Bosses of the BBC's long-running show "Strictly Come Dancing" are reportedly shifting their casting strategy to prioritize celebrities with large social media followings. This change comes as the show faces criticism from fans over what has been described as a "weak" lineup for the upcoming 2026 series.
An insider revealed to The Sun that the casting decisions are part of a major overhaul for the 22-year-old program, aiming to attract younger and new viewers. This approach mirrors the successful social media strategy employed by its U.S. counterpart, "Dancing With the Stars."
"Although your traditional Strictly audience might not know who some of the signings are, that's not as important as bringing in new viewers who are more than familiar with them," a source explained. "Their followers are vast in numbers, enthusiastic and, by sharing content on Strictly, raise the profile of the show massively."
The strategy targets celebrities with significant online presences. For instance, Kim Kardashian's hairstylist, Chris Appleton, who has over seven million followers online, is part of the lineup. Sports YouTuber Nellis, with an even larger following of 19.7 million across platforms, is also included.
This year's cast also features names like Lacey Turner, Dani Dyer, Delta Goodrem, Cach Mercer, Will Best, Dame Sarah Storey, Jaime Winstone, Bethany Antonia, Shaun Wright-Phillips, Graeme 'The Dogfather' Hall, Lawrence Robb, and Tabby Stoecker. The insider suggested that viewers unfamiliar with these stars might engage more deeply with their "Strictly Journey" over time.
"Dancing With the Stars" has previously leveraged its contestants' social media reach, notably with a "TikTok Night" in 2025 that featured viral dance routines and increased engagement from younger viewers. The U.S. show's TikTok account boasts over five million followers, significantly more than Strictly's 600,000.
The focus on social media presence has also extended to the show's professional dancers. In recent months, popular pros like Nadiya Bychkova and Gorka Marquez were reportedly cut, while newer dancers with larger followings, such as ballroom champion Maddie Ingoldsby with over 400,000 followers, have been recruited. This contrasts with Nadiya Bychkova's 214,000 Instagram followers, while Dianne Buswell, who retained her spot, has 1.2 million Instagram followers and 973,000 on TikTok.
Former Strictly judge Arlene Phillips has voiced concerns about the new professional hires, stating, "The new pros, as long as they can dance. I mean, most of them are sort of influencers and they talk an awful lot. As long as those pros can dance."
The show's new hosts also have substantial online followings. Comedian Josh Widdicombe has over half a million Instagram followers, while Emma Willis has two million. Fan favorite Johannes Radebe, who will co-present, has 458,000 followers.
According to the insider, the BBC faces challenges in attracting major traditional celebrities due to shifts in entertainment pipelines. "Boyband and girlband stars aren't as prevalent any more and, once upon a time, getting someone from a soap or a big drama was a massive deal, but now even that has diminished somewhat," the source said. "Now, though, social media is continuing to boom and big stars from the world of TikTok, YouTube and Instagram are known to a vast section of society."