Love Island USA was the most-watched streaming series in the U.S. between July 5th and 11th with 919.1 million minutes watched, according to Variety.
What does that mean for business?
This is much more than understanding a reality TV show. This is about innovation, appealing to a complex consumer, taking risks, and striving to stay relevant in a world that rewards it at the highest level.
If your target demographic is female aged 20-38, then listen up! Because you should be consuming what your consumer is consuming (say that five times fast!).
Let’s Talk TV: Love Island USA, Season 6
Love Island USA streamed its season finale on July 22nd and to say it broke the internet would be an understatement. Though the show has aired six seasons, it was only this last one that really got people’s attention. In fact, viewership numbers doubled when compared to season 5, all due to some highly intelligent and calculated changes and strategies. Let’s break down why that is.
1. The Realness
People crave realness. Love Island USA did not have the overproduced look that so many reality TV shows have (coughThe Bachelor). The viewers see the islanders (contestants) take their makeup off before bed, make themselves breakfast in the morning, and watch the girls rummage through each other’s closets in a universal display of girlhood so many can relate to—borrowing clothes from a friend. Additionally, all the islanders were given a phone to take pictures and videos on throughout their experience. The content would then be used for promotional purposes. Why is this groundbreaking, you may ask? A casual picture taken on a phone of a few makeup-less islanders flashing peace signs at the camera in their PJs in the morning, sitting in a circle drinking their coffee is relatable. The viewer sees themselves and their friends in the people on the screen.
The Lesson: The shift from being interested in the overly curated look and content isn’t happening now—it’s already happened. Gen Z are wearing neon-colored blemish patches in the shape of hearts and stars to work! They want authenticity, relatability, and attainability.
The Tip: Marketing to these types of people calls for real life testimonials, imagery that isn’t super edited, and spokespeople that the consumer demographic sees themselves in.
2. Engagement that Demanded Attention
I’ve said it once, I’ll say it again: this generation wants MORE. These are not passive consumers and viewers. They want to be engaged in the moment; they want to be a part of something. Viewers of Love Island USA were able to vote for their favorite couples throughout the show, supporting them in moving on to the next week, while having a hand in who gets eliminated as well.
The Lesson: This target demographic feels more connected to a brand when they’re engaged with, listened to, and understood.
The Tip: Listen to your consumers, like REALLY listen to them. Make them feel like they’re a part of the decisions being made, the products and services being curated, and more.
3. Eliminating The Waiting Game
In a world of impatience, the dating show model of filming several months before a single episode airs, just doesn’t cut it for these age groups. People want content in real-time, which is why Love Island USA episodes being streamed just a day or two after filming is yet another reason why it’s so successful. The consumer doesn’t want to hear about a show starting to film and stay excited for several months before it’s watchable. Plus, spoilers are impossible to avoid in this digital age.
The Lesson: Teasing a project, new product drop, or big announcement for extended periods is not going to work with these generations.
The Tip: Be tactful about how long you promote something and don’t make your consumers wait too long. They will get fatigued and walk away.
4. The Perfect Host
The brilliant team at Peacock brought on a host that was universally beloved and admired by young women across the country. Ariana Madix, a reality star from Vanderpump Rules, a Bravo show that famously imploded last season when Ariana’s relationship publicly, and very dramatically, ended in a traumatic way. Women everywhere have rallied behind her, many able to relate to what she experienced within her relationship, and thus overnight she gained millions more followers across her social platforms and was offered brand deals with companies like Bloomingdale’s, T-Mobile, and Uber. Her personal brand has come to represent female empowerment and her fans are eating it up.
The Lesson: Think fiercely about the public figures you associate with your brand.
The Tip: Ask yourself: Is this person’s story relatable to my consumer demographic? Does this person evoke an emotional, passionate response from people?
Conclusion: Consume What Your Consumer is Consuming
So, am I telling you to go watch Love Island USA, Season 6, to understand your female consumer demographic better? No, I don’t think that’s completely necessary. However, I implore you to consider the lessons we can take from this show and the cultural impact it’s having.
Other topics this demo is loving:
DCC, Dallas Cowboy Cheerleaders Show on Netflix
Hot Mess, a Podcast with Gen Z “it girl” Alex Earle
Underconsumption Core, a topic and hashtag trending on TikTok
Have questions, ideas, or different opinions you would like to share? Reach out to Halle at Halle@themomentumbrands.com for a quick chat on how to understand what your target demo is consuming and how it translates to your business.
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