Love Island’s Liberty Poole could ‘easily’ make £1 million a year, expert says

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After learning that Love Island favourite Liberty Poole could earn up to £10,000 per sponsored social media post*, we wanted to know what kind of money the blonde beauty from Birmingham could be pulling in a year after leaving the villa.

So, we asked PR expert Dermot McNamara, founder of Candid Publicity, and he predicted that Liberty “could well make up to £1 million from social media posts alone, provided she plays her cards right and is smart about it.”

Love Island contestants are known for doing pretty well for themselves when they leave the villa, but those are some pretty high numbers. Luckily, Dermot was on hand to break it all down.

“When it comes to how many sponsored posts she’ll be doing over any length of time, I’d say ‘how long is a piece of string?’ She could quite easily do up to 3 posts a day, netting her £30,000, but at what real cost?”

He continued: “You have to be very careful about how many you do, especially if you’re known for being genuine and down to earth. Fans and followers will begin to see through it and Liberty can start to look disingenuous and will turn them off her.

“She needs to stick to brands and products she would actually use. Followers don’t have a problem with influencers cashing in, but don’t insult their intelligence, especially when you’re relying on them to buy those products.

“Influencers can only get away with charging loads if they’re bringing in the sales. It doesn’t matter if you have millions of followers, if they’re not buying – it’s not working.

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“Realistically, she could get away with doing a sponsored post every few days – so say even 4 posts a week, provided they’re spread out – which would easily net her £40,000 a week.”

Dermot dubbed Liberty the “breakout star” of the show, but said that there was still time for someone else to come in and “steal her thunder.”

He added: “Despite all of that, I think she’ll have a great run once she leaves the villa. I don’t doubt brands have already been putting in offers for not just sponsored posts, but long term deals which would easily command six figure sums.”

Dermot attributed Liberty’s soaring popularity to her “genuine and relatable” nature – and he’s not alone. Recent research, conducted as part of the Self-Made Celebs study, saw the 21 year old crowned “fan favourite” based on Twitter analysis.

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Dermot went on to predict that Kaz Kamwi and Shannon Singh would be some of season seven’s most successful influencers.

“I think Kaz has a bright future ahead – she’s gorgeous, has a fantastic personality and of course brands, quite rightly, need to have more diversity.”

He added: “Shannon has already built up a strong following and is doing numerous sponsored posts, despite her very short time in the villa.”

Love Island airs weeknights and Sundays at 9pm on ITV2 and ITV Hub. Episodes are available the following morning on BritBox.

*Research provided by UK digital PR and social media agency, 10 Yetis.

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