The Bachelor<\/em> are supposed to be there to find love, so when drama emerges, they\u2019re often asking: Is this person here for the right reasons?<\/p>\nThe better question might be: Have the right reasons evolved?<\/p>\n
For many reality show contestants, the biggest benefit of appearing on unscripted television isn\u2019t to walk away a winner, but rather to use their raised profiles as a launchpad for their personal brand, according to Tamika Rose, director of campaign management at talent agency Kensington Grey.<\/p>\n
\u201cI don\u2019t know if everyone will find love on a [reality show], so there has to be some form of understanding that you will have additional benefits of being on a show like this,\u201d Rose told us. \u201cApproaching it that way is normal at this point. I think people should capitalize on the opportunity that they\u2019re getting.\u201d<\/p>\n
And capitalize they are. Hannah Brown, who first competed on Season 23 of The Bachelor, <\/em>is the most followed former contestant from the Bachelor franchise, reaching 2.7 million people on Instagram; an AT&T Savings report from 2020, after Brown starred in her own season of The Bachelorette<\/em>, estimated that she averaged between $5,260 and $8,767 per sponsored Instagram post. Meanwhile, Love Island USA<\/em>\u2019s <\/em>Leah Kateb boasts 4.6 million Instagram followers; according to an estimate from creator platform Hafi.pro, she brings in more than $100,000 a month from sponsored social content.<\/p>\nRose, who has worked with former Love Island <\/em>contestants like Season 1\u2019s A\u00efssata Diallo and Season 2\u2019s Justine Joy Ndiba, has helped create social media careers lasting beyond the immediate hype wave of a season and connected brands to creators for years after the bombshell leaves the villa. While she said that crafting a resonant personal narrative is key, there\u2019s a lot more to it, she told us. Here\u2019s how she gets it done.<\/p>\nFrom big screen to small screen<\/h2>\n
Rose encourages reality contestants to begin working with a creator agency far before an onscreen introduction to legions of TV fans.<\/p>\n
\u201cPlease seek out representation even before you go on the show,\u201d Rose said. \u201cOr after the show, make sure your inbox is open and you\u2019re looking for somebody to help represent who you are now that you have millions of followers.\u201d<\/p>\n
In Rose\u2019s experience, some reality show cast members may not be well-versed in the influencer world and sometimes don\u2019t know how to navigate issues like rates, content ownership, or contract negotiations, which can put them at a disadvantage. Management firms can often provide the expertise that newer influencers might otherwise lack, she said.<\/p>\n
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Once representation is secured, Rose said understanding the client\u2019s personal story is key to laying the foundation for a sustainable creator career, she said. This can look like doubling down on aspects of their personalities that resonated onscreen or introducing new categories of content they\u2019d like to produce.<\/p>\n
Take, for example, Love Island USA<\/em>\u2019s most recent breakout star, Huda Mustafa, who came to the show as a fitness coach. If Rose was working with Mustafa\u2014or someone with a similar background\u2014she suggested leaning into fitness as an area of interest.<\/p>\n\u201c[After the show], we\u2019re looking to see who the biggest names within that industry are, and how can we align her with that?\u201d Rose said. \u201cIf\u2026her audience actually resonates really strongly with that, then we\u2019d continue to make that a strong pillar for her.\u201d<\/p>\n
That\u2019s not always the case. In the case of Diallo, from Season 1, new fans might have learned about her for the beauty-and-bikinis branding core to the show\u2014but Rose said she helped Diallo pivot, instead elevating Diallo\u2019s personal connection to her religion and leaning into more \u201cmodest fashion.\u201d<\/p>\n
Rose said the shift helped Diallo defy fans\u2019 expectations, and Diallo said it was necessary for her broader career ambitions.<\/p>\n
\u201cMy goal was not to be known for being on reality TV, so I knew I had to shift the narrative,\u201d Diallo told us. \u201cI knew that I wanted to brand myself in a way that the brands that I will potentially work with are only elevating my storytelling and speaking to my audience.\u201d<\/p>\n
In the reality-to-influencer pipeline, timing can feel like it\u2019s everything, but Rose believes intentional brand partnerships are often more crucial than speed.<\/p>\n
\u201cTiming is important, but we want to make sure that whatever the partnership is, it\u2019s very intentional, and it has a long-term brand perception,\u201d Rose said. \u201cWe would most likely look to make sure that we catch momentum, but we are not sacrificing the integrity of that creator or their platform.\u201d<\/p>\n<\/div>\n
Read the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"Contestants on reality shows like Love Island and The Bachelor are supposed to be there to find love, so when drama emerges, they\u2019re often asking: Is this person here for the right reasons? The better question might be: Have the right reasons evolved? For many reality show contestants, the biggest benefit of appearing on unscripted […]<\/p>\n","protected":false},"author":1,"featured_media":22493,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-22492","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"\n
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