Love Island UK is a reality TV show that has become a cultural and global phenomenon since its revival in 2015.

It has grown to be one of the most-watched TV shows on British television, with millions tuning in to watch the drama unfold between the islanders.

However, as the show has evolved over the years, so too has its brand reputation.When Love Island first returned to our screens in 2015, it was seen as a guilty pleasure for many. The show had a reputation for being trashy and focused solely on hooking up and finding love. However, over the years, the show has made a concerted effort to become more family-friendly and appealing to younger audiences within Gen Z.

One of the most significant changes the show has made over the years is to make it more inclusive. In the early years, it was criticised for only featuring slim, conventionally attractive contestants.

However, in recent years, it’s made a conscious effort to showcase a more diverse range of body types, ethnicities, and sexual orientations. This is helping the show to become more inclusive and appeal to a wider range of viewers.

Another change it’s made is to become more aware of the impact it’s has on its contestants' mental health. Love Island has faced criticism over the years for the way it portrays relationships and for the pressure it puts on contestants to couple up. In response, it has implemented new measures to support the mental health of its contestants, including therapy sessions and aftercare once they leave the villa.

🤳🏽 Influencer culture

However, despite these changes, Love Island's reputation is still heavily focused on the idea of becoming an “influencer” post show, rather than finding love. It has become a springboard for contestants to secure brand deals and collaborations. As many former contestants have gone on to become successful social media influencers.

This shift towards influencer culture has led to criticism of the show's TRUE intentions. Some viewers feel that the contestants are more interested in securing brand deals more than finding love, and that it’s no longer about genuine connections between people. While there are always exceptions, with some couples going on to have successful relationships outside of the villa, the focus on securing brand deals, collaborations, partnerships and influencer culture has become a defining feature of the Love Island brand.

📺 Viewing numbers (the data)

In terms of viewing figures, the show's final episode in 2021 was watched by 4.1 million viewers, making it the most-watched program on British television that night. However, while the show remains popular, it's important for brands to be aware of how consumers view them in relation to the Love Island brand and the brand association.

🫱🏽‍🫲🏼 Brand collaborations

Many brands have used the show as a platform to promote their products (this is what we know as either product placement or partnerships), with contestants often seen wearing sponsored clothing and accessories. However, some viewers have criticised brands for supporting a show that promotes “influencer culture” and encourages contestants to prioritise their brand deals over genuine connections with others.

Love Island UK has evolved significantly and while it’s made efforts to become more inclusive and support the mental health of its contestants, its brand reputation is still heavily criticised for focused on “influencer culture” and securing brand deals. Brands need to be aware of how their association with the show is viewed by consumers and ensure they align with the values and intentions of their target audience.

What’s your thoughts on Love Island? We want to know…