The sites, hosted by White Label Dating, leverage the social and traditional media influence of reality TV stars to generate traffic.
Many of the sites are run in partnership with appMi, a company which looks to “build scalable dating platforms that allow Celebrities, Brands and Publishers to engage with their followers, customers or audience and create additional revenue.”
Stuart Murgatroyd, founder of appMi, says that getting a reality TV star to back a dating site is a great way to acquire users with low ad cost:
“What’s really interesting is that we’ve had a zero ad spend – we leveraged the power and reach of social media through Jemma’s network on Instagram, Facebook and Twitter … plus a little bit of press (…)
“Watching the sign-ups come in when Instagram posts have been published, tweets have been tweeted and people have Liked and Shared on Facebook has shown some incredible correlation between social activity and activity on the site and we’ve drawn some very clear conclusions on how social reach can influence sign-ups in terms of volume of social following VS sign-ups.”
‘Plenty of Trish’, an appMi site using the brand of American internet personality Trisha Kay Paytas, is one of the first US-focused white labels to use the model.
The trend is not limited to the white label space – Badoo recently partnered with Gemma Collins for an advertising campaign.
89% of marketers reportedly feel that social media influencers can boost positive brand awareness, and 70% of U.S. firms say they’ll increase their budget for influencer marketing in 2018.
Read more on influencer marketing here.