As compatibility, connectivity and creative content become ever more desirable, social media relationships are driving a new wave of influencer marketing. The industry is increasingly seeing ‘power pairs’ emerge who monetise their relationship, not only through its relatability to an audience but because they can effectively double their outreach and impact. Ever since their debut on Love Island, the huge success of couples such as Davide and Ekin Su who have 5.1 million followers combined and an impressive net worth of £2.6 million shows how lucrative putting your relationship online can be.

For brands, partnering up with influencer couples can create an emotional connection to a product or service they promote, as happiness and romance are things most people want to experience. However, at the heart of these relationships must remain a powerful sense of authenticity, Alex Payne – CEO and co-founder of value exchange platform, Room Unlocked – argues. Unveiling that 64% of Brits say they have lost respect for influencers that are driven by commercial gain, relationships that don’t pose as ‘Insta-perfect’ and document their lows, as well as their highs, will resonate more with consumers at home.

Sharing a common interest makes you seem more relatable because you are promoting products/opportunities that you would actually use or experience together as a couple. Especially if this is how you met and bonded over in the first place. Strictly Come Dancing’s star couple Joe Sugg and Dianne Buswell launched a live tour, ‘The Joe and Dianne Show’. Watched by a combined following of 6.3M on Instagram alone, their relationship has grown in value, as the pair continue to support each other’s ventures and promote their joint initiatives. Posting genuine and funny content, followers see them as authentic and ordinary couple.

Another couple that do this brilliantly is Travel Mad Mum and Travel Mad Dad. Parents to Quinn and Esme, the adventurous duo add value to brands looking to tap into their sizeable combined audience of hard-working mums and dads with busy schedules. They have made collaborations in the past with Vitabiotics, a vegan vitamin company advocating a healthy and balanced lifestyle to combat fatigue and tiredness. The couple share busy lives – dealing with the everyday pressures of family life – so they’re a great fit for the brand in question. Other parents can relate to their lives and understand the challenges they face, so their story has a real sense of truth and authenticity that adds weight to their recommendation of the product.