How social media is shaping the show, and how the show is shaping the next wave of influencers
It’s Love Island USA season again, which means our feeds are full of chaotic recouplings, strategic “girl chats,” and a whole lot of cut-and-paste apologies from the men. But if you’ve been watching closely or scrolling TikTok even more closely, you’ll know that the real drama isn’t just happening in the villa. It’s happening online.
From day one, contestants aren’t just fighting for love or even screen time. They’re fighting for the edit. And more importantly, for the main character moment. Why? Because a good Love Island storyline doesn’t end with the finale. It ends with a PrettyLittleThing collab and 500K Instagram followers.
This season (and every season), we’re watching two parallel realities play out:
- The edited show airing on Peacock
- The real-time commentary, memes, and micro-scandals unraveling on social media
Let’s talk about both and why your brand should be paying attention.
Main Character Energy Is the Real Prize
There’s a reason fans gravitate to certain Islanders before the producers even push their storylines. Call it intuition, call it stan culture, call it algorithmic destiny. We can usually tell, within a day or two, who’s here to play the long game.
These contestants know what makes content click.
They give us:
- Unapologetically viral one-liners (“That’s a red flag with glitter on it”)
- Outfit choices that spark discourse (or brand deals)
- Strategic vulnerability that feels real but also Reels-ready
Even the way Islanders narrate their experiences feels optimized for post-show use. Confessionals feel like future TikTok voiceovers waiting to happen.
The Show Is Crowdsourced Now
Love Island producers have always shaped the edit, but now, so does the audience. Twitter threads and TikTok comment sections create a secondary storyline. One that travels faster than the broadcast and often influences how viewers interpret what they see on screen.
And let’s be honest. The memes are half the reason we’re here.
A 10-second eye-roll from a contestant might seem minor on TV, but give it a trending sound on TikTok and suddenly she’s the queen of #girlmath and soft-launch culture.
This live feedback loop isn’t just entertainment. It’s power.
And the Islanders know it.
From Contestant to Content Creator: The Influencer Pipeline
The day after the finale, Islanders don’t fade into reality TV obscurity. They launch brands.
Here’s the standard post-show playbook:
- Instagram feed overhaul
- Brand-safe relationship recap post (even if it’s doomed)
- YouTube Q&A, podcast guest spot, maybe even a makeup line
The game doesn’t stop when the show ends. In some ways, it starts there.
Viewers become followers. Followers become customers.
The villa is just the prequel.
So What Does This Have to Do With Your Brand?
A lot, actually.
Love Island is a masterclass in how real-time engagement, storytelling, and branding intersect. Whether you’re a solo creator or a business trying to build a presence online, there’s plenty to take away from how these contestants operate.
Here’s what to take from it:
- Curate your own main character energy. You don’t have to be loud or chaotic. Just be consistent, compelling, and a little self-aware.
- Don’t sleep on reactive content. The best posts aren’t always planned. Be ready to jump into conversations as they’re happening.
- Think long game. Every piece of content builds your brand equity. Don’t just post to post. Post to attract the kind of community or partnership you want six months from now.
Final Thought
Whether you’re watching Love Island for the love, the drama, or the meme potential, one thing’s clear. Social media isn’t just part of the show anymore. It is the show. And the Islanders aren’t just dating. They’re building brands in real time.
Might as well take notes.
Moody Creative Media is a Houston-based social media agency helping businesses build strong, strategic online presences through content that actually connects. We offer creative direction, content planning, and full-service execution for brands that want to stay relevant without burning out. Ready to grow without doing the most? Let’s talk.
