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Influencers are increasingly becoming more prominent figures on red carpets and prime time television.
Often taking the new role as hosts, reporters or interviewers, brands and companies are hiring them more often in an attempt to bring their online personalities and followings to their events.
This weekend, content creator Charley Marlowe, 24, who has 176,000 Instagram followers and another 600,000 on TikTok, will host the red carpet for the Bafta TV awards.
She hosted the red carpet last year and has since worked with ITV on hosting Big Brother, was backstage host at Comic Relief as well as hosting the red-carpet premiere for Amazon Prime’s My Fault.
‘I studied media at university and all I wanted to do was present,’ Charley told the Mail.
‘And I went and worked in TV for a little bit, more behind the scenes, but all I wanted to do was be on camera.
This weekend, content creator Charley Marlowe, 24, who has 176,000 Instagram followers and another 600,000 on TikTok , will host the red carpet for the Bafta TV awards
Charley Marlowe and David Tennant during the BAFTA Television and Television Craft Nominees’ Party last month
‘I got told when pitching ideas, that they were more likely to go with someone with 50,000 followers.
‘So I started posting and I was doing comedy skits and speaking about what TV I loved and what I would think about certain shows.
‘And I would end up calling in sick to my actual job to then create content or go and work with brands.
‘Two years in I made the swap to being a full-time creator.’
Zainab Jiwa, 28, has too leveraged her TikTok to TikTok to build visibility in the entertainment industry, moving from viral content to interviewing A-list talent at junkets.
Her 600,000 followers have led her to interview Denzel Washington, Zendaya and Selena Gomez.
‘I started off essentially just talking to myself,’ she told the Mail.
‘I always wanted to create and be in the media space and I have always been a huge TV and film fan.
‘Then Disney reached out and asked me if I wanted to do a junket with someone no one knew.
‘I was like “are you crazy?” yes. I loved doing it and my audience loved me doing so that was it and I haven’t shut up since.’
Zainab Jiwa, 28, has too leveraged her TikTok to TikTok to build visibility in the entertainment industry, moving from viral content to interviewing A-list talent at junkets
Influencer GK Barry, who has over five million followers on social media, hit the big-time last year when she was asked to go on ITV’s I’m A Celebrity
Ameila Dimoldenberg, 31, was one of the first to pioneer this new way of interviewing. She started Chicken Shop Date as a column in a magazine and eventually moved it onto YouTube
Influencer GK Barry, who has over five million followers on social media, hit the big-time last year when she was asked to go on ITV’s I’m A Celebrity.
She is now a regular on Loose Women and hosts her own weekly podcast called Saving Grace where she has interviewed the likes of Alan Carr, Rylan and Ella Toone.
Ameila Dimoldenberg, 31, was one of the first to pioneer this new way of interviewing.
She started Chicken Shop Date as a column in a magazine and eventually moved it onto YouTube where she has racked up three million subscribers.
Her style sees her interview people completely expressionless in a comical, awkward way asking them simple questions such as, ‘do you like chicken nuggets or chips more,’ which is what her opening line with F1 driver Lando Norris was.
A complete success, she has now hosted the Oscars red carpet twice as well as the GQ Man of the Year awards and has interviewed everyone from Louis Theroux to Cher.
Charley said Amelia is one of her muses, and that anyone who claims not much work goes into doing what they do, is simply not correct.
Asked how she feels about traditional media, Charley said she doesn’t see ‘getting the scoop’ as the goal when interviewing talent
‘I love Amelia, and people watch it and think she’s so chilled and it’s off the cuff and it’s relaxed.
‘But the amount of research and work that she puts into her interviews, it’s a lot.
‘Ahead of Sunday I have spent hours and hours watching tv, I have square eyes now.
‘So I have been watching and researching as much as possible.
‘You want to make sure that whoever walks up to you, you know who they are and the last thing they were in.
‘And because I love telly, the research is part of what I love.’
Asked how she feels about traditional media, Charley said she doesn’t see ‘getting the scoop’ as the goal when interviewing talent.
‘That kind of invasive 00s interview style isn’t what people want to se,’ she said.
‘We aren’t asking the big scoop questions like who they’re dating, you want them to relax and connect with them.
‘There are enough outlets and journalists trying to have their own hot take on interviewing celebrities, and I want to have a good chat and that comes from being more relaxed with them.
‘I just want to ask them what they’re having for their tea.’
Posting almost daily, sometimes multiple times a day, Charley said it can be hard to keep her up-beat persona going all of the time
Posting almost daily, sometimes multiple times a day, Charley said it can be hard to keep her up-beat persona going all of the time.
She said: ‘It’s hard to turn it on online on an off day.
‘I tried to film something yesterday and just couldn’t.
‘And you do feel like you have to be switched on all of the time.
‘We’re creating content for people with very short attention spans, so it has to be high energy and quick to draw attention.
‘Whereas then, if you watch someone like Davina McCall or Holly Willoughby, they’re creating content for someone more in their 50s so can speak calmer and for longer, as that age group are a lot more engaged for longer periods.’
