The Cannes Film Festival 2025 saw the reinforced emergence of influencers as true protagonists of the red carpet, blending glamour, influencer strategy and digital audience. From the spotlight on the steps to exclusive collaborations with prestigious brands, this year's Festival marked a turning point in the place given to content creators in the world of cinema and marketing.
The Cannes Film Festival is no longer just the place to be for auteur cinema and international stars, but also the place where influencers carve out a major place on the red carpet. The year 2025 reaffirms this trend, with content creators capturing attention not only by their presence, but also by their ability to engage hundreds of thousands of subscribers through innovative formats. This phenomenon is profoundly transforming the marketing strategies of the Festival's partner brands.
Influencer highlights at Cannes, a turning point in digital events
The rise of influencers on the Cannes red carpet in 2025 is part of a dynamic where the fusion between traditional and digital glamour is more evident than ever. A number of designers have harnessed their aura in real time, offering their communities a unique behind-the-scenes immersion in exceptional moments.
A striking example is Pape San, whose live broadcasts on Twitch have enabled tens of thousands of spectators to experience the event in real time. This immersive live format transforms the way audiences follow such an event, infusing the experience with an authentic, interactive dimension. Similarly, Juste Zoé created a new video appointment on TikTok, "Juste en off", to reveal the behind-the-scenes stories of the festival as it unfolds, strengthening the attachment and loyalty of its subscribers.
These actions are emblematic of a wider trend: influencers are no longer content simply to appear on the red carpet, they create captivating, exclusive content that extends the event well beyond its official hours. They draw on their digital storytelling skills to add value to every moment, with an authenticity often perceived as a major asset by brands.
At the same time, exclusive parties organized by giants such as TikTok and Meta accentuate this dynamic. TikTok brought together a host of influential designers such as Maddy Healthy, Antton Racca and Jolidjo, while Meta relied on a cast of prestigious influencers for the screening of the film "Partir un Jour". These events enable brands to consolidate their visibility with targeted audiences, by associating their image with talents recognized for their proximity to ultra-engaged digital communities.
These initiatives fit perfectly into the strategy of companies who see influence marketing as a powerful lever for maximizing their impact. The partnerships forged at Cannes are then passed on to social networks, with significant repercussions, a point made in analyses on collaboration between luxury brands and influencers.
- Live broadcasts of the ascent of the steps
- Creation of exclusive formats for each day of the festival
- Real-time sharing of images and behind-the-scenes footage
- Evenings sponsored by major platforms
- Direct engagement between influencers and communities
A table summarizes these key points:
| Key influencer actions at Cannes 2025 | Description | Marketing impact |
|---|---|---|
| Lives Twitch and TikTok | Broadcast of exclusive images of the event | Immersion and commitment in real time |
| Daily video formats | Proximity and feedback on the festival | Increasing subscriber loyalty |
| Private brand evenings | Direct encounters between influencers and brands | Strengthening branding and partnerships |
These examples show that the rise of influencers in the world of Cannes responds to a combined strategic desire for visibility and personalized content, creating a new ecosystem around the festival.
Brands and their strategic collaboration with influencers at Cannes
The Cannes Film Festival has become an ideal venue for brands to call on influencers to maximize their reach. The proliferation of partnerships between luxury brands and content creators is part of a clearly defined logic, with five main strategies emerging.
First, exclusive collaborations on the red carpet. In 2025, L'Oréal Paris, BMW, Paramount and Universal offered a beauty and dressing framework to the most prominent influencers, such as Maghla, Juste Zoé and EnjoyPhoenix. This sponsorship offers brands tremendous visibility in a highly qualitative context. These operations are often relayed by the influencers themselves on their platforms, extending the brands' reach to their millions of subscribers.
Secondly, the co-creation of content and events. Lacoste presented "Chien 51", its first co-production with several designers. Dior Beauty welcomed Carla Ginola in an exclusive suite, offering selective but powerful visibility. These efforts enable brands to associate themselves not only with notoriety, but also with authentic storytelling that resonates with younger generations, especially Generation Z, which is highly receptive to these forms of digital marketing, as analyzed in an article on young people's trust in TikTok influencers.
Thirdly, the promotion of creators' digital presence. In 2025, YouTube celebrated its 20th anniversary, and the special evening organized in Cannes put the spotlight on the platform's leading figures such as Natoo. This event underlines the importance of partnerships between digital platforms, content creators and brands, an ecosystem that is redefining event communication.
Fourth, the diversification of influencer types. If macro-influencers have taken center stage, nano- and micro-influencers are also essential levers for reaching targeted niches with authenticity. Controlled collaboration between these different profiles ensures a balanced approach, as detailed in comparative analyses on micro and macro influencers.
Finally, the implementation of appropriate affiliation and remuneration campaigns. To guarantee optimal engagement, brands often work on personalized remuneration schemes, linked to influencer performance. These schemes encourage greater involvement and more qualitative, relevant content, an aspect closely examined in the contemporary strategies discussed on influencer pay.
- Sponsored dressing and beauty on the red carpet
- Co-creation of events and exclusive content
- Enhancing digital presence via platforms
- Mix of macro, micro and nano-influencers
- Tailor-made affiliation and remuneration models
| Brand marketing strategies at Cannes | Concrete examples | Objectives |
|---|---|---|
| Sponsoring the ascent of the steps | L'Oréal with Juste Zoé, BMW with Clara Marz | Visibility and glamour |
| Create exclusive events | 20 years YouTube party, Dior Beauty suite | Targeted engagement |
| Use a variety of influencers | From nano-influence to macro, as at Lacoste | Scope and authenticity |
| Optimize referencing via affiliation | Performance-based campaigns | ROI and performance |
This overview highlights the importance of partnerships at Cannes, and how they fit into an overall influence marketing strategy, based on the relevance of the profiles and the quality of the content proposed.
Influencers, catalysts for a new experience on the Cannes red carpet
Beyond strategies and partnerships, influencers are revolutionizing the way the Cannes Film Festival is perceived and followed. They now form a bridge between the closed world of international cinema and the connected general public.
This year, the contribution of influencers included :
- Reinforced storytelling, where authenticity prevails
- Immersive experiences accessible in real time
- Direct interaction with engaged audiences
- A diversification of formats: TikTok videos, Twitch lives, Instagram stories
- Brand messages amplified by powerful relays
The rise of these creators is based on a refined expertise, often developed over many years. Their ability to federate a community around shared values and experiences is at the heart of today's influencer marketing trends, reinforced by the diversity of the platforms they use.
An essential point is authenticity, a key value claimed by many influencers in 2025. This quest for authenticity in a context of intense media exposure enables them to build an honest and lasting conversation with their followers, which is fundamental for brands wishing to develop an image that is sincere and close to consumers, as detailed in the article on influence and authenticity in 2025.
Finally, the multidimensionality of the content published - immersive videos, exclusive interviews, personal reflections - enriches the perception of the festival and constitutes a new form of cultural expression that invites us to rethink the traditional codes of glamour and prestige.
| Influencers' major contribution to the Cannes Film Festival | Illustrations | Consequences |
|---|---|---|
| Authentic storytelling | Juste Zoé's "Juste en off" video series | Commitment and loyalty |
| Live immersive formats | Pape San's Twitch Lives | Immersion and interaction |
| Amplifying the brand voice | L'Oréal and Dior Beauty campaigns | Greater visibility and a renewed image |
| Multiple platforms | Presence on TikTokInstagram, YouTube | Diversified, captured audience |
| New digital culture | A hybrid approach to the red carpet as a digital cultural event | Renewal of reception |
The wealth of content produced redefines the Festival as a hybrid event, where tradition meets digital technology to open up new perspectives, confirming the essential role of influencers in the Cannes 2025 ecosystem.
Content creators use YouTube to share unique insights into the festival and engage their communities in a dynamic of ongoing participation. This extends the life and media impact of the event well beyond the walks themselves.
On TikTok, creativity and spontaneity are the order of the day, offering a fresh and dynamic take on the red carpet, with short formats that quickly capture attention and generate interaction and sharing.
In this context, it is essential for any brand wishing to capitalize on the benefits of the Cannes Film Festival to master the codes and expectations of the public. influencer marketing digital. Working with experts like ValueYourNetworkwhich has been supporting brands and influencers since 2016, is a major asset. With hundreds of successful campaigns and proven expertise in connecting creators and advertisers, this partner guarantees an optimized strategy and an effective return on investment.
FAQs on influencers and their impact at the Cannes Film Festival
Why have influencers become indispensable on the Cannes red carpet?
Influencers have become a must on the Cannes red carpet, as they offer increased visibility and a direct connection to large digital communities. Their ability to create content in real time energizes the festival experience and maximizes the impact of partner brands.
How do influencers create engaging content during the Cannes Film Festival?
Influencers create engaging content by offering a variety of formats such as lives, exclusive videos and immersive stories. These formats, adapted to platforms such as TikTok or Twitch, help to captivate and retain their audience while offering privileged behind-the-scenes access.
What are the advantages for brands of collaborating with influencers during the festival?
Collaborating with influencers at the Cannes Film Festival enables brands to increase their visibility among a targeted audience. Influencers bring an authenticity and modernity that reinforces brands' image, while generating viral, multiplatform content.
How important is authenticity in influencing strategies at Cannes?
Authenticity is crucial in influencer strategies at Cannes, as it creates a trusted connection between influencers and their community. This dimension helps avoid the advertising saturation effect and promotes real engagement, essential for successful marketing campaigns.
How do brands choose influencers for their Cannes campaigns?
Brands select influencers based on their relevance, their audience, and their ability to embody the brand's values. The key is to opt for a balanced mix of macro, micro and nano-influencers to effectively reach different segments.
Are influencers on the red carpet changing the traditional perception of the festival?
Yes, influencers are changing the traditional perception of the Cannes Film Festival by making the event more accessible and connected. Their digital presence with diversified content attracts a connected generation and democratizes the event beyond the sphere of film professionals.
Which content formats are most effective for influencers at Cannes?
The most effective formats are live streaming, short videos on TikTok, Instagram reels, and immersive stories. These formats encourage interaction and rapid engagement, essential in the dynamic world of the festival.
Why is the mix of macro- and micro-influencers relevant at Cannes?
The mix between macro and micro-influencers is relevant because it combines broad reach and authenticity. Macro-influencers bring massive visibility, while micro-influencers create a closer, more sincere relationship with targeted communities.
How do brands measure the return on investment of influencer campaigns at Cannes?
Brands measure ROI through indicators such as engagement rates, reach, conversions and sales generated. Analytical tools and the use of affiliate campaigns help refine these measurements.
What are the prospects for influencers at future Cannes Film Festivals?
Influencers will continue to play a central role, expanding their content formats and reinforcing their professionalism. Their integration into the event ecosystem will go hand in hand with a shift in marketing strategies towards greater authenticity and digital interaction.