With just two more live shows to go, Week 8 (the quarter finals) saw each of the five contestants sing two songs each; a guilty pleasure, and a song by a musical hero. Aside from 17 year old Janet Devlin forgetting the words during her first song (not her first time), the show experienced less drama.
For the second week in a row (and the third in all), Little Mix topped the list of fastest growing contestants gaining 21,461 fans across Facebook and Twitter during Saturday and Sunday. The next closest was Amelia Lily at 18,517 and then Marcus 16,502. For yet another week in a row, both Misha B and Janet received less than 10,000 new fans – which goes to strengthen the question we raised in Week 6: was the audience beginning to lose interest in those two contestants?
Sadly for Janet that seemed to be the case, with the judges choosing to save Misha B from the bottom two… but is Misha B to follow this weekend? Social media would indicate so. As discussed in previous weeks analysis, it started going down hill for Misha B in Week 5, not so coincidentally, this was the week after the bullying allegations live on air. In weeks 1 to 4, Misha B gained an average of 15,891 fans during Saturday and Sunday’s live shows, since then its dropped to less than half that at just 6,805.
In contrast, it all changed for Little Mix during the same week, and whilst Misha B went down, the girl band went up – considerably. In weeks 1 to 4, Little Mix gained an average of 4,469 fans during the live shows whilst in weeks 5 to 8 that has raised more than four hundred per cent to 19,801 per weekend. Marcus has remained consistent throughout the series, with an average of 16,640 new fans. This is considerably higher than the average of all contestants at approximately 12,400 per weekend.
Looking at the programme’s own performance since the start of the live shows eight weeks ago, the official X Factor YouTube channel has had approximately 80.3 million upload views (80,276,031). That’s roughly 1.43 million views per day or 1000 views per minute. Looking at the approximate viewing figures, it’s around 10 million views per night, and with 10 million YouTube views per week, it’s an interesting comparison.
During the week (so from the end of Sunday’s show in Week 7 to the end of Sunday’s show in Week 8), Little Mix grew their Twitter and Facebook audience by almost 70,000. The group’s performance from Week 7 also had more than 300,000 YouTube views during the week. Looking at the numbers from the last few weeks, social media is certainly pointing to a Little Mix victory (also the bookies favourite to win).
With the semi-finals this weekend and into the home stretch, do contestants have enough time to pump up their social media prowess to give them the edge?
Week 7: The X Factor: Social media and the live shows infographic
Week 6: The X Factor: Social media and the live shows infographic
Week 5: The X Factor: Social media and the live shows infographic
Week 4: The X Factor: Social media and the live shows infographic
Week 3: The X Factor: Social media and the live shows infographic
Week 2: The X Factor: Social media and the live shows infographic
Week 1: The X Factor: Social media and the live shows infographic
Rachel Hawkes, is an account director at communications consultancy Elemental @elementalcomms.