Modern Wedding Photography Means You May Need A Content Creator On The Big Day
Every wedding season has its prevailing color and trends, but this year's buzz is all about an exciting new vendor: the wedding content creator. With over 14.6 million TikTok views since late 2022, #weddingcontentcreator has skyrocketed and piqued plenty of interest from brides and wedding professionals.
The popularity and ubiquitous use of social media has made wedding content particularly popular for users in the past few years. "Social media has increasingly become a huge part of couples' wedding days," Katie Brownstein shared with the New York Post. "As younger millennials and Gen Zs get married we can only expect this trend to continue." This surge in popularity has created an increasing need for professionals who not only know how to navigate these sites for maximum views, but who can create meaningful, lasting memories for the couple to enjoy the moment their special day is over. "We're in a stage of society where instant gratification is at the forefront," wedding content creator Lauren Ladouceur told Brides. "If you're someone who values sharing in real-time, then that's what I do."
But what exactly is a wedding content creator, and what type of services do they provide? Why are they revolutionizing the way weddings are documented? Can you have both a wedding content creator and an unplugged wedding? Find out all about this exciting new professional wedding position and whether you should budget for one.
What is a wedding content creator?
Wedding content creators are hired vendors who, as their title suggests, create social media content for couples on their wedding day. They are also sometimes referred to as social media wedding concierge or wedding social media assistants, depending on the depth of their service offerings. These vendors mainly provide a behind-the-scenes look at your big day, although some turn moments from the entire wedding planning process into a social media album to post and share as desired.
Wedding content creators are both wedding professionals and social media experts who are intimately familiar with trending audio, harnessing hashtags for maximum views, and getting the best angles for truly memorable shots. They are also able to seamlessly edit phone footage with transitions to tell a fun and cohesive story that's unique to your event. They keep a record of every Instagrammable moment of your wedding day, content which can be invaluable for frazzled DIY brides or couples who simply want to have a record of their day in hand once the party ends. They may also share your wedding content in real-time on your social media for a beautiful snapshot of your day.
Taylor Ivey, a wedding content creator from Salt Lake City, Utah, explains her professional role on her TikTok account, @taylorbivey, stating, "Honestly, I capture things that most people one, don't notice, two they weren't there for because couples are all over the place, or three, they just forgot about."
Are wedding content creators for influencers only?
As an average person with an average social media following made up of close friends and family, wedding content creation may feel beyond what you need on your big day. After all, you aren't an influencer with a mass following to appease. Although social media on this scale is often associated with influencers and everyday content creators with large followings, wedding content creation is not exclusive to this group. After all, most people use social media in some capacity and have their own personal accounts. The photos and videos are usable for anyone who wants a few extra memories of their wedding, no matter how large or small your follower count.
That isn't to say going viral isn't an option — if that is one of your goals. On TikTok, hashtags such as #bridetok and #WeddingTok have over 2.6 billion views, while #weddingTikTok has over 38 billion views. With their industry knowledge and social media expertise, wedding content creators can make your wedding day a viral sensation. "There are so many pages on Instagram and TikTok that share pictures from beautiful weddings," wedding content creator Dapherlie Moungabio told Insider. "And I think for some couples it's a goal to get onto those pages. Plus, people are always trying to make their wedding stand out, and having a content creator there could be a fun thing to do to achieve that."
The benefits of hiring a wedding content creator
More than 74% of couples who get married want to be offline on their wedding day to be fully present with their partner and guests. However, within 24 hours of getting married, 70% of brides will post something about their wedding day on social media. Unless your photographer sends you a few images right away, you may not have anything but a hastily snapped phone image to share. In addition, 98% of brides regret not budgeting for a wedding video. Wedding content creators come in handy for couples who want to share photos and videos from their day without sacrificing anyone's celebratory time. They also are, for some, a more affordable way to capture behind-the-scenes video footage of the day's preparations, the ceremony, the speeches, or first dances.
NYC-based wedding content creator Emily Cline believes the memories she captures are one of the most important reasons couples should consider hiring one. "Your wedding day is a once-in-a-lifetime event, and you want to be able to look back on it for years to come," Cline notes in her blog. "By hiring a wedding day content creator, you can ensure that you have stunning images and videos that capture every special moment." As wedding content creator Dapherlie Moungabio shared with Insider, "It's also about capturing the little details and fun things that are happening that the bride and groom might not necessarily see themselves."
What equipment do wedding content creators use?
To create the content couples pay for, wedding content creators need only a high quality phone with a good camera and plenty of memory. The majority of content creators use iPhones to snap behind-the-scenes footage. Some wedding content creators invest in additional equipment, such as external lights, mini mics for short interviews, and handheld phone mounts or phone gimbals for smoother filming. Just like traditional photographers, they'll also likely bring extra chargers and backups to use in case something breaks or malfunctions. However, the majority of equipment used is meant to be natural and discreet so that the wedding content creator can capture real, organic moments from everyone involved.
Wedding content creators also need to be experts in the ins and outs of the platforms you'd like them to create content for and need to have access to them on their device. If you purchase a package that includes posting real-time content directly to your personal social media accounts, you will also have to give account access to your wedding content creator beforehand.
How much do wedding content creators cost?
Most wedding content creators offer packages starting around $1,000, but they can go as high as $5,000. However, like any other wedding vendor you may hire, the cost is largely dependent on the package you choose and the number of deliverables you want. You will also need to inquire about the type of editing you want them to do and the number of social media posts you would like pre-made or ready to post within the allotted time frame, as well as their expected turnaround time. You may also be expected to compensate the content creator for travel expenses, especially if they aren't located in your area. Normally, the travel and accommodation costs are built in to the content creator's contract and agreed upon during the hiring process.
While the cost for these services may raise some eyebrows, wedding content creator services can be much more useful than simply handing a bridesmaid your phone for the day. As wedding content creator veteran Lauren Ladouceur explained to the New York Post, "People in the wedding or invited as guests have their own motives for that day. A content creator is going to be fully sober, capturing those special moments as a dedicated member of your media team."
Traditional vendors vs. wedding content creators
You may wonder why you'd want a wedding content creator in addition to traditional vendors such as a photographer and videographer. But, before you ditch your plans for traditional photography services, know that wedding content creators are not a replacement for these traditional vendors. While the cost of a content creator may be less in some instances, the technical expertise, experience, and talent wedding photographers and videographers bring to your wedding day cannot be overlooked. "Most of the couples that I work with work with a photographer and videographer as well," explained Lauren Ladoucer to Brides.
So, what roles do the other media team members play? Your photographer documents your wedding day in professional, edited photos. These photos normally include a variety of portraits, group photos of family and the bridal party, and candid shots. Videographers capture the same events in video format, typically creating a polished, edited video under 10 minutes long. Both products are delivered to you in the weeks following your wedding day.
Wedding content creators Jutah and Arthur sum up the differences on their website Wedding Content Creator, saying, "Your photographer will pose you, your videographer will produce a highlight reel, and we will be there for everything in between. It's these raw moments, where you are simply living and enjoying, that we aim to document." Many modern couples enjoy how the three separate entities work together to seamlessly capture every moment of their wedding day.
Check for existing non-compete clauses from other vendors
Despite the fact that wedding content creators are not replacements for photographers and videographers, it's wise to check these vendors' contracts to ensure hiring a content creator will not violate an existing non-compete clause. Non-compete clauses are usually built in to wedding vendor contracts to restrict former employees from working with competitors in the same line of work. These clauses are intended to protect a wedding vendor's business and can last anywhere from a few weeks to several months. Due to the differences between a wedding content creator's work and a professional videographer's, for example, issues rarely arise. However, double checking your existing contracts before hiring a wedding content creator is a smart thing to do.
A legitimate wedding content creator will have their own contracts for you to review as well. They are creating custom work for you and also providing a service that requires a formal agreement between the both of you. Even if non-compete clauses aren't an issue with your other vendors, you should still carefully read the wedding content creator's contract to confirm you are comfortable with what they've agreed to provide you. "Making sure that everything you expect from the vendor is in the contract is the most important thing," licensed attorney Caroline Fox told Brides. "If it's not in the contract, it doesn't necessarily matter. You could have something in an email, but that doesn't necessarily count. If you want it, put it in the contract."
How quickly can you expect to see wedding day content?
A major perk of hiring a wedding content creator is the speed with which you will receive your raw photos and videos. But just how quickly you can expect to have your content in hand is largely up to the creator you hire and the contract you sign. Some couples want their content creator to capture, record, edit drafts, and post throughout the day. Others simply want a collection of raw footage to post on their own shortly after the event.
"I tell brides I'm a bonus to their photographer and videographer, I gather all the content on either my own [phone] or their phone and periodically post live or airdrop for them," Taylor Ivey shared with News.com.au. "That same night or the next day when they're still on the wedding high, they get to immediately relive the day because a lot of the times for the bride and the groom the wedding day can be a blur, (but) with photographers and videographers you're not able to get that straight away."
Ivey considers the content she provides couples a "little bonus," as she explains on her TikTok account, @taylorbivey. "I can provide that now factor... The fact that [couples] are able to have 700-plus videos and photos on their phone the night of their wedding is major. You will be able to relive your whole entire day within 24 hours."
Remember to inquire about pre-planning and deliverables
Although a wedding content creator's role is normally focused on the actual event, many creators offer pre-planning services to help create tailor-made content that aligns with your wedding vision and individual tastes. Many content creators provide couples a questionnaire or consultation call that helps detail what types of content the couple want to receive as well as run through logistics of the day.
If you aren't sure what content to ask for, your wedding content creator likely has a list of ideas they can provide. During your planned consultation, they may ask about the type of events you want recorded, such as the bustling of your dress or the dip at the end of your first dance. You can confirm if you have a hashtag you'd like to use. They may suggest live streaming all or portions of your event as needed to accommodate out-of-town guests. Wedding content creators also have the ability to create a virtual guest book by recording guests' well wishes during cocktail hour.
It is also important to be clear about the photos, videos, and amount of edited footage you will receive. Lauren, a UK-based wedding content creator, notes on her TikTok, @socialbridesclub, that her full-day package comes with a gallery of over 1,000 photos in addition to a set number of edited TikToks and Instagram reels. Smaller packages may include pre-wedding consultations, venue visits, and a lesser number of edited TikToks and reels.
Is a wedding content creator right for you?
Social media can be an amazing tool for couples, both on their wedding day and during the wedding planning process. But is it something you should pay for in addition to your other vendors? Wedding planner and professional photographer Lynea D'Aprix notes on her TikTok account, @lynea.daprix, that hiring a content creator for your wedding has both pros and cons. In addition to the positives, including an abundance of guaranteed content for your immediate use, she explains that this type of vendor is an additional expense and a potential distraction for your other vendors, including your wedding planner.
Ultimately, the decision to hire a wedding content creator is entirely up to you and your partner. If you aren't comfortable with sharing the entirety of your event on social media or if the thought of having yet another person taking photos of you throughout the day sends anxious chills down your spine — very likely if you're planning a silent wedding – this trend may not be for you. However, if you're having an over-the-top wedding or are simply a fan of unobtrusive coverage that allows you to take home every moment of your wedding day the moment it's over, consider hiring a wedding content creator.