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May 20, 2025 • 16 mins

As the cast all now have their social media accounts back and have started to launch themselves as influencers, I speak to Lucy Banks, CEO of PR and talent management agency Million Billion Media, to really break down their future earning potentials, mistakes they don't want to make and who brands won't want to work with. 

 

 

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Episode Transcript

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Speaker 1 (00:00):
Hello, and welcome back to the Maths Funny Podcast with
Me Joshua Fox. And guess what, guys, this year's cast
are fighting again, and this time it's all about social
media followers, brand deals and who's now going to make
the most money and who's not got enough followers to
leave the day jobs and they're kind of pissed off
about it. And I'm going to be joined by an

(00:21):
industry expert who's going to break down, like exactly how
much the cast can now charge for social media posts
because you've all been asking me for that, And yeah,
I suppose this is a bit of a deep dive
in what the future holds for them and anyone interested
in does it equate to fame and fortune, because I suppose, like,

(00:42):
regardless of anyone's reasons for going on a show like
Married at First Sight, it can be a stepping stone
to a whole new career in the media that the
cast may or may not have wanted. And last week
everyone got their social media accounts back and I've been
crunching some numbers and I've now pulled together the top
ten most followed cast members from this season and you're

(01:04):
probably gonna be surprised. In previous years, it was only
ever really about Instagram followers. That's all the cast cared about,
that's all the fans seem to care about. And it
was always like that contest of who's got the most
because the one with the most is gonna make the
most money. And that's not really the case anymore, firstly
because brands want to see Instagram followers plus TikTok followers.

(01:26):
But again, that number then still doesn't mean they're going
to be rich and famous, like it's more about how
engaged that audience is and do they actually care about you?
And the top ten list I'm gonna read here now
of the most followers is their Instagram followers plus their
TikTok ones. And then after I've read that, I will
break down exactly what that means, and I'll get my

(01:49):
expert on and she will have some great insights. But
for now, the top ten. At number ten, surprisingly we've
got Adrian, who across platforms has one hundred and sixty
thousand followers, and then at number nine we've got Karna
with two hundred thousand, Number eight, Jeff with two hundred

(02:13):
and seven thousand number seven. We've then got Billy with
two hundred and ten thousand, and then in a bit
of a jump at number six, we've got Athena who
has three hundred and six thousand. Number five, we've got
re with three hundred and ten thousand. Number four, we've
got Jackie with three hundred and eleven thousand, and then

(02:35):
for our top three, we've got Dave three hundred and
twenty four thousand in second place. We've then got Elliott
with four hundred and eight thousand, and leading everything up
at number one, we've got no surprise, I'm sure, the
Lovely Jamie, who has five hundred and sixty seven thousand

(02:57):
followers in total. That's three hundred and ten thousand on
Instagram plus two hundred and fifty seven thousand on TikTok.
And if you're kind of confused by some of the
people in that list, they're like, maybe how Elliott's number
two given he was disliked for like the first half
of the season, Or or maybe how Jackie is at
number four despite being seen as controversial, and even how

(03:19):
Adrian is in the top ten. That's basically because those
three did something very clever, and that was while the
show was airing and while Channel nine were so focused
on controlling their instagrams, you know, with the posts that
line up with the show storylines, then three kind of
just went rogue with new Tiktoks and were going viral
every single day, and it didn't even matter if people

(03:40):
loved or hated them, because their pages on TikTok kind
of became the unofficial side show to the actual TV show,
and people just followed them regardless if they loved or
hated them, because they just wanted more content and drama.
And whereas Jackie gained traction by constantly like revealing spoilers
and the truth behind scenes she felt were edited out

(04:01):
of context, Elliott kind of went the opposite way, and
he used his page to show a side of him
that the show hadn't really shown us up until that point.
And that's that, you know, the fact he's funny, self
deprecating and also kind of creative. And he didn't just
do this in like one or two videos. He kind
of shown this side of him in every single video

(04:22):
every day, and over time, I suppose gradually everyone got
to see that this is actually the most authentic reflection
of him as a person. And like in a world
of influencers and TV people maybe taking themselves so seriously.
His tiktoks are kind of refreshing, and that's how he's
kind of got number two from this year's cast. But

(04:44):
even though a lot of those numbers might seem impressive,
that doesn't necessarily mean that those people in the top
ten are going to make big money. And I'm now
joined by Lucy Banks, who is the CEO of Million
Billion Media APR marketing and management company that works with
influencers and talent, And yeah, she has some thoughts on this.

(05:08):
You're the expert in this field. I'm just wondering, can
you kind of give a rough idea, you know, like
how much this year's cast are going to be making
now as influences are as celebrities.

Speaker 2 (05:19):
Obviously depends on a few things between each of them.
It will be different things like follow account engagement rate,
how safe the brands them each influence sellers call them
influencers now makes a difference realistically this season's past, I
would say I can expect to make anywhere between five

(05:41):
hundred to two thousand a post. In generally speaking, someone
like Jamie, if she's working with a really aligned brand,
she could charge up to three to five thousand dollars
a post.

Speaker 1 (05:53):
Oh wow, so that's you know, that's pretty easy money,
you know, compared to what a year ago she's maybe making.

Speaker 2 (05:58):
What, Yeah, she potential. As we've seen with like cast
members in the past, they tend to go one or
two ways. They can make the most out of it
and sort of like leverage that short attention span into long,
long lasting businesses. But then there's others that kind of
only stick around for a couple of weeks and it
seems to fade out. But if if Jamie can play

(06:20):
her cards right, this could be a career for her.

Speaker 1 (06:24):
So do you think the best advice for the cast
is kind of like, instead of taking every little deal,
maybe think long term because I always think, you know
Jules Robinson from a like five seasons ago, Yes, yeah,
her whole storyline was a lot about body image, and
you know, she struggled with that and then she kind
of created her own shapewear range which is now huge.

(06:45):
And I'm sure at the time she would have been
offered three thousand dollars, you know, to post someone else's
but she thought, oh no, why I'm going to build
my own and you know, look at her.

Speaker 2 (06:54):
Now, Yeah, exactly. And I think Jewels is a really
good example where if you define your niche and you
stick to it, that has more that has legs on
it as opposed to just doing you know, like the
teeth whitening posts here and there and the Hello fresh
and things that aren't really.

Speaker 1 (07:12):
Aligned, because that kind of turns followers off, right when
the people are just spamming all shits at them.

Speaker 2 (07:19):
Essentially, he says, it tends to be more people know
the game, they know what's happening, and they don't have
the same cloud.

Speaker 1 (07:29):
Yeah, I think we all kind of just see through
it now as like consumers.

Speaker 2 (07:32):
Right exactly, Whereas I'm going to use Jewels as an example. Again,
what she posts is very very authentic to her, so
it's it converts better.

Speaker 1 (07:44):
Yeah, and what about someone like Adrian because I was
surprised he is the tenth most followed from this year
with one hundred and fifty thousand across platforms. But a
brand's going to look at that and go, Okay, we'll
pay him, or are they going to look at like
wider his reputation, what people think about things that are
being said online and things actually.

Speaker 2 (08:02):
No, yeah, absolutely, that's going to play a huge part
in it. I would be very surprised if Adrian did
end up having an influencer career, which I know he's
probably gonna be very disappointed to hear. But the history
that he has, the reputation that is not going to
be attractive to brands and consumers are very very onto

(08:25):
things like this. Now. They can't get away with working
with people that aren't safe. So someone like Adria, like, yes,
he has one hundred and fifty thousand followers, but I
would I would send that those as followers would not
convert to sales and that they generally just there for
the controversy to see what he does does next. It's

(08:48):
you can have one hundred and fifty thousand followers and
be selling something that doesn't make sales, or you could
have ten thousand followers of a really engaged and invested
audience and you could make hundreds of sales. So yeah,
guest follow account is important, but the engagement is what's
more important in twenty twenty five.

Speaker 1 (09:08):
Yeah, so I suppose numbers aren't really that important in
that sense. And that's funny because I read a Daily
Mail article the other day about how some of this
year's cast her are kind of bitter. You know, other
people have got more and they felt they should have
more followers, but actually it doesn't mean anything.

Speaker 2 (09:25):
Then yeah, I think I think it's used to like
back in the day, whereas now we're seeing influencers that
have you know, they're called the micro influencers that have
a smaller audience, but there's so much more engaged because
the influencers aren't just you know, selling things that are irrelevant.
So someone like like Ofina or something, if she's selling

(09:49):
you know, fashion over, that's that's relevant to her, so
that's going to make sense. Whereas if someone like perhaps
Peity starts selling fashion over, it just looks like like
a money grab and people switch. People are a lot
smarter these days, and you have to be strategic with
not only what content you're posting, but what brands you're
working with as well, And that goes both ways. The

(10:09):
brands need to be a lot more strategic about the
influences that they're engaging.

Speaker 1 (10:14):
So it feels like these next few weeks are kind
of make our break for the cast as they figure
it out and hopefully get.

Speaker 2 (10:21):
It right absolutely and The ones who are successful will
be the ones who have already had a plan in
place while they're filming, or even before they're filming. They'd
already thought about this, and now they can execute what
they've planned.

Speaker 1 (10:34):
Do you think a mistake a lot of the cast
make now is when they get their socials back, they
start posting as if they are the world's biggest celebrity
and the reason people followed them was because they're actually relatable,
kind of everyday people.

Speaker 2 (10:47):
Yeah, I've seen that. Everyone's so excited for them to
get their accounts back so they can see more of
the real side. But they make the mistake of being like, yeah,
I'm a celebrity now, this is me like and it's
really It turns the audience off.

Speaker 1 (11:02):
Yeah, no, it's interesting. I suppose. Well, Lucy, I very
much appreciate your time as you're about to get on
a plane, and maybe we'll catch up in a month
or so, we'll see who's failed and disappeared already.

Speaker 2 (11:14):
Let's catch up forget and see how this has projected,
how this has turned out.

Speaker 1 (11:20):
Moving away just from like sponsored posts. So there are
several different ways that cast members can kind of cash
in now and one of them is not just to
do like a paid post for a brand, but kind
of to become the face of that brand with like
marketing campaigns, and maybe you do a collection with them
if it's a fashion brand, and like the package they

(11:40):
would make with that brand would include social post as
well as billboards or TV adverts and media interviews and
like it'll be a whole thing. And and like someone
like Jamie could easily charge a minimum of say fifty
thousand dollars for that if it includes all those things,
and she is then just aligned with the brand as
the face of that brand. And then another source of

(12:03):
income is through personal appearances. And you've probably already seen
all of the socials this year. How so many cast
members are constantly doing meet and greets in nightclubs and bars,
and Jamie and Elliott even did one in an Assai
shop in Western Sydney, which I personally thought was great.
And years ago, reality stars from like Love Island or
Joddy Shaw when they'd be in Australia would charge around

(12:25):
three thousand dollars to appear somewhere for like maybe an
hour or two and the venue would then make that back.
And you know how many people would come to see
them and pay entry and then buy drinks, but that
price has dropped a fair bit since then, and this
year we're seeing up to like six cast members at
a time doing group club appearances, and as far as
I'm told, like the bigger names at those events, like

(12:46):
You're Jamie's and You're Elliotts and maybe taking home up
to fifteen hundred dollars each, and then the smaller ones
who maybe weren't on the show as longer I don't
have a big following, and maybe a couple of hundred
dollars if that, or sometimes I think they're just tagging
along for a fun, free night out. Surprisingly, though, so
far as far as I can work out, the biggest

(13:08):
earner up to now, and this person has already pocketed
tens of thousands of dollars is Jackie, and that is
solely from selling custom video messages on cameo for seventy
five dollars each. Her account has had one hundred and
sixty nine reviews, which means you know, she's done a
minimum of one hundred and sixty nine, but as far

(13:30):
as I'm told, she's sewed around six hundred in total,
which makes sense, as she's been like in the top
five on the Cameo chat internationally for months now, and
you know, let's just say that is exactly six hundred
she seld at seventy five dollars each. That is forty
five thousand Australian dollars just from these selfie custom videos

(13:53):
to fans like saying their names and crying or whatever
asking them to do, which is kind of mind blown.
But you know what, good on Jackie, because you know
that's not gonna last forever. And as everyone now scrambles
figuring out how to make money, she's already made that much.
Cast members can also make money through like podcasts and
future TV work, but in all honesty, that doesn't really

(14:16):
make huge amounts at the start, unless like you're already
pulling in huge downloads from the get go. Like things
like podcasts are more slow burners as you gradually build
an audience and that brings in ad revenue. But like
the beauty of a podcast is it kind of keeps
that cast member relevant and in the public eye, and
then it keeps their followers gradually climbing, which then means

(14:39):
more brands will be seeing them and wanting to align
with them. But overall this year, like Jamie is without
a doubt going to be the biggest start and make
the most money and probably have the longest career in
the media. However, she has a career in the media,
whether that's future TV work, a podcast, radio, I don't know.

(15:02):
I don't even think she knows. She's figuring it out,
but I wouldn't be surprised if Channel nine really try
and champion her and own her as their own like
Channel nine Talent, which is similar to what they did
with Domenica a couple of years ago, and then this
last year they did that with Evelyn and Duncan, who
you probably saw got their own Channel nine digital series

(15:23):
and they were in all those TV adverts. So yeah,
Jamie is kind of the one this year. And then
I also will say that Ree and Jeff are gonna
do quite well off the back of the show because
they are such a brand safe, wholesome power couple, very
similar to Jules and Camp. And then Elliott and Dave

(15:44):
I Reckon are going to get a fair few like
male fashion brands gravitating towards them. Billy seems to have
been doing the most club appearances over the last couple
of months, but these things are kind of short lived,
and I suppose he now has to show he's more
than just that party guy and figure out like what
is his long term plan. And then I would also

(16:05):
say Athena and Karna are also going to do quite
well off the back of the show, mostly with your
fashion and your beauty brands. Anyway, Yeah, that's kind of
a breakdown of who are probably going to be the
big earners going forward, who you're going to be seeing
a lot of who you maybe won't see so much
of if I've not mentioned them here, but you know,
time will tell. Have a lovely day, guys, Goodbye.
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