How to Make Your Proposal Go Viral

When New York City-based photographer Ash Fox entered the proposal planning business 13 years ago—when the market was in its infancy—clients had a fairly simple wishlist: a pretty park location, discreet photography, and absolutely no big displays or decorations. Over a decade later, she's still planning engagements, but she notes that quite a lot has changed. “Things have definitely shifted!” she explains. “More couples want to celebrate their proposal not only with friends and families, but for the world to see.”

If you're active on Instagram or TikTok, you know she’s not wrong. These social media platforms have become embedded into our daily lives, and are now where our biggest, greatest milestones live in perpetuity. Moments that used to be private (like a proposal) are not being shared (and viewed, and liked, and commented upon) with the world at large—or at least the microcosm that follows you on Instagram. And when you know others will be watching, the temptation to go bigger and bolder can be pretty hard to resist.

For some, the call is so strong that they go out of their way to make that media cascade happen. We get it: A proposal is one of life's most exciting moments, which is why so many of our readers are all for sharing theirs with the masses. So, what does it take to pull off a viral proposal, anyway? We consulted a panel of industry professionals for the inside scoop on what’s trending now, what will be trending later, and how to master the art of the viral proposal—without sacrificing authenticity for the sake of the algorithm.

Why Are Proposals Bigger Than Ever?

Like most things, the answer to this question lies with one of the most life-altering inventions of the past 20 years: social media. Now that pretty much anything can be a photo op—and the way we think about capturing experiences is often considered through the lens of content creation—the desire to add eye-catching visuals to aesthetically optimize the moment has naturally followed suit. Add in the inherently human inclination to want to fit in with what others are doing and simultaneously do it a little better than the last person, and it makes perfect sense why marriage proposals have gone the way of weddings: with increasingly more emphasis placed on impressing those both inside and outside your immediate social circle. “The bar is set so high now,” says California proposal planner Nicole Harris. “We are going bigger and harder on décor and creativity because of likes, views, and the pressure of seeing other incredible proposals.” 

Austin-based proposal planner Tessa Bertamini agrees. “An over-the-top proposal is another way for a person to showcase not only their over-the-top affection for their new finacé(e), but also a perceived sign of wealth,” she says. And what could be more “impressive” than kicking off your new life together than with a proposal built to go viral? 

The Appeal of a Viral Proposal 

While it could be easy to accuse those who seek out a viral proposal of being in it for the wrong reasons, more often than not that isn’t the case. “A viral proposal tends to be authentic and memorable,” says Persephone Maglaya, an early and prominent adopter of social media in the wedding sphere and the founder of marketing agency The Media Socialites. “It allows you to share your joy and love story far beyond your immediate social circle in a moment that resonates.” 

That said, resist the urge to construct a proposal designed solely to appeal to an algorithm over one that makes sense for your personal situation. “Staying true to who you are as a couple is the most authentic and romantic approach,” advises Harris. “Trends come and go, so don’t let that shape your love story.” After all, social media has a notoriously short attention span, but you’ll have the memories of this magic moment for the rest of your lives, so be sure it’s something you can look back on with genuine fondness. 

Also worth keeping in perspective: There’s going viral, and then there’s engaging a larger-than-average segment of your natural following (otherwise known as the people who actually know you). Chances are, you’ll feel more excited about comments and likes from those already in your orbit, which should help alleviate the pressure to turn your proposal into something out of character. 

6 Ways to Make Your Proposal Go Viral 

Looking to add a little social juice to your proposal? Consider incorporating these approaches. You don’t need all of these elements, but a combination of some definitely helps.

Prioritize Authenticity and Emotion 

“Proposals that reflect the couple's unique story or interests are genuinely having a moment,” says Maglaya. “Whether it's a themed proposal that nods to a shared interest or a custom-made detail significant to the relationship, these elements add a special touch that stand out in social media feeds.”

What’s also likely to garner eyeballs? Raw, unfiltered emotion. “[A proposal] can be shocking and nerve-wracking for couples, so typically someone will say something hilarious and unhinged,” says wedding content creator Stacey Moran. “And I’m noticing more couples sharing those videos on social media.” Case in point: Senna Brennan’s and Jimmy Fitler’s viral proposal. While simple in its content, the video clip captures a raw, unfiltered look at a less commonly shared—but very relatable— reaction to a proposal, and that’s likely what garnered the post almost 730,000 likes. 

To further the point, if dreamy and romantic isn’t what you’re about as a couple, there’s no need to fake it. If humor fuels your love, a post depicting a funny mishap during the proposal is more likely to engage your followers; if you’re so in sync that you planned to propose at the same time, your social announcement is the perfect opportunity to showcase that.

Go for Eye-Catching Details and Décor

Giant marquee “Marry Me” letters have long been a staple of the proposal genre, and, per Riley Canty, owner of California-based proposal planning outfit The Yes Girls, will likely “always be a trend.” According to Harris, the same also goes for candles and rose petals. Still, there’s room for evolution. “In 2024, we’re seeing movement toward more custom signage, because it’s something you can hold onto as a keepsake item,” says Bertamini. “We’re also seeing an increase in floral arches,” she adds. “Typically, this was something reserved for weddings, but as the proposal industry has grown, floral displays are an easy way to ‘dress-up’ a scene without needing to add much else.” 

Another newer-to-the-scene décor trend that brings the wow factor: cold sparkler fountains. “They give a firework effect, but without the hassle of real fireworks,” says Canty. “Any proposal that adds them is always one of my favorites.” 

Still, you don’t have to go entirely over-the-top to get noticed. “What’s really catching my eye are more intimate proposals with intentional details that are unique to the couple,” says Moran. Take, for example, the engagement of influencer Sofia Villarroel to Edwin Roma. “The location was simple but the touches of florals, textures, and candles made the space feel so inviting and romantic,” Moran explains. “You could really feel their love, along with all the excitement and joy of their friends and family.”

Make Sure You Have an Amazing Backdrop  

Canty says over-the-top locales will always catch people's attention. This can include options found in many geographic locales, such as rooftops, mansions, and beautifully manicured gardens, but also extends to one-of-a-kind natural scenery, such as the red rocks of Sedona or the frozen waterfalls of Iceland. “A beach backdrop—especially near sunset—also has more potential for virality,” adds Harris. “Or an iconic destination, like a boat on the Amalfi coast, or the domed rooftops of Greece.” 

Brainstorm Creative Grand Gestures  

Yes, dance montages, surprises at work, and assists from celebrities still have their place in the viral proposal realm. In this category, though, it is—yet again—definitely crucial to be authentic to who you are as a couple, and the passions of the person you’re proposing to. If your significant other doesn’t like the spotlight, this is probably not the route to take, but if there’s a group or activity they particularly love—like, say, teaching their second grade class—incorporating that element will certainly amp up the heartwarming factor of your proposal. 

Show the Full Story 

Social media used to be the place to post a single photo or a short video without much additional context, but as we spend more time on these platforms, users are increasingly looking for more information from each post. They’ll want to know the backstory behind the proposal they’re encountering, especially if it’s via their “Explore” or “For You” page. 

“Telling the story has been a large part of the more recent viral proposal videos I’ve seen,” wedding content creator Sabrina Tanner confirms. Her advice: “[Include] a bit of the lead up to the proposal and the planning that went into it, then end the video with a down on one knee shot.” Canty has also found this to be the case. “[People] love our behind-the-scenes videos, and the before and after,” she says.  

Choose Video Over Photo 

Blame it on the algorithm—TikTok and Instagram prioritize video over photos, so videos are more likely to be seen by a larger audience. “A surprise engagement photoshoot is great to have for the memories, but when it comes to sharing on social media, it’s all about content that will evoke emotions,” explains Moran. “With video, you can see reactions in real time, which definitely pulls at people’s heart strings more than photos,” adds Bertamini. 

That said, these don’t necessarily have to be professionally-made montages. Shorter snippets focused on a single moment of the proposal can also gain traction. And the immediate reaction to video may not necessarily win out over the value of photos in the long run. “Even though everything has trended towards video because of Instagram Reels and TikTok, photography is overall easier to share and gets more mileage over time, because a video requires [the viewer] watch it through,” says Fox. 

New-Age Ways to Announce Your Engagement on Social Media

Want to jump on the latest proposal announcement trends before everyone else catches the wave? Try these forward-thinking strategies—which just might be the next big thing.

Rethink the Ring Shot 

Close-ups of a freshly manicured hand donning a sparkly engagement ring used to be de rigueur when it came to engagement announcements. Now, it’s all about showcasing the couple together. “What I’m seeing more of is couples posting selfies together to announce their engagement, typically with a bride or groom holding their hand up and showing off their ring,” says Moran. “It feels more casual, less posed, and in the moment.” 

Go Less Posed 

Speaking of posed: There’s a certain image we all associate with proposals, and it usually involves one person down on one knee and the other clasping their hands over their mouth in surprise. While that will never not be an important proposal photo, something more candid and emotional—a close-up of a post-yes kiss like Sofia Richie Grainge and Elliot Grainge or you both on your knees like Chandler and Monica—is likely going to move the needle more when it comes to follower engagement. “I think this all goes back to the pandemic,” muses luxury wedding photographer Abby Jiu. “When we weren't able to see our friends and family and celebrate with them, it made us realize that connections and moments mean even more, and people want that reflected in pictures.” 

Try Flash or Blurred Photography

For a long while, the bright, airy, and perfectly posed images of the editorial photography style dominated the wedding market, which meant the proposal market followed suit. While these images would feel right at home in a magazine spread, social media tends to favor a more candid—and less polished—vibe. “[You want to] look at the image and feel like you were there,” says Jiu, who is turning more and more often to flash photography to create the effect. “Flash photography is being used so much by celebrities that it has influenced the wedding market, as well." It’s also perfect for capturing events at nighttime, which is when many proposals happen. 

Another new tool in Jiu’s arsenal: the blurry shot. “It goes back to the feeling of being there,” she explains. The blur helps the viewer feel the motion of the moment, and the fact that the faces are partially obscured allows them to see themselves in the image in a way that a curated shot that doesn’t connect to their life just can't.

Reconsider That Caption 

Ironically playing down the significance of a major life moment was a quintessential component of millennial social speak, but the next generation isn’t totally here for it. “The ‘We did a thing (insert engagement ring emoji)’ caption needs to be on its way out,” asserts Moran. “It’s overdone, and minimizes an important and meaningful milestone.” 

Bury the Lede 

As Instagram carousels, otherwise known as “photo dumps,”  have become a popular way to post on the platform, they’re also a sneaky—and fun!–way to subtly share the news of an engagement. If the proposal happened on a romantic trip, try posting a few snippets of the scenery and food ahead of an image or video clip that announces your engagement. When followers flip through the carousel and realize what happened, they’ll be more likely to engage with the post with a congratulatory comment—they'll be surprised, just like you were in the moment. 

Try a Lesser-Known Locale 

When all else fails, popping the question in a more exclusive and less-traveled locale can also catch people’s eye. “It's not just about the geotag anymore but finding a distinct place [that’s] not overly saturated on social media,” says Heather Hall Galle, editor of The Media Socialites’ popular Je Le Veux wedding account. Think: private estates, private homes, or places that are special to the couple and not necessarily a trendy restaurant or well-known location, she adds.