July 14, 2016

The Knot Surpasses One Million Followers On Instagram

The Knot furthers its leadership position in reaching millennial couples

NEW YORK, July 14, 2016 The Knot, the leading wedding brand and marketplace, has announced that its award-winning Instagram has surpassed one million followers, making it the first wedding brand to reach this milestone. Having organically doubled its followers in the past year, @TheKnot on Instagram receives high engagement from its millennial audience and has earned more than 20 million likes and 500,000 comments to date. Currently, each hand-selected image averages 8,000 likes and about 200 comments.

“Millennials report that their smartphone is more important than their toothbrush, and we know the top five apps they use are typically social media apps,” said Kellie Gould, editor-in-chief of The Knot. “Instagram helps us in our quest to reach our millennial audience everywhere and at any time, while also helping us introduce them to the wedding professionals they’ll want to book. We’re grateful to our fans that helped us reach this milestone before many other popular women’s lifestyle brands we admire.”

The Knot Instagram is a curated experience that showcases inspirational and aesthetically beautiful images that encapsulate the emotions that come with love and marriage—from every perspective. The Knot balances professional photography with user-generated content, and captions include pull-at-your-heartstrings storytelling mixed with useful information. Many of the posts reinforce the company’s mission to inspire, plan and book every wedding in America by tagging local vendors in each image whenever possible.

The Knot is responsible for several successful social franchises including #TheKnotRings. This hashtag has been used more than 63,000 times by couples to show off their engagement ring selfie, often with a beautiful backdrop from the scenic location of their proposal. #FashionFriday and #TakeoverTuesday are weekly events that feature top fashion and wedding professionals highlighting bridal fashions from the runway, trends, inspiration, and the best vendors for wedding planning.

The most popular post on The Knot Instagram earned 44,000 likes and 1,600 comments; it was posted during the 2016 Northeastern “snowpocalypse” in January 2016 and featured a couple kissing in a snowstorm shortly after they said, “I do.”

By tagging appropriate Instagram images with #TheKnot, #TheKnotRings and #TheKnotDresses, couples are submitting their own photos for a chance to be featured on The Knot Instagram account. Digiday awarded The Knot “Best Brand on Instagram” in 2015 for its effective use of the platform in audience engagement and creative storytelling. The Knot launched its Instagram handle in April of 2012.

About The Knot
The Knot is the nation’s leading wedding resource with a marketplace that seamlessly engages, matches and connects couples with the right products, services and local wedding professionals they need to plan and pull off their wedding. The trusted brand reaches a majority of engaged couples in the US through the #1 wedding website TheKnot.com, its mobile apps, The Knot national and local wedding magazines, and The Knot book series. The Knot has inspired approximately 25 million couples to plan a wedding that’s uniquely them. The Knot is the flagship brand of XO Group Inc. (NYSE: XOXO), the premier consumer internet and media company dedicated to helping people navigate and enjoy life’s biggest moments—from getting married to moving in together and having a baby. Please visit The Knot online at TheKnot.com and follow on social media: Facebook.com/TheKnot and @TheKnot on Twitter, Pinterest and Instagram.

Forward-Looking Statements
This release may contain projections or other forward-looking statements regarding future events or our future financial performance. These statements are only predictions and reflect our current beliefs and expectations. Actual events or results may differ materially from those contained in the projections or forward-looking statements. It is routine for internal projections and expectations to change, and therefore it should be clearly understood that the internal projections and beliefs upon which we base our expectations may change. Although these expectations may change, we will not necessarily inform you if they do or update this release. Please refer to documents we file from time to time with the Securities and Exchange Commission for a discussion of the risks and other factors that could cause actual results to differ materially from the forward-looking statements contained herein. Forward-looking statements in this release are made pursuant to the safe harbor provisions contained in the Private Securities Litigation Reform Act of 1995.

###