Selecting ambassadors and influencers for awards season

The growth of influencer culture, TikTok and Instagram has made awards season a huge opportunity for brands. Events like the Grammys and Oscars offer the potential for incredible visibility, drawing millions of viewers globally.

Content creators, influencers and brand ambassadors are playing a bigger role than ever at high-profile events – from hosting red carpet live streams and representing brands at after-parties, to creating content featuring celebrities and sometimes even acting as official event ambassadors. With their large social media followings, they help increase TV audiences, raise awareness and drive social media conversations.

Pulling power

In 2023, the 95th Academy Awards released over 100 videos with the help of content creators, partners, talent and global brands which resulted in over 66.9 million views in partnership and across content creators channels. At the time it was named ‘the most social Oscars in history’.

Last year TikTok announced a range of real-life and in-app activations for the Oscars; one of which was to send two of its top film creators, cinema.joe and ladyyasmina1, to the red carpet to interview celebrities arriving for the event.

Influencers’ attendance at awards ceremonies has become a debated topic, with celebrities and commentators not justifying content creators’ presence at events that have become known for their exclusivity, as similarly seen during fashion weeks in recent years. As more actors and high-profile celebrities decide to stay away from social media to try and protect their private lives and mental health, influencers’ content has become the main channel for users to consume content from awards’ red carpets, ceremonies and parties.

Social media personality Amelia Dimoldenberg, host of the viral YouTube series Chicken Shop Date, was 2024’s Oscars red carpet ambassador and social media correspondent. Her YouTube channel currently has 2.8 million subscribers.

Opportunity knocks

For marketers, choosing the right ambassadors and influencers during awards season can enhance campaigns, engage target audiences and strengthen brand equity. However, high-profile events come with high stakes and partnering with the wrong person – due to past controversies or misaligned values – can pose serious risks. In this article, we’ll discuss how thorough due diligence can mitigate these risks and maximise the success of your awards season partnerships.

Risk and rewards of awards season

Consumers today are highly attuned to the behaviour and values of those representing the brands they support. An ambassador’s misstep, even if unrelated to your brand, can quickly become a reputational crisis. Social media only amplifies this risk and controversies can spread globally in seconds.

The role of due diligence

The brands we work with have their own processes for choosing influencers, focusing on whether the creator aligns with the brand effectively and is able to authentically represent it based on their personal experiences. Follower count, audience demographics and media appeal are also key factors. However, choosing the right influencer requires looking deeper. This is where we can help . We are experts in assessing an individual’s track record, providing vital intelligence and insight to ensure your partnerships work to enhance your brand and giving you the power to mitigate potential risks.

What our due due diligence investigates

Social media analysis

• Reviewing posts for any problematic or controversial content
• Checking audience authenticity to identify potential “influencer fraud”
• Analysing interactions for signs of polarising or divisive behaviour
• Performing a Reaction and Sentiment Analysis
• Assessing tone in owned and earned mentions

Media history

• Examining media coverage for past controversies or scandals
• Identifying patterns in public perception that might pose risks

Legal and ethical considerations

• Investigating any criminal records or ties to questionable entities
• Checking for conflicts of interest or potential reputational risks

Alignment with brand values

• Value alignment analysis and insight to ensure you can make confident decisions on risk vs reward
• Assess whether an ambassador’s overall image appeals to your target audience and matches the values of your brand

Thorough vetting is essential to ensure an influencer’s values align with that of your brand and increases the chances of a lucrative collaboration which creates positive media coverage and buzz. Without proper vetting, you risk choosing an ambassador with skeletons in their closet, potentially resulting in controversy which overshadows your campaign, generates negative headlines and damages trust.

Before any major event like the Grammys or Oscars, it’s important to start vetting early to allow enough time for a detailed review of potential ambassadors. We work with global brands across industries to conduct in-depth background checks, helping to identify risk. We also provide ongoing monitoring, so you always have the most up-to-date information to make informed decisions and respond quickly to any issues as they arise.

With the Grammys and Oscars around the corner, schedule a call with us to discover how our brand ambassador reports can keep your spotlight shining – and free from drama.