Podcast Summary: The Heart & Hustle Podcast – Episode 461
How to Utilize TikTok & Social Media as Wedding Filmmakers with Jay & Mack Films
Aired: December 2, 2025
Hosts: Evie McLeod & Lindsey Roman
Guests: Jay & Mac, Jay & Mac Films
Episode Overview
This episode dives deep into the creative world of wedding filmmaking with San Diego-based husband-and-wife team Jay & Mac. Evie and Lindsay guide a candid, insightful exploration of how Jay & Mac have harnessed TikTok and other social media platforms to showcase their artistic documentary-style wedding films, navigate viral moments, balance client privacy, and maintain authenticity amidst the demands of content creation. The conversation is jam-packed with wisdom not only for video professionals, but for any entrepreneur seeking to build genuine connection and stand out creatively online.
Key Discussion Points & Highlights
1. Jay & Mac’s Background and Documentary Approach
[05:06] – [07:51]
- Intro: Jay & Mac are full-time wedding videographers, together since their very first shoot in 2016—including Jay’s transition from nursing to filmmaking.
- Creative Philosophy:
- Focus is on authenticity and genuine moments, not “cookie-cutter” films or heavily directed scenes.
- They want films that feel like real movies, capturing the true energy and personality of each couple.
Notable Quote:
"Our approach and philosophy is documentary. Just an emphasis on genuine moments and not interrupting the day or interrupting the experience of our couple's day."
— Jay [05:38]
2. Evolution of Style & The Power of Real Moments
[07:51] – [13:37]
- Early Days: Originally focused on directing perfect shots; shifted when they realized this approach produced repetitive work.
- Pivotal Shift:
- In 2020, inspired by TikTok and raw, imperfect moments, they leaned into just letting couples “live their day.”
- A chaotic surf session wedding changed everything when they captured energetic, imperfect—but powerful—moments that felt real and unique.
- They began micing up couples all day to catch spontaneous, unscripted “hot mic” moments for deeper storytelling.
Notable Quote:
"Things don't have to be perfect. You just need to make people feel."
— Jay [10:51]
3. Editing Process – How to Craft Couple-Specific Films
[13:37] – [17:22]
- Process:
- Review all day’s footage, synced with mic audio, hunting for moments that reveal the couple’s unique dynamic.
- Tailor music and pacing to reflect if the couple is playful, romantic, chaotic, or reserved.
- Logistical Insights:
- They don’t listen to full 8+ hours of audio—experience tells them where those “golden” candid moments usually occur.
- Creative Movement:
- Adjust their filming style and energy based on the vibe of the day and personalities of their couples.
Notable Quote:
"If they're playful, I might throw in more exaggerated handheld movements. If they're more reserved, I don't want to add a lot of that because it's gonna be a mismatch."
— Jay [13:37]
4. Client Experience: Building Trust & Being a Calming Presence
[19:09] – [22:03]
- Communication is Key:
- Frequent, transparent updates, especially if delivery timelines slip.
- Clear expectations help maintain excited, positive client relationships.
- On Wedding Days:
- Jay & Mac bring a calming energy, avoid adding stress, and reassure couples when needed.
Notable Quote:
"We just try to be that source of calm energy."
— Jay [21:29]
5. TikTok & Social Media Strategy
[22:12] – [34:54]
- Viral Content:
- Jay & Mac’s TikToks often go viral by focusing on extremely relatable, real, or hilariously awkward moments.
- Mac listens for moments during ceremonies, speeches, or events that will strike a chord with a wider audience.
- Relatability and creativity are paramount—“it’s all about moments people recognize or find heartwarming, funny, or inspirational.”
- Editing for Platforms:
- Traditionally shoot in landscape (16:9), adjust for vertical by shooting wide, but their switch to anamorphic lenses in the last year made vertical cropping challenging.
- Creative solutions include posting landscape “postcard” carousels on Instagram with borders to maintain visual quality.
- Performance Observations:
- Vertical isn’t always king: Sometimes a small, bordered landscape video outperforms a vertical post.
- TikTok and Instagram are unpredictable—what works once may flop another time.
- Collaboration and Workflow:
- Mac spots moments and ideas; Jay handles the technical polishing and assembly.
Notable Quotes:
"Relatability, if we had to pin it down to one thing, is what goes viral."
— Jay [25:04]
"We've actually just been posting landscape, even though it looks tiny on Instagram or turning it completely, just because it's hard to make vertical work and also look good."
— Jay [26:41]
6. Navigating Viral Fame & The Ethics of Sharing Client Moments
[35:18] – [42:23]
- Client Reactions:
- Mix of super-excited and some clients who want privacy, especially if a moment touches on something vulnerable, embarrassing, or if children are involved.
- Now, they seek client approval before posting anything remotely sensitive.
- Contract allows them to share, but ethics and empathy come first.
Notable Quotes:
"Just because we can, doesn't mean that we should."
— Jay [40:23]
"The idea of just milking somebody's wedding for content ... Where's the boundary?"
— Jay [38:18]
7. Impact of Social Media on Business & Bookings
[42:25] – [44:43]
- TikTok’s Effect:
- Brought in inquiries, but most bookings happened after deeper engagement (YouTube, Instagram) post-viral.
- Referrals and networking from viral events had a multiplicative effect, but TikTok is rarely the sole reason someone books.
"It's not like we're just thriving off of just TikTok – but it didn't hurt. It's definitely helped."
— Jay [44:34]
8. Principles for Viral Content Creation
[45:49] – [47:59]
- Pillars:
- Build around core themes: moments, location, relatability.
- Formatting Matters:
- Strong text hook ("You won’t believe what happened..."), punchline quickly delivered, short and sweet.
- Trending audio helpful but not necessary—they often use original audio for authenticity.
- Trends Shift:
- Long-form content is on the rise; being adaptable is key.
"Definitely the biggest thing if I just had to recommend anything is like a strong hook and a quick punchline."
— Jay [47:37]
9. Navigating Burnout & Finding Balance with Social Media
[50:02] – [54:41]
- Industry Pressures:
- Growing pressure to "milk every wedding for content."
- Easy to lose sight of clients and fall into chasing viral hits for the algorithm, not art.
- Authenticity & Agency:
- They’ve become selective, only sharing content which genuinely delights or inspires them ("postcards").
- Recognize the marketing drawbacks but value creative honesty over churn.
- Industry Tea:
- Moving up-market via planners can create a disconnect—sometimes couples “check the videographer box” vs. choosing for artistry.
Notable Quotes:
"I don't want us to be another contributor to just putting out content that has no meaning or purpose."
— Jay [51:19]
"It’s terrible from a marketing standpoint ... But I can’t bring myself to do that just for show."
— Jay [51:44]
10. Luxury Market & Contracts – Privacy Implications
[55:49] – [57:58]
- Luxury/High-Profile Weddings:
- Sometimes asked not to share full films, especially with high-profile or influencer couples.
- Creatively fulfilling isn’t the only aim—they honor privacy wishes, because the film is made for the couple first.
"We're not making it for us ... but that's not the primary objective and purpose. We're making it for them."
— Jay [57:35]
11. Ending on Encouragement and the Realities of Content Creation
[58:05] – [65:44]
- Honest Struggles:
- Even successful creators feel overwhelmed by the ever-changing demands of social media.
- Encouragement for other wedding vendors: “Most of us feel friction with social media at some point.”
- Social media is a tool—burnout is real; adjust your rhythm as needed.
- Personal Updates:
- Mac’s sister’s wedding is upcoming.
- Jay recently recovered from a knee injury/surgery, impacting both their ability to film and post.
- Excitement for new clients who are passionate about their work refreshes their motivation.
Notable Quotes:
"I think most of us feel [burnout] at some point or another. Social media changes so quickly, so often, that it is a constant, ever-evolving hamster wheel."
— Evie [58:42]
"You never know. I may turn around and just be spitting out content like crazy next week. You never know. Such is the journey of an entrepreneur."
— Jay [53:25]
Memorable Moments & Quotes With Timestamps
- “Things don’t have to be perfect. You just need to make people feel.” — Jay [10:51]
- “Relatability is what goes viral.” — Jay [25:04]
- “Just because we can, doesn’t mean that we should.” — Jay [40:23]
- “It’s not like we’re just thriving off of just TikTok – but it didn’t hurt. It’s definitely helped.” — Jay [44:34]
- “I don’t want us to be another contributor to just putting out content that has no meaning or purpose.” — Jay [51:19]
- “We just try to be that source of calm energy.” — Jay [21:29]
- “Social media changes so quickly, so often, that it is a constant, ever-evolving hamster wheel you have to keep up with.” — Evie [58:42]
Timestamps for Major Segments
- [05:06] Jay & Mac's introduction and philosophy
- [07:51] Evolution to authentic, documentary style
- [09:34] The surf session wedding – creative turning point
- [13:37] Editing process: matching vibe & energy
- [19:09] Client experience & communication
- [22:12] Social media strategy & viral moments
- [26:41] Challenges of vertical video and new editing workflows
- [35:18] Navigating viral videos & client privacy
- [42:25] TikTok's impact on business and bookings
- [45:49] Principles for viral content
- [50:02] Burnout, creative authenticity, and industry pressures
- [55:49] Pros/cons of luxury weddings & privacy concerns
- [58:05] The social media struggle – encouragement for creators
- [63:18] What’s next? Family focus, healing, and future bookings
Closing Thoughts
This episode is a treasure trove for creative entrepreneurs, wedding vendors, and content creators. Jay & Mac’s transparency about their journey, philosophy, technical process, social media highs and lows, and current struggles is both validating and inspiring. The big lesson: find your style, be true to your art and your clients, respect boundaries, and remember that social media (and business) will have seasons—embrace the one you’re in.
Connect with Jay & Mac:
- Instagram: @jayandmac
- TikTok & YouTube: Jay and Mac Films
(All ad breaks, intros, and outros have been omitted for clarity and brevity.)