It was the selfie that shook the world.
In 2014, Ellen DeGeneres gathered a constellation of Hollywood’s biggest stars—Meryl Streep, Jennifer Lawrence, Bradley Cooper, Lupita Nyong’o, and more—into a single frame. The photo, a seemingly spontaneous burst of joy, went viral in real-time, smashing Twitter records and momentarily breaking the internet. It was retweeted over 3 million times, a Guinness World Record at the time.
But what made it so powerful?
It felt human. Organic. Real. At least, that was the illusion. When I was writing my first book, Samsung Rising, I discovered that Samsung, an official sponsor of the Oscars, played a hand in orchestrating the moment. But the branding was light, nearly invisible. It was content marketing at its best—subtle, emotional, and participatory. Everyone wanted to be part of it.
Fast-forward to the 2025 Oscars. If a similar moment happened today, would it have the same impact?
It’s possible. But it would look different. And that tells us something about how the cultural landscape has evolved.
Then vs. Now: What’s Changed?
Authenticity Matters More Than Ever. In 2014, social media was still in a golden age of virality. Twitter (now X) was a gathering place where big moments felt organic. Today, audiences are more discerning. They value transparency and can quickly spot when a moment is manufactured. But this is an opportunity. Brands and creators who lean into genuine interactions can create even more meaningful engagement.
The Social Media Landscape Is Broader. In 2014, Twitter was the place where cultural moments happened. Today, digital conversations are happening across multiple platforms—X, TikTok, Instagram, and beyond. While this means fewer “monolithic” viral moments, it also opens up new avenues for engagement. A well-crafted piece of content can now reach different audiences in different ways, creating a ripple effect rather than a single wave.
Celebrity Culture Has Shifted. The original Oscar selfie worked because it showcased Hollywood’s biggest stars. Today, influence is more decentralized. People are just as likely to be captivated by their favorite creator, entrepreneur, or expert as they are by an A-list actor. Brands and thought leaders who understand this shift can build stronger, more direct relationships with their audiences.
Thought Leaders Have More Ways to Build Their Audience. In 2014, Samsung’s involvement was effective because it felt natural. Today, audiences expect brands to not just be present but to add value. The best brand moments come from fostering real connections—whether that’s through storytelling, interactive content, or direct engagement with audiences. The playbook has expanded, and the possibilities are richer than ever.
The Lesson for Today’s Thought Leaders
The Oscar selfie worked because it felt real, even if there was planning behind it. Today’s thought leaders must strike the same balance. They must:
- Encourage participation: Instead of manufacturing moments, create spaces where they emerge naturally.
- Be present, not polished: Today’s audiences appreciate authenticity. Less scripting, more genuine connection.
- Spread their message across more than one platform: Instead of chasing one viral hit, think about how content can resonate across different platforms in different ways.
The 2014 Oscars selfie was a product of its time. Everyone wanted to join in the joyful, spontaneous-feeling moment. In 2024, the tools and platforms may have changed, but the core principles remain the same.
People want to connect. Brands and thought leaders who understand this will continue to create powerful, resonant moments—no matter where or how they happen.
If you found these insights useful and want to work together, please send a summary of your thought leadership project to [email protected]. If we think we’re the right match, we’ll write back within 48 hours.
