The Best Wedding Vendors in the World… According to Who?

Are wedding directories shaping the industry … or just selling an illusion?

Wedding directories and blogs have transformed the luxury wedding industry into a race for validation, with headlines like “Europe’s 10 Best Wedding Photographers” and “The World’s Best Wedding Videographers” dominating search results. But who decides these rankings? Who defines what makes someone “the best”? And why are couples, planners, and even vendors placing so much importance on what’s essentially a marketing tool?

Behind the glossy logos and curated lists, lies a reality that’s rarely discussed. Many of these so-called “exclusive” directories prioritise follower counts, paid placements, and fleeting trends over genuine artistry and authentic storytelling. They claim to highlight the best, but too often, they elevate conformity over creativity and appearances over substance.

Having filmed over 160 destination weddings across the globe over the past 15 years, I’ve seen firsthand how these lists create immense pressure for vendors and mislead couples into chasing an illusion of exclusivity. They sell the dream of perfection, but at what cost?

This blog isn’t just about questioning the industry’s obsession with rankings; it’s a call to action for luxury wedding videographers, destination wedding planners, and couples alike. Let’s move beyond the illusion of exclusivity and refocus on what truly matters – authenticity, connection, and timeless storytelling.

The Illusion of Exclusivity

Wedding directories and blogs have mastered the art of creating an illusion – of authority, of exclusivity, and of quality. With headlines like “The World’s Best Wedding Videographers” and “Europe’s 10 Best Wedding Photographers,” they position themselves as gatekeepers of the industry, curating only the so-called “elite.” But behind these lists lies a system that often prioritises follower counts, aesthetics, and financial investment over true artistry and storytelling

”Top Ten Videographers’ – a title that sounds prestigious but is often more about marketing than merit. Who decides these rankings, and why do we give them so much power?”

Last year, I experienced this for myself when I applied to one of the most prestigious wedding directories, The-Blog-That-Must-Not-Be-Named. Their response? I didn’t have enough social media followers, and my style didn’t align with their “aesthetics.” That feedback stung – not because it made me doubt my craft, but because it forced me to reflect on the weight the industry places on metrics like follower counts, which often say more about someone’s marketing strategy (and budget) than their artistry.

Fast forward a few months, and the very same directory posted on Instagram about how storytelling in wedding photography and videography would take centre stage in 2025, describing it as an art form reaching new heights. At first, this felt validating. After all, storytelling has always been the cornerstone of my work – authentic, story-driven films that stand the test of time. But when I purchased their 2025 guide, I couldn’t help but notice a glaring disconnect.

Instead of celebrating storytelling as an art form, the guide emphasised fleeting trends like “content creators” and “cinematic videos.” While these styles have their place, they often prioritise quick, social-media-ready content and blockbuster aesthetics over the deeper emotional connection that true storytelling creates.

To add to this disconnect, the guide prominently featured vendors who advertise on their platform, leaving me questioning just how much financial investment influences who gets featured. Are these guides really about helping couples find the best vendors, or are they simply a marketing tool?

Directories like these wield immense power, shaping perceptions of value in the wedding industry. They create a hierarchy where appearances often outweigh substance, leaving both vendors and couples trapped in a system that prioritises trends over timeless creativity.

(Curious about how these trends are shaping wedding films? Read more about the rise of over-stylised wedding videos here.)

Are All Directories the Same?

It’s easy to single out one directory or blog, but the truth is that this isn’t just about The-Blog-That-Must-Not-Be-Named – it’s about how the wedding directory system operates as a whole. Across the industry, directories present themselves as exclusive, curated collections of the “best” vendors. But how are these vendors chosen? And what does “best” even mean?

I recently spoke with another directory that admitted to giving free listings to certain vendors in order to create an illusion of exclusivity. Their reasoning? By showcasing a handful of sought-after vendors at no cost to them, they hoped to attract other vendors who would then pay for their spot on the platform.

It’s a clever marketing strategy, but it raises some important questions:

• Are these directories truly curating the best vendors, or are they creating an illusion to attract paying members?
• Are couples aware that what they’re seeing isn’t necessarily based on merit, but on financial investment?

For vendors, it creates a cycle of pressure. Seeing a competitor listed on one of these platforms makes you feel like you need to be there, too – regardless of whether it aligns with your ethos or business model. And for couples, it creates the impression that their wedding won’t be “worthy” unless it includes vendors who have been deemed “exclusive” by these lists.

This isn’t to say that all directories are intentionally misleading. Many aim to connect couples with talented professionals. But the line between curation and commerce has become increasingly blurred, leaving both vendors and couples navigating a system that’s more about appearances than authenticity.

The Follower Fallacy

Another issue that perpetuates the illusion of exclusivity in wedding directories is the overemphasis on social media follower counts. It’s no secret that some planners and directories prioritise vendors with a certain number of followers. I’ve even spoken to planners who admit they only work with vendors who have crossed a specific threshold – regardless of the quality of their work.  But here’s the problem: follower counts can be deceiving.

Years ago, I dabbled in this myself. Instead of pouring endless time and money into keeping up with ever-changing algorithms and posting constantly, I experimented with boosting my numbers. It felt like a necessary evil – after all, the industry was telling me that success was tied to how many people followed me.

Yet, what does a number really say about someone’s artistry, authenticity, or ability to deliver an exceptional client experience? And here’s the uncomfortable truth: many of those followers are fake. Bought bots and inactive accounts inflate numbers but contribute nothing to genuine connection or credibility.

Scrolling through Instagram, reflecting on how follower counts have become a currency in the wedding industry – one that says little about true artistry or authenticity.

This obsession with follower counts creates a vicious cycle. Vendors feel pressured to inflate their numbers to stay competitive. Planners, relying on those numbers to make decisions, end up perpetuating the problem. And couples, seeing those follower counts, assume they’re booking the “best” when, in reality, they might just be booking the vendor with the best social media strategy – or the biggest marketing budget.

The sad reality is that artistry and experience can’t always be distilled into a follower count. The vendors who post the most aren’t necessarily the ones who will bring the most value to your day.

The rise of trends like content creation has added even more pressure for vendors and couples to conform to the algorithms and aesthetics of social media. But what does this mean for the quality and authenticity of your wedding memories? For a deeper look at how content creators are shaping the wedding industry – and why it’s worth rethinking their role—read my blog here.

But follower counts aren’t the only way the industry creates an illusion of prestige. Awards operate in much the same way, offering validation at a price.

The Hidden Costs of Awards

When I first started out for many years, I entered wedding industry awards, and like many others, I was thrilled when I won. It felt like recognition for my hard work, a moment to celebrate my craft. But over time, I started to notice something unsettling. Many of these awards weren’t purely merit-based – they came with a price tag.

Sometimes the initial entry was free, but to “win,” you had to pay for the privilege. You might be required to attend an awards ceremony, often in a far-off location with expensive tickets, or purchase the rights to use the award logo on your website and social media. In some cases, you could even select your own award title – imagine deciding you should win “Best Wedding Videographer in Switzerland” and then paying to make it official.

I also remember that when I used to enter awards, I would spend hours re-editing my films – reshaping them to fit what the judges were looking for, rather than what my clients actually wanted. That was the moment I realised something was wrong. Shouldn’t a wedding film be judged on its emotional depth and personal storytelling, rather than its ability to conform to an industry’s standard?

Here’s an example of a wedding film created purely for my couple – not for an award, a directory, or a trend. Just for them, exactly as it was meant to be.

Back to the issue of ‘paying to win’ and it is worth noting, there are awards out there that are genuinely free to enter and don’t come with hidden costs. These awards often focus more on talent and creativity than marketing budgets, offering a refreshing alternative in an industry where paid validation can feel inescapable. They are rare, but they do exist – and they’re worth seeking out.

“From my 2014 North of England Wedding Award win – an experience that opened my eyes to the hidden costs of industry recognition – to attending the 2022 Bridelux Industry Awards, judged by peers I admire. A journey from chasing validation to celebrating genuine artistry.”

What started as an exciting moment of recognition began to feel hollow when I realised how transactional many awards had become. Eventually, I made the decision to step away from the awards circuit entirely. My value as a filmmaker isn’t defined by trophies or titles. True recognition comes from the couples I work with, the stories I tell, and the emotional impact of my films – not a shiny badge on my website.

A Self-Perpetuating Cycle

This illusion of exclusivity doesn’t just stop with directories – it filters down through the entire wedding industry, creating a self-perpetuating cycle.

Planners, under the same pressure to elevate their status, often align themselves with vendors who have those coveted “featured in” badges or appear on exclusive lists. By showcasing these vendors in their portfolios, they, too, attract higher-end clients. In turn, this helps them secure their own spots on directories and blogs. And so the cycle continues.

I have also experienced this for myself – Since adding Featured in Vogue and The Lane to my social media, I’ve noticed a surge in inquiries from high-end planners who, until recently, I never would have expected to approach me. And while I’m proud to be associated with such esteemed publications, it’s not lost on me how much of this is perception-driven.

What changed? Not my work, my ethos, or my dedication to storytelling. What changed is the perception of my brand, thanks to these affiliations. But here’s the truth: many of these features are pay-to-play. They’re not a reflection of quality or artistry; they’re a reflection of financial investment.

This system isn’t just hard on vendors – it’s hard on planners, too. Many feel the same pressure to align with these directories and blogs to maintain their reputations and attract clients. But in doing so, they perpetuate the very cycle that places unnecessary pressure on vendors and misleads couples into thinking these directories are the ultimate stamp of approval.

Creativity Is Subjective

While wedding directories claim to curate the “best” vendors, what they often fail to acknowledge is that creativity is subjective. What resonates as beautiful or meaningful to one person might not connect with another – and that’s okay.

The problem arises when directories position themselves as the ultimate authority on what’s “good,” creating a narrow definition of creativity dictated by their own standards. But who decides what’s creative, what’s beautiful, or what’s worthy? The answer should always be: the client.

Your wedding is an expression of your love, your story, and your values. It’s deeply personal, which means your choice of vendors should reflect what’s important to you, not what a directory or blog tells you is important.

No directory can decide what makes a wedding film ‘great.’ That’s up to you. Here’s a wedding film that tells a story in its purest form – without trying to fit into a checklist of trends or aesthetics.

“We are thrilled that we found Emma to create our wedding video. She has an amazing ability to capture the natural flow and joy of a wedding day. While we had seen many beautiful but more formal wedding videos, Emma’s style resonated with us because it felt genuine and heartfelt rather than overly serious or staged. Her videos authentically reflected our personalities, special moments with our loved ones, and the atmosphere of our celebration. Initially, we were hesitant about hiring a videographer because many wedding videos we’d seen didn’t quite connect with our vision, but Emma’s work completely changed our perspective.” Christy & Marcus

When we allow directories to dictate what’s “in” or “worthy,” we risk losing the individuality and uniqueness that makes weddings so special. Vendors, feeling the pressure to conform, end up creating work that meets the expectations of these lists rather than the expectations of their clients.

Breaking Free: A Call to Authenticity

It’s easy to feel trapped in this cycle of validation. Vendors feel they need to be on exclusive lists to attract high-end clients. Planners feel they need to align with these vendors to maintain their reputation. And couples feel their wedding isn’t “enough” unless it meets the impossible standards set by these directories and blogs.

But it doesn’t have to be this way.

For Vendors:

Stop chasing validation from directories and publications that prioritise fleeting trends or financial investment. Your worth isn’t defined by your follower count or where you’re listed – it’s defined by the work you do, the clients you serve, and the stories you tell.

Focus on creating something meaningful and timeless. Build relationships with planners and couples who appreciate your ethos. This has been invaluable for growing my business.

Remember, trends come and go, but authenticity never goes out of style.

Instead of chasing validation from directories, I focus on what truly matters—creating films that transport couples back to the emotions of their wedding day. Here’s an example of how I craft a wedding film that isn’t about trends or social media clout, but about real moments, real connections, and a story that lasts a lifetime.

For Planners:

Challenge the pressure to align with “exclusive” vendors just to elevate your own status. Instead, prioritise relationships with professionals who truly care about their craft and their clients. By working with vendors who prioritise storytelling, authenticity, and quality over trends, you’ll attract couples who share the same values.

For Couples:

Your wedding isn’t a performance. It’s a celebration of love. When choosing your vendors, look beyond the “badges of approval” and curated lists. Instead, ask yourself:

• Do their values align with yours?

• Does their work feel authentic and personal to you?

• Do you trust them to tell your story?

The best vendors aren’t necessarily the ones with the most followers or the most features – they’re the ones who truly understand what your wedding day means to you.

Why This Matters

The wedding industry is at a crossroads. We can either continue to let directories and trends dictate what’s valuable, or we can reclaim the focus on authenticity, connection, and artistry.

Since adding my pinned posts about Vogue and The Lane, I’ve gained followers, inquiries, and opportunities I might not have had otherwise. But does this define me? No. What defines me is the work I create – the couples I serve and the stories I tell.

“From perception to reality: Since pinning Vogue and The Lane to my social media, I’ve seen a noticeable increase in inquiries from high-end planners. But does this truly reflect the quality of my work – or is it simply the power of association?”

Let’s stop letting directories and trends dictate our worth. Let’s focus on what really matters.

A Glimpse into the Future

Imagine a wedding industry where artistry, connection, and authenticity take precedence over follower counts and fleeting trends. Where couples choose vendors because their work resonates with them, not because of a badge on a website or a carefully curated list. That’s the future I want to help shape.

If you’re ready to step away from the noise and focus on what really matters – your story – I’d love to hear from you. At Story Of Your Day, I create cinematic films that go beyond the surface, capturing the emotions, connections, and moments that make your wedding uniquely yours.

Your wedding film should be more than a reflection of the latest trends. Let’s create something truly personal and enduring – something you’ll cherish forever.

Explore my portfolio here or contact me directly here to start the conversation.