This being the Year of the Influencer has been a perennial idea since least 2017. New industries do not emerge overnight. Technological and social breakthroughs that power new industries take time to spread to different markets and communities around the world. Unless, of course, the whole world is simultaneously experiencing a unique set of circumstances like a global pandemic in the age of Internet! Digital economy adaptation saw unprecedented frowth in 2020 from e – commerce and social media to remote working. In recent years, influencers expanded their influence beyonf the initial niches of fashion, travel or entertainment. The #FreeBritney movement began as a celebirty gossip hashtag, but grew into a public discourse on mental health and legal autonomy. Independent journalists like Yashar Ali or Seth Abramson command audience bigger than some historic news autlets. Soccer superstar Christian Ronaldo, the most popular person on Instagram has 310 million followers or 30 times the population of his native Portugal. Influencers are an integral part of ‘new normal’ media landscape across multiple platforms. All industries tend to have their epicenters and regulating bodies bestowing recognition.
Here are three reason why Cannes, the iconic resort on the French Riviera, is becoming the New Media capital of the world.
1.Cannes is home to several major media events already
It all began in 1946 with the Cannes Film Festival which became the single most influential cinema screen. Since 1959, the Cannes Lions festival has been elevating advertising into a multibilion art from it is today. Since 1964, the MIPTV expo has evolved the largest television networking and programming marketplace. All these media business hubs have naturally expanded into digital spaces as well. The audiovisual content first generated or presented here determines cultureal trends worldwide. With product plancement, complex campaign integrations, and celebrity endorsements becoming the standard film, television and advertising practice, it was only a matter of time for social media to claim its rightful place along the famed promenade de la Croisette.
2.Cannes is home to the World Influencers and Bloggers Awards
Established in 2019, World Influencers and Bloggers Awards, the first and only event of its kind, gathers top social media talent in Cannes for celebrating, mentoring and strategizing. Previous outings generated coverage from 2000 media outlets globally with digital reach of over 117 million impressions. True to its ‘where glamor meets business power’ vibe, WIBA brings together opinion leaders from different industries and continents, adding new categories each year.
When the 2021 nominees shortly awaiting results, Maria Grazhina Chaplin, CEO OF THE World Influencers and Bloggers Association, when asked about the wpuld be the biggest shift in social media trends now, said: ‘This year, influencers have proven their value in society with usedul advice and tangible initiatives.
Chiara Ferragni, for example, balanced scientific information with fundraising efforts wven when the level of the pandemic was catastrophic in Italy. Many influencers now play a crucial role in helping their countries cope and recover.’
3. Cannes is a social media clickbait magnet, but in a (very) good way.
The ancient cobblestones, the turquoise sea, the sunset in gowns on yachts. Cannes has been ready for its close up for decades before Instagram invented selfies and filters. Maintaining a Cannes presence is a must for top fashion and beauty brands. What other red carpet gets CNN coverage?! In fact, most places here are so famous in their own right they get verified social media accounts.