Has the Love Island bubble burst? How contestants hoping to become overnight millionaires are actually damaging their own brands – because no one cares about the ‘boring’ show anymore, PR gurus warn
- ITV2 reality series has been a monumental small-screen hit over the last decade
- But experts say a number of factors mean the show’s popularity is now fading
Love Island fans are growing ‘bored’ with the show and contestants now risk damaging their own personal ‘brands’ by taking part, experts said today.
The ITV2 reality series has been a monumental small-screen hit over the last decade, regularly attracting millions of viewers and becoming a major talking point on social media.
Its success helped launch the careers of influencers like Molly-Mae Hague, Ekin-Su Cülcüloğlu and Dani Dyer, who all made their name on the programme and came out to six-figure fashion deals, TV shows and brand partnerships.
The cost of living crisis being endured by millions makes the idea of sunbathing in a luxury villa even less relatable than it was before, but PR experts warn the whole concept of the show is growing tired, as a consensus grows that Love Island’s bubble may have finally burst.
Brand and culture expert Nick Ede told MailOnline: ‘I think that people are getting bored with the same format and the same kind of contestants. Also a winter version traditionally doesn’t do as well as the summer one.
‘This is because people don’t feel they can live a Love Island life when they see the contestants tanning while they are at home freezing. It creates a negative FOMO [fear of missing out] and so people tend to switch off.’
Love Island fans are growing ‘bored’ with the show and contestants now risk damaging their own personal ‘brands’ by taking part, experts said today
The show’s success has helped launch the careers of influencers like Ekin-Su Cülcüloğlu
Tommy Fury and Molly-Mae Hague have also become big stars since leave the Love Island villa
Lily Freeman, account director at PR firm, W Communications, agreed: ‘Love Island used to be a big cultural event that would happen every summer, something people would get excited about, but I think adding the winter edition takes some of that excitement away.
‘We know exactly what the format is going to be, and do we really want to watch an hour long show of young people sitting around a villa? It’s predictable!’
But the show has not been without controversy, receiving more than 5,000 Ofcom complaints last year amid concerns over ‘misogynistic behaviour and bullying’.
Ratings are dwindling too, with this season’s launch pulling in a mere 1.2million average viewers – just over half the number that tuned in for 2022’s opener.
Andy Barr, CEO of digital marketing and branding agency 10yetis.co.uk, added: ‘Love Island is suffering from a dangerous recipe of people getting fed up with pretty people pouting and whining in the sun whilst the rest of us in the UK are up against it.
‘The growth of the de-influencing movement means influencers are losing their impact, and maybe even the Love Island brand is now starting to look a bit tired.’
Ahead of the most recent series in South Africa, ITV bosses announced they would ban Islanders’ social media activity and give enhanced training around behaviour in relationships.
The move was applauded in terms of the broadcaster’s ‘duty of care’ commitments, but without the help of family members and friends to establish their social media presence while being on the show, the ban has had a massive impact on the contestants’ outreach.
Sanam Harrinanan and Kai Fagan are announced as the Love Island winners by Maya Jama on this year’s winter series
Tommy Fury and Molly-Mae Hague attend the National Television Awards in 2020
Alex Payne, CEO of brand and influencer platform, Room Unlocked, argues the only way for Islanders to grow their fan base, and turn their newfound fame into a stable income, is through being their most authentic selves.
‘A successful new career as an influencer is not always a given when Islanders return home after the show,’ he said.
‘While some contestants, such as Molly-Mae Hague and Ekin-Su Cülcüloğlu have gone on to find fame and wealth through lucrative brand partnerships and social-media sponsorships, others did not experience the glitz and glam they thought they signed up for.
‘For example, Ikenna Ekwonna recently revealed to Channel 4’s ‘Life After Love Island: Untold’ that his salary more than halved since he took part in the dating show in 2022.
‘Despite some influencers being paid significant sums to promote flat tummy teas or charcoal toothpaste, most of us are now all too aware of sponsored collaborations between brands and influencers, and are becoming increasingly immune to this type of influencer marketing.’
Indeed, a study by InfluencerDB showed consumer interest and engagement from such content is falling, having reached just 2.4% in 2019, down from 4% three years earlier.
‘Gone are the days of the million pound Love Islander,’ Mr Ede said.
‘They can command good fees for personal appearances and social media posts but these are in their thousands, not hundreds of thousands.
‘You can still make money and raise your profile from this show – a good example is at Antigoni Buxton, who was on it for two weeks last season and has been able to launch a successful music career and one as an influencer too, making money.
‘But financial success is much less now from the heady days of Eyal Booker, Alex and Olivia and Kem and Chris Hughes. I don’t think we will see this kind of fame or the lucrative spin offs that people like Molly-Mae and Tommy Fury can command.
‘As a platform it can and will always remain a way of getting more followers and elevating your status but the more contestants there are, the less likely you will be remembered, and potentially the once-cool bragging right of being on Love Island will actually prove to be a hindrance in the long run.’
Dani Dyer has also launched the series as something of a springboard for her career
Ex-Love Island star Wes Nelson attends the Moncler Genius presentation during London Fashion Week
Ms Freeman, whose firm does PR for the likes of Spotify, Disney and Adidas, said she expected stars to be able to make between £2,000 and £5,000 per paid promotional post, but warned the work would not always just fall into their lap.
‘There are brands now that plainly state they won’t work with anyone that has been on Love Island, so contestants will definitely be missing out on some opportunities.’
Other experts also admitted entering the villa could be as much a risk to young hopeful’s profile, as it is an opportunity.
Mr Barr said: ‘There are certainly far less ‘brands’ coming out of this season’s Love Island.
‘There is maybe a case that the likes of Farmer Will could have actually lost credibility, given he went into the show as a successful social media personality and influencer in his own right.
‘He remains a popular character with the public but he could have easily blown it and reduced his earnings potential if he had not come across very well.’
Ms Freeman added: ‘If they want their 15 minutes of fame with the potential to become a content creator or influencer, I don’t think there’s a risk there as long as they make their own niche in the villa.
‘For example, Davide from last summer’s show did a lot of cooking whilst in the villa, so I would imagine he’s getting approached by foodie/cooking brands to work together which feels much more authentic.’
Sanam Harrinanan and Kai Fagan were last night crowned as the winners of the ninth series of Love Island.
The pair beat fellow couples Lana Jenkins and Ron Hall, and Samie Elishi and Tom Clare, who finished in second and third place respectively.
Tanya Mahenga and Shaq Muhammad placed fourth, following a public vote.
‘We are both so shook!’: Love Island winners Kai Fagan and Sanam Harrinanan have broken their silence after their incredible victory on Monday night
As well as the title of Love Island winners, the couple will share a £50,000 prize between themselves.
The episode saw the four girls leave the South African villa for a luxurious spa day, before returning to share declarations of love with their partners.
Decked out in tuxedos and elegant dresses, the contestants each gathered by the pool before standing to read to each other in front of a heart-shaped arch.
Sanam told Kai: ‘You charmed me with your smile and melted me with your warm brown eyes.
‘I was hooked by your intelligence, values, kindness and you always manage to make me laugh. You’ve made me realise my worth and I can’t wait for us to one day be official.
‘You made me feel like a princess and like the only girl in the world.’
In reply, Kai told Sanam she was the ‘purest most beautiful caring intelligent girl I’ve ever met’.
‘My time here has been a dream since I met you,’ he said.
‘Sanam, you’re one of a kind and I’m so happy to have you in my life because I adore you and can’t wait to see what the future has in store for us.’
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