CANNES, FRANCE – MAY 24: WIBA Award winners on stage during the 2024 WIBA Awards ceremony, during the 77th Cannes International Film Festival. [+] The 2024 Cannes Film Festival at Hotel Martinez in Cannes, France on May 24, 2024. (Photo by Daniel Venturelli/Getty Images for WIBA Awards LLP)
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The rise of social media has dramatically changed what it means to be a celebrity and an influencer. Platforms like YouTube and Instagram have democratized the global stage, allowing anyone to build a following and become a trendsetter. Welcome to the world of influencers: digital creators who shape public opinion, start viral trends, and redefine what it means to be a celebrity.
CANNES, FRANCE – MAY 24: Sonique performs onstage during the 2024 WIBA Awards during the 77th annual Cannes International Film Festival. [+] The Cannes Film Festival at Hotel Martinez in Cannes, France on May 24, 2024. (Courtesy of WIBA Awards LLP Photo by Jacopo M. Raule/Getty Images)
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People no longer trust big brands or traditional celebrities. Instead, they turn to people they can connect with and relate to – their favorite influencers. This shift is exemplified by the World Influencers and Bloggers Awards (also known as the WIBA Awards), which recognizes digital creators who use their platforms to inspire, entertain and lead the masses.
CANNES, FRANCE – MAY 24: Supermodel Coco Rocha and WIBA Awards founder Maria Grazina Chaplin at… [+] Attending the 2024 WIBA Awards during the 77th annual Cannes International Film Festival at Hotel Martinez in Cannes, France on May 24, 2024. (Photo by Daniel Venturelli/Getty Images, WIBA Awards LLP)
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This year’s ceremony took place at the Hotel Martinez during the 77th Cannes Film Festival, and celebrated a variety of trailblazers with unique voices and the ability to make an impact on the world. The entertainment portion of the evening featured British songwriter and musician Sonique, who performed some of her most famous dance anthems.
CANNES, FRANCE – MAY 24: (L-R) Mani Nordin, Didem Ozdemir, Maria Grazina Chaplin, Black Ozdemir,… [+] Jonathan Cheban and Victoria Silvstedt attend the 2024 WIBA Awards during the 77th annual Cannes Film Festival at Hotel Martinez on May 24, 2024 in Cannes, France. (Photo by Daniel Venturelli/Getty Images, WIBA Awards LLP)
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Here are some of the digital heavyweights who won this year’s WIBA Awards.
Burak Ozdemir: Grand Prix
Turkish chef and restaurateur Burak Özdemir (better known by his nickname CZN Burak) first gained recognition online by posting videos showing off his culinary prowess and expert flipping techniques, and to date he has more than 53 million followers on Instagram and 75 million on TikTok.
CANNES, FRANCE – MAY 24: Burak Ozdemir and Didem Ozdemir attend the 2024 WIBA Awards. [+] 77th Cannes Film Festival, May 24, 2024 at Hotel Martinez in Cannes, France. (Photo by Victor Boyko/Getty Images, WIBA Awards LLP)
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This talented chef is known for his gigantic dishes, especially his signature oversized Turkish kebab, which has caught the attention of soccer superstars Lionel Messi and Cristiano Ronaldo, who have posed with Ozdemir and his giant kebab, each bearing his name. Ozdemir also owns restaurants around the world, including the Hatay Civilization’s Table group of restaurants, Burak Burger in Dubai and CZN Burak, a chain that bears his name.
Coco Rocha: Fashion model, business icon and female empowerment advocate.
Known as the world’s first “digital supermodel,” Canadian model Coco Rocha has appeared on the covers of prestigious fashion magazines such as Italian Vogue, walked the runways for brands like Stella McCartney and Marc Jacobs, and has more than 2 million followers on Instagram.
CANNES, FRANCE – MAY 24: Coco Rocha attends the 2024 WIBA Awards during the 77th annual Cannes Film Festival. [+] The festival will take place at the Hotel Martinez in Cannes, France, on May 24, 2024. (Photo by Victor Boyko/Getty Images for WIBA Awards LLP)
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But her real legacy lies in her focus on leveraging her social media platform to nurture the next generation of models. Not only did she play a key role in passing new laws protecting underage models in New York, but she also mentors young talent by teaching master classes at her Coco Rocha Model Camp. Prestigious schools such as Harvard and Brown have also invited Rocha to teach their courses, and celebrities such as Kendall Jenner, Tabria Majors, Alix Earle and Dixie D’Amelio have benefited from her mentorship. She is also co-owner of modeling agency Nomad MGMT.
Lena Situations: Motivational and Inspiring Lifestyle Influencer
French-Algerian blogger and YouTuber Lena Mahfuf first came to public attention in 2012 when she began reviewing fashion weeks on her blog, Lean Situations. Since then, she has been sharing fashion vlogs and lifestyle content on YouTube, Instagram and TikTok, garnering a combined following of over 10 million to date.
CANNES, FRANCE – MAY 24: Lena Mahouf attends the 2024 WIBA Awards during the 77th annual Cannes International Film Festival. [+] Film festival at Hotel Martinez in Cannes, France, on May 24, 2024. (Photo by Daniel Venturelli/Getty Images for WIBA Awards LLP)
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She’s the author of the bestselling self-help book “Toujours Plus” and her podcast “Canapé Six Places” is the most streamed podcast in France. She was named to Forbes France’s “30 Under 30” list in 2021 and was the first French influencer to attend the Met Gala. Oh yeah, she climbed Mount Kilimanjaro.
Angelina Usanova: Social and philanthropic influencer
CANNES, FRANCE – MAY 24: Angelina Usanova attends the 2024 WIBA Awards during the 77th annual Cannes Film Festival. [+] Cannes Film Festival, Hotel Martinez, May 24, 2024 in Cannes, France. (Photo by Victor Boyko/Getty Images for WIBA Awards LLP)
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Ukrainian model, musician, and beauty queen Angelina Usanova is more than just a pretty face. As a UN Goodwill Ambassador, she is heavily involved in charitable efforts in Ukraine, hosting charity galas to raise funds for humanitarian aid and arranging housing for 70 displaced Ukrainian families. As Miss Eco International 2024, she uses her platform to educate her followers about climate change and inspire them to live more sustainable lives.
Alexandre Maras: The most influential journalist on social media
Alexandre Maras, deputy editor-in-chief of celebrity magazine Gala, has always been ahead of his time: Though he comes from a background in traditional print journalism, Maras understood the power of digital content before most critics who call platforms like TikTok “unserious.”
CANNES, FRANCE – MAY 24: Alexandre Maras attends the 2024 WIBA Awards during the 77th annual Cannes International Film Festival. [+] The film festival at Hotel Martinez in Cannes, France, on May 24, 2024. (Photo by Victor Boyko/Getty Images for WIBA Awards LLP)
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He launched the magazine’s TikTok account, which now boasts 12.2 million followers and features close-ups and intimate videos of some of the biggest names in fashion, sports and film, because Maras knows celebrities are the modern traffic driver.
Hiram: The most influential skin care expert
Unless you’re super naive, you’ve probably seen skincare guru Hyram’s TikTok videos. A self-described “skincare addict,” Hyram rose to popularity with her instructional videos in which she reviews popular products and teaches her followers how to perfect their skincare routines. Today, Hyram has over 5.8 million followers on TikTok and even has her own product line called Selfless by Hyram.
Max Mariola: Best Food Influencer
Italian chef Max Mariola has garnered 4.2 million followers on TikTok by teaching people how to cook authentic Italian dishes using fresh, simple, and affordable ingredients. But it’s not just his food that’s captivating: Mariola charms his viewers with his infectious smile, energetic personality, and traditional Italian hand gestures.
CANNES, FRANCE – MAY 24: Max Mariola attends the 2024 WIBA Awards during the 77th annual Cannes International Film Festival. [+] Film festival at Hotel Martinez in Cannes, France, on May 24, 2024. (Photo by Daniel Venturelli/Getty Images for WIBA Awards LLP)
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Mariola has leveraged the success of his platform to open his eponymous restaurant in Milan.
Elena Hadzina: Best Beauty Influencer
Italian-Persian content creator Elena Hadzina started posting beauty content on TikTok and gained 1 million followers in just six months. She now has over 4 million followers on TikTok. She is known for her “Get Ready With Me” videos, where she teaches her followers how to recreate her hairstyles and makeup looks.
CANNES, FRANCE – MAY 24: Elena Hadzina attends the 2024 WIBA Awards during the 77th annual Cannes International Film Festival. [+] Film festival at Hotel Martinez in Cannes, France, on May 24, 2024. (Photo by Daniel Venturelli/Getty Images for WIBA Awards LLP)
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Since then, Hadina has appeared in a campaign for makeup brand NYX, shared her beauty tips in Vogue Italia and been invited to attend world premieres of top Hollywood films.
Sasha Ray – Fashion Lifestyle Influencer
Ukrainian-born Sasha Rae wears many hats – pop singer, restaurateur, luxury brand ambassador and fashion lifestyle influencer – but it was the latter that she was recognised for at the Influencer Awards. Rae has graced the covers of fashion magazines such as Vogue, Elle, Harper’s Bazaar and Vanity Fair, is a regular guest at the Cannes Film Festival and boasts 4.1 million followers on Instagram.
CANNES, FRANCE – MAY 24: Sasha Ray attends the 2024 WIBA Awards during the 77th annual Cannes Film Festival. [+] The festival will take place at the Hotel Martinez in Cannes, France, on May 24, 2024. (Photo by Victor Boyko/Getty Images for WIBA Awards LLP)
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Her account resembles a high-end fashion magazine more than a typical Instagram profile, frequently showcasing a stunning variety of outfits, from designer gowns and sparkly bikinis to trendy street style looks.
