Married At First Sight as a series has given us more Instagram celebs than actual, lasting love stories. Sure, the show promises romance and happily-ever-afters, but these days, it’s basically a springboard for influencer careers. Don’t believe it?
This season, several contestants have straight-up admitted they weren’t in it for love, they wanted followers, brand deals, and a slice of that influencer pie.
With just a few weeks left in the experiment (and over a month before they get their Insta accounts back), the brides and grooms are already racking up tens of thousands of followers across Australia and the UK.
And let’s be honest, those follower counts are the real prize here. Bigger numbers mean bigger opportunities—sponsorships, collabs, and a ticket into influencer territory.
Forget the on-screen “love stories.” For some contestants, this is a race for who stays relevant once the cameras stop rolling. Who’s gonna keep shining in the spotlight, and who’s heading back to their old lives?
Several MAFS participants have gained significant social media followings, with Jamie’s partner Dave Thomas Hand leading at 94,000 followers (At the time of writing), potentially earning big dollars per sponsored post. Dave and co-star Billy Belcher have also launched a joint account, ‘Billy & Dave’, with growing audiences on Instagram and TikTok. Other notable figures include Awhina Rutene (70,000 followers) and Carina Mirabile (57,000 followers), both already leveraging their platforms for potential brand deals and career aspirations. Surprisingly, Katie Johnstone, despite limited screen time, has amassed 58,000 followers.
It’s a wild blend of reality TV and social media ambition, but the truth is we can’t stop watching! So, what do you think? Are they in it for love, or is it all about the fame game?
