The Love Island Effect
July 2021

By Natasha Michelmore

Whether you love it or hate it, there’s no denying that Love Island is a smash hit success.

A peak audience of 3.3 million viewers tuned in for the long-awaited return of the dating show, and ITV has confirmed that the launch was the most-watched digital channel programme of the year so far for 16 to 34-year-olds.

The show not only dominates the big screen but our small screens too. Here we look at some of the social media marketing tactics Love Island uses to make the TV show a success across digital.


Tone of Voice

 From ‘muggy’ and ‘pied off’ to ‘it is what it is’ and ‘my type on paper’, there are a number of catchphrases that have become synonymous with the show. This distinct tone of voice has infiltrated popular culture and become the language spoken by young people today. By using this language across the programme’s social channels, Love Island’s content is highly relatable which strengthens the relationship with its audience.


First Look Clips

Love Island has mastered the art of anticipation, leaving viewers wanting more following cliff-hanger moments. Cliff-hangers are standard practice for a reality TV show, but Love Island has managed to transfer this to their social media channels too, with a clever video strategy that keeps fans coming back to their social media pages for a sneak peek at what’s to come.


Interactive and Shareable

Clips from the show are repurposed for social into bitesize videos that are easily shareable and encourage users to tag their friends in posts. The Love Island social channels also use interactive tactics to drive engagement, such as quizzes on what’s happened on the show so far, and opportunities to submit questions for the contestants to answer – the latter being a great way to connect with the audience and make them feel part of the narrative.


Brand Collaborations

 This year’s Love Island scored ITV more than £12m in revenue before the first episode even aired, as sponsors and advertisers pay the price to associate themselves with the most commercialised show on British television.

Brand collaborations and sponsorships propel the reach of both involved, ensuring maximum interest and exposure. Fashion brand I Saw It First, who dress the contestants during their time on the show, regularly share the outfits worn on their social media channels while sharing the links to purchase the actual outfits on their website.

Want to experience the full Love Island effect? Check out the official Love Island Instagram and Twitter platforms, or take a look at @loveislandreactions or @loveislandnot on Instagram for your daily dose of Love Island memes.

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