Gen Z couples are entering the wedding market, and that means a shift in expectations for how you run your business. Their preferences lean toward speed, flexibility, and digital-first options, so if you want to stay competitive, now is the time to rethink the way you package and deliver your work.
Coming to you from John Branch IV Photography, this practical video looks at how to future-proof your business in four specific areas. Branch starts with your packages, pointing out that simply raising prices over time without changing what you offer leaves you behind. He has added short-form video clips and ceremony recordings to his photo packages, which give couples lightweight video options without replacing a videographer. Younger clients, in particular, value these quick-turnaround clips for social media. He also stresses the importance of faster previews (ideally within 24 to 48 hours), something you can handle either manually or with AI editing software. Adding smaller packages for elopements and intimate weddings is another smart adjustment since last-minute bookings for shorter events are on the rise.
Branch doesn’t stop at packages. He explains why embracing content creation directly within your service is key. Couples are hiring content creators to capture vertical video for TikTok or Instagram, and if you don’t offer it, you risk losing ground. By folding this into your workflow, you control the process and prevent outsiders from disrupting the day. He even shares his method of using a hot shoe mount to capture both photo and video simultaneously. It’s not about becoming a full videographer; it’s about adding simple clips, even on a phone, that give couples immediate, shareable content. These small touches go a long way toward meeting modern expectations.
Another area Branch highlights is online presence. Strong SEO makes you discoverable to new clients, and he emphasizes how it drives consistent inquiries. He mentions that showing up in search results not only improves bookings but can even push traffic from tools like ChatGPT. A professional website is essential, and while social media matters, it won’t replace the credibility and control that your own site provides. Once you’ve established a site, creating blog posts, optimizing for local keywords, and consistently updating content can build long-term visibility.
The final point is building vendor relationships. Venues, planners, florists, and other photographers are your network for long-term success. Branch is clear that this isn’t about asking for referrals; it’s about putting in the work. Sharing images with vendors, tagging them on social media, and second shooting when needed helps you build real partnerships. When you’re known as someone reliable and generous, referrals and opportunities follow naturally, even years down the line. Check out the video above for the full rundown from Branch.
Weddings were always tough. Connecting with other people in that business is crucial.