The Content Creator Debate is Heating Up
There’s been a growing wave of negativity online about wedding content creators. As someone who’s been part of the wedding industry since 2002 firstly as a wedding planner, then in 2004 founding the UKAWP – high level of standards have always been important to me. As you can imagine in this time I have seen many trends come and go but I have also seen public perception of certain niches evolve over the years. I can’t help but notice the same kind of backlash that hit planners 20 years ago and in more recent years wedding celebrants are now being aimed at content creators.
When something new enters the wedding industry, suspicion often follows. In many cases, it’s rooted in misunderstanding or fear of being replaced. But sometimes, the criticism is valid.
When I started my wedding planning business people thought it was a fad, they couldn’t see it lasting, here we are 23 years later and the sector is very much a part of the industry – even if still a niche and not needed by every couple. And the same can be said for content creators – not every couple will want one nor hire one and guess what? Thats totally ok!
But to think content creators will disappear or fade away is naive. If you refer to my recent blog article on Generation Z getting married you will remember how visual they are.
Gen Z is overwhelmingly online and visual-first:
- 80%+ use YouTube
- 75% use Instagram
- 69% use TikTok
So let’s talk honestly about content creators, their place in weddings, and what I really think. You may not like the concept but the sector will only begin to grow year on year.
What Are Wedding Content Creators — and Are They Replacing Photographers?
Are wedding content creators necessary if I already have a photographer or videographer?
It’s a fair question. One comment I saw recently read:
“I don’t see the point in a content creator when you have a photographer/videographer as they create content already, just to a different style, a higher standard of imagery due to the equipment, experience etc.”
It reminds me of the old argument from venues claiming couples don’t need an independent planner because they already have a “wedding coordinator.” Anyone in the know understands the vast difference between the two roles and having both makes a dream team.
Similarly, a content creator is not a substitute for a photographer or videographer. They’re not there to shoot the ceremony or produce a cinematic film. Their purpose is to capture the behind-the-scenes, in-the-moment content optimised for social media — often in real time. Think Reels, TikToks, candid Instagram Stories — not fine art prints!
The Real Problem Isn’t the Role — It’s the Professionalism
Why do some photographers and videographers dislike content creators?
Unfortunately, I’ve heard multiple stories from seasoned professionals about content creators behaving poorly:
“I’ve heard horror stories of CC purposely walking into photographers’ set-ups, leaning on the photographer (physically balancing their gimbal on the photographer’s head or shoulders), even pushing the shooter out the way.”
That isn’t just unprofessional — it’s disrespectful to fellow suppliers and ultimately to the couple and dare I say it, a bit egotistical?
But here’s the thing: bad behaviour doesn’t define an entire niche. Just like there were / are planners launching businesses with no experience or any idea how to run a wedding (outside of their own) we’re now seeing content creators do the same.
The issue isn’t the role. It’s the lack of training, etiquette, and collaboration. And that’s something we as an industry can fix.
What Should Wedding Pros Do About Content Creators?
Are wedding content creators here to stay?
Yes. And ignoring the trend won’t stop it!
Gen Z and younger millennials consume content differently. They expect short-form video. They value authenticity and immediacy. The demand is growing, and the smartest suppliers are adapting.
You have options:
- Protect your work through clear boundaries. Add clauses to your contracts that prevent third-party suppliers from interrupting key shots or standing in front of your camera during pivotal moments.
- Launch your own content creation up-sell. If you’re a planner or photographer, consider adding a social content package in-house. It can be a great revenue stream and gives you control over quality.
- Curate a list of recommended content creators. Vet them like you would any supplier and only work with those who respect the team dynamic.
- Utilise them in your own business. Why not book them to batch record Reels/TikToks or book them for behind the scenes content at a wedding? Check permission from the couple first.
So, What Do I Really Think About Wedding Content Creators?
They’re not the enemy.
They’re not replacing you.
They’re not going anywhere.
Like every evolving role in our industry, they require education, collaboration, and clear expectations. When done well, they add a valuable layer to the wedding experience. When done poorly, they detract from the magic.
It’s up to us to raise the bar — not shut the door.
4 Questions to Ask a Wedding Content Creator — Before You Recommend Them to Clients
If you’re considering referring a content creator to your couples, it’s vital to ensure they’re aligned with your values and won’t compromise the client experience — or the supplier team dynamic. Here’s what to ask:
1. How do you work alongside the lead photographer and videographer on the day?
Why ask this? You’re looking for signs of respect, collaboration, and awareness of boundaries. A great content creator should complement — not compete with — other visual professionals.
2. Can you show me real wedding examples, especially those with a full supplier team?
Why ask this? Seeing how they work within a real wedding context — ideally with photographers and videographers it gives you a clear view of their professionalism.
3. Are you fully insured and do you operate under a contract?
Why ask this? This is non-negotiable. Professionalism and liability cover are essential if you’re putting your name behind a recommendation.
4. What steps do you take to remain discreet and respectful during emotional or time-sensitive moments?
Why ask this? You want confidence that they won’t interrupt a ceremony, push other suppliers aside (especially the main photographer/videographer), or create chaos for the sake of a TikTok.
Always have a quick call or in-person chat before adding someone to your preferred supplier list. First-hand chemistry and a sense of their attitude toward teamwork is everything.
Final Thoughts
Content Creators are not going anywhere and if anything they will continue to rise like wedding planners. When I launched in 2002 there were just a handful of independent wedding planners, everyone thought it was a fad and just look how it has exploded! Now content creators may not see the same level of growth but they are here to stay. In fact I am looking to source the right one for my Reconnect + Realign Retreat in November!
So will you learn to work with them OR diversify and offer this service as well?
Further Reading
Staying organised in your business
Generation Z Are Getting Married
Difference between growing, scaling and downsizing
Are you wasting time in business
Want to Scale Your Content Creator Business?
Thinking of scaling your content creation business or diversifying into this booming niche?
Whether you’re a wedding supplier looking to add content creation to your offer or a creator ready to level up, my Hotline Consultancy is designed to give you clarity, strategy and momentum.
Book a session now and let’s map out how to turn your skills into a sustainable, standout service.
Book a one hour call to explore the best path forwards
Photos by Farlie Photography at my 2025 Goal Setting Workshop
