A few years ago it would have been rude for a Hollywood celebrity to be on their phone at an award show. But today that is not the case. Just check social media during tonight’s Oscars for proof that celebrities were on their social media platforms. From just a few years ago to now, there has been a major shift in what is deemed acceptable social media practices at Hollywood’s biggest nights. This change is a result of the large role that social media has started to play at ceremonies like the Academy Awards, Golden Globes, and Grammys. The pioneering moment where social media officially became a big part of award shows was when Ellen DeGeneres took a star-studded selfie at the 2014 Oscars. From that moment on, award show hosts have tried to create viral moments on social media.
Social Media at Award Shows
There is plenty of proof that social media is not only acceptable at award shows but also encouraged. For example, the customized geotags that venues create for celebrities to add on their red-carpet Snapchats. In addition, there are filters created by advertisers to encourage user participation. For example, Dunkin Donuts’ red-carpet filter where their Snapchat followers posted using the filter. Advertisers have creative marketing strategies when it comes to award shows and social media. In Dunkin Donuts’ case, their filter solidified the company’s involvement with the Oscars. Another example is Instagram’s recent live video feature. This feature encourages celebrities to live stream award shows including pre-show preparation all the way through to the after parties.
Social media plays a large role in Hollywood’s award ceremonies. The important takeaway from this realization is that social media is taking over the digital landscape. Live television could potentially be pushed to the sidelines if people start to use social media to get information straight from the source. If this happens, it will completely change journalism, television, and the trajectory of social media. Social media has had such a profound impact on award shows that there is now an award show dedicated solely to the year’s best social media! Read more about the Shorty Awards, here.