How Influencer Marketing Changed the Way I Watch Television

Even though I’ve danced for most of my life, I never really paid attention to Dancing with the Stars. It always felt like a show meant for a different audience. But this season, I ended up watching weekly for the first time. What pulled me in wasn’t the dancing. It was Alix Earle joining the cast. I already follow her on social media, so seeing her transition into a completely new setting made the show feel more relatable and interesting to me.

This experience made me think about how much influencer marketing has changed the way many of us consume media. Influencers are no longer just promoting products; they’re moving entire audiences across platforms. Media analysts have even argued that creators are a major factor behind the recent rise in engagement for DWTS, noting that “the resurgence of Dancing with the Stars is being driven by creators” and the viewers who follow them (Campaign, 2024). It’s a clear example of how personal connection, even if built online, can drive viewership in traditional entertainment.

A similar pattern showed up in the most recent season of Love Island USA, which saw some of its strongest engagement so far. Marketing researchers described the season as “a strategic playground for real-time marketing, social buzz, and community-driven amplification” (ContentGrip, 2024). Instead of relying only on the show itself, the success came from constant online commentary, influencer reactions, and clips circulating on TikTok and Instagram. Viewers weren’t just watching a show; they were participating in a larger conversation happening across platforms.

Seeing this happen in two completely different shows made the marketing aspect feel very real to me. I didn’t intentionally plan to watch DWTS. I just followed someone I already liked into a new space without really thinking about it. It made me realize how powerful influencer-driven marketing can be, especially for younger audiences who spend more time online than watching cable.

Sources:

https://www.campaignlive.com/article/creators-sole-reason-behind-resurgence-dancing-stars/1939408

https://www.contentgrip.com/love-island-usa-brand-trendjack/