driven approach fosters loyalty and word-of-mouth referrals, crucial for sustained business growth within the event planning industry.

What's the pricing strategy for Lexi Tobin?

Lexi Tobin offers custom proposal planning services, charging up to $10,000 per project, supplemented by TikTok brand deals.

What were the biggest lessons learned from building Lexi Tobin?

Embrace Virality with Authenticity: Lexi Tobin's success stemmed from a viral TikTok moment, highlighting the power of genuine content. Staying true to personal passions can lead to unexpected opportunities, even when starting small.
Handle Growth Methodically: Building a business takes time. Tobin learned to scale her side hustle slowly, reminding others that patience and consistent effort are crucial for long-term success.
Effort Behind the Scenes Counts: Event planning involves unseen hard work, from handling logistics to dealing with unpredictable elements like weather. Aspiring entrepreneurs should be prepared for the effort required behind the scenes.
Adapt and Listen to Your Audience: Tobin expanded from proposals to broader wedding planning by listening to her followers and clients. Adapting to feedback and diversifying offerings can open new avenues for growth.
Balance Your Commitments: Juggling a day job and a side hustle taught Tobin the importance of time management and recognizing when to focus solely on her passion project for sustainable success.

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