The wedding world is changing, and with it, priorities that once felt secondary have become the new fixation. More and more, couples and vendors are chasing the ‘wow’ factor. Something eye-catching or trendy to stand out and ideally go viral. While there’s nothing wrong with wanting a wedding that feels unforgettable, this constant pursuit of recognition often overshadows what the day is truly meant to be. As wedding planners we’ve seen it play out time and time again — The focus turns to creating a moment for social media instead of simply being present. 

In a recent episode of Brides Informal, we spoke with photographer Nikki Golden, who put it simply, “it’s not why we’re actually there.” When the goal becomes landing that post-worthy moment, we forget the meaning behind the celebration. Yes, content is important. But when it takes priority over the people at the center of the event, the plot gets lost. 

Nikki continues, “It is about us doing our jobs properly and not about going viral.” The reality is that this captures the tension many of us vendors face today. Some bring along additional content creators, sometimes unnecessarily, which can create friction with the professionals already hired. As planners, we understand the role of content, so much so, we even capture behind-the-scenes moments ourselves. But our intent is always for the couple. Little clips and candid photos they can laugh at and relive right after the wedding. It should never become a competition or a disruption. Somewhere along the way, the focus shifted from being present to performing, and it shows. As Vicki put it, “Everyone has been so caught up on social media, just chill out for 5 seconds.“

Like we said, we get it. Social media drives business, and portfolios are often the reason content gets created in the first place. Still, there’s a line. “A lot of vendors are putting their portfolio in the forefront of the reason that they’re there on the wedding day.” And when that happens, the couple is no longer the priority.

A wedding is not a performance for an algorithm. It’s a real celebration of real people. As Vicki reminded us, “on their wedding day, they should be feeling like they’re having the time of their life and not doing it for the gram or whatever.” That applies to couples and vendors alike. Authenticity makes the details and photos powerful, not fabrication. Finding balance requires communication and boundaries. This means couples knowing who’s behind the cameras, vendors respecting each other’s roles, and everyone remembering that the day belongs to the two people getting married. Weddings should never feel like a staged photo shoot. 

Virality is fleeting, but the experience stays with the people who lived it. 

Brides Informal Podcast | Spotify
Featuring host Vicki Blood (Lulu Events) & Nikki Golden (Nikki Golden Photography)