With Strictly Come Dancing 2024 now gracing UK screens, fans are not just tuning in for the ballroom drama, but also to see their favourite celebrities’ online moves. In a world where social media influence is a significant revenue stream, Instagram has become a powerful platform for stars to boost their earnings. According to recent data from Casino Alpha, several of this year’s contestants are raking in substantial sums through sponsored Instagram posts.
At the top of the leaderboard is Pete Wicks, known for his appearances on The Only Way Is Essex. Wicks stands as the highest earner among the 2024 Strictly contestants, with a staggering 1.7 million Instagram followers. With an engagement rate of 4.32%, he has the potential to earn an impressive £3,800 per sponsored post – more than four times the average earnings of his fellow contestants.
Followers Count Matters
Right behind Wicks is Love Island star Tasha Ghouri, whose 1.4 million followers and slightly higher engagement rate of 4.35% put her in second place. Despite her strong engagement, Tasha’s potential earnings per sponsored post stand at £2,439 – significantly less than Pete Wicks. This difference is a clear reflection of how follower count, rather than just engagement, can significantly impact social media earning potential. Wicks’ larger audience provides greater visibility for brands, making his posts more valuable.
Jamie Borthwick, better known for his role as Jay Brown in EastEnders, comes in third with the ability to earn around £1,713 per post. Despite having a much smaller follower count (358,687), his engagement rate of 5.07% is higher than both Wicks and Ghouri, demonstrating that even with fewer followers, the strength of audience engagement can drive earnings.
Strictly Come Dancing 2024 celebrities ranked based on potential
Instagram earnings
| Rank | Strictly Contestant Name | Instagram Handle | Follower Count | Engagement Rate | Avg Price per Post in £ |
| 1 | Pete Wicks | @p_wicks01 | 1,723,887 | 4.32% | 3,800 |
| 2 | Tasha Ghouri | @tashaghouri | 1,444,069 | 4.35% | 2,439 |
| 3 | Jamie Borthwick | @jamie_b10 | 358,687 | 5.07% | 1,713 |
| 4 | Samantha Quek MBE | @samquek13 | 222,060 | 1.16% | 914 |
| 5 | JB Gill | @jbgill | 189,632 | 1.43% | 845 |
| 6 | Shayne Ward | @shaynetward | 315,353 | 0.41% | 719 |
| 7 | Tom Dean MBE | @tomdean00 | 54,502 | 10.3% | 670 |
| 8 | Nick Knowles | @nickknowles | 301,694 | 0.12% | 609 |
| 9 | Sarah Hadland | @hadderstime | 41,382 | 6.02% | 535 |
| 10 | Paul Merson | @paulmerseofficial | 74,685 | 1.74% | 461 |
| 11 | Dr Punam Krishan | @drpunamkrishan | 51,566 | 4.35% | 442 |
| 12 | Chris McCausland | @chrismccauslandcomedy | 65,751 | 1.43% | 385 |
| 13 | Wynne Evans | @wynneevans | 50,514 | 0.7% | 247 |
| 14 | Toyah Willcox | @toyahofficial | 42,583 | 1.25% | 240 |
| 15 | Montell Douglas a.k.a. Fire | @montytrackstar | 13,324 | 1.53% | 80 |
Athletes, Actors and Engagement
Olympian Samantha Quek MBE ranks fourth, with 222,060 followers and potential earnings of £914 per post. Though her engagement rate is a relatively modest 1.16%, her status and profile ensure that her social media influence remains valuable to advertisers. Similarly, JB Gill, a member of JLS, follows close behind, earning an estimated £845 per post. His engagement rate of 1.43% reflects the challenge faced by celebrities whose fame predates the rise of Instagram as a commercial tool.
Shayne Ward, another X-Factor alum, ranks sixth, with a potential earning of £719 per post. Despite having a respectable follower count of over 300,000, his engagement rate is notably low at just 0.41%, which may be due to his earlier fame. Followers who joined Instagram later may not interact as actively with his content, reflecting a generational shift in social media habits.
The Power of Engagement Over Follower Count
One of the standout figures from the list is Olympic swimmer Tom Dean MBE, who, despite having the smallest follower base among the top earners (54,502), boasts an impressive engagement rate of 10.3% – the highest of any contestant. This high engagement allows Dean to command around £670 per sponsored post, proving that when it comes to social media, size isn’t everything. Brands value engaged audiences who actively interact with posts, making athletes like Dean particularly attractive for endorsements.
In contrast, TV presenter Nick Knowles, with over 300,000 followers, has the lowest engagement rate on the list at a mere 0.12%. As a result, his potential earnings are just £609 per post, demonstrating that while he may have a significant following, very few of his audience actively interact with his content.
Actors in the Middle
Sarah Hadland, best known for her role as Stevie in Miranda, ranks ninth. Her relatively small follower count of 41,382 doesn’t hold her back, thanks to a solid engagement rate of 6.02%. This loyalty enables her to earn approximately £535 per post. It’s a testament to the fact that niche audiences, when engaged, can still command significant social media influence. Meanwhile, former footballer Paul Merson rounds out the top ten, earning around £461 per post from his 74,685 followers. His engagement rate of 1.74% suggests that while his follower count is decent, the interest in his content may not be as high as it once was, possibly due to his fame being tied more to his past career.
A New Social Media Reality
The Casino Alpha spokesperson highlighted the various trends this year’s list reveals. “While Pete Wicks and Tasha Ghouri leverage their large follower counts for substantial earnings, others like Tom Dean demonstrate that smaller, highly engaged audiences can still drive significant impact,” the spokesperson said. “It’s fascinating to see how different types of fame translate to social media influence. Actors like Sarah Hadland, despite having more niche followings, generate strong engagement, which makes them valuable to brands.”
On the other hand, established names like Nick Knowles face challenges in translating their TV presence into Instagram interaction. “This data proves that on social media, it’s not just about being well-known but also about how well you connect with your audience,” the spokesperson added.
As the 2024 Strictly season continues to unfold, the celebrities may be competing on the dance floor, but their social media influence also tells its own compelling story. For some, Instagram has become another lucrative platform to showcase their talents and boost their earnings, proving that the world of online influence is just as competitive as the ballroom.
