Northern Ireland Influencers Shine at Record-Breaking VAVA Awards

Hundreds of social media influencers from Northern Ireland and the Republic gathered on March 9, 2024, for the fourth annual VAVA Awards, celebrating their contributions to the digital landscape. Hosted by the VAVA Influence marketing agency, this year’s event set a record with over 25,000 nominations, a significant increase from previous years.

According to Chloe Henning, the creator of the awards, the overwhelming response reflects the growing anticipation surrounding the event. “It’s over triple the amount of nominations that we had last year,” she stated, emphasizing the awards’ expanding significance within the influencer community.

New Categories Celebrate Diverse Content Creators

This year, the awards introduced several new categories designed to recognize a broader spectrum of content creators. Among the new categories was Influencer for Good, awarded to Kate Grant, a disability activist and model who raises awareness for individuals with disabilities. Grant’s platform showcases her journey living with Down’s Syndrome, inspiring many to advocate for inclusivity and support.

The People’s Choice Award went to Sara-Lee Little, who shares her family life with her husband and daughter on social media. “Winning was the last thing I expected,” she remarked, expressing her gratitude for the recognition. Little highlighted the important role her husband plays in her influencing journey, stating, “I feel like I would be nothing without him.”

The Education Award was claimed by Olivia McVeigh, a beautician from Dungannon, who uses her social media platforms to educate followers about her experiences with alopecia and endometriosis. “We are really happy that we are able to celebrate creators from all different niches and backgrounds,” Henning noted, indicating a shift from traditional perceptions of influencers.

Recognizing the Value of Influencers

Henning expressed hope that the awards would shine a light on the efforts influencers invest in their content. “Sometimes people have a bit of a negative idea in their head about influencers, but I think we are really coming away from that.” She pointed out that an increasing number of businesses are recognizing influencer marketing as a core strategy, which underscores the professionalism within the community.

The awards also served to highlight the contributions of micro-influencers, with many nominees lacking the massive followings typically associated with social media success. “There were some people shortlisted this year that I didn’t initially know, but I think that goes to show you how wide the demographic is for influencers here in Northern Ireland,” Henning said.

Henning aims for the VAVA Awards to inspire new creators to begin their content journeys. “There’s so many influencers that are shortlisted this year that were not on the scene last year. This is an ever-growing, ever-evolving community,” she added, emphasizing the accessibility of content creation.

As the evening unfolded, the winners celebrated not only personal achievements but also the overall recognition of the influencer community’s hard work. Sara-Lee Little concluded her acceptance speech by expressing her appreciation for the VAVA Awards, stating, “I feel the awards definitely bring a sense of appreciation to everything that influencers do.”

With the VAVA Awards continuing to evolve, it is clear that the influencer community in Northern Ireland is gaining momentum, showcasing a diverse array of talents that engage and educate audiences on various platforms.