Every year, without fail, we get pulled into the interesting concept that is Love Island. On paper, it sounds pretty terrible. But there’s something annoyingly addictive that invests the population and leaves us engaging with the ‘islanders’ as if they were people we knew personally. If you’re part of the small chunk of the population that doesn’t end up engrossed in Love Island every year then I salute you (and also, teach me your ways), but for the large part – this show is one that a lot of us get enamoured by.
But don’t just take my word for it. Take Googles. Google search trends depict what the population is searching for at any given time, and for people working in digital PR/link building, it’s a pretty interesting tool for researching. So, thinking today about Love Island and how it’s pretty much textbook that they all start to ‘drop off the face of the earth’ in terms of press and social visibility within a few months, I thought I’d do a bit of Google trend researching myself. (How’s YOUR Wednesday evening going?)
To be expected, the general search volume for ‘Love Island’ took a steep decline, as it does every single year. It creeps steadily as summer approaches, then swiftly takes a huge nosedive to next to nothing as soon as the show ends for the year. Maybe next year, as ITV announce we should expect not one, but two additions of Love Island, we can anticipate the graph to look a little more like a camels hump. But for now, this classic rise and decline is pretty conventional for the UK population and their interest in Love Island.
But what about the ‘islanders’? Since coming out of the villa, many of the newly famed ‘inluencers’ turn to publicity to make a living. The ways in which they promote themselves include sponsored posts and gifted events. Some even treat us to a cheeky club appearance or two…
The ‘Islanders’ And How Their Popularity Declines
Recently, Carrie Rose, Creative Director at Rise At Seven did some research which revealed just how much each ‘islander’ could be expected to make following their Love Island apperances. Based on follower counts, Carrie worked out how much each individual could make from one single sponsored post. You can see the results here:
So at her time of leaving the villa, Molly Mae came out in a very comfortable position indeed. Being able, if she wished, to earn up to £7k per sponsored post. Meaning she could secure the Love Island jackpot of (£25k, presuming she’d have split it) with just 4 Instagram posts. Not bad going at all, right?
But, all this being said, are the ‘islanders’ still worth as much now that the conversation around Love Island has been pretty much silenced? Every year we become invested in our favourite ‘stars’ and follow them all on Instagram. Not long after, I find myself unfollowing them all after being inundates with sponsored posts from all angles. Do my own personal habits ring true for others? Because if so, the ‘islanders’ may not be able to cash in on their fame for long.
I took a look at how often people are searching for the ‘islanders’ (using only their first name to cover all grounds) now that their time in the villa is over. And what I was returned failed to surprise me. Take a look at how search popularity for these popular ‘islanders’ rose, and then fell quickly thereafter.
Though interest generally peaks for each islander at a different time – likely when they did something most worth being talked about – one thing is unmistakable: that steep decline in the August period following the end of the show.
Is ‘5 Seconds Of Fame’ A Real Concept?
So what does this tell us. Will the ‘islanders’ soon fail to cash in thousands of pounds for each sponsored post?
Well, if previous contestants are anything to go off – they’ll need to be creative if they want to remain relevant. Some past ‘islanders’, such as Olivia Bowen and Alex Bowen, are still thriving thanks to their loveable personalities and their innovation to launch their own clothing brands. While other unfortunate ‘islanders’, only from this year’s show, have since resorted to trying to promote air fresheners.
Love Island certainly shows us that 5 seconds of fame is real, with each contestant receiving their own spike and decline in popularity during the show’s airing period. However, that being said, I wouldn’t disregard their influence on the basis of the popularity of Love Island. Molly Mae started out as an influencer before joining the show, I don’t doubt she’ll continue to thrive as one now she’s appeared. And characters such as Amy and Maura, much loved for their personalities on Love Island, have since landed roles in television. This is thanks in no small part to the fame they found on the show.
Concluding that while 5 seconds of fame is real (as proved by Love Island), you can also surpass it if you have the passion and personality to do so.
What do you think? How influential do you reckon’ the ‘islanders’ are now that Love Island season 4 is finished? Let me know in the comments below or on Twitter.