By Aderinola Omotosho
“Nothing lasts forever, even fame. As time goes on, it diminishes.” – Efe Ejeba, BBNaija Winner, Season 2.
When Efe said that, a few months after his BBNaija victory, he wasn’t being bitter, just honest. The glitz, the love, the sudden attention that comes with winning one of Africa’s biggest reality shows rarely lasts as long as people expect. Big Brother Naija used to be seen as a direct gateway to stardom – a show where the winner’s life would instantly transform. And for a long time, that was true. From Mercy Eke to Laycon, past winners enjoyed endorsement deals, millions of followers, and fanbases that treated them like royalty.
However, in recent seasons, that golden touch seems to have faded. Take Whitemoney, for instance. When he won the Shine Ya Eye season in 2021, he was celebrated across the country – dubbed the “people’s champion” and loved for his humility and story. Yet a few years later, the buzz around him has cooled. His attempt at music didn’t quite capture the same love he had during the show, and engagement on his social media has dropped. The pattern continued with Phyna in 2022 and Ilebaye in 2023 – both winners who enjoyed short bursts of attention but struggled to maintain the same level of visibility once the confetti settled.
The 2024 winner, Kellyrae, currently sits at just under 300,000 followers on Instagram, even after a year since his win – a sharp contrast to the days when winners would rack up over a million followers within weeks. The most recent champion, Imisi, who was crowned just days ago, on Sunday, October 5, 2025, is still enjoying her moment, but the buzz already feels quieter. Meanwhile, ex-housemates who didn’t even win, like Bisola, Tacha, and Erica, continue to command stronger fan engagement and long-term brand relevance.
So, what changed? Several things, actually – and not just inside the Big Brother house.
First, the audience has changed. Back in the Mercy and Laycon era, BBNaija felt like a cultural event. People picked sides, argued online and in person, formed communities around their favourites, and every eviction night felt like a national event. Now, that excitement has thinned out. With so many reality shows, influencer dramas, and short-form content online, attention is scattered. Viewers move on quickly – sometimes before the winner even finishes their media rounds.
Then there’s the economy. Nigeria’s economic reality has made it harder for fans to invest in the show the way they used to. Fewer giveaways, fewer fan-funded gifts, and less brand spending mean post-show visibility doesn’t translate into the same level of financial success it once did. Brands are more selective now – they want influencers with consistent engagement, not just short-lived fame. Fewer people are emotionally or financially invested in a show that feels disconnected from everyday struggles.
Another factor is oversaturation. Every year brings a new set of housemates, all chasing relevance at once. The market is crowded, and fans can only keep up with so many people. Before long, last season’s winner becomes “old news”. BBNaija contestants also compete with TikTok virality, influencer culture, and constant online trends. Everyone is famous now – at least for 15 seconds. The exclusivity that once came with being a housemate is barely there anymore.
Still, the pattern isn’t just about the audience or economy. The show gives visibility, not direction. It gives spotlight, not longevity. Those who thrive after leaving the house didn’t just rely on the title; they built personal brands that outlived it.
Has winning BBNaija lost its magic? Maybe not completely, but it’s definitely changed. The show still gives housemates a platform, but what happens after depends more on what they do with it. These days, fame isn’t guaranteed by a title or prize money; it’s earned through strategy, relevance, and how well ex-housemates adapt once the cameras stop rolling.
Imisi’s win is still fresh, and she deserves to enjoy her moment. The spotlight is on her now, and how she uses it will determine whether she becomes another short-lived headline or the next long-term success story.
Maybe the truth is that BBNaija isn’t dying, maybe it’s just evolving. It’s less about winning ₦150 million and more about what you do when the show is over. Because, as Efe said, nothing lasts forever, not even fame. But with purpose, passion, and a bit of strategy, maybe it doesn’t have to fade so quickly either.
