In The Tonic Comms Blog

Earlier this summer, 3.3 million people across the UK tuned in to watch the season opener of this year’s Love Island, which introduced us to a host of gorgeous young Brits hoping to find love in an exclusive villa on the Spanish Balearic Island of Majorca. Whilst the aim of the hugely popular reality TV programme is for the contestants to leave with a significant other and the £50,000 prize, many of the islanders end up leaving having gained thousands more followers on their social media accounts. It’s no secret that the show provides its contestants with mass media exposure, which could be an incentive for prospective applicants to the show.

Many previous islanders have gone on to secure clothing collaborations with online-only fashion brands, for example, last year’s winner Dani Dyer, collaborated with fashion retailer In The Style to design her own line of clothing aimed at young women, who are her primary followers on social media. The 23-year-old also features in a recently launched multimedia campaign for detergent brand Surf, focusing on raising awareness with consumers under 35.

Current contestant Molly Mae-Hague’s Instagram follower count has sky-rocketed since she entered the villa. She had around 160,000 followers just after it was announced that she would be heading into the villa, but that number has risen to 1.7million and can be expected to increase even further.

After leaving the villa, ex-contestants can be expected to go on to make between £2,000 and £15,000 per social media post. With this in mind, it isn’t a stretch to believe that getting onto a season of love island can be seen as a tactical move to fast track any social media influencer’s career to celebrity status, opening the doors to huge opportunities like sponsorships, paid advertisements, club appearances and even book deals.

The team at Tonic is experienced in influencer marketing and leveraging sponsorships, having worked with clients on sports and entertainment properties such as the FIFA World Cup, Rugby World Cup, The Ashes, MTV and more. Get in touch to find out more.