The cast of last year’s Married at First Sight is learning a hard truth about fleeting fame, as their social media followers relax on the eve of the new season premiere.
For years, MAFS contestants have ridden the wave of on-screen drama directly into lucrative influence races, raking in cash through endorsement deals and podcasts.
But the 2024 cast appears to be bucking that trend.
While reality TV has traditionally served as a springboard to stardom, the latest crop of brides and grooms are seeing their social media followings plateau or decline.
Analysis of social media data shows that some contestants 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 problem lies in the way last year’s cast approached their newfound fame.
The cast of Married at First Sight 2024 has been hit with a reality check, as their social media followers stepped on each other 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
Instead of building genuine connections with fans, many relied heavily on generic content – think boring skincare plugs and bland lifestyle shots – that failed to inspire.
“A lot of the cast seems like they’re just checking boxes for influencer offers,” a well-known celebrity publicist tells me.
‘Fans want authenticity. They want to see raw and real moments. But instead, they are influencing the cookie cutter.
“They want personality, and that’s something last year’s cast hasn’t delivered.”
Additionally, the season was marred by controversial behavior 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 disputes have further eroded its credibility.
“People aren’t stupid,” a UK viewer recently wrote on Reddit.

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


“A lot of the cast seems like they’re just checking boxes for influencer offers,” a well-known celebrity publicist tells me. (Lauren Dunn is shown on the left during her final vows, and on the right during a break in filming)
‘You can tell when someone is doing it for the cameras versus actually living their truth. Last year’s cast didn’t feel relatable.
The decline of interest in the lives of MAFS stars after the show has been attributed to the show’s increasingly cinematic editing style and contrived settings that don’t feel authentic.
In short, it feels fake.
“The charm and complexity that made previous seasons so binge-worthy just wasn’t there,” complained one long-time fan.
This sense of evil has translated into limited business opportunities for the cast after the cameras have stopped rolling, with my PR intern revealing: “There was an expectation that they would exit the show to five-figure Instagram deals.” .
“But brands are looking at engagement rates and realizing it’s not really worth the investment.”


Once a fan favorite, Tim Smith, has lost nearly 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 star of last year’s season, amassing 638,000 Instagram followers as of January 21.
Known for her down-to-earth personality, she captivated audiences far beyond Australia, touring shows globally and maintaining strong engagement online.
But like her co-stars, she’s also losing hundreds of followers a day.
Eden Harper has been one of the few brides to successfully transition into the business world.
Partnering with his brother Matt, he launched Luxury Pet Brand Cub, offering stylish yet functional products like orthopedic memory foam dog beds.

Ellie Dix launched a skincare brand with her boyfriend after MAFS, and it’s one of the few success stories from her uneven season
Ellie Dix also found success, teaming up with her boyfriend Jonathan McCullough to launch Model Skin, a boutique skincare brand.
His venture has been one of the few business wins of the 2024 season, proving that with the right approach, reality TV fame can still lead to something meaningful.
Former MAFS stars such as Evelyn Ellis, Duncan James and Ella Ding have continued to command high-profile deals, leaving last year’s cast in the dust.
With fewer eyeballs on their content, 2024 entrants are finding it harder than ever to forge sustainable influencing careers.
The days of just showing up, causing drama, and walking away with fame are over.
Today’s audiences demand more: authenticity, transparency and relationship are key.
As MAFS prepares for its 2025 season, it remains to be seen if the new cast can turn the tide.
As one fan said, ‘being famous for being dramatic doesn’t cut it anymore.’ People want more and they are not getting it.
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