Hitched to viral content, wedding startup Loverly arrives on Android

Wedding inspiration startup Loverly launched on Android and updated its iOS app today with new features designed for the viral content craze.

So far, Loverly chief Kellee Khalil tells us, the company has seen a “456 percent increase in uniques” over the last 90 days. These new eyes were brought in by the content strategy Loverly introduced three months ago.

Keeping to its core subject matter, wedding planning, Loverly’s blog produces Upworthy-esque stories like “After This Bride’s Fiancé Died, She Found Closure through an Incredible Photo Shoot,” along with more restrained how-to’s, like “Everything You Need to Know About Eloping.” Naturally, Loverly’s strategy has worked well; the content is apparently driving quite a bit of engagement.

The stories do particularly well on mobile, too, and quickly helped build the case for Loverly’s Android debut. Khalil tells us the company has seen a “287 percent increase in mobile traffic.” And Android owners now make up 35 percent of Loverly’s mobile visitors — up from 10 percent earlier this year.

As hinted at above, Loverly’s initial editorial success prompted the company to add content to its existing iOS app. You can preview both of the new apps in the gallery below.