For what types of brands can they be most beneficial? Find out this and much more in our new blog article.
Who do they make sense for?
Reality show participants often gain quick popularity and a wide base of followers. According to Dominik Peroutka of TV Nova, this is in the tens of thousands, roughly from 10-100 thousand new followers. That’s really not a few in the span of a few months that a reality show is running. At WOO, we conducted an analysis of influencers from several local reality shows. According to the data, for example, a month after the announcement of the new Survivor participants, there is a visible increase between 5-10%, with higher hundreds to thousands of followers. For Bachelor over the entire competition period, we can talk about an increase of up to 50,000 followers for profiles that made it to the last episodes of the competition. This can be attractive for brands that want to reach a large audience quickly. However, it is important to consider whether these influencers can generate the trust needed to promote more expensive or specialised products. Often, their influence is particularly effective for brands focused on fast fashion or FMCG. In short, for products/services where the customer decision-making process is less demanding.
Influencer authenticity and origin
When choosing an influencer for a campaign, it is crucial to consider how they gained their popularity. If an influencer has already profiled themselves prior to entering the competition and the reality show has only helped them to extend their reach, this may be indicative of their authenticity and deeper connection with their audience. An example might be a foodblogger who signs up for Masterchef and grows her audience as a result. Conversely, influencers who have gained fame solely through a competition may have a less stable and loyal fan base.
Influencer Profile Analysis
For effective collaboration, a thorough analysis of the influencer’s profile is essential. This includes not only the number of followers, but also their demographic makeup, engagement rates and content relevance. Ideally, this analysis should be carried out by an experienced influencer specialist using professional tools. At WOO, we monitor, among other things, the difference in viewership between classic and promotional influencer content, their long-term development of engagement rates and follower numbers, as well as comment sentiment and over 10 other indicators that tell us whether they are the right channel for your brand. An experienced influencer specialist also tracks an influencer’s controversy rate. And also the increasingly frequent “political disengagement” mentioned in brand briefs. This has become more than desirable for influencers lately, as brands don’t want to adopt influencers’ political preferences.
Examples of successful cooperation
One inspiring and positive example is the collaboration between the UK version of the reality show Love Island and eBay in 2023. This inspired viewers to adopt more sustainable shopping habits. As a result, 48% of viewers adopted greener approaches to shopping, such as buying sustainable brands and second-hand clothing.
Another example is the collaboration between fast fashion brand Pretty Little Thing and Molly-Mae Hague, which was made famous in season 5 of the UK version of Love Island. After the competition, she became a brand ambassador and was subsequently appointed creative director, leading to successful collections and a stronger brand image. This is such a very unique example.
Influence of competitors’ behaviour on future cooperation
The behaviour of contestants during a reality show can significantly influence their future offers of collaboration with brands.If contestants become embroiled in controversy or make questionable decisions, they may be less attractive to some brands. Conversely, positive demeanor and public sympathy can open the door to lucrative collaborations. Participant selection and career development Commercial TV stations such as TV Nova pay a lot of attention to the selection of reality show participants. According to Dominik Peroutka’s presentation at the Influcon conference, candidates go through a thorough casting process that is approved by several departments, including marketing and sales. Participants often sign contracts with the television company, which offers them a so-called lifecycle – from an unknown contestant to the face of the television at various events or in advertising campaigns. An example is the Czech MasterChef winner Besky, who after the competition cooked on Snídani s Nova, became the face of TV Nova at events, starred in a series and now has her own show, Magic Garden.
Conclusion
Reality show influencers can be valuable partners for brands if they are carefully selected and their profiles thoroughly analysed.
It is important to consider their authenticity, behaviour during the competition and relevance to the brand’s target audience.With the right approach, such collaboration can bring mutual success. But making hasty decisions unsupported by data can put a brand at great risk. If you’re wondering if an influencer is right for your brand, we’d be happy to consult with you.
