It was the best of times, it was the worst of times, it was the age of the wedding hashtag. Somewhere after Instagram’s 2010 launch, the custom followed that after you said “yes,” you set the date and crafted a hashtag. Maybe your group thread went off pitching clever puns, like #WhenHarryMetCallie. Or maybe you’d even seek out the help of a professional hashtag writer (they exist) or generator (they also exist).
And yet, what was once a millennial rite of passage is now considered quite gauche. We recently ran a survey of 100 readers, and over 85 percent said that the age of the wedding hashtag is resoundingly over. Shaun Gray, popular Houston events planner, sees the same attitude with his clients: “Our couples today barely ever use them.”
But that’s not as much of a mic drop as you might think. Just like a good wedding hashtag, there’s more than meets the eye.
In fact, to understand this backlash, we must understand the point of the wedding hashtag in the first place. On the one hand, wedding hashtags served a utility: they organized digital content so that anyone searching that tag could see affiliated uploads. This meant you didn’t have to give your digits to your BFF’s weird cousin to swap pics. They also, explains Emily Forrest, Director of Communications at online wedding planning company Zola, gave couples something to hold them over until their professional photos came back.