EXCLUSIVE: Social-media giant Facebook and its red-hot subsidiary Instagram will have featured roles in Sunday’s Golden Globes, both on the red carpet before the event and backstage during the awards themselves.

Under a deal with the Hollywood Foreign Press Association, Facebook will have a standalone booth on the red carpet called the Facebook Lounge. Stars who stop by there will be able to record video messages answering fan questions. The videos will appear on the Globes’ Facebook page, as well as on the Facebook pages for NBC, which is broadcasting the event, and for NBC’s Today Show.

Actual winners of the Globes will be photographed backstage for Instagram by noted fashion photographer Ellen von Unwerth. Von Unwerth’s photos will be taken just as winners come off stage, and will be shared immediately to the Golden Globes Instagram account. Some images will be included in the show broadcast itself.

Instagram is the photo-oriented social-media site that Facebook acquired nearly three years ago. It has exploded in popularity as perhaps the go-to photo-sharing site. Photos posted there can also be simultaneously shared to Facebook, Twitter, Tumblr and some other social-media sites.

“We’re excited to say that this is the most social Golden Globes to date by partnering with Facebook and Instagram,” said HFPA President Theo Kingma. “We know this will be an excellent opportunity for talent to engage directly with their fans via video and really capture what it feels like to be there on the red carpet with the nominees. HFPA is also partnering with Instagram to create portraits backstage with renowned photographer Ellen von Unwerth.