Love Island has taken the world by storm since it first aired in 2015, with millions of viewers tuning in twice a year to watch the drama unfold. While the show is primarily known for its romantic entanglement and spicy drama, there are also some valuable lessons that brands can learn from Love Island.
Now that this year’s Love Island has come to an end, here are five lessons that brands can learn from Love Island.
EMBRACE SOCIAL MEDIA
Love Island is a show that thrives on social media, with millions of people tweeting and posting about the show daily. Brands can learn from this by embracing social media and using it to their advantage to engage with their customers. Brands joining in the conversation can build consumer connections, boost their social standings, and stay relevant through pop culture.
Here are some examples from Boohoo, Specsavers, and Boots who utilised their social media very well.
Boohoo
Specsavers
Boots
BE AUTHENTIC
One of the secrets behind Love Island’s immense popularity lies in its authenticity. The contestants are real people with real emotions, and because of this, viewers can relate to them more which has made the show a huge success.
Brands can learn from this approach by adopting an authentic marketing strategy that resonates with their audience. It involves being transparent about your brand’s values, acknowledging mistakes, and revealing the human side of your brand. By doing so, brands can establish a strong sense of trust and credibility with their audiences, which can foster a more meaningful connection.
This approach can be a game-changer in a world where consumers crave honesty and authenticity. Rather than creating an artificial façade, brands that showcase their genuine selves can attract a loyal fan base and make a lasting impact.
UNDERSTANDING YOUR AUDIENCES
In the realm of social media, influencer marketing wields a significant impact, with Love Island serving as a catalyst for catapulting individuals to influencer status almost overnight. It’s common knowledge that nowadays, contestants vie for a brand deal rather than finding love, and even well-loved personalities such as Molly-Mae have admitted to initially approaching the show as a business opportunity. This shift has become the ultimate goal for most, and it’s not without reason.
According to a study by Social Media Explorer, approximately 92% of consumers are more likely to place their trust in an influencer than in a brand itself. As such, selecting the right person to represent your brand is of utmost importance, and keeping an eye on the most popular contestants each season, even if Love Island isn’t your cup of tea, can reap great rewards. Making a wise choice with regard to influencers can significantly boost revenue.
Following the islander’s exit from the villa, a swarm of brands will try to secure exclusive deals with the most suitable influencers for their target audience. A prime example is Molly-Mae who secured a £500,000 deal with Pretty Little Thing at the age of 22 years old and became the brand’s creative director.
Another noteworthy personality is Indiyah Polack, a former Love Island contestant from season 8, who signed a huge six-figure deal with Pretty Little Thing, and Boots snatching Indiyah up as a beauty ambassador for the brand.
Even if you are unable to afford the rates of a Love Island participant, emulating their trends and directing your attention towards their followers can still prove beneficial, particularly in the beauty and fashion sectors.
BE BOLD AND TAKE RISKS
Love Island is a prime example of a show that isn’t afraid to take risks. From provocative themes to jaw-dropping plot twists, the show’s willingness to push boundaries has captivated audiences worldwide. Similarly, brands can learn from this approach by being bold and taking risks in their marketing.
However, taking risks does not mean disregarding ethical standards and common sense. Rather, it’s about pushing boundaries of innovation and creativity while staying true to the brand values and mission. By taking calculated risks, brands can make a statement, stand out from their competitors, and connect with audiences on a deeper level.
Whether it’s a bold marketing campaign or an edgy brand message, taking risks can help your brand capture attention, build excitement, and leave a lasting impression.
ADAPTING YOUR BRAND TO CONNECT WITH YOUR AUDIENCE
Love Island has proven to be a master of audience engagement and catering to their audience’s evolving preferences. Taking a break from its typical fast fashion approach, the show teamed up with eBay in its latest season to embrace the trend of eco-consciousness and ‘pre-loved’ clothing.
eBay data reveals that 20% of Brits have now started to opt for recycled and second-hand clothes. Love Island brilliantly responded to this change by adapting its marketing strategy and dressing the contestants in pre-owned clothes sourced from eBay. These items were then available for sale on-site, promoting the importance of sustainability and the benefits of buying second-hand clothes.
With Love Island’s successful approach, other brands and businesses can easily learn the art of staying relevant and up-to-date with changing consumer trends. By adapting to audience preferences and evolving with them, brands can win the hearts of customers and create a more sustainable future.
In conclusion, Love Island may seem like just another guilty pleasure reality TV show, but there are valuable lessons that brands can learn from it. By implementing these learnings your brand can build a loyal following, and retain and gain consumers.
Want to see more marketing wins? Why not check out Escapade’s blog on Marketing Strategies to takeaway from Rihanna Superbowl!
Sources
https://www.glamourmagazine.co.uk/article/love-island-second-hand-clothes-ebay
https://www.semetrical.com/love-island-digital-first-television-influencer-marketing/
