Our TikTok wedding: Why couples are turning their big day into social media content
But it's not enough any more to just post candids to the grid. Now, couples, inspired by celebrity weddings, have begun hiring content creators to help them roll out the wedding quickly, in a package designed to be admired on a phone.
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According to wedding market research firm Splendid Insights, one in six couples hired a content creator for their wedding last year.
A wedding content creator is a professional hired to capture and package the big day specifically for social-media platforms such as TikTok and Instagram. The content creators get the behind-the-scenes moments, produce short-form videos, documentary-style videos and candid photos. The turnaround is fast – couples can share highlight reels as soon as the next morning.
'Everything we shoot is mostly done on a smartphone, and we shoot a lot of content in accordance with how they're seen on social media, so a lot of vertical shots for Instagram and TikTok,' says Felicity d'Eon, a full-time wedding content creator and wedding planner.
According to a wedding trend report done by Hitch, there was a 586-per-cent increase in searches for wedding content creators in 2025 alone.
'Today's generation doesn't want to wait a couple months for their photos and videos,' says d'Eon, who started working part-time as a wedding planner and content creator in 2022. 'They want to wake up the next morning and post their big-day photos and videos online as soon as possible.'
Increasingly, couples are planning their weddings with content in mind from the very beginning, according to a 2024 report by Zola, which surveyed almost 7,000 couples. That year, there were dramatic increases in searches for terms such as 'documentary wedding photos' and 'editorial wedding photos' on Pinterest, pointing to a preference for a cinematic, stylized approach tailored for social media. And wedding content creators are just a piece of the pie.
'If [couples are] going to be sharing on Instagram and their Facebook, it has to look top-notch. If they have a TikTok account or if they're influencers, absolutely it has to be curated and they're going to be focusing more on the photography, videography and the way it looks and feels,' says Tracey Manailescu, the co-founder of the Wedding Planners Institute of Canada. She also notes that the trend toward hyper-personalized visuals often comes with a high price tag: The starting price varies, but according to the wedding website the Knot, typical content-creation packages start at US$1,000. This is in addition to the US$2,900 average spent on a photographer, based on insights gathered from 17,000 U.S. couples who either got married in 2024 or are planning their 2025 weddings.
Manailescu has also seen a growing trend of couples tailoring their special day to reflect their unique personalities. Instead of large crowds, some couples are opting for intimate gatherings that allow them to invest in a visually stunning and elegant experience. Every element is thoughtfully curated to personalize couples' wedding experience. Even things such as customized hashtags allow couples to share and collect wedding memories online.
For Quinn Cove, a content creator who got married in 2024, the approach to her own wedding's content creation was more about balance than branding.
'Despite putting significant thought into capturing our wedding, through photography, videography and illustration, my primary intention was actually to reduce the time spent creating content on the day itself,' she stated. She and her husband put an emphasis on candid captures, limiting posed photos to just 30 minutes. Their documentary-style approach highlighted intimate moments: the two cuddling up in a car, or running off together with the bouquet. They also requested videography of the live ballet dancers who performed at their reception. 'We wanted something different,' she said. 'Content that reflected the genuine emotions and spontaneity of the day.'
She emphasized the importance of not letting content creation eclipse the reason for the celebration. 'While capturing the day is important, so is living it.'
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