Surprising reason why the 2023 MAFS cast are losing thousands of followers

EXCLUSIVE: The season 10 brides and grooms appear to be falling out of favour ahead of the new season.

It’s almost been 12 months since the cast of Married At First Sight’s tenth season first appeared on screens and became Australia’s next bunch of influencers.

Yet in a surprising twist, many of the participants are now losing thousands of Instagram followers a month, with their future as social media stars looking uncertain.

MAFS' Janelle, Caitlin, Alyssa, Evelyn and Melinda.
Several 2023 MAFS cast members are now losing thousands of Instagram followers a month. Photo: Channel Nine

An exclusive report for Yahoo Lifestyle via social media analytics website Social Blade shows only a small percentage of cast members are still actively gaining new fans.

The data shows that in the last 30 days, Melinda Willis has lost 2,820 followers, Claire Nomarhas has lost 2,280, Jesse Burford has lost 1,530 and Layton Mills has lost 540.

On a smaller scale, Ollie Skelton has lost 180 followers, Harrison Boon has lost 120, Alyssa Barmonde has lost 90 and Tahnee Cook has lost 60.


A talent agent at an influencer agency tells Yahoo Lifestyle that the simplest reason behind the drop in followers is because “the public get bored and move on quickly”.

“It’s nothing personal,” they explain. “Once the hype surrounding the show ends, people gradually unfollow as they don’t want another influencer in their feed producing the exact same content as every other influencer.

“If you want to consistently grow your following, you have to find a niche or be more original with your content.”

The agent adds that many talent agencies these days are hesitant to take on MAFS brides and grooms as clients as “they just don't make money”.

MAFS’ Duncan James and Evelyn Ellis on a boat.
Duncan James and Evelyn Ellis are currently two of the only cast members still gaining new fans. Photo: Instagram/evelyn.ellis

Which MAFS stars are still gaining followers?

While a majority of 2023 MAFS stars have seen their follower count decrease in recent months, Duncan James and Evelyn Ellis are two of the only cast members still gaining new fans.

The couple, who went public with their relationship in May, have spent the past six months slowly building a brand by curating their relationship with relatable reels and organic sponsored posts. In the last 30 days, Duncan has gained 1,320 new fans and Evelyn has gained 300.

Meanwhile, Bronte Schofield is leading the cast and has gained an impressive 1,350 new followers in the last 30 days.

Her consistency on TikTok and OnlyFans and her sister Kirra Schofield’s recent appearance on Love Island Australia has helped Bronte appeal to an audience who don’t necessarily know her from MAFS.

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