About You Awards

First held in 2017, the award ceremony honors influential social media personalities in Germany.[9] Prices are awarded in several categories. In 2019, the categories were Style, Comedy, Music, Newcomer and Health, with additional honorary awards (Empowerment and Idol of the Year) and a Special Award for Business Achievement.[10] Internationally known awardees include model Heidi Klum (Special Award) and the Swedish climate activist Greta Thunberg (Empowerment).[4]

The award show is broadcast by ProSieben, Germany's second largest privately owned television network, and streamed on About You's social media channels.[11][12][13] According to the organizer's estimates, the 2018 About You Awards were watched by more than eight million spectators on all channels.[14]

The process of determining the laureates of the About You Awards has changed somewhat during the three years of the award's existence, as have the categories.[15][13][14] In 2019, category winners and recipients of the honorary and special awards were chosen by a jury, following a public nomination process on social media.[16] Besides appointing the jury, About You has convened a committee of former award nominees, winners and laudatory speakers, referred to as the "About You Academy", which has assisted the jury with the selection of the winners.[17][4]

The About You Awards are an element of the About You marketing strategy which is focused on social media, native advertising and cooperation with influencers.[18][19][1][2][20]

• Official website (in German)