The Evolution of Entertainment: How Reality TV and Social Commerce Are Changing the Game
Imagine watching your favorite reality TV show, mesmerized by the contestants’ flawless makeup and stylish outfits. You can’t help but wonder where they got their looks from. This is the modern-day version of window shopping, where entertainment and commerce collide. Recently, at VidCon 2025, LTK and Warner Brothers unveiled their collaboration to bring social commerce to the entertainment industry, revolutionizing the way we interact with our favorite shows.
The partnership between Warner and LTK was born out of fans’ desire to know where to purchase clothes seen on shows like The Bachelor. According to Stephanie Guerrieri, Senior Vice President of Brand Content & Partnerships at Warner Horizon Unscripted Television and Telepictures, "Entertainment and shopping go hand in hand." The Bachelor Nation page on LTK is a prime example of this, linking items of clothing worn by contestants on the show and making it easy for fans to access them.
Bachelor Nation’s Charity Lawson and Daisy Kent, who joined the panel discussion, revealed that the question they’re asked most on social media is "where is that from?" They noted that having items sourced in real-time through LTK makes their job easier, especially when dealing with sudden follower gains and unexpected demand from fans. Interestingly, they found that products from authentic moments tend to generate more requests than staged photo shoots. Kent shared an example of posting a pair of pajamas on her Instagram stories, which led to over 2,000 purchases through her LTK link.
The panelists offered valuable advice to fellow creators using LTK. Kent emphasized the importance of treating your following like friends, only sharing links to products you truly love. Lawson highlighted the need to establish trust, which she acknowledges requires effort but is exciting and ever-evolving.
This collaboration marks a significant shift in the entertainment industry, where social commerce is becoming an integral part of the viewing experience. As Katie Melton, VP of Creator Success at LTK, noted, giving The Bachelor franchise a LTK page was a "natural evolution." With the rise of reality TV and social media, it’s clear that entertainment and shopping are now inseparable. As the media landscape continues to evolve, it will be fascinating to see how this trend unfolds and how creators leverage platforms like LTK to connect with their audiences.
