'Being good looking isn't enough': Can Love Island still make you rich?

The popular reality show Love Island has recently announced a new series called All Stars, featuring twelve former contestants. Among the cast are well-known figures like Luca Bish, India Reynolds, and Marcel Somerville from Blazin' Squad. The show is set in a beautiful villa in South Africa, and the producers have referred to the cast as 'dating royalty. ' Many of the contestants were finalists in their original seasons, and there are even rumors that Ekin-Su Cülcüloğlu, the winner from 2022, may join the cast later on. In the past, appearing on Love Island was often seen as a ticket to fame and success, but the return of these popular contestants raises questions about whether the once-reliable path from being an Islander to becoming an influencer or TV star is coming to an end. Tanyel, a contestant from the 2023 winter series, shared her insights on the challenges of maintaining a social media presence. She emphasized that aspiring influencers must remember that if they do not keep up with their online personas, they can easily be forgotten. Tanyel believes that many influencers return to shows like All Stars to regain their popularity and boost their careers. Although she has earned some extra income through social media influencing, she credits her haircare business, which she started before entering the villa, as the source of her stability. Tanyel proudly identifies as a businesswoman with her own salon. Since Love Island first aired in 2015, the landscape has changed significantly. Over 300 individuals have participated in the UK version of the show, making being an ex-Islander less exclusive. In the past, finalists enjoyed lucrative brand deals and sponsored posts that could earn them thousands of pounds. However, social media expert Bryleigh Flack notes that the appetite for this type of content has diminished. She explains that the way we consume content has evolved dramatically in just a few years. With so many advertisements flooding our feeds, it can feel overwhelming. Bryleigh suggests that the best way for influencers to succeed now is not to appeal to the masses but to focus on a specific audience. This new breed of content creator, known as a 'micro influencer,' may not have a vast following, but they have a highly engaged and targeted audience. For instance, they might cater to mothers with young children or young women who enjoy nightlife. These groups are distinct, and trying to market to both will not yield effective results. Billy Brown, a former contestant from the 2022 series, shared his perspective on the challenges faced by those who leave the show. He observed that many contestants viewed Love Island as an easy route to becoming influencers. However, he cautioned that it is not as straightforward as it seems. Billy, who entered the main villa after impressing fellow contestant Tasha Ghouri in the second villa, has since established businesses in construction and property development. He emphasized the importance of hard work, stating that he wakes up early for work and attends events in the evenings. Billy believes that it is crucial for individuals to focus on their passions rather than solely relying on their Love Island fame. He remarked, 'Just being good looking is not going to get you much.