Watching TV, especially reality content, has become a modern day version of window shopping. You're watching Love Island, mesmerized by how the contestants make-up stays put in the melting Fijian sun, and you want their full routine. With the platform LTK, content creators are able to connect with fans to answer the ever present question: Where is that from?
At VidCon 2025, LTK and Warner Brothers presented their recent collaboration to bring social commerce to the entertainment industry. At the panel, How Entertainment Is Powering the Next Wave of Social Commerce, host Lia Haberman, author of the newsletter ICYMI, moderated the panel with Stephanie Guerrieri, Senior Vice President of Brand Content & Partnerships at Warner Horizon Unscripted Television and Telepictures, alongside Katie Melton, VP of Creator Success at LTK. Joining them were Bachelor Nation's Charity Lawson and Daisy Kent.
According to Guerrieri, the collaboration between Warner and LTK came from fans asking where to purchase clothes seen on the show and the desire to deepen the relationship with fans. Now Bachelor Nation is a featured account on LTK, linking items of clothing worn by contestants on the show.
Guerrieri said “Entertainment and shopping go hand in hand.” The Bachelor Nation page on LTK puts things in “one place that’s easy for the fans. It’s right there and it’s on your terms.” LTK's Melton noted that giving The Bachelor franchise a LTK page was a "natural evolution."
Kent and Lawson both added that the question they're asked the most on social media is, where is it from? Kent noted that when you come off The Bachelor, the sudden follower gain can be confusing. Lawson added on that the demand from fans is unexpected, so having items sourced in real time while the show is airing through LTK makes the job easier.
Both noted that the products they get the most requests for are often the ones that come from an authentic moment. Kent noted that she once posted a pair of pajamas on her Instagram stories, not thinking much of it, and through her LTK she suddenly saw her followers purchasing the item more than 2,000 times. To her, that signaled that the most authentic moments create more demand than the staged photo shoots.
Lawson and Kent wrapped up the panel by offering advice to fellow creators using LTK. Kent said, "Think of your following as your friends. If you’re going to send a link to your group chat, then it should be something you love."
Meanwhile Lawson noted, "Establishing trust has been the key. It’s a lot of work but it’s exciting and ever evolving."
Mashable will be live at Anaheim Convention Center this week covering VidCon 2025. Check back in the days ahead at Mashable.com, where we’ll be talking to your favorite creators, covering the latest trends, and sharing how creators are growing their followings, their influence, and making a living online.
