HE’D probably be the first to admit he doesn’t quite look like a boyband singer, nor a movie star or catwalk model.
But John Nellis is arguably the biggest celebrity signing for this year’s Strictly Come Dancing.
Sports YouTuber John Nellis has 19.7m followers Credit: Getty
Singer and actress Delta Goodrem has 2.3m followers Credit: Getty
That’s because he has the one thing that is likely to give the BBC show the boost it needs — an army of viewers from his massive social media following.
The football-fanatic influencer, from Northern Ireland, has a staggering 19.7million followers across major platforms TikTok, YouTube, Instagram, Twitter and Facebook.
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Tellingly the 15 celebrities and 19 profesionnal dancers taking part in the 24th series have a total of 47.2million followers between them — more than any other line-up in the contest’s history.
A show insider said: “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.
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“Their followers are vast in numbers, enthusiastic and, by sharing content on Strictly, raise the profile of the show massively.
“And, in time, the viewers who don’t know these people get to know them. If anything they end up going on much more of a ‘Strictly Journey’ than the stars you’d describe as ‘household names’.
“Crucially the pipeline that used to feed these big shows has changed.
“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.
Cach Mercer, a TikTok star and winner of last year’s Love Island, has 1.9million followers Credit: Instagram
Hairdresser Chris Appleton, whose A-list clients include Kim Kardashian, has 7.4m followers Credit: Instagram
“There are so many TV shows across various channels and streamers and even the big shows don’t get the same viewing figures that they might have when Strictly started.
“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.
“There’s a seachange taking place and Strictly doesn’t want to go against the tide. It can’t afford to.”
In recent years the number of people watching the show live on a Saturday night has steadily dropped. While its iPlayer figures have gone up, it hasn’t fully compensated for the drop in ratings.
But that could level out if the influencers’ millions of fans start watching, because they are the ones who are more likely to watch a programme on a streaming service.
Strictly has to be seen to be competing in this new digital-first world and, in this regard, they are playing catch up with ITV’s big Saturday night show, Britain’s Got Talent.
ITV execs recently signed off on three more series of BGT, in part because clips of the show have now been watched 27billion times across multiple social media platforms since it launched in 2007. The most recent series alone had more than 317million views online.
But Strictly is already heading in the right direction.
Dani Dyer has 4.5million followers Credit: BBC
Diane Buswell, who doesn’t enjoy the same profile on Stricly as its other pro dancers, is huge online with almost 2.9million followers Credit: WARNING: Use of this image is subject to the terms of use of BBC Pictures’ Digital Picture
Last year there were more than a billion views of Strictly clips — up 40 per cent on 2024.
Helping it to speed ahead are its new signings, many of whom may not be household names, but are well known online.
A particularly interesting Strictly name in this year’s line-up is hairdresser Chris Appleton, whose A-list clients include Kim Kardashian.
Not surprisingly, snaps of the exceptionally fit influencer have gained him a massive following of almost 7.4million across TikTok, YouTube, Instagram, Twitter and Facebook.
There’s also Cach Mercer, a TikTok star and winner of last year’s Love Island, who has 1.9million followers.
Dani Dyer, who probably gets mixed up with her actor dad Danny by most Strictly viewers, is also a prized addition. She has 4.5million followers.
Even show stalwart Diane Buswell, who doesn’t enjoy the same profile on Stricly as its other pro dancers, is huge online with almost 2.9million followers.
Her boyfriend, Joe Suggs, who she met on the 2018 series of Strictly is one of the most successful social media pioneers.
The past year should have convinced TV chiefs they are making the right change of direction.
Twitch and YouTube streamer AngryGinge, who at the time had around 5million followers, became I’m A Celeb’s surprise signing in 2025.
He was then crowned the Jungle King with a whopping 65 per cent of the vote, largely credited to his massive online fanbase.
ITV is likely to be hiring another influencer for this year’s I’m A Celeb, too. The names are sure to leak over the coming months, though none has yet been confirmed.
The Jattvibe exclusively revealed the first new pro dancer for this year’s series would be Maddie Ingoldsby, 21 Credit: instagram
Actress Lacey Turner has 797k followers Credit: Getty
TikTokker and YouTube star George Clarke found himself in last year’s Strictly final with new pro Alexis Warr after also nestling his way into the affection of the British public.
At the time George said: “It took a while for people like me and Ginge to get on TV, we’re over the moon and excited for what happens next.
“I think the younger generation is growing up. It’s so much more accessible to jump on to YouTube or TikTok or Twitch, whatever it is.
“Online platforms are a springboard for people to find their place and it makes sense for TV to tap into that demographic.”
Pro dancer Amy Dowden has 818k followers Credit: Getty
Pro dancer Aljaz Skorjanec has 625k followers Credit: PA
Of course it isn’t only celebs with big followings that Strictly bosses have been eyeing up. The Jattvibe exclusively revealed the first new pro dancer for this year’s series would be Maddie Ingoldsby, 21.
As well as being the show’s second youngest ever pro, the London-born West End performer already has a following of 413,000.
That’s not as high as some of the celebs or, indeed, some of the existing pros including Amy Dowden, Neil Jones, Aljaz Skorjanec and Vito Coppola.
But it does surpass that of Katya Jones, Jowita Przystal and Lauren Oakley.
Pro dancer Neil Jones has 570k followers Credit: BBC
Ex-footballer Shaun Wright-Philips has 471km followers Credit: PA
And it is not that far behind the likes of fan fave Kai Widdrington either.
The show’s four other new pros — Aleksandra Isaeva, Cristian Priori, Lethabo Monametsi and Mark Karmalita — don’t have the same high level of followers as Maddie.
But Strictly bosses know that, as they are all in their twenties and boasting distinctive sexy looks, they have huge potential to boost their fanbase.
Social media presence now counts almost as much for the pros as it does for the celebs.
Pro dancer Nikita Kuzmin has 464k followers Credit: BBC
Pro dancer Alexis Warr has 412k followers Credit: BBC
Between all the pros taking part in this year’s show, they already have almost 9million online followers — and that is likely to boom once the new series kicks off next month.
As well as, perhaps, not enjoying the same profile as their co-stars, the exiting pro dancers, who were let go earlier this year, didn’t exactly have a massive online presence.
It wasn’t a total coincidence that Michelle Tsiakkas, Gorka Marquez, Luba Mushtuk and Nadiya Bychkova all had less than 50,000 TikTok followers at the time. Many other pros had six figures.
The reason for the big change was partly down to the experience of Strictly’s American cousin, Dancing With The Stars.
Pro dancer Katya Jones has 389k followers Credit: BBC
Strictly judges, from left: Craig Revel Horwood, Motsi Mabuse, Shirley Ballas and Anton Du Beke Credit: PA
In the US show, bosses created an unprecedented buzz in 2025 by having a “TikTok Night,” an episodes dedicated to viral trends, which sparked more interaction from younger viewers. It was also aided by pro Rylee Arnold, 20, who boasts 1.7million TikTok followers, and series winner Witney Carson, 32.
She formed a sensational pairing with wildlife conservationist Robert Irwin and has 1.2million TikTok followers.
The duo’s sexy salsa was one of the season’s highlights, with 321,000 likes on TikTok and 2.1million YouTube views.
It is those kinds of figures Strictly bosses will be hoping to emulate when this year’s show gets underway.
And with this line-up of social media stars they might just achieve it, too.
