Did you notice anything different at this year’s Oscars? (Except that the Best Picture winner slapped the host.)
The Oscars have now recognized creators as “media” by inviting a dozen top creators onto the red carpet, awards ceremony, and the Governor’s Ball after party. Another eleven creators will create content for the pre-show. In addition this will be the first year that the Fan Favorite award will be acknowledged, which went to Zack Snyder’s zombie action movie “Army of the Dead.”
The media is slowly becoming “social” media and the voters are soon becoming everybody. For the Oscars this is most likely a ploy to make themselves relevant again as opposed to being “elitist.” If you have a say in something, say Fan Favorite, you are more likely to care. Similarly if your favorite influencer is “reporting” on the event with an angle that you share, you are more likely to tune in.
This year’s Oscars, however, were able to generate buzz on social media due to the Rock – Smith episode.
In fact, this was reminiscent of when the Super Bowl HalfTime show started to wane in viewership about two decades ago. Janet Jackson and Justin Timberlake participated in the event that led to the wider usage of DVR and TiVo with the infamous wardrobe malfunction. While Rock-Smith did not lead to usage of new technology, the “slap” did lead to memes across social media, which inevitably drove interest in what was going on at the awards show.
At the same time, the live broadcast dropped some of the less glamorous categories (documentary short, film editing, makeup/hairstyling, original score, production design, animated short, live-action short and sound). The one constant is change, and as the media landscape is changing, “reporting” as well as “voting” has become democratized. People want to see the world through YOUR biased lens and want to hear your commentary. So, what does that mean for you, an influencer with a loyal fanbase and a strong opinion?
1 – Be an Armchair Quarterback
Your followers want to hear your commentary about the awards show. In a format made popular by CNN (think Chris Cuomo (prior to his resignation) or Anderson Cooper), your fans want you to weigh in with your opinion on what is happening (after all they can see what the facts are). Do you think one of the actors was robbed? Overrated? Despised by the members of the Academy? Your opinion matters in the eyes of your followers!
2- Take Polls amongst your community
The Academy members that vote on the awards are a small subset of the population. They lean toward liking dramas and smaller “art house” films that are typically only seen by the Coastal population. If your followers don’t fall into these subsets, it’s a good time to offer your own poll to see what your community likes and enjoys. Having a poll amongst your community is a great way to drive engagement and to see how different your group is from the “norm.”
3 – Cover the sub topics that your followers care about
Get the coverage and drill deeper into the awards categories that are not televised. Perhaps, as a makeup influencer, you can provide commentary on the Best Makeup awards or highlight those films where the nominees appeared. This unseen content is why your followers come to you! Show them the things that they can’t watch on mainstream television.
Are you trying any of these content strategies? Did you cover the Oscars or another awards show to your audience? Drop us a note and let us know what worked and what didn’t!