How the Stars of The Bachelor Turn Their Instagram Accounts Into ‘QVC on Steroids’

Marrying the authenticity of a microinfluencer with the follower count of a major celebrity

A sponsored Instagram for Crate & Barrel from Ashley Iaconetti and Jared Haibon; Lauren Bushnell shares a post for FabFitFun Ashley Iaconetti/Lauren Bushnell

Tonight, millions of people—let’s face it, predominantly women—will tune into ABC to watch Colton Underwood, the star of The Bachelor this year, hand out his final rose. (Though previews indicate that he may buck tradition and not do so at all.)

@dianapearl_ Diana is the brand marketing editor at Adweek and managing editor of Brandweek.