When a bride is walking down the aisle, the only sounds anyone should hear are muffled tears of joy. But as the moment came at a wedding in Italy this summer, what Harriet* heard was the buzz of a drone circling above. “It was absurd,” she recalls. “A string quartet was playing at this breathtakingly beautiful ceremony, and then we just heard this buzzing sound rising above the crowd. Everyone turned around to look.”
Then the couple kept going missing from their own reception, an absence that was only explained later, when the bride posted on Instagram. “It was all heavily produced clips of them doing various things they must’ve been shooting while we were at the reception,” says Harriet. “I felt like I was watching an advert for their wedding.”
It might sound like something out of a Black Mirror episode, but this is the very real world of wedding content creation: a booming industry fuelled by couples looking to capture every moment of their special day one tightly edited clip at a time. Ostensibly, it makes sense. When so many of us are sharing the highlights of our lives online, documenting and curating every moment, why wouldn’t we want to present our wedding to the world in the slickest form possible?
A survey of 2,020 newlyweds across the UK conducted by wedding planners Hitched shows that wedding content creators are significantly more popular in the UK than elsewhere in Europe, with 6.6 per cent of UK couples having hired one.
“I knew my wedding was quirky and I wanted that captured,” says Sian Downes, 37, who recruited a content creator for her wedding in 2023. “We mapped out bits of the wedding that would look best in a [vertical video] format, including a Love Actually-style surprise featuring a gospel choir singing All You Need is Love.” Downes’ content creator worked alongside a photographer and videographer, each working to separate briefs. Downes insists her content creator didn’t disrupt the day whatsoever.
Another bride, Samantha Tattersall, 41, forwent a photographer altogether in place of a wedding content creator for her wedding in July. “My content creator stood in the background with an iPhone the entire time, blending in like a guest. I’m so glad I didn’t get a photographer; I would not have been able to do anything with 300 stills on my phone, and I don’t care for photo albums or printed pictures. Content is what was important for my wedding.”
The wedding content creation industry appears quite casual, with some falling into it by accident. Matt Dallara, 30, was working in marketing when he met a drummer who was looking for someone to film him at parties, gigs and events. Then came his first wedding: “I had absolutely no idea what I was doing,” Dallara recalls. “Back then, there weren’t that many wedding content creators, so I was lucky enough to find my own style before the industry really exploded. It’s a very different landscape now. The barrier to entry is incredibly low, so almost anyone with an iPhone can call themselves a wedding content creator.”
It’s easy to see how this can go wrong. Incessant content creation can be annoying enough over dinner with friends – is there anything worse than someone insisting on re-arranging your plates umpteen times to get the perfect photo before you can eat? – but at a wedding, the stakes are much higher. Get it wrong, and you risk ruining someone’s experience entirely.
“The mother of the bride actually stood up during the ceremony and asked the content creators to get out of the way because she couldn’t see her daughter getting married,” says Harriet of another destination wedding she attended in Oman. “It was a beautiful beach wedding but the content creators, all dressed in black, stood out like a sore thumb.”
Samantha Tattersall, 41, forwent a photographer altogether in place of a wedding content creator for her wedding in JulyEven if there are no major slip-ups, having that many lenses on you at a wedding can be discombobulating as a guest. “It was hard to focus on conversations when cameras were pointing at us from every angle,” says Betty*, 27, who attended a wedding in the south of France this summer that featured a staggering number of content creators. “I noticed three women making iPhone content and about 20 professional photographers. I kept freaking out about my hair – and it stopped me drinking too much to avoid any terrible photos!”
Wedding content creation requires a specific skill set to be carried out properly. Some do it well, and others are clearly still figuring things out. “I think the role of a good content creator shouldn’t detract from the authenticity at all,” says Millie Sharer, who began creating content for weddings after her dad, a wedding planner, asked her to help with filming. “You’re there to capture the authenticity, not create moments that look good. I’ve grown up working in the industry as a planner myself, so I’m very aware of how to stay on schedule and stay out of the way when needed.”
Sometimes the less authentic moments are led by the couple themselves, rather than the content creators, who are just following a brief: “I once had a bride walk down the aisle four times because she wanted to make sure everything felt exactly right,” says Dallara.
Opinions on the rise of wedding content creators are mixed across the wider industry, with some planners embracing them while others remain sceptical. For Matthew Shaw, creative director of events producer at Sauveur Studios, it’s about encouraging discretion. “Turning your wedding into a film set does indeed kill the vibe,” he says. “At Sauveur, we firmly believe in designing weddings for people and their experience, not the camera. We’re seeing some couples opting for ‘unplugged’ ceremonies and discouraging the use of phones throughout the celebrations. The difference is remarkable when your guests are really living in the moment and connecting.”
Still, there are clearly those who disagree, or find that their appetite for wedding content surpasses an offline experience. Perhaps the key to pulling it off is understanding the emotional nature of the role, as well as the logistical side. “You’re documenting one of the biggest days of somebody’s life,” says Dallara. “You need to understand how weddings work, how to work alongside other suppliers, how to anticipate moments before they happen and, most importantly, how to look after people when emotions are running high. The filming is only half the job. Everything else is what people are really trusting you with.”
*Names have been changed
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