In a recent decade, weddings have evolved from being private and family-centered ceremonies into public spectacles or publicity stunts, often crafted for online audiences. Social media platforms like Instagram, TikTok and Facebook have transformed how couples plan, celebrate and even remember their special day. What was once an intimate family event, has now become an opportunity for visual storytelling, public validation and sometimes, social comparison. This transformation has created both excitement and pressure, changing not only wedding traditions but also the overall cost, expectations and emotional experience associated with marriage itself.
The Beginning of the “Picture-Perfect” Trend:
Before the digital age, weddings were focused on family bonding, traditions and spiritual connection. Guests enjoyed the event in real time, without the constant urge to record every moment. However, as smartphones became universal and platforms like Instagram and TikTok popularized short-form video content, a new trend emerged, "the visual wedding".
Couples now spend months planning a “theme” that looks good on camera. From color-coordinated outfits and floral backgrounds to drone shots and cinematic wedding films, the goal is to make the event look picture-perfect online. Photographers and videographers are no longer just documenting memories, they are producing a social media campaign.
This desire for perfection has introduced an invisible pressure, not just to marry, but to do it beautifully enough to impress friends, followers and sometimes complete strangers online.
When Every Moment Becomes Content:
Social media has made every aspect of a wedding, a potential viral moment. A bride’s entry, a groom’s reaction, the first dance, or even a funny family moment can suddenly gain millions of views. This has encouraged couples to rehearse emotions, plan spontaneous-looking scenes, and hire professionals who understand what works online.
For example:
• The bride’s entry song is chosen not for family tradition but for “reel-worthiness.”
• The wedding photographer doubles as a social media content creator.
• Makeup artists and event planners advertise their services using the couple’s wedding reels, further pushing the need for perfect visuals.
This constant filming, posing and re-filming can create fatigue. Instead of living in the moment, many couples experience their wedding through the lens of a camera, adjusting lights and angles rather than emotions.
The Rising Cost of Social Media Weddings:
One of the most noticeable impacts of this trend is the sharp rise in wedding expenses. Social media has expanded what people consider “necessary” for a memorable event. Ten years ago, a wedding required a venue, catering, simple décor and family gatherings. Today, many couples feel pressured to include:
• Multiple pre-wedding events (bridal showers, themed dholkis, sangeet nights).
• Designer outfits for each function.
• Destination photo shoots or cinematic pre-wedding films.
• Expensive floral décor and LED lighting setups.
• Professional social media managers to post live updates.
A couple that might have planned a modest wedding for PKR 15–20 lakhs may now easily spend double or triple that amount just to achieve a social media-worthy event. This increase in spending often puts financial pressure on families, sometimes leading to loans or postponed marriages, late marriages.
In Pakistan, where middle-class families already struggle with inflation, these trends are creating unrealistic standards. Young men and women often feel anxious when comparing their simple weddings with those of influencers or celebrities, who showcase luxury setups online.
The Emotional Impact of Comparison Culture:
The influence of social media on weddings is not only financial, it’s deeply emotional. People scroll through glamorous wedding photos and start comparing their own lives, appearances and relationships. This comparison creates self-doubt and dissatisfaction even during what should be one of the happiest periods of life.
Many brides feel the pressure to look flawless in every picture. Grooms worry about making the event appear grand. Families compete indirectly with others they’ve seen online. The celebration becomes less about two souls uniting and more about impressing society.
Some psychologists have termed this as “wedding performance anxiety”, the feeling of being constantly watched, judged or rated through likes and comments. Ironically, even after spending heavily, couples may feel disappointed if their event doesn’t get the social media response they hoped for.
Loss of Cultural Simplicity and Traditional Values:
Pakistani weddings have always been rich with culture, colorful mehndis, family songs, simple food and laughter. But social media's obsession with aesthetics has diluted many traditional elements. Homemade decorations, traditional songs, and organic laughter are being replaced with stage-managed performances.
Even rituals that once held deep meaning like rukhsati (the bride’s farewell) or nikah ceremony, are sometimes turned into cinematic moments rather than spiritual ones. The emotion behind these acts is genuine, but the staging often overshadows the authenticity.
This commercialization of tradition affects how the younger generation perceives marriage itself. For some, the wedding becomes more important than the relationship that follows.
The Positive Side: Creativity, Inspiration and Business Opportunities:
While the negative effects are undeniable, social media’s influence isn’t entirely harmful. It has also opened doors for creative professionals and entrepreneurs. Wedding photographers, decorators, fashion designers and event planners have built entire businesses through online exposure. Brides and grooms can find inspiration, learn about new ideas, or connect with vendors more easily than ever before.
Platforms like Instagram and Pinterest provide endless ideas for décor, outfits or themes. Couples who once relied on family experience, now have global access to trends from minimalist nikkahs to destination weddings in Hunza or Skardu. Small businesses, offering personalized services, eco-friendly décor or digital invitation cards, have found growth through this ecosystem.
So, when used wisely, social media can enhance creativity and accessibility in the wedding industry.
Finding the Right Balance:
The challenge lies in finding balance between enjoying technology and preserving authenticity. Weddings should be meaningful, not just photogenic. Here are a few suggestions to overcome the pressure:
1. Focus on Emotion, Not Exhibition:
Capture real moments, laughter, tears and family hugs, instead of over-staged poses.
2. Set a Budget Early:
Decide how much you can realistically spend and allocate only a small portion for social media extras.
3. Choose Vendors Who Respect Simplicity:
Hire professionals who understand your desire for elegance without exaggeration.
4. Limit Social Media During Events:
Encourage guests to be present in the moment rather than recording every second.
5. Share Real Stories:
Instead of only posting glamour shots, share lessons, humor or behind-the-scenes realities, that’s what people connect with most.
Conclusion: Beyond the Lens:
Social media has undoubtedly transformed the wedding landscape, blending art, entertainment and culture, in ways that previous generations could never imagine. But as with all forms of progress, it comes with trade-offs. The pursuit of online perfection often overshadows the deeper purpose of marriage, love, faith, companionship and family unity.
Every picture-perfect wedding fades from timelines eventually, but the relationship that begins with sincerity, lasts far longer. In a world driven by digital applause, perhaps the most beautiful wedding is the one celebrated from the heart, not the one that trends for a day.
