Viewing television, especially reality programs, has transformed into a modern version of window shopping. You’re absorbed in Love Island, fascinated by how the contestants’ makeup stays impeccable under the blazing Fijian sun, and you yearn for their entire regimen. Via the LTK platform, content creators can connect with their audience to address the enduring question: Where is that from?
At VidCon 2025, LTK and Warner Brothers presented their new collaboration aimed at blending social commerce with the entertainment sector. During the session titled How Entertainment Is Powering the Next Wave of Social Commerce, moderator Lia Haberman, author of the ICYMI newsletter, steered the dialogue with Stephanie Guerrieri, Senior Vice President of Brand Content & Partnerships at Warner Horizon Unscripted Television and Telepictures, along with Katie Melton, VP of Creator Success at LTK. They were joined by Bachelor Nation’s Charity Lawson and Daisy Kent.
Guerrieri shared that the partnership between Warner and LTK was prompted by fans asking where to purchase clothing featured on the show and the need to enhance connections with viewers. Now, Bachelor Nation is a recognized account on LTK, directing fans to fashion items sported by contestants on the series.
Guerrieri remarked, “Entertainment and shopping go together.” The Bachelor Nation area on LTK consolidates everything for fans, ensuring it is readily available. LTK’s Melton said that developing a LTK page for The Bachelor franchise was a “natural progression.”
Kent and Lawson noted that the most common inquiry they receive on social media is, where is it from? Kent mentioned that after her appearance on The Bachelor, the rapid growth in followers can feel overwhelming. Lawson noted that fan demand is unexpected, making the availability of items in real time through LTK during the show a great help.
They both recognized that items that draw the most interest typically come from genuine experiences. Kent recounted a time when she posted a pair of pajamas on her Instagram stories casually, and through her LTK, she observed her followers purchasing the item over 2,000 times. This indicated to her that authentic interactions yield more demand than crafted photo shoots.
Lawson and Kent wrapped up the panel by sharing tips for fellow creators using LTK. Kent suggested, “Consider your followers as your friends. If you’re sending a link to your group chat, it should be something you truly love.”
Lawson stressed, “Building trust has been essential. It’s a lot of effort but it’s thrilling and constantly evolving.”
Mashable will be live at Anaheim Convention Center this week covering VidCon 2025. Stay tuned on Mashable.com in the upcoming days, where we’ll be engaging with <a href="https://docs.google.com/document/d/1Wov6mx2cDrNlgCNekyx_jz9X8PBybLoOPZFhbHEXMsQ/edit?tab=t.0" target="_blank" data-ga-click="1" data-ga-label="$text