Wedding media conglomerate The Knot has bought Wedsnap for an undisclosed amount. Wedsnap is the creator of a popular Facebook wedding-planner app called Weddingbook — an app that I don’t plan on using for at least a few years, although some 450,000 other Facebook users do a month. It lets you post a “wedding profile,” complete with a guest-list feature that lets you invite Facebook friends to your wedding (and so the app), a guestbook so friends can leave you congratulatory messages, and forums to discuss wedding tips and stories with other newlyweds-to-be.
Weddingbook makes money through letting wedding-affiliated companies sponsor the site or sell related advertising. For example, the wedding movie Made of Honor sponsored a skinned version of Weddingbook last year. The Knot, a publicly-traded wedding media company, boasts large content sites as well as magazines, so presumably it will bring existing advertisers into the app.
Toronto, Ontario-based WedSnap was one of the five winners of the Facebook-backed fbFund funding competition, through which Facebook investors Accel Capital and Founders Fund provide small grants to companies that make the smartest use of the social network’s developer platform. Wedsnap took home $25,000 from Facebook during the first round of competition last fall, then $225,000 in the second round in December.
Assuming that Weddingbook was making money and that The Knot paid well for it — both of which seem likely — this is another nice proofpoint for Facebook when it talks about the value of its developer platform. However, given that Weddingbook’s exit happened less than two months after the fbFund win, one has to wonder if its venture grant-makers would have preferred it if WedSnap stayed independent for longer.