Influencers at Cannes Lions: the neo-paparazzi playground

Call me naïve, but I did not expect 1 in every 3 people I met at Cannes Lions Festival of Creativity 2026 to be an influencer.

In many ways, it felt like an exclusive party for them; every area is built for photo and video opportunities. As soon as one hand went up, they all did – it was as reactive as a yawn chain. I felt compelled to pull my camera out with them!

This neo-paparazzi playground really got me thinking. Why are we taking these pictures? 

Who are we taking these pictures for? If anyone posts a picture, are they a 'creator'? What follower count do you need to reach to be an influencer? And of course, the big question: Is anything for our memories anymore, or is it just a case of being seen?

As a Gen Z individual stuck in a Millennial's mind, I was eager to investigate. The goal for brands is eyes and association, but what is the goal for influencers? Let’s discuss.

One way to engage influencers is through free brand activations, and many brands at Cannes Lions did just that.

I came home with a bounty: a custom bracelet, a Paris Hilton eye cream and fan, and a microphone, to name a few. If you do go, make sure you pack light because you will come home with far more than you arrived with.

Other than the mountain of free goods, many brands had engaging activities that attracted Influencers like moths to a flame. These were a few standouts:

Pinterest Beach was a unanimous favourite. They offered free tattoos, custom bag charms, t-shirts, and journals, and even had Sephora on hand for free hair and makeup.

Spotify Beach had multiple headliners on every night of the festival. The likes of Raye, Zara Larson, and Mumford & Sons all performed, attracting hundreds of eager fans (this activation was particularly exclusive, so you can imagine that those who did get in got their cameras out for it).

Canva Beach featured an endless sorbet bar, stunning beach bags, and even partnered with KFC to offer free chicken and merch – this is rare; barely any brands had food on offer (brands, take note).

Despite being ‘built’ for content creators, these events are free to the public; you do not need a Cannes festival ticket to attend. Although the events are in exchange for data, of course. Depends on what you’re willing to sacrifice for a free ringlight.

The creator/influencer advantage

As well as encouraged access to freebies, influencers had a major advantage at the festival overall.

I found that – often without proving their credentials – Influencers were able to skip queues, attend major exclusive parties, and barely had to lift a finger to network. Social media managers were in high supply and high demand. It seems for good reason.

While in a queue for a talk, I overheard a conversation that a certain brand pre-paid two Creators five figures plus to post a singular Instagram story of them at their event. One influencer took the picture from the entrance – no tags or brand mentions. The other didn’t show up.

A key takeaway: we no longer live in a trust economy. These Influencers were pre-paid in full and still didn’t feel obliged to attend. Never skimp out on a contract and opt for deposits over full payments. This isn’t a reflection of all Creators, of course, simply an observation.

Creator vs influencer

Amongst the noise, there was a hot topic that seemed to sound louder than the rest: what is the difference between a Creator and an Influencer, and why does it matter?

“While some influencers are creators, not all creators are influencers”, claimed Rocco Forgione, one half of RainbowDads, “Influencers are curators of community; creators are focused on content”.

Both have an audience, but one is hyper-specific and curated over time. Brands invest in influencers because they want their product to go viral within a specific audience; brands invest in Creators because they want their product to go viral. That’s the difference.

Yet at the festival, there was no divide. And typically, those in the social media space would refer to themselves as ‘creators’ over anything else, because the word ‘influencer’ has a bad rep: more on that here.

Cannes wrapped

Cannes is a hive for everyone in the industry, but creators and influencers seemed to have their own colony. Social media managers would pollinate specific gardens planted by brands; a cleverly curated ecosystem that I must say, was mightily effective.

Creators and influencers are an excellent tool for visibility; that’s no secret. But what I find most interesting is the bits we don’t see. 

These are the weeks and months of careful planning that inspire influencers, a) to attend, and b) to pull their cameras out. In my experience, it’s not the photo booths that attract the most buzz; it’s the chance encounters with celebs, the unexpected surprises, the moments that aren’t as planned.

Because while everyone is at the same event, not everyone has the same experience. And experiences are worth capturing.