The Reality TV to Wellness Influencer Pipeline: What It Means for Brands in 2025.

From discounted fashion hauls to digital detox tips, the influencer landscape has undergone a major transformation. Once dominated by flashy endorsements and fast fashion, 2025’s influencer marketing space is evolving and nowhere is that clearer than in the post-Love Island era.

From Fast Fashion Fame to Full-Time Influencer.

Love Island was once a guaranteed golden ticket into influencer stardom. Contestants would leave the villa to sign six-figure deals with fashion brands, turning overnight fame into long-term brand partnerships. Think Molly-Mae Hague, Tommy Fury, and Ekin-Su Culculoglu – each one a household name with a huge reach, born from a summer of sun, drama, and DMs.

The typical trajectory followed a predictable path of fast fashion sponsorships, beauty endorsements, endless promo codes and, in many cases, a slow fade from public relevance.

But now, that formula is no longer foolproof.

The Wellness Rebrand: A Cultural Reset.

In 2025, authenticity beats aesthetics. Audiences are fatigued by over-filtered lifestyles and empty #ad posts. Instead, there’s a rising appetite for content rooted in health, wellbeing, and purpose – values that have reshaped influencer branding across the board.

Cue the rise of the wellness influencer.

Former contestants like Gabby Allen, Anton Danyluk, and Dr. Alex George have successfully pivoted to roles as fitness coaches, mental health advocates, and holistic wellness voices. Others, like Greg O’Shea and Michael Griffiths, leverage their athletic backgrounds to champion sustainable living and positive routines. The common thread? Realness, relatability, and relevance.

Where once their feeds were filled with discount codes, we’re now seeing training plans, daily affirmations, and morning routine content. These aren’t just rebrands, they’re reflections of a cultural shift towards intentional living.

What Brands Need to Know.

For brands, this shift has major implications as it’s no longer enough to chase reach, relevance is everything. Influencer marketing in 2025 must be:

• Strategic: Partnering with influencers whose values align with the brand mission
• Authentic: Prioritising meaningful engagement over follower count
• Community-led: Understanding the audience behind the influencer

There’s now more risk in misalignment than in missing out. A fast-fashion collab with a mental health advocate? A fitness-focused creator promoting a sugary energy drink? Audiences spot these mismatches a mile off and they disengage.

At ilk Agency, our approach to influencer marketing strategies is rooted in synergy. We match brands with content creators whose tone, story, and following mirror what the brand is trying to say, not just who they’re trying to reach.

Micro vs. Macro: Quality Over Quantity.

Brands looking to build meaningful connections should consider shifting focus. While mega influencers with millions of followers still play a role, particularly for wide-reaching awareness campaigns, it’s the micro and niche influencers who are consistently delivering stronger results.

These creators tend to offer:

• Higher engagement rates
• Greater audience trust
• More authentic storytelling

That doesn’t mean brands should rule out macro voices. The key is finding balance and a clarity of purpose.

What Makes a Great Influencer in 2025? Insights from our Social team.

 Authenticity Over Numbers

“A great influencer isn’t just someone with a massive following, it’s someone you can trust. It’s about being authentic, genuine, and showing real personality. That’s what creates connection, and connection is what drives influence,” explains Amy, our Social & Paid Media Executive.

Tapping into Search Intent

With Gen Z increasingly using social media as a search engine – especially on TikTok, where 23% of users make a search within just 30 seconds – Emilia, our Social Lead, emphasises the importance of building search intent into creator briefs.

 “Rather than focusing solely on trends, align creators’ storytelling with high-intent queries identified through SEO insights or TikTok’s Trend Discovery tool. This helps creators tap into organic demand and produce content that remains relevant long-term. The goal isn’t just to chase what’s popular today, but to keep showing up in front of audiences actively searching for content tomorrow.”

Authentic Brand Connection

Katie, Senior PR & Social Media Manager, adds, “A great influencer is someone who genuinely connects with your brand, not just someone who’s paid to say they do. The strongest partnerships come from influencers who already have an organic affinity for your product or service. That authenticity translates into honest, trustworthy, and impactful content.”

 “Influencers who truly resonate give their audience something valuable, whether it’s knowledge, inspiration, entertainment, or motivation. Creativity and adaptability are key. Great influencers know how to create content that stands out while staying true to their own personality and the brand’s message.”

Passion Over Perfection

El, Social & Paid Media Executive, points out that influencers with niche knowledge or genuine passion often make the most compelling content.

“We tend to associate influencers with curated, glamorous lifestyles, but the best influencers are often incredibly ordinary. They don’t need a huge following, just a real enthusiasm for the subject they talk about.”

Final Thoughts: Real Influence Is Human

The influencer marketing space isn’t dying, it’s maturing. In a content-saturated world, users are drawn to what feels real, personal, and aligned with their own values. The new wave of wellness influencers embodies that shift and brands who embrace it will build stronger, more lasting connections with their audience.

At ilk Agency, we help brands navigate this evolving space, identifying not just who to partner with, but why that partnership matters. From influencer identification to campaign execution, our social and PR teams combine data, creativity and cultural insight to ensure your brand resonates, not just reaches.

Want to build smarter influencer partnerships?
Explore our influencer marketing services or get in touch with our team to create something real, relevant and results-driven.