Producer Bennett Graebner Discusses the Influencer Pipeline Issue in Reality TV - MovieMaker Magazine

      Reality television initially offered everyday individuals the opportunity for remarkable experiences. Dating shows provided avenues for romance, competition formats aimed for prizes, and talent showcases focused on discovery. Nowadays, for numerous contestants, these prizes have taken a backseat to a more profitable aim: social media fame.

      Bennett Graebner, who spent 17 years as the showrunner of The Bachelor franchise, has observed this shift firsthand. His evaluation is straightforward. "The participants on The Bachelor and other reality shows often come on with the intention of becoming social media stars instead of simply aiming to have a memorable experience or find love," he remarked. "This ultimately results in a less genuine experience for both the contestants and the audience."

      How Profitable Has the Influencer Route Become?

      Statistics illustrate the reason contestants favor follower counts over romantic pursuits. Leah Kateb from Love Island USA is now making over $100,000 monthly from sponsored posts, as estimated by the creator platform Hafi.pro. Her Instagram following surged from 12,000 before her show appearance to nearly 4 million afterward.

      At the pinnacle of the reality-to-influencer spectrum, earnings reach astonishing figures. Kylie Jenner, who gained fame through Keeping Up with the Kardashians, is said to charge nearly $1 million for a single sponsored Instagram post. Kim Kardashian, with her 350 million followers, commands similar rates.

      These numbers have altered how potential contestants perceive reality TV. Talent agent Tamika Rose, the director of campaign management at Kensington Grey, recommends clients to "seek representation even before auditioning for the show." This advice reflects an industry shift where participating in television is more of a starting point than an end goal.

      What Type of Follower Growth Do Shows Foster?

      Contestants on Love Island can experience follower growth as high as 40,000% after participating in the show. The seventh season of Love Island USA introduced a new wave of social media celebrities, with the top ten contestants collectively acquiring over 10 million Instagram followers during that season.

      Huda Mustafa was the leader of that cohort, amassing 2.4 million followers in just 30 days, even though she did not win. The eventual winner, Amaya Espinal, gained 2.2 million. Tabi Vicuña, founder of Heepsy, pointed out that "popularity online differs from winning the competition," a reality contestants seem to fully understand.

      Alumni from the Bachelor franchise display similar trends. Hannah Brown, the most followed former contestant, has 2.7 million Instagram followers. After his appearance, former Bachelorette contestant Jason Tartick left his corporate banking job and made over $1 million in gross social media revenue in a single year. Tyler Cameron shared on Tartick’s podcast that after leaving the show with just $200, he earned $250,000 for two Instagram posts.

      Does Fame-Seeking Alter Behavior?

      Bennett Graebner has seen the behavioral shifts first-hand. Contestants who come in with influencer ambitions behave differently than those who are focused on the show's genuine goals.

      "They tend to do things they wouldn't normally do because they want to attract more attention or become famous," he explained.

      Production teams have recognized this change. Graebner mentioned that contestants "often have social media on their minds, which significantly hampers their ability to be authentic." The fear of public opinion adds to the issue. "They are constantly worried about what others will say about them."

      What Does This Imply for Storytelling?

      Reality television relies on authentic moments for captivating narratives. When contestants perform for future followers instead of immersing themselves in the present, the storytelling quality diminishes.

      Producers find themselves in a quandary. Hiring fame-seekers guarantees polished participants who know how to generate engagement. However, these same contestants frequently shy away from vulnerability, which is essential for the emotional depth of dating shows. Genuine moments of surprise, unfiltered connections, and spontaneous drama become more challenging to capture when contestants are busy strategizing their personal brands.

      Earlier iterations of dating shows featured contestants with limited social media exposure, allowing for more organic reactions. In contrast, current participants often come media-trained, with existing followings and content creation skills. Some shows have taken to casting influencers directly, blurring the line between participants and professionals.

      Has the Industry Adjusted?

      Production companies have adopted varying strategies in response:

      - Love Island UK enacted social media bans during filming to stop contestants from gauging public perception.

      - Certain shows have increased psychological support services to help contestants deal with intense online scrutiny.

      - Casting departments now consider social media presence alongside traditional criteria.

      - Networks have implemented post-show management programs to assist contestants in navigating sudden fame.

      These measures tackle symptoms rather than the root causes. The financial incentives driving the desire for fame remain unchanged. A successful career as an influencer can yield more income than most contestants earn through their regular jobs. For participants from