Why companies are leveraging Bachelor-franchise ‘influencers’ for their brands

Even if you aren’t a fan of ABCs long-running franchise, chances are you’re aware of the show and even a few of the contestants who have been part of it.Bachelor ‘graduates’ are being asked to promote a variety of products across different social platforms. As the show rises in popularity each season, ex-contestants have become prime targets for influencer marketing. Whether it’s via an Instagram post, talked about in a YouTube video, or snuck into a podcast, contestants are promoting products ranging from weighted blankets to french fries.Massive companies such as McDonalds, Reebok, Capital One and Estée Lauder have tapped into the Bachelor sphere to promote a wide variety of products and services. Halo Top, a popular low-calorie ice cream, partnered with the Bachelor franchise by running a national television commercial during the 2019 season finale. ABC also used product placement and had stars eat the ice cream throughout several different episodes.The campaign didn’t stop there. Halo Top and Nick Viall, the star of the 21st season, also partnered for an Instagram post.

Smaller lifestyle brands have also tapped into the niche. FabFitFun, Love Comfitude, and TruSelf Organics are just a few up-and-coming brands who have leveraged influencer partnerships to expand their reach. By using a combination of personal stories, coupon codes, and candid photos, contestants are able to advertise almost anything.

So - why are so many brands utilizing franchise favorites to leverage their brands?Relatability.Celebrities such as Cristiano Ronaldo, Kim Kardashian, and Dwayne ‘The Rock’ Johnson lack the authenticity that many Bachelor contestants bring to the table. Unlike traditional celebrities, Bachelor & Bachelorette stars exemplify attainable, personable lifestyles that appeal to wider audiences. Former contestants also tend to have higher engagement rates than the average influencer, according to Launchmetrics, a data analytics company.The reality stars are also more accessible than big-time celebrities. Due to their lack of super-stardom, past contestants are able to launch their own blogs, podcasts, and other brand collaborations. Joelle Fletcher, season 12s Bachelorette, is one of the most popular women from the franchise. Not only does Fletcher partner with brands for sponsored Instagram posts, but she has also launched her own clothing line, created a mini-web series, and has a new show airing on CNBC.

Whether you choose to ‘accept this rose’ or not, former contestants are currently dominating the influencer world.

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