New matrimonial rituals have spawned an odd new cottage industry.

If you’ve been to a wedding in the last few years, you’ve probably noticed a hashtag for the event on the invitation or save-the-date, or on signs scattered throughout the venue. Often, those social media tags might be a portmanteau or pun playing off the happy couple’s names, or some directive to party hard at the reception.

Turns out, some of those couples are paying someone to come up with those hashtags for them.

Christopher Shelley is one such hashtag writer. His ideas turn into ways for wedding-goers to categorise photos and messages from the event so that other guests can browse them easily.

See how Shelley’s taken this millennial nuptial trend and turned it into a “bizarre little job”.


To comment on this story or anything else you have seen on BBC Capital, please head over to our Facebook page or message us on Twitter.

If you liked this story, sign up for the weekly bbc.com features newsletter called "If You Only Read 6 Things This Week". A handpicked selection of stories from BBC Future, Culture, Capital and Travel, delivered to your inbox every Friday.

Around the BBC