Facebook Live and Instagram Will Be All Over the Emmy Awards

CBS will livestream from the red carpet Sunday evening via Facebook Live

The 69th Annual Primetime Emmy Awards will air on CBS Sunday night Emmys / Television Academy Facebook page

Facebook, Instagram, the Television Academy and CBS are getting all spiffed up for the 69th Annual Primetime Emmy Awards, which will be held Sunday night at the Microsoft Theater in Los Angeles.

Facebook Live will be front and center, with the TV Academy and CBS incorporating it into their coverage leading up to and during Emmys weekend, including the video below of host Stephen Colbert literally rolling out the red carpet.

CBS will livestream from the red carpet Sunday evening via Facebook Live, and the TV Academy will present Backstage Live! on Facebook on its page, featuring the winners backstage (including a thank-you cam) and ways to get fans involved.

Nominees including Reese Witherspoon, Felicity Huffman and Sterling K. Brown will also jump on Facebook Live during the event, and the TV Academy and CBS pages will feature exclusive backstage photos and videos.

Nominations were announced July 13, and the most-talked-about nominees on Facebook since that date have been:

Facebook isn’t just livestreaming content from the Emmys: It’s also winning them. At the Creative Arts Emmys last weekend, the award for Outstanding Creative Achievement in Interactive Media Within an Unscripted Program went to Facebook livestream The Oscars: All Access.

Instagram will play a part, as well, as the accounts for the TV Academy and CBS will provide full coverage of the red carpet, backstage and other moments during the event.

The Facebook-owned photo- and video-sharing network is also teaming up with photographer Mark Leibowitz (@marklphoto) on an exclusive backstage Instagram Stories experience for winners, nominees and presenters, with content being posted to @televisionacad.

And celebrities who will share their experiences via Instagram Stories will include Yara Shahidi (who is also taking over @instagram), Witherspoon, Uzo Aduba, Gaten Matarazzo and Caleb McLaughlin.

david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.