If you’ve ever seen an episode of The Bachelor or The Bachelorette, odds are you’ve also heard the lead question if their suitors are “there for the right reasons.” Since the show first aired in 2002, the right reason has always been marriage. Now, 14 years later, some contestants are being accused of using the show not to chase love, but sponsorship dollars and social media fame.
Social media, particularly Instagram, has turned reality stars into marketing influencers. Immediately after filming wraps up, Instagram bios go straight from inspirational quotes to business inquiry email addresses. These newfound “celebrities” receive so much attention post-production, they even hire professionals to help them out, like Lindsay Glickstein of StarLicity, a talent manager, publicist, and social media expert.
In a recent interview, Glickstein gave Us Magazine an inside scoop about her job. “I help to ease my clients into ‘the new normal’ after their show. The hardest adjustment for them is that when you are just coming off of a reality show, you basically have overnight fame, which does not equate to instant income,” she said. “You have to monetize, and I am very hands on with working with them to procure talent deals. There is an immediate flood of inquiries, as well as the deals that I seek out for them, so it involves taking the time to strategize what the best options are on who you want to collaborate with.”
Like Glickstein said, social media marketers should be aware of the number of ways that brands and influencers can work together. Here’s a closer look at three, as told by your favorite stars of The Bachelor and The Bachelorette.
Oftentimes, these seemingly Average Joes have more followers than brands themselves. Let’s take Andi Dorfman for example. Andi was a contestant on Juan Pablo’s season of The Bachelor and went on to become the lead on the 10th season of The Bachelorette. Since then, she moved to New York City, published a best-selling novel, and racked up close to one million Instagram followers. Andi’s sponsored Instagram post for Palm Breeze received 15.1k likes. The Palm Breeze account only has 9.5k followers.
2) Discount Codes
Another way these eligible men and women can help your business is by utilizing them to offer exclusive discount codes. By personalizing these codes, you will be able to track which of your influencers are producing the most conversions for your brand. As seen below, the most common strategy for this objective is using product placement.
There’s no question that the word “free” resonates with an audience. If you want to increase engagement or follower count, use social media influencers to host a giveaway. Your partners should incorporate a direct call-to-action in the post copy, like asking their followers to tag a friend, comment on the photo, or follow your account.
At the end of the day, or season for that matter, it looks like not receiving the final rose isn’t such a bad thing after all.