Summer House star Amanda Batula has spoken out about the dramatic conflict between Lindsay Hubbard and Danielle Olivera in the show’s most recent episode. Lindsay and Danielle, who were once best friends, split up in autumn 2022 after Carl Radke proposed to the Florida-native. The conflict in this week’s episode revolved around Lindsay’s changed behaviour following her relationship with Carl, and Danielle’s perception of her friend’s lack of support in their friendship. Danielle found support in Amanda and Paige DeSorbo after the argument with Lindsay.
Paige commented that it was “nice” to see Danielle’s personality shine through after Lindsay had allegedly “dulled” it, to which Amanda revealed that Danielle was the supporting character in their friendship, noting that Lindsay saw herself as the main character. The episode showed Lindsay and Danielle questioning each other’s behaviour, with Danielle feeling unsupported by her former best friend following Lindsay’s new relationship.
Conflict in reality TV shows attracts considerable interest from viewers, with many shows centred around relational drama. Brands are tapping into this with marketing campaigns, with many using reality TV stars as influencers to boost their products. The COVID-19 pandemic has increased the number of people watching television, which has further boosted brands’ interest in these reality shows. Brands that can successfully connect with reality TV audiences see a boost in sales and publicity, while rising stars on the shows can capitalise on their increased exposure and develop their personal brands.
Many reality stars, who have large followings on social media, are also expanding into new markets such as fashion and beauty industries. Reality star Kylie Jenner, for example, made headlines when she became the world’s youngest ‘self-made’ billionaire with her Kylie Cosmetics range. Smart brands will recognise the potency of this trend and seek to maximise their reach with reality TV stars.
The role of influencers such as reality TV stars in the economy is only set to grow. They are capitalising on the opportunities to monetise their influence via social media, and brands are eager to collaborate with them on marketing campaigns. For individuals such as Amanda Batula, who has a significant social media following, it provides an opportunity to build a personal brand in fashion, beauty, and lifestyle sectors. The reach of reality TV stars such as Amanda extends well beyond the programming of the shows on which they feature, and brand marketing will continue to reflect this trend.