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26 November 2011

The X Factor: Social media and the live shows infographic – Week 7

Rachel Hawkes, account director, Elemental By Rachel Hawkes

Tonight will see the 8th week of live shows for The X Factor.  Can we predict who will be in the bottom following tonight’s live performances based on their social media performance over the week before?Photograph of X Factor contestant Little Mix

Just this morning I saw some fresh controversy around how the Marks & Spencers ad featuring the finalists is creating a bit of stir about favouritism, with new editing swapping Misha B’s spot for Amelia Lily.  I have also raised twice over the last seven weeks over what could be perceived favouritism of 17 year old Irish contestant Janet Devlin, due to her prominence on the programme’s official YouTube channel and email shots.

Whether there is producer bias going on or not, it does seem to be very poor planning and implementation.  It would appear that there has been little to no consideration for how passionate and vocal online fans may react – particularly at this late stage when the winner will soon be
crowned.


Just as recent as last week, Amelia Lily was tipped as the bookies favourite to win the show, and her social media channels have certainly confirmed the massive growth in her online fan base following her re-entry into the show in Week 6.  Will this be enough to save her this week (after all, she did find herself in the bottom two against Craig last week), or will the hardcore fans of other contestants (particularly Janet and Misha B) come out fighting? 


As of the end of Sunday’s live show, Amelia Lily had 36,000 fans across Facebook and Twitter more than Misha B, but less than half that of Janet.  Although having said that, as I have talked about over on The Wall, Janet’s fan base has been increasing at a significantly slower rate than the other contestants which could indicate she is beginning to lose favour with the viewing (and voting) public.

If we are to look at the Week 7 infographic, and also how well each of the contestants have been performing (in a social environment) over the few weeks prior, the strongest contestants are Marcus, Amelia Lily and Little Mix.  Little Mix have topped the list for the second time as the fastest growing across social media this week, a position that Liverpudlian Marcus has not yet held.

So, are we Janet and Misha B the next to leave the competition?  Taking aside the controversy around favouritism (which will almost certainly impact on voting this week, although whether it will change the outcome we will never now), and looking purely at the strength and continued interest across social media for the contestants I would say we are set for a Marcus, Amelia Lily and Little Mix final.

And based on how they have been performing over the last few weeks, we may very well see our first band take home the crown.

The X Factor: Social media and the live shows infographic – Week 7

Categories: X Factor, Social media, News, Marketing, Infographics, Elemental

Tags: Social TV, social television, X Factor, iTV, social media, infographic, social media measurement, social media analysis

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