In the wedding business, Instagram is king, but also a double-edged sword. It's free, but the "lady Guinevere-flower child" bridal memes on there are so persistent that photographers set up fake weddings to shoot, since real clients don't have the budget, or sometimes the desire, to replicate the popular meme at real weddings. If a photographer successfully replicates the meme, this build the studios' brand on Instagram. Setting up fake wedding scenes to shoot for Instagram is a lot of work for the photographer, either pulling favors or paying money, plus the photographers' time. It's questionable whether the investment is worth it, since it's similar in cost to old-fashioned marketing. Some photographers are going back to tried-and-true marketing, such as networking and placing sample books in catering halls, since the Instagram memes are so widespread that it actually confuses the customer, who is unsure which photographer is the best when they all look the same on Instagram. Pinterest used to work well for the bridal demographic, but less so now. It's more of an awareness tool, but doesn't result in actual leads like it used to.