As the grand final of Strictly Come Dancing's 23rd series approaches this Saturday, the spotlight isn't just on the Glitterball Trophy. New analysis reveals how the BBC show has turbocharged the contestants' social media value, with one star's potential earnings dwarfing all others combined.
The Social Media Payday
With the final set for 20 December 2025, betting experts at MyBettingSites.co.uk have crunched the numbers. They've updated the winner odds and, more intriguingly, tracked the Instagram follower growth for each celebrity. This data translates directly into potential earnings for sponsored posts, showing who the real winners are off the dance floor.
The trend is clear: a stint in the Strictly ballroom remains a powerful catalyst for social media influence. Past contestants like Zara McDermott and Adam Thomas reportedly commanded over £1,000 per post after their series, and the class of 2025 is following suit.
Strictly 2025: The Instagram Rich List
From early exits to finalists, nearly every star has seen their follower count—and their earning potential—climb. Here’s a breakdown of the social media standings ahead of the final showdown between West End star Amber Davies, footballer Karen Carney, and George Clarke the YouTuber.
Topping the chart is Geordie Shore legend Vicky Pattison. Starting with an enormous base of over five million followers, she added a further 54,000 during the series. This gives her an estimated earning power of a staggering £41,554 for a single sponsored Instagram post—more than all her fellow contestants combined.
In second place is finalist Amber Davies. The former Love Island winner and West End performer entered as a last-minute replacement for Dani Dyer and gained 23,000 new followers. With a total nearing 1.4 million, she could earn approximately £10,029 per post.
The other male finalist, George Clarke, has also seen a significant surge. His followers jumped from just over 700,000 to 840,000, potentially netting him £6,265 per post.
Notable Climbers and the One Who Lost
Other significant gains were made by Lioness and finalist Karen Carney, who added 71,000 followers (potential earnings: £1,482/post), and former Emmerdale actor Lewis Cope, who saw his count rise from under 25,000 to almost 90,000 (£671/post).
In a unique twist, only one contestant, former Apprentice star Thomas Skinner, actually lost followers during the series—more than 8,000. However, with a remaining count of over 712,000, he still commands a respectable £5,253 per post.
The Bottom Line: Influence Beyond the Dance-Off
While only one couple will lift the Glitterball Trophy this weekend, the financial rewards of appearing on Strictly Come Dancing are being reaped by many. The data proves that the show's reach extends far beyond Saturday night ratings, offering a substantial and lasting boost to celebrities' personal brands and marketability on platforms like Instagram.
From Ross King's 7,000 new followers to Vicky Pattison's five-million-strong empire, the 2025 series has once again demonstrated its unparalleled power as a launchpad for social media stardom and commercial success.
