• by Jennifer Quigley-Jones , August 8, 2025

“Love Island USA” season 7 served up way more than poolside drama. For brands, it was a cautionary tale on vetting reality stars-turned-influencers, as two contestants were booted because of racist slurs found on past social media posts.

Despite the drama, this year’s contestants landed hotbrand deals while still onsite at the villa—no small feat. Season 7’s winner, Amaya Espinal, is already working with the likes of Fenty Beauty and Poppi.  

What does all this mean? And why should marketers care? 

For one, the show's widespread visibility and success are generating real value for contestants, given just how widely it’s reaching fans (aka consumers). Consider that this latest seasonbroke records in viewership and engagement for Peacock, and brands moved quickly to lock in partnerships before their competitors entered the fold. 

But the rush to be first doesn’t come without risk—like the brouhaha over contestants’ resurfaced social media posts—underscoring the tightrope brands walk when betting on influencers.

And when controversies erupt—and they always do—critical questions surface, followed by “what should I do next?!” 

Here’s a three-step blueprint to collaborating with influencers who are quickly thrust into the public eye, designed to ensure your partnership is delivering value for your brand. 

Understand—and embrace—the vetting challenge.  When reality shows air, there’s demand for contestants to collaborate with brands even before they leave our TV screens. Brands race to sign the hottest talent before their moment fades. But rushing can backfire if vetting isn’t done properly.

Vetting mid-season is tricky, as reality stars' reputations can change overnight as new storylines or controversies unfold. To stay ahead without taking unnecessary risks when vetting any kind of influencers in the public eye: 

• Set clear brand-safety checks and stand true to your nonnegotiables regarding past posts, values alignment and tone. 
• Monitor the talent's ongoing narrative on the show and in the press. 
• Have backup options, as the best long-term campaign results will come from working with creators that match your brand, not one with fleeting fame.  
• Don’t rely only on early fan reactions. Perceptions can flip fast. 
• Never skip contracts or reputation checks. 

Doom prep for possible backlash. Brands often have an advantage that creators themselves don’t—the ability to step back and monitor how public sentiment is evolving.  

While creators may still seem universally liked, brands can spot early signs of controversy or polarizing behavior. Yet too often, they ignore the tools at their disposal: social listening platforms, sentiment analysis dashboards, and even crisis simulation exercises are rarely used to their full potential.  

Agencies can provide a second, objective view to ensure nothing is overlooked, helping brands gauge public mood in real time, adjust messaging, and build contingency plans if perceptions shift—protecting reputation while still capitalizing on the moment.

Grasp the right playbook.  Many brands seeking influencers are drawn into the race for cultural relevance—even as68% of marketers report brand safety concerns are rising. 

Too often, brands take calculated risks without fully considering what they can control: preparation. The unknown—whether it’s past behavior resurfacing or sudden public backlash—can never be predicted, but it can be planned for.

Establishing clear red lines, setting internal guidelines for acceptable risk, and defining what actions warrant severing ties all help brands make faster, more confident decisions when crises do arise.