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Mari Pepin, a former contestant on ABC’s hit reality show The Bachelor, has turned her brief stint on television into a lucrative career as an influencer. Like many reality TV stars, Pepin has discovered that the real prize isn’t always love but rather the business opportunities that come with a large social media following. After gaining prominence on The Bachelor and Bachelor in Paradise, Pepin now uses her fame to secure influencer deals and monetize her online presence.
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From Reality TV to Instagram Fame
At just 28 years old, Mari Pepin first appeared on The Bachelor in 2021 during season 25. Later that same year, she returned to reality television for Bachelor in Paradise season 7, where she found love with fellow contestant Kenny Braasch. While her journey on the show gave her a fairytale ending, with the couple now happily married, it also significantly boosted her social media presence. Before appearing on television, Pepin had around 50,000 followers on Instagram. After the shows aired, that number skyrocketed to over 300,000.
This sudden increase in followers opened doors to new opportunities. Pepin began to receive offers from brands and companies eager to tap into her growing influence. "Instantly, we were getting huge deals," she recalled, marking the start of her influencer career.
The Financial Side of Influencing
The influencer marketing industry has grown exponentially over the past few years, with brands increasingly turning to social media personalities to promote their products. For former reality stars like Pepin, influencer deals can be highly profitable. According to a 2023 survey by NeoReach, content creators can earn between $2,500 and $5,000 per month, depending on their following and engagement.
Pepin has worked with major brands such as L’Oreal, Factor meal delivery, and Ruffino Wine, among others. Typically, companies send her products to try out, and if she likes them, she creates promotional posts. These posts often highlight specific talking points provided by the brands, allowing Pepin to earn a fee in exchange for her endorsements.
Her husband, Kenny Braasch, who also gained fame through Bachelor in Paradise, partners with Pepin on some promotions. Together, they have worked with well-known brands, including Apothic Wine and BetUS, a gambling site that first connected the couple with CNBC.
The Business of Influencing
In today’s digital age, influencer marketing is a highly effective strategy for brands. According to a report from Influencer Marketing Hub, businesses frequently send free products to influencers or pay them to promote items on social media. By leveraging the trust and connection influencers have with their followers, brands can increase their visibility and drive sales.
For influencers, this business model offers flexibility and a potential income stream. However, the pay can vary greatly depending on the size of the influencer’s following and the brands they work with. For Pepin, her annual earnings from influencing surpassed $50,000, and she has made as much as $12,500 from a single post. Still, the inconsistent nature of the work can be nerve-wracking. “That inconsistency is really scary for me,” Pepin said.
Influencer Earnings: A Side Hustle for Some, A Full-Time Career for Others
While some influencers make a substantial income from brand partnerships, most do not earn enough to make it their full-time job. According to the NeoReach survey, more than half of content creators earn $15,000 or less annually. Despite these modest earnings, influencer marketing remains an attractive side hustle for many, particularly younger generations. A 2023 report by Morning Consult found that 57% of Gen Z individuals expressed interest in becoming influencers if given the opportunity.
The allure of becoming an influencer stems from the desire for self-employment and recognition. Many people aspire to build a following and monetize their lifestyle, but as social media expert Casey Lewis points out, "Monetizing your life in that way is exhausting." While influencers with large followings can earn significant income, the majority of content creators find that making a living wage is challenging.
Reality TV Fame and the Rise of Side Hustles
For Mari Pepin, influencing isn’t her primary source of income. While she enjoys the perks of working with brands and sharing her experiences on social media, she also maintains a full-time job as a social media marketing manager. "The influencer stuff is just kind of extra. It’s not really reliable," she explained.
Pepin’s story reflects a broader trend in today’s economy. As of 2024, around 36% of U.S. adults have a second job or side gig, according to a report by Bankrate. The extra income can be a welcome financial boost, especially given the rising cost of living. Among Gen Zers and millennials, nearly half have some form of side hustle.
For reality TV stars like Pepin, striking while the iron is hot is key. With a large social media following and valuable name recognition, influencers can capitalize on their fleeting fame to secure brand partnerships and sponsorships. However, as the influencer industry becomes more crowded, maintaining that success over time can be difficult.
Navigating the Influencer Landscape
The influencer market is constantly evolving. As platforms like Instagram, TikTok, and YouTube become more saturated, influencers face increasing competition to stand out. For content creators like Pepin, having an established fan base is a valuable asset, but staying relevant requires ongoing effort.
The reality TV star and influencer plans to continue pursuing brand deals while maintaining her full-time career in marketing. For now, Pepin is enjoying the ride, both as a successful influencer and as one-half of a beloved Bachelor in Paradise couple.
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