EXCLUSIVE Influencer Charley Marlowe reveals what it's REALLY like on the BAFTA red carpet - ahead of Sunday's Television Awards
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.
'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.'
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.
'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.
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.'
TV BAFTA NOMINATIONS
Drama Series
Blue Lights (BBC One)
Sherwood (BBC One)
Supacell (Netflix)
Wolf Hall: The Mirror and the Light (BBC One)
Limited Drama
Baby Reindeer (Netflix)
Lost Boys and Fairies (BBC One)
Mr Bates vs the Post Office (ITV1)
One Day (Netflix)
International
After The Party (Channel 4)
Colin From Accounts (BBC Two)
Say Nothing (Disney+)
Shogun (Disney+)
True Detective: Night Country (Sky Atlantic)
You Are Not Alone: Fighting The Wolfpack, Netflix
Leading Actress
Anna Maxwell Martin, Until I Kill You (ITV1)
Billie Piper, Scoop (Netflix)
Lola Petticrew, Say Nothing (Disney+)
Marisa Abela, Industry (BBC One)
Monia Dolan, Mr Bates Vs The Post Office (ITV1)
Sharon D Clarke, Mr Loverman (BBC One)
Leading Actor
David Tennant, Rivals (Disney+)
Gary Oldman, Slow Horses (Apple TV+)
Lennie James, Mr Loverman (BBC One)
Martin Freeman, The Responder (BBC One)
Richard Gadd, Baby Reindeer (Netflix)
Toby Jones, Mr Bates Vs The Post Office (ITV1)
Female Performance in a Comedy
Anjana Vasan, We Are Lady Parts (Channel 4)
Kate O'Flynn, Everyone Else Burns Channel 4)
Lolly Adefope, The Franchise (Sky Comedy)
Nicola Coughlan, Big Mood (Channel 4)
Ruth Jones, Gavin & Stacey (BBC One)
Sophie Willan, Alma's Not Normal (BBC Two)
Scripted Comedy
Alma's Not Normal (BBC Two)
Brassic (Sky Max)
G'Wed (ITV1)
Ludwig (BBC One)
Specialist Factual
Atomic People (BBC Two)
Billy & Molly: An Otter Love Story (National Geographic)
Children of the Cult (ITV1)
Miners' Strike 1984: The Battle For Britain (Channel 4)
Reality
Dragons' Den (BBC One)
The Jury: Murder Trial (Channel 4)
Love Is Blind (Channel 4)
The Traitors (BBC One)
Current Affairs
Storyville: Life and Death in Gaza (BBC)
Maternity: Broken Trust (ITV1)
State of Rage (Channel 4)
Ukraine's War: The Other Side (ITV1)
Shortform
Brown Brit (Channel 4)
Peaked (Channel 4)
Quiet Life (BBC Three)
Spud (BBC Three)
Factual Entertainment
In Vogue: The 90s (Vogue Studios, Disney+)
Race Across The World (BBC One)
Rob and Rylan's Grand Tour (BBC Two)
Sort Your Life Out (BBC One)
Children's Scripted
CBeebies As You Like It at Shakespeare's Globe (CBeebies)
Horrible Histories (CBBC)
Ready Eddie Go! (Sky Kids)Tweedy & Fluff (Channel 5)
P&O Cruises Memorable moment
Bridgerton: The carriage scene, where Colin admits his true feelings for Penelope (Netflix)
Gavin & Stacey: The Finale: Smithy's wedding, when Mick stands up (BBC One)
Mr Bates Vs The Post Office: Jo Hamilton phones the Horizon helpline (ITV1)
Rivals: Rupert Campbell-Black and Sarah Stratton are caught in a game of naked tennis (Disney+)
Strictly Come Dancing: Chris McCausland and Dianne Buswell waltz to You'll Never Walk Alone (BBC One)
Traitors: 'Paul isn't my son … but Ross is!' (BBC One)
Male Performance in a Comedy Performance
Bilal Hasna, Extraordinary (Disney+)
Danny Dyer, Mr Big Stuff (Sky Comedy)
Dylan Thomas-Smith, G'wed (ITV2)
Nabhaan Rizwan, Kaos (Netflix)
Oliver Savell, Changing Ends (ITV1)
Phil Dunning, Smoggie Queens (BBC Three)
Supporting Actor
Ariyon Bakare, Mr Loverman (BBC One)
Christopher Chung, Slow Horses (Apple TV+)
Damian Lewis, Wolf Hall: The Mirror and the Light (BBC One)
Jonathan Pryce, Slow Horses (Apple TV+)
McKinley Belcher III, Eric (Netflix)
Sonny Walker, The Gathering (Channel 4)
Supporting Actress
Jessica Gunning, Baby Reindeer (Netflix)
Katherine Parkinson, Rivals (Disney+)
Maxine Peake, Say Nothing (Disney+)
Monica Dolan, Sherwood (BBC One)
Nava Mau, Baby Reindeer (Netflix)
Sue Johnston, Truelove (Channel)
Entertainment
The 1% Club (ITV1)
Michael McIntyre's Big Show (BBC One)
Taskmaster (Channel 4)
Would I Lie To You? (BBC One)
Entertainment performance
Anthony McPartlin and Declan Donnelly, Ant & Dec's Saturday Night Takeaway (ITV1)
Claudia Winkleman, The Traitors (BBC One)
Graham Norton, The Graham Norton Show (BBC One)
Joe Lycett, Late Night Lycett (Channel 4)
Romesh Ranganathan and Rob Beckett, Rob & Romesh Vs (Sky Max)
Stacey Solomon, Sort Your Life Out (BBC One)
Factual Series
American Nightmare (Netflix)
Freddie Flintoff's Field of Dreams on Tour (BBC One)
The Push: Murder on the Cliff (Channel 4)
To Catch a Copper (Channel 4)
Live Event Coverage
D-Day 80: Tribute To The Fallen (BBC One)
Glastonbury 2024 (BBC Two)
Last Night of The Proms (BBC Two)
News Coverage
BBC Breakfast: Post Office Special (BBC One)
Channel 4 News: Inside Sednaya (Channel 4)
Channel 4 News: Undercover Inside Reform's Campaign (Channel 4)
Single Documentary
Hell Jumper (BBC Two)
Tell Them You Love Me (Sky Documentaries)
Ukraine: Enemy In The Woods (BBC Two)
Undercover: Exposing The Far Right (Channel 4)
Soap
Casualty (BBC One)
Coronation Street (ITV1)
EastEnders (BBC One)
Sport
Euro 2024 (BBC Sport)
Paris 2024 Olympics (BBC Sport)
Wimbledon (BBC Sport)
Daytime
Clive Myrie's Caribbean Adventure (BBC Two)
Loose Women (ITV1)
Morning Live (BBC One)
Richard Osman's House of Games (BBC Two)
Children's Non Scripted
BoosNoo! (Sky Kids)
FYI Investigates: Disability and Me (Sky Kids)
Operation Ouch! (CBBC)
Reu and Harper's Wonder World (Channel 5)
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