Last year’s Married at First Sight cast are learning a hard truth about fleeting fame as their social media followings nosedive on the eve of the new season premiere.
For years, MAFS contestants have rode the wave of on-screen drama straight into lucrative influencer careers, raking in cash through endorsement deals and podcasts.
But the 2024 cast seems to be bucking that trend.
While reality TV has traditionally served as a springboard to stardom, the latest crop of brides and grooms are watching their social media followings plateau or dwindle.
Analysis of social media data shows some participants have been losing thousands of followers daily since their season finale aired in May, and their lack of international appeal hasn’t helped matters either.
Social media experts suggest the issue lies in the way last year’s cast approached their newfound fame.
The cast of Married at First Sight 2024 have been hit with a reality check, as their social media followings nosedive just months after their season finished airing

According to social media analytics, several cast members who once boasted skyrocketing numbers have seen their follower counts stagnate or plummet since the finale aired in May
Rather than building genuine connections with fans, many relied heavily on generic content – think dull skincare plugs and bland lifestyle shots – that failed to inspire.
‘A lot of the cast seem like they’re just ticking boxes for influencer deals,’ a well-known celebrity publicist tells me.
‘Fans want authenticity. They want to see raw, real moments. But instead, they’re getting cookie-cutter influencing.
‘They want personality, and that’s something last year’s cast hasn’t delivered.’
Additionally, the season was marred by controversial behaviour both on and off-screen, leaving a sour taste in viewers’ mouths.
Unlike former contestants who thrived by sharing candid glimpses into their lives, the 2024 cast alienated fans with what some perceive as inauthenticity.
Scandals involving ‘fake drama’ and online feuds have further eroded their credibility.
‘People aren’t stupid,’ one a viewer from the UK recently wrote on Reddit.

Social media experts attribute the decline to a lack of relatability and oversaturation of similar content. (Pictured: MAFS star Eden Harper)


‘A lot of the cast seem like they’re just ticking boxes for influencer deals,’ a well-known celebrity publicist tells me. (Lauren Dunn is pictured left on set of her final vows, and right during a break from filming)
‘You can tell when someone’s doing it for the cameras versus genuinely living their truth. Last year’s cast just didn’t feel relatable.’
The declining interest in MAFS stars’ lives after the show has been attributed to the program’s increasingly cinematic editing style and contrived scenarios that don’t feel authentic.
In short, it feels fake.
‘The charm and complexity that made earlier seasons so binge-worthy just wasn’t there,’ one long-time fan complained.
This feeling of jadedness has translated into limited commercial opportunities for the cast after the cameras have stopped rolling, with my PR insider revealing: ‘There was an expectation that they’d walk off the show into five-figure Instagram deals.
‘But brands are looking at the engagement rates and realising it’s not actually worth the investment.’


Once a fan favourite, Tim Smith, has lost almost 2,000 followers in the last 30 days

Lucinda Light, who currently boasts, 638, 000 is also losing hundreds of followers a day
Byron Bay native Lucinda Light emerged as the breakout star of last year’s season, amassing an impressive 638,000 Instagram followers as of January 21.
Known for her down-to-earth persona, she captivated audiences far beyond Australia, touring shows globally and maintaining strong engagement online.
But like her co-stars, she too is losing hundreds of followers per day.
Eden Harper has been one of the few brides to successfully transition into the business world.
Teaming up with her brother Matt, she launched luxury pet brand Cub, offering stylish yet functional products like orthopaedic memory foam dog beds.

Ellie Dix launched a skincare brand with her boyfriend after MAFS, and is one of the few success stories from her otherwise patchy season
Ellie Dix also found success, partnering with her boyfriend Jonathan McCullough to launch Model Skin, a boutique skincare brand.
Their venture has been one of the few business wins from the 2024 season, proving that with the right approach, reality TV fame can still lead to something meaningful.
Former MAFS stars like Evelyn Ellis, Duncan James and Ella Ding have continued to command high-profile deals, leaving last year’s cast scrambling for scraps.
With fewer eyeballs on their content, the 2024 participants are finding it harder than ever to carve out sustainable influencer careers.
The days of simply showing up, causing drama and walking away with fame are over.
Today’s audiences demand more – authenticity, transparency, and relatability are key.
As MAFS gears up for its 2025 season, it remains to be seen whether the new cast can turn the tide.
As one fan put it, ‘Being famous for being dramatic doesn’t cut it anymore. People want more, and they’re not getting it.’
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