What Can Brands Learn From Love Island and FOMO

By Avery Zimmerman, Research and Compliance Manager

The advent of summer might bring to mind different things for different people. For me, it's Love Island. It might seem like the antithesis of what summer should be — especially in Michigan, when our nice weather is so fleeting — but instead of going outside, I'm settling in on my couch, tuning into a reality TV show every day at 9. And I'm not alone. 

Love Island is a phenomenon. I mean, literally every single one of my friends watches it. We even went to a watch party at a bar in downtown Detroit — the same one where we go to watch Lions games in the fall. It made me realize: it's not just the drama and the dating that keep people tuned in. It's the FOMO. And that's exactly what's driving Love Island's PR machine. 

Reality TV as Cultural Capital 

FOMO — the fear of missing out — is usually tied to in-person events: parties you weren't invited to, group trips you couldn't make. But with Love Island, the fear is about being left out of a cultural conversation. It's not new for reality TV to generate buzz (I remember debating American Idol voting at lunch), but Love Island has refined that formula for the social media age. 

The Love Island Ecosystem

The show airs a new episode every single day except Wednesdays. That relentless cadence is a huge PR differentiator. There's no time for the conversation to ebb and flow. If you miss even one day, you're already behind on the latest love triangle, elimination, or gossip. It's a self-sustaining cycle. 

Additionally, official Love Island accounts post meme-ready clips in near real time. Their social team isn't just promoting the show; they're fueling a 24/7 content loop designed to go viral. 

The Audience as Amplifier

But the real PR team is the audience. Viewers live-tweet, post TikToks, make memes, and debate everything from whose connections are real or who's gaslighting whom. One creator I follow has built a TikTok following of millions just by posting commentary on the show. 

Reality TV has always had its superfans, but Love Island amplifies it. It combines the drama of Real Housewives with the voting and eliminations of American Idol. Viewers don't just recap, they get to react as it's happening and even have a chance to shape the show's outcome. It takes a fandom and adds participation. 

Even contestants become content creators. After they're dumped from the Villa, they move from islanders to influencers, with inside knowledge and an immediate following. And since they can't access social media while in the Villa, their friends and family often run their social media accounts, giving fans another window into who they "really" are. It blurs the line between reality TV and influencer. 

What Can Brands Learn from Love Island and FOMO? 

1. Build a content ecosystem that thrives on urgency and engagement

Your audience is busy (probably watching Love Island). So why should they engage with your brand today instead of six months from now? Timely, relevant content creates a sense of urgency that drives immediate attention and engagement. 

2. One platform isn't enough

Love Island doesn't exist in a vacuum of reality TV. The show moves across platforms, from nightly episodes to TikTok clips, memes, and podcast debriefs. Brands should prep content not just for one channel, but for wherever people are talking about them. 

3. FOMO only works if what's happening today can't be duplicated tomorrow

If your campaign can run again in six months, where's the urgency? FOMO relies on fresh content that feels in the moment (authentic, unrepeatable, and worth talking about NOW). 

And while I'm happy for the Season 7 winners, I'll always be part of #NicolandriaNation. Like great content, the Love Island couples we can't stop talking about are the unexpected ones!