Who does wedding suppliers' content creation serve - couples or the algorithm?
I’ve been a wedding photographer for 18 years. In that time, I’ve watched trends come and go with a patient eye-roll, knowing this too shall pass! But there’s a trend right now that doesn’t make me roll my eyes - it makes me worry.
THE BEAUTIFUL MONSTER WE’VE CREATED
The growth of social media and the incredible cameras now in our phones have made it easy for every supplier to shoot and share their work instantly. So much so that ‘content creation’ - capturing portfolio and promotional photos and video - on a wedding day has become part of the job.
This is both amazing and concerning.
Amazing because we can easily share our work with potential couples on the likes of Instagram - a business lifeline for many.
Concerning because gone are the days when one quick photo was enough. Insatiable algorithms and the rise of video constantly demand more. Now, couples face a day where everyone with a phone wants to create content at their wedding. Sometimes it fits in seamlessly, other times… not so much.
Here’s a handful of things I’ve witnessed recently…
At a well-known wedding venue, the manager hired their own photographer to capture the ceremony for marketing. This photographer was either so close to me I didn’t have room to turn my camera from landscape to vertical or within a breath of the couple and unavoidable in photos of that profound moment. Not only that, the venue hadn’t asked permission and the couple had no idea this would happen.
Once the ceremony set-up was ready, the florist took numerous photos and video walkthroughs. By the time they finished, I had seconds (no exaggeration) to capture the scene before guests arrived.
During a reveal between a bride and her dad, it wasn’t just the bridesmaids, me, and the videographer present - but also the hairstylist and makeup artist. I felt for Dad being expected to ‘perform’ and openly show emotions in front of so many people. Being there for the couple in a highly-charged moment is one thing; capturing it for something ‘Insta-worthy’ is another.
On another wedding morning, the hairstylist suggested a ‘bridesmaid reveal’ and some reel transitions. When the bridesmaids ran late, the bride said she wasn’t worried about doing it, but the stylist missed the polite no. Even when the bride reiterated, the stylist insisted she’d wait. It felt awkward in a moment when the bride should’ve felt her best.
As the singing waiters belted out ‘Sweet Caroline’, the groom’s grandparents went all in - waving their arms, singing at the top of their lungs. An image to cherish, except for the band’s content creator right in the middle. Baffling after they reassured me earlier they’d stay out of my shots.
It isn’t every supplier, but these aren’t isolated incidents. Multiple suppliers creating content is now normal and the ticket is continually being pushed further and further.
And when things like this happen, it changes the day and the couple’s photos.
HOW IT AFFECTS THE PHOTOS COUPLES WILL TREASURE
Working around suppliers creating content makes my job harder - and impacts my couples’ photos.
Pinched time compromises quality and risks missed moments
If you’ve worked a wedding, you’ll know how fast-paced and time-sensitive they are - there’s no spare change. “I’ll only be a sec” and “it’ll just take a minute” eat into my time to capture the couple’s photos. It works well when content creation is planned around their photos - but that’s rare.
I often have to rush, which means I can’t give the photos the consideration and depth they deserve. That’s such a shame for my couple. And the risk of missing something important, especially pre-ceremony, is very real - so accommodating content creation when I need to get shots for the couple adds stress.
Limited angles and uninvited guests in photos
Every time I have to work around a tripod filming a timelapse, am unable to step back because someone’s shooting over my shoulder, or need to change my composition to keep suppliers capturing content out of shot, it visually changes and limits the photos.
Even worse is when suppliers are looking at their phones in the background. With posed photos, I can ask them to move. But with candid moments, I can’t - because any interruption would distract and kill the moment completely. Of course, they may not realise they’re in a shot … but it’s our job to pay attention.
Is this just part of a photographer’s job now?
Yes, but also no. We all have to adapt in the face of challenges and work as a team. And I appreciate it’s easier for me because my work is content.
But when other suppliers’ content creation affects what I can capture for the couple, it’s hard to accept. Above all, couples shouldn’t have to compromise their legacy photos for short-lived content they didn’t commission.
And the cycle feeds itself. When suppliers eat into my photography time and then don’t see as many images of their work in the photo gallery as they’d like, they decide to take even more themselves next time. So it compounds, wedding after wedding.
But beyond the photos, there’s something even more precious at stake.
THE BIGGER PROBLEM: WHAT IT DOES TO THE DAY
Every moment doing something for the camera is a moment less to experience the wonder of getting married.
Sure, some couples love content creation at their wedding - that’s fine. But I come from the perspective of those who don’t, and for whom even having a professional photographer and videographer around is a big deal. For these couples, suppliers shooting and directing things is at odds with what matters to them.
Over the years, I’ve learned the most moving and meaningful photos aren’t staged or performed. They’re unplanned, impromptu moments of love, joy, and connection. These moments need space - and presence from everyone - to unfold. When people are asked to pose or perform, it steals precious time that serendipity could have filled with something spontaneous and sacred.
There’s an emotional toll
By the time couples who aren’t into posing have performed for their celebrant, florist, musicians, hairstylist, makeup artist, planner… how do you think they feel when it’s time for their professional photos? In my experience, they get on with it, but inside they’ve run out of steam - and it shows in photos. Is that a lasting memory they should have?
Iconic moments - like reveals - have turned into the content creation equivalent of a bun-fight photography workshop where a wall of cameras clamour to shoot the same thing at the same time. A tender moment, whilst revelled in (we all love love), becomes a spectacle. Whose moment is it?
And how does the bride’s mum feel when asked to sit in the stylist’s chair while a tripod-mounted phone films the entire process?
“Well, it’s in my contract.”
I’ve heard that line a few times. But people don’t always read small print. And even if they’ve technically agreed, do they truly understand the full extent of what that will ask of them? And are they really in an empowered position to say no?
Where is the service? Where is the love?
THE ROOT OF IT ALL
This doesn’t come from ill intent.
And whilst we might complain about Instagram and the algorithm’s insatiable appetite that tells us: “the future is video”, “were you even there if you didn’t go live?”, “share a photo or it didn’t happen”… I don’t think it’s that either.
To me, it’s the way we’re using social media.
We want to use Instagram to connect with couples. But with so much noise and the algorithm as gatekeeper, we post more, create more, post more… endlessly. And I’ve chatted to many who’d rather not do it at all and even share things they don’t feel right about - but feel they have to because it’s what the algorithm rewards. I’ve certainly been drawn into this vortex.
And for what?
When we conform to the algorithm, we mask who we are - just so we can be seen.
And the more we chase engagement, the less we actually engage. I recently asked a few couples what it’s like to research suppliers on Instagram at the moment. They all mentioned the volume of photos and videos shared feels like overkill. So content creation doesn’t just affect one couple, it overwhelms the very people we’re trying to connect with.
We’re enabling and exacerbating something we don’t want.
Whatever next?
WHERE THIS PATH TAKES US
Content is here to stay. But if we don’t change course, I only see increasing horror stories, hijacked days, and compromised photos.
There’s already a wave of couples who’ve spent precious time posing for content rather than enjoying the full magic of their day. There are heirloom albums on coffee tables with suppliers as prominent as loved ones.
At some point, the balance will switch - because word spreads fast.
Couples will become more discerning, set boundaries, and expect all their suppliers to be unobtrusive, not just their photographer and videographer. Unplugged ceremonies are already popular - it isn’t a big leap to fully device-free weddings, suppliers included.
Then what’s left? Maybe back to the days of waiting for professional photos and video. Speaking of which…
HAVE PHOTOGRAPHERS CONTRIBUTED TO THE PROBLEM?
A nuanced and complex conversation if ever there was one!
I hear about a lot of friction between photographers and suppliers over image sharing. There’s a lot of misunderstanding amongst suppliers about image use and often a lack of empathy shown when asking for photos - but photographers can be part of the solution.
Our aesthetic style won’t align with every supplier, but if we can’t share images in a timely way, or at all, it’s understandable when suppliers want to create their own.
AN INVITATION TO SOMETHING DIFFERENT
We’re drifting dangerously.
Our first priority should be with our couples, above our marketing needs.
The question isn’t whether we should capture and showcase our work at all (though it could be). It’s how we do it in a way that works for everyone.
I’m not here to give answers or advice. Because I’m working through this myself - and the solution will be different for everyone. But here are some questions I’m asking myself - that you might find useful too:
How can I balance my need to share with my responsibility to protect my couple and the sacred nature of their day?
What does my content ask of my couples? Do they truly want it?
How can I take care of each couple’s unique wishes?
How do I kindly keep things moving when another supplier is in shot, holding me up, or distracting the couple - without being that person?
Is what I’m sharing within my remit, or does it add to the noise and perpetuate the problem?
What if I trust that coming from a place of love and being true to myself will serve my business better than chasing the algorithm?
Could couples themselves be part of the solution?
We have the answers - we’re wedding pros, after all! We just need honesty, reflection, and courage to do the hard work to make a change.
Let’s put ourselves in our couples’ shoes and make sure they get their moment, not a content creation opportunity.
WHAT DO YOU THINK?
Can we create content and still serve couples fully? Is there more we can do to balance our need for content creation with what our couples want? Is there something I’m not seeing? Am I alone in this? Am I just being a fuddy-duddy Gen X who won’t keep up with the times?!
Whoever you are - a couple planning your wedding, a supplier grappling with this, or someone who just found this thought-provoking - I’d love to hear your thoughts.
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