Written by: Erin Chun
Big cultural events aren’t just TV moments anymore, they’re massive marketing moments with influencers front and center in making sure brands and audiences stay connected. Whether it’s the Grammys, the Olympics or the Super Bowl, influencers aren’t just attending, they’re shaping the narrative around these experiences in real time.
For events like the Grammys, influencers bring unique energy and storytelling that traditional media can’t always capture. Instead of just watching red carpet photos in a news feed, audiences now see reels, TikToks and behind-the-scenes videos delivered instantly by creators who make the moment feel personal and in reach that drastically expands the event’s digital footprint across platforms. At the 2025 Grammy Awards, several influencers drove hundreds of millions of views by sharing red carpet content and creative commentary that traditional media simply doesn’t provide.
With mega events like the Super Bowl and the Olympics, the stakes and the audience are even bigger. These events offer massive shared cultural moments where millions of people are already engaged and watching, but influencers help extend that engagement far beyond the broadcast. Influencers can create pre-event content, live reactions and post-game storytelling that keeps content circulating long after the last whistle or final medal.
For brands, partnering with influencers around these events means tapping into authentic conversations at peak attention moments. Influencers offer credibility and reach into niche communities (sports fans, fashion lovers, travel audiences, music lovers, etc.) that traditional ads often struggle to hit as effectively. They help brands break through the noise with real voices and real reactions and often at a fraction of the cost of big ad buys.
And it’s not just about posting pictures, smart influencer activations create earned media value, spark social conversation and give brands fresh, user-generated content they can repurpose across paid and owned channels. Brands that lean into influencers during these massive cultural moments often see long-lasting engagement, not just a momentary spike and we’re ready to see more of this in 2026!
