Love Island All Stars: Can reality stars still make money as influencers?

The solid of this yr’s Love Island All Stars, a spin-off that includes former contestants, has been described as “relationship royalty” by its makers.

Greater than half of the 12 islanders heading to the South African villa have been finalists on their respective collection, whereas 2022 winner Ekin-Su Cülcüloğlu can also be rumoured to be getting into in a while.

Showing on Love Island was as soon as seen as a path to impartial fame and success.

However might the return of names from among the present’s hottest collection be an indication that the once-profitable pipeline from Islander to influencer or TV star is coming to an finish?

Turning into an influencer is a well-worn profession path for these leaving Love Island, and previous contestants have been paid by manufacturers to promote every little thing from cosmetics to vehicles to social media customers.

Maybe the very best achiever on this function has been 2019 collection runner-up Molly-Mae Hague, who went on to work as a inventive director for fast fashion brand Pretty Little Thing, and has not too long ago launched her personal trend firm.

However Molly-Mae appeared on Love Island on the peak of its reputation. The episode by which she and Tommy Fury misplaced out to winners Amber Gill and Greg O’Shea continues to be the present’s most watched ever, attracting over six million viewers.

Hitting these heights is not doable for each former solid member, one thing newer contestant Tanyel Revan believes aspiring influencers want to pay attention to.

“One factor about this trade that folks have to recollect is that should you do not preserve it 24/7, which may be very onerous as a result of it’s a little bit of a faux way of life, you possibly can simply be forgotten,” she tells the PJDM.

“I believe loads of influencers return on All Stars as a result of they should sustain and have that enhance,” she provides.

Tanyel, 28, appeared on a winter collection of the present in 2023, when curiosity was nonetheless excessive (its ultimate was watched by over 1,000,000 folks), however not on the ranges Molly-Mae skilled in 2019.

The hairdresser says whereas she has earned some “additional revenue” from social media influencing, the haircare firm she began earlier than getting into the villa is what provides her “stability”.

“I’m a businesswoman who has bought my very own salon,” Tanyel provides.

Lots has modified since Love Island first aired in its present type in 2015. Greater than 300 folks have now appeared on the UK version of the present – being an ex-Islander is now not an unique membership.

For some time, finalists loved rumoured six-figure model offers with quick trend corporations and sponsored Instagram posts that might earn them 1000’s.

However in keeping with social media skilled and co-founder of Sloane Home Advertising, Bryleigh Flack, the urge for food for such a content material now not exists.

“The best way we digest content material is totally completely different to how we did even 5 years in the past,” she says.

“There are such a lot of adverts, not even simply influencer advertisements however if you find yourself scrolling, even by way of your pals’ [Instagram] tales, you are hit with them, it is very saturated,” she says.

Bryleigh says big-brand partnerships was once the easiest way to become profitable, however “interesting to the plenty” is now not the very best technique for influencers, because of newer platforms like TikTok, which use a distinct algorithm to decide on content material for customers.

She says there’s a new sort of content material creator in 2025 – the “micro influencer” – who might not have a great deal of followers, however has a extremely engaged and particular viewers.

These creators “actually hone in on their viewers and know them”, she provides. “For instance, mums with younger households or ladies that like to exit each weekend, they’re fully completely different folks so making an attempt to market to them each will not work.”

Billy Brown, who appeared on collection eight of Love Island in 2022, says most of the folks he was on the present with noticed it as a straightforward path to changing into an influencer.

“I do know lots of people who got here out, give up their job and thought that is it now, but it surely’s not.

“You may earn some huge cash from that present however should you do not do effectively, it is not the case,” says the 25-year-old, who entered the primary villa after impressing fellow contestant Tasha Ghouri in second villa Casa Amor.

Billy, who owns companies in building and property growth, says that days after leaving the present, he was “getting up at half 4 within the morning [for work] after which going to a film premiere at evening”.

“I did not let it get to my head, I believe I used to be one of many solely individuals who might say ‘look, it is not all glitz and glam’,” he provides.

Billy has maintained a social media presence within the years since, that includes content material on his building work alongside extra way of life and sports-focused materials.

He says he nonetheless earns some cash from influencing however thinks that is attributable to his character, slightly than his follower depend, a comparatively modest 115,000. In distinction, Molly-Mae has over eight million.

“Individuals [who go on the show] have to concentrate on what they like, as a substitute of simply being identified for being on Love Island.

“It’s a must to have one thing about you, simply being good trying will not be going to get you a lot,” he provides.

Love Island’s cultural relevance has turn out to be a subject of dialog lately attributable to falling viewing figures.

On the present’s peak in 2019, it achieved a mean of practically six million viewers, with newer collection in 2023 and 2024 attracting round one to 2 million.

With the truth TV relationship style’s current enhance from Netflix reveals reminiscent of Love is Blind, The Ultimatum and Too Sizzling to Deal with, audiences now have extra choices than ever at their disposal.

Jake Lee, who runs Alpha Expertise Group, represents stars from throughout sport, leisure and social media.

He manages boxer Tommy Fury and sports activities presenter Mac Griffiths (often known as Michael on Love Island), who each appeared on the aforementioned 2019 collection of the present.

“Individuals would come off a present and do adverts for each single firm, as a result of these corporations would need to make the most of the fast publicity they might get,” he tells the PJDM.

“However 4 or 5 months down the road you would be harming your individual profession, since you’d used your platform the mistaken approach and there’d be no credibility there,” he provides.

Jake says newer actuality TV contestants have learnt lots from the errors of their predecessors, who have been leaving reveals with no actual technique.

“My largest piece of recommendation is to go in together with your eyes large open,” he cautions.