Content: Wed Social
Content: Wed Social
A new wave of vendors is rapidly reshaping the wedding industry: content creators. In an era where wedding days unfold as much on screens as they do in real life, understanding the art of capturing and shaping that content has never been more essential. That's why we sat down with Wed Social—one of the standout content creators that just made their debut less than two years ago—to unpack how they approach storytelling in the wedding world and what makes their work resonate with couples and vendors alike.
From candid, behind-the-scenes moments to share-ready captures delivered within days of the celebration, their iPhone snaps and retro camcorder or Super 8 videos reflect a modern approach to preserving your most special memories. In conversation with founder Sasha Walters, we learned not just about techniques and tools, but the mindset required to succeed in a space where emotion and aesthetics intersect. Here is a compelling look into how content creation by Wed Social is reshaping how weddings are remembered and shared.
Content: Wed Social
Was there a defining moment that led to the creation of Wed Social?
The idea for Wed Social began in April 2024, at a time when wedding content creation was still largely unfamiliar to many couples and vendors. My first wedding came through India Landale and her now husband, NBA player Jock Landale. We had known each other from primary school in Melbourne, and they were getting married at Kin House in London, an incredibly beautiful venue. I was living in London at the time, so it really was the perfect match.
Shortly after, I was introduced to British fashion influencer Amy Shaw, who was looking for Super 8 video and additional content coverage for her intimate wedding at her family home outside London. At the same time, I ran a giveaway for a chocolate brown Jacquemus Le Bisou Pearl bag. With these three moments happening simultaneously, Wed Social gained rapid momentum. After Amy’s wedding was shared, we grew by 1,000 followers in 48 hours, and without any outbound marketing, enquiries began flooding in. We completed three weddings in 2024. In 2025, that number grew to 47. It truly felt like the business expanded overnight.
Content: Wed Social
Content: Wed Social
In your view, how do you approach wedding content creation differently at Wed Social?
To us, wedding content creation is about capturing the raw, authentic, and beautifully styled moments that define a couple’s day. It’s having the creative eye to notice the details others might miss, the dress details, the florals blowing in the wind, the tablescape details, the quiet hand squeeze before walking down the aisle, champagne being poured mid-laughter, the way a veil moves in golden hour light.
We document everything, big and small, and curate reels that feel deeply personal and emotionally aligned to the couple. The goal is always to reflect the true essence of their wedding day. It’s immediate. It’s modern. It’s accessible. Couples receive content quickly and in abundance, allowing them to relive and share their day in real time. Wedding content creation isn’t a passing trend; it’s a new standard in how weddings are experienced and shared, and it’s here to stay!
Content: Wed Social
As content creation gained momentum within the wedding industry, how did Wed Social evolve to meet demand?
The growth required quick adaptation. What began as a one-woman operation has evolved into an agency model. Today, Wed Social includes a Brand Assistant, seven Content Creators in the UK, three in New York, six in Melbourne, and one in Bali. In the early stages, I was personally managing every aspect of the business. There came a point where I was turning down weddings in Ibiza and the South of France due to not being available, but the brides really wanted us! That was the moment I realized Wed Social needed to expand beyond just me.
I wanted to build a tight, highly trained team that understood my vision and shared the same creative instinct for capturing beautiful content. I worked with Pia Mance in Melbourne back in the day, so I have been following her business journey for a long time, and a quote she has said many times that has always stayed with me is: "Done is better than perfect." That mindset allowed me to keep moving forward, refining as we grew rather than waiting for everything to feel perfect. We’ve since travelled globally to capture weddings from New York, Italy, France, and Greece to Bali and across Australia—and we’re only just getting started.
Content: Wed Social
Content: Wed Social
What continues to inspire you most about the wedding industry?
I know it sounds cliché, but truly everything. Being part of someone’s wedding day is incredibly special. You’re witnessing one of the most important moments of their lives and supporting them through it. It’s deeply fulfilling work. I still get emotional during ceremonies. That feeling hasn’t changed, and I don’t think it ever will!
What I love most about wedding content creation specifically is how it has shifted accessibility. Couples are now sharing behind-the-scenes moments, candid moments, and the in-between details. Viewers are invited into the day in a way that feels immersive and intimate.
Personally, I love watching weddings unfold on social media and seeing the content shared in detail and in bulk. I’m always wanting more content to watch from a bride's day, and content creation has allowed this to really take people through the journey of the day rather than waiting for the formal photos. You get to relive the day with the couple even if you didn’t attend!
Content: Wed Social
What have been your biggest challenges when it comes to being wedding content creators?
Rapid growth comes with constant evolution. Our offering, team structure, and internal processes have shifted multiple times over the past two years as we’ve adapted to demand and industry change. Initially, one of the biggest challenges was educating other vendors about what we do. Wedding content creation was new, and there were questions around where we fit within the vendor ecosystem.
Now, it feels like a standard part of wedding planning conversations, couples are actively deciding whether they will have a content creator onsite and wedding operators are including content creators in all of their conversations as another vendor to consider.
One of my favorite parts of the journey has been building relationships with other creatives. There’s nothing better than a dream vendor team, photographer, videographer, planner, florist, and content creator, all aligned and working seamlessly together. The vibes are at an all-time high when the team is working well together, and the couple can always feel that energy.
On top of that, I genuinely keep making new friends with the brides after their wedding day. You really do bond with your vendors on the day they are with you from start to end, and it’s just so fun! I have staff who have joined Wed Social after working for them on their wedding day, and some of the brides are still my friends today. It really is a dream space to work in.
Content: Wed Social
Content: Wed Social
What are your tips for brides for creating scroll-stopping wedding content?
Preparation and intention make all the difference. Share as much detail as possible with your content creator in advance, your dress, color palette, mood, aesthetic direction, and the design decisions you’ve carefully considered. The more we understand your vision, the better we can capture it. And most importantly — be yourself! The best content is the content when the couple is happy and enjoying themselves. That’s what makes something truly scroll-stopping: not just how it looks, but how it makes you feel.
Content: Wed Social
What are the moments you always look for when capturing a wedding?
The dress is always a moment. We pay close attention to how it moves in the wind, the texture of the fabric, and the intricate detailing. Throughout the day, we’re constantly observing how it frames a shot, how it works against the architecture of your venue, how it catches light, and how it photographs in motion. It’s always clear when a couple has thoughtfully designed their wedding, from color schemes to florals to styling choices. That cohesion translates beautifully on camera and elevates the final content.
Golden hour is another key moment. By that stage of the day, couples have warmed up, you feel comfortable in front of the camera, and there’s a natural ease. The lighting is soft, flattering, and cinematic — sunset portraits are consistently some of the most breathtaking captures of the entire day.
You never truly know what you’re going to capture. Often, it’s only after the wedding that you realise the most treasured moments are the unexpected, candid ones—the unplanned laughter, the quiet glances, the in-between exchanges.
Content: Wed Social
Content: Wed Social
