Business & Technology
Love Island unknowns outshine influencers in growth
Kolsquare has published an analysis of Love Island contestants’ social media growth and creator value, finding that contestants who entered the programme with small followings often recorded the biggest gains.
The data looked at pre-show follower counts, current Instagram and TikTok audiences, and Earned Media Value across 20 current and former contestants. It compared 10 people who started as relative unknowns with 10 who already had strong social media audiences before appearing on the ITV dating show.
The findings come as Love Island faces scrutiny over its casting. Peak audience figures for the final have fallen from about 3.7 million viewers in 2019 to roughly 700,000 this year, prompting criticism that the format has become too dependent on contestants who already have online fame.
Kolsquare’s figures suggest viewers still respond most strongly to contestants they discover on screen rather than those who arrive with established fan bases. Several of the biggest percentage gains in Instagram and TikTok followers came from islanders who started with only a few hundred or a few thousand followers.
Unknown entrants
Camilla Thurlow was one of the clearest examples. She entered the villa in 2017 with about 200 to 300 Instagram followers and now has more than 1.4 million, representing growth of well over 450,000%.
Dr Alex George also featured prominently. He entered the show as an NHS doctor with around 6,000 Instagram followers and has since built an audience of more than 2.2 million, a rise of more than 36,500%.
Whitney Adebayo, who appeared in 2023, started with around 1,700 Instagram followers. She now has more than 760,000 Instagram followers and 556,000 TikTok followers, equating to Instagram growth of about 44,600%.
Chloe Burrows entered the programme with around 11,500 Instagram followers. Her audience has since grown to 1.79 million on Instagram and 1.4 million on TikTok, placing her among the show’s biggest creator success stories.
Established names
By contrast, contestants who arrived with large audiences already in place often posted lower percentage growth. Joey Essex was the most notable example.
He joined Love Island in 2024 with around 1.8 million Instagram followers and now has about 1.89 million, amounting to growth of roughly 5%. This was the lowest growth rate among the 10 established influencers in the analysis.
Other contestants entered with substantial online profiles and still expanded after appearing on the show. Ekin-Su Cülcüloğlu began with around 350,000 Instagram followers and saw that audience grow by 1,109%, while Tommy Fury started with 173,000 and recorded growth of 2,900%.
Gemma Owen’s Instagram following grew by 3,807%, according to the data. Molly Marsh entered the villa with 26,000 Instagram followers and 650,000 TikTok followers, and her Instagram audience later increased by 2,147%.
The study argues that arriving with a built-in audience does not automatically lead to the strongest creator influence. Kolsquare used Earned Media Value, or EMV, to estimate the value generated through creator content and engagement on Instagram and TikTok during the study period.
Commercial value
On that measure, Tommy Fury ranked first among the contestants reviewed. He generated GBP £14.8 million in Instagram EMV and GBP £126,000 in TikTok EMV.
Chloe Burrows generated about GBP £3.23 million in Instagram EMV and around GBP £176,000 in TikTok EMV. Whitney Adebayo generated almost GBP £1 million in Instagram EMV and around GBP £370,000 in TikTok EMV.
Joey Essex’s EMV was far lower despite his pre-existing reach. His figure was GBP £21.2K, ranking him seventh among the 10 contestants in the established-following group on EMV.
The analysis also found that eight contestants classified as unknown before entering the villa now have a higher EMV than Essex. The result points to a gap between headline follower numbers and the value of engagement generated after appearing on the programme.
Alicia Van Der Meer, UK marketing lead at Kolsquare, commented on the findings: “There has been a lot of debate this year about whether Love Island has become too focused on casting influencers. While our research can’t explain the fall in viewing figures, it does suggest something fascinating: that the contestants who experience the biggest audience growth are the people viewers discover for themselves.
Some of Love Island’s biggest creator success stories started with just a few hundred followers before entering the villa. Audiences don’t just want to follow already famous people; they enjoy being part of someone’s journey and helping create the next big star.”
She added a broader point for marketers assessing talent beyond audience size alone: “For brands, it’s another reminder that follower numbers only tell part of the story. Creator value comes from authentic audience connections and engagement, not arriving with the biggest platform.”
The methodology covered EMV figures measured between 01 June and 30 July 2026 and assessed value generated through content and engagement across Instagram and TikTok.
Business & Technology
New Banbury pottery cafe enjoys successful opening weekend
Blossom Pottery Cafe opened on Friday, August 14 at 18 South Bar, bringing a new artistic opportunity to coffee, tea and cake lovers in the town.
Opening the cafe was a long-standing dream of owner Wendy, who began pottery as a personal hobby and gradually developed the idea of creating a space where people of all ages can enjoy the peaceful pass time.
Pottery painting sessions of bisque fired pieces are hosted daily (Image: Blossom Pottery Cafe)
With every table full on opening weekend and dozens of beautiful pieces newly painted by guests, the owner said her ‘heart is so full’ to see the dream realised.
“So grateful to see so many of you coming to support us on our opening day,” she shared. “Thank you so much.”
Owner Wendy said her ‘heart is so full’ after the support shown during the opening weekend (Image: Blossom Pottery Cafe)
Wendy earlier said: “We’re incredibly excited to be opening Blossom Pottery Studio & Café and bringing something new to Banbury.
“We hope it becomes a place where people can take a break from their busy lives, enjoy being creative, and make lasting memories with family and friends.
Customers who visited during the opening weekend got free cupcakes (Image: Blossom Pottery Cafe)
“The support we’ve received from the local community has been amazing, and we can’t wait to welcome everyone through our doors.”
As part of the grand opening, all customers who visited during the opening weekend or made a pottery painting booking within the next three months received a free cupcake from the cafe.
Blossom Pottery Cafe hosts family-friendly pottery painting sessions from 10am each day, with normal cafe opening hours 8am to 5pm.
Business & Technology
Apprentices say AI is reshaping tech skills demand
Atos highlighted the views of three apprentices entering the technology industry, focusing on apprenticeships as a route into tech as artificial intelligence reshapes workplace skills.
All three work as First Line Service Desk Apprentices and described a jobs market in which technical knowledge alone is not enough. Alongside coding and troubleshooting, they said communication, customer service, problem-solving and adaptability have become central to early careers in IT.
Kyle Brady said he moved into an apprenticeship after studying physics, maths and computer science at A level, then spending time in temporary work, including as a forklift driver, while building his technical skills independently. The apprenticeship, he said, offered a way to gain workplace experience while continuing to learn.
His account points to a common hurdle for new entrants: gaining practical experience before securing a first role. Brady said that challenge shaped his view of what employers value in technology jobs.
“After completing my A levels in physics, maths and computer science, I knew I wanted a career in technology. I’ve always enjoyed solving problems and understanding how things work, but I found it difficult to get my foot in the door. I spent some time in temporary jobs, including as a forklift driver, while building my technical skills in my own time. When the opportunity to start an apprenticeship came along, it felt like the perfect way to gain real workplace experience while continuing to learn.
“One of the biggest things my apprenticeship has taught me is that a career in tech is about much more than technical knowledge. Working on the helpdesk has shown me how important communication, customer service and problem-solving are. Being the first point of contact for users has completely changed how I see the industry and helped me develop skills I never realised I’d need. The experience has also shown me how quickly technology is evolving, especially with AI becoming part of more workplaces. That means the ability to keep learning and adapting is becoming just as important as technical skills. My apprenticeship has helped me build that mindset while giving me hands-on experience with the realities of working in IT.
“It’s also opened up opportunities I wouldn’t have had otherwise. Learning about career paths in cybersecurity and data engineering has shown me the range of opportunities available and given me confidence about where my career could go next. I’d encourage anyone thinking about a career in technology to keep an open mind and not feel like university is the only route. Apprenticeships give you the chance to earn while you learn, develop practical skills from day one and build the confidence to adapt as technology continues to change. In an industry being transformed by AI, that real-world experience is invaluable,” Brady said.
Ryan Cresswell said he studied IT at college and games design at university before working in sales to strengthen his people skills. He later returned to technology, but said employers often wanted practical IT experience as well as qualifications.
His experience reflects a wider issue for people seeking entry-level technology roles. Employers often ask for evidence of workplace readiness even for junior positions, making apprenticeships one way to bridge the gap between education and employment.
“After studying IT at college and games design at university, I began working in sales to hone my people skills before returning to technology. One of the biggest challenges I faced while applying for jobs in tech was that employers liked my qualifications but wanted candidates with hands-on IT experience. That made it difficult to get my foot in the door.
“My apprenticeship has given me the opportunity to earn, learn and gain practical experience at the same time. It’s allowed me to develop my technical troubleshooting skills, but I’ve also learned a lot about communication, problem-solving and handling different types of people. My advice to anyone considering a career in tech is to explore the different paths available. In the past it felt like university was the only choice, but that’s no longer the case. Also, speak to people already working in the industry and stay curious. Apprenticeships are a great way to build skills, confidence and hands-on experience, whether working individually or in a team, while discovering what’s right for you. The most important thing is to keep learning and not be afraid to take a different path if the first one doesn’t work out,” Cresswell said.
Skills shift
Zainab Hussain said she chose an apprenticeship because it offered immediate workplace experience and a path into more senior roles without student debt. She said the role had helped her develop both technical and interpersonal skills, including troubleshooting problems and explaining complex concepts clearly.
Her comments underscore how apprenticeships are being framed by employers and trainees as an alternative to university for some digital roles. In this case, the appeal lies in earning while learning, building professional networks and gaining direct exposure to the daily demands of IT support.
“I’m naturally drawn to tech and have always been IT literate, so I knew it was the right path for me. It’s an industry that’s constantly evolving, and I wanted to be part of that. I chose an apprenticeship because it felt like the best way to gain real experience from day one, and it sets you up to move into higher roles faster than if you go to university. I also wanted to build a career in the industry without taking on student debt.
“My time at Atos so far has helped me develop both my soft and technical skills, such as how to troubleshoot problems and communicate complex concepts clearly. I’ve also had the chance to earn, learn and build my experience, all of which are helping prepare me for the next stage of my career. The apprenticeship path has given me valuable opportunities to network with co-workers from different career backgrounds and skill sets, which you wouldn’t get at uni. The workplace experience has been incredibly valuable, so if you’re interested in tech, I’d encourage you to go for an apprenticeship, explore every opportunity available and keep an open mind,” Hussain said.
Taken together, the three accounts point to a shift in the skills mix associated with junior technology roles. As AI tools become more common in workplaces, the apprentices said the ability to keep learning, work with users and adapt to changing systems is becoming as important as formal technical training.
All three also described apprenticeships as a practical answer to the experience barrier that can prevent candidates entering the sector. They framed the route as a way to gain income, training and exposure to real workplace problems at the same time, while opening paths into areas such as cybersecurity, data engineering and wider IT support.
Business & Technology
UK flight school collapsed into liquidation
Liquidators have been instructed to wind down Go Fly Oxford, which provided lessons for commercial and private pilots licences.
Colin Wilson and Emma Mifsud, of Opus Restructuring & Insolvency, have been appointed as joint liquidators for Go Fly Oxford Ltd back in May 2025.
But new records filed by the liquidators have revealed an HMRC secondary preferential claim of £118,132.
Ten unsecured claims have been received by the liquidators totalling £60,314.
Further unsecured creditor claims estimated in the statement of affairs total £88,955, the published documents say.
(Image: Ed Nix)
Over the past year, liquidators say they investigated whether any recoveries could be made from directors or other parties, but concluded there were no further viable assets or claims.
Aircraft shown in the 2024 accounts at a book value of £238,181 had been sold before liquidation. The liquidators found the sales appeared to be at fair value and saw no basis for a claim over the transactions.
The aircraft sales happened about seven months before liquidation, outside the relevant period for a preference claim.
The aircraft were reportedly transferred to creditors and leased back so the company could continue trading.
A purchaser of a PA34-200 aircraft was said to owe £6,000. The liquidators received £4,980; the remaining £1,020 was treated as settled because the purchaser had paid a company liability instead.
Two employees were made redundant on 31 March 2025 and were given information to submit claims to the Redundancy Payments Service.
READ MORE: MOT centre and car shop collapses into administration
The flying school was based at Oxford Airport when it collapsed.
Its website, which has since been shut down, described the business: “At Go Fly Oxford we pride ourselves on offering a personal and tailored approach to pilot training.
“We know that people learn at different paces and in different ways, this makes catering for individual needs our main target.”
Oxford Airport’s main trade is pilot training. Flight schools at Oxford train pilots who go on to fly for more than 100 airlines in the UK and globally, including for British Airways.
Historically, the airport has been Europe’s foremost centre for professional pilot training with well over 40,000 students having started their careers there.
At one point, the airport’s runway was the busiest in the world with more than 235,000 movements a year (a take-off or landing) and up to 1,100 flights in a single day, its website says.
The business’ report says: “Over the course of 2025, the company will be complementing its Diamond DA40 fleet with a new fleet of Elixir aircraft, a safer and more efficient type of aircraft, which will provide a much reduced cost per flight hour.
“This, along with growth in enrolments and full utilisation of the European base will ensure the profitability of the business in the coming years.”
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