What Awarding an Oscar and Finding Influencers Have in Common

The Academy Awards take place this Sunday, February 24th and I, for one, will be watching with disapproval. My disgust stems from the handling of the Best Lead Actor category. For those unfamiliar, the nominees are:

  • Daniel-Day Lewis, Lincoln
  • Bradley Cooper, Silver Linings Playbook
  • Denzel Washington, Flight
  • Hugh Jackman, Les Miserables
  • Joaquin Phoenix, The Master

Early speculation indicates a likely victory for Lewis’ squeaky-voiced portrayal of the 16th U.S. President. Some foretell victory for Cooper or Jackson who both, arguably, gave the best performances of their careers. Denzel also has an outside chance of taking home the coveted award. Phoenix, though, has the smallest chance, with the odds stacked against him 60-to-1.

Therein lies my objection. Having seen each movie (and deeming myself Traackr’s resident movie critic), I overwhelmingly believe the award should go to…wait for it….Joaquin Phoenix. In my honest opinion, he delivers the most memorable performance of the year. It’s hard to put into words why he deserves it…you just know it when you see it.

Despite my stance, Joaquin Phoenix will not win the Oscar this year because A) The Master had mediocre success at the box office and hasn’t received much press attention and B) Phoenix dislikes the academy and the academy isn’t too crazy about him. To illustrate, when asked about the Oscars, Phoenix said,

“I don’t believe in it. It’s a carrot, but it’s the worst-tasting carrot I’ve ever tasted in my whole life. I don’t want this carrot. It’s totally subjective”

Doesn’t he have a point? When it comes to handing out an award for something like acting, it does becomes subjective and can’t only be based on popularity metrics (like box office results). You know it when you see it. But the important thing is, YOU SAW IT, making you more fit to make that decision.

The Academy has all of these reasons for why they award Oscars to specific people but often their choices don’t correspond with the viewing public’s opinion. So I see two real tragedies about to unfold: A) this Oscar will likely be handed to someone who meets a certain set of criteria, but didn’t have the best performance and B) everyone who hasn’t seen all the nominees will go along with it assuming he did.

So let me bring this back to influencers. You can find people online based on certain metrics (followers, retweets, friends, etc.) but at a certain point, it becomes more complex, contextual and specific to your goals. For example:

  • Megan Cirrus is supposed to be influential in cloud computing, but does she care about security-as-a-service or does she have other interests?
  • Abe Ductor speaks a lot about health and fitness, but is his philosophy diametrically opposed to your company’s approach?

You can rely on metrics all you want, but at the end of the day you need to do your due diligence and discover YOUR influencers. Traackr lets you do just that. We find and rank your influencers based on three criteria we believe help you get to the most relevant people. But then we go even further and point you to the content these people produce on the topics you care about so you can experience their influence and make your own decisions about them.

To be very straightforward, you wouldn’t just accept a bucket list of “mommy bloggers” from an unreliable source and assume they were perfect influencers for your new line of organic cotton newborn clothes, would you? Of course not 🙂

If I were a member of the Academy, I wouldn’t base my decision solely on popularity metrics and I would certainly watch every performance before voting. Along the same lines, by understanding why your influencers are influential and getting deep into their content, you will be able to put on a very stunning influencer marketing performance yourself.

I’d also like to thank my parents, Pierre-Loic Assayag, Fluffy…

I think I hear the Oscar’s get-off-the-stage music.

In need of weekend reading? Check out our Guide to Influencer Marketing.