Why the hottest brands are starting to look like reality TV

If video killed the radio star, has social media killed the reality TV star? Around two decades on from reality TV’s peak—think The Bachelor, American Idol, Big Brother—you no longer have to endure a grueling casting process or hope the editors treat you kindly to get a taste of fame. Instead, creators can now build independent audiences and monetize their content directly on TikTok and Instagram. The impact on the industry has been widespread, with a once era-defining genre now competing…