Why I Don't Share Weddings on Instagram Anymore

I’ll be honest: I hate instagram.

I used to share my entire life on Instagram. I was one of those people that did “talk-to-camera” stories, and I’d go through periods of trying to post daily to my grid. But like most people these days, I don’t actually enjoy being on instagram anymore.

When we talk about how bad social media is for us, we’re not talking about what social media used to be. Nobody’s life was ruined by a bit of FarmVille. It’s because of Instagram – and the way it commoditizes our attention spans – that social media is such a growing problem. This is only getting worse with the onslaught of AI-generated trash filling up our feeds. Instagram recently replaced the “Messages” button with a “reels” button; they’re trying to capitalise on users’ muscle memory to get them to the reels page, in the hopes that the first second of a reel will grab their attention and force them into a doom-scroll. It’s heinous.

As someone who posts video content to instagram, I’m conscious of being a part of that problem – it doesn’t make me feel good.

Your wedding day features some of the most intimate, meaningful moments of your life, yet we as wedding suppliers are encouraged to turn them into short-form content and optimise them for likes. For years Instagram has pushed businesses to post more (shorter) video content. I don’t film weddings to create “content”; I film them to preserve moments and people that won’t exist forever. It doesn’t sit right with me to share those moments online.

If you don’t attend weddings week in, week out, it’s probably hard to see just how far this has gone, and how quickly it’s changed.

These days, it’s not unusual for some suppliers to bring along an extra person to a wedding whose entire job is simply to capture videos for their social media accounts. Let me reiterate: couples can end up with someone at their wedding who is there purely to share it online with strangers. This is wild to me.

To be clear, I’m not judging suppliers who do this; Instagram is a huge part of how we get work, and I think the majority of us feel like we have to post our work here in order for our businesses to thrive.

But maybe that’s not the case. Either way I’m going to find out. As of January 2026, I’m not going to post on instagram anymore.

I’ll still reply to messages, and I’ll continue to share occasional longer-form work here on my website, and on YouTube, where films can be experienced more slowly and with proper context (always with a couple’s consent). If my couples choose to share their films themselves – or ask me to share something – that’s entirely their decision.

Maybe I’ll be back on the ‘gram in six months but, for now, this feels like the right call for me and the way I want to work.