Has the Love Island Instagram bubble burst?
As the finalists prepare to leave the South Africa villa - and are no doubt immediately reunited with their phones - chances are they will feel disappointed to see their social media follower counts.
Previous years have seen the show’s stars emerge to millions of new followers, catapulting them into lucrative pay packets as social media influencers.
But this year, the contestants’ family and friends were banned from taking control of their pages during the series.
ITV opted to mute the contestants’ social media accounts to increase their duty of care measures, after last series saw families club together to call for action against trolls bombarding the accounts with spiteful messages and even death threats.
But while the summer series winner Ekin-Su Cülcüloğlu and runner up Gemma Owen accumulated over a million followers each, the winter series contestants have far fewer.
Jessie Wynter - the most followed Islander - has amassed not even half a million, and she started with 300k, thanks to a previous appearance on Love Island Australia.
Farmer Will Young is the second most followed social media user with 300k - but he was already working as a social media star before he joined the show.
He already had 1.1 million followers on TikTok, and had filmed a Head and Shoulders ad with Claudia Winkleman for the platform before joining the show, and has left with 1.6million.
Makeup artist Lana Jenkins and estate agent Samie Elishi are the most followed Islanders who were previously unknown, but both had under 230k followers on Instagram by the final.
The series returns in just three months time, so this crop won’t have long to make their mark. Expect hashtags galore.
