What marketers can learn from ‘The Bachelor’ influencers
The importance of influencers by the numbers
Over two-thirds of US adult gen Z (86%) and Millennial (78%) social media users follow internet influencers, compared to about a third (33%) of Gen X and older. Gen Zs/Millennials are even more likely to follow celebrities and internet personalities than they are to follow a brand account. Users 18+ who follow influencers report the top qualities they look for are: entertaining (72%), honest (60%), funny (60%) and provide useful information (57%).
How Bachelor(ette) contestants work the Instagram influencer game after the show ends
Brands partnering with former Bachelor contestants
Across categories, companies have tapped these former Bachelor/Bachelorette contestants for influencer partnerships. Brand partners, such as FabFitFun, Revolve, MVMT watches, DIFF eyewear are primarily within fashion and beauty.
However, it’s not just fashion and beauty brands that can tap The Bachelor franchise. Many former contestants are category-agnostic. For example, Capital One partnered with Joe the Grocer for their Savor card launch event in Chicago. Halo Top recently partnered with former Bachelor Nick Viall for their first TV campaign and gave one of the Bachelor contestants free Halo Top for a year.
What brands can take away from contestants’ success:
Some of the most successful Bachelor franchise influencers, including Jojo Fletcher (2.2m followers), Kaitlyn Bristowe (1.7m followers), Ben Higgins (1.3m followers) and Catherine Lowe (1.3m followers), are those who have been off of the show for years, which speaks to the commitment and investment needed to sustain and continue to grow a following. Key aspects of Bachelor influencer success that brands should take note of include:
- Plan long-term, act short-term: A contributing factor to Bachelor influencer success is that it’s not all sponsored content in their feeds. The contestants that have done well have been very intentional about how they monetize their influence in the long-term.
- Be transparent: Bachelor influencers have made it a point to share their lives with their followers. Because of this, followers remain invested in them because they feel like they “know” them. While they may achieve “celebrity” level status, their stories feel more attainable, which makes them more relatable.
- Be consistent: Ultimately, within the mix of paid content, there is a level of authenticity and approachability needed to keep followers engaged.