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UK Insights

Strictly Come Dancing almost doubles social impact on Twitter

Chloe Haynes

Twitter TV Analyst

TV 24.09.2018 / 14:00

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A varied line up of celebrities, unexpected moves from our PM, and the infectious theme tune have all helped this year’s Strictly to dramatically increase its social clout after the first full episode.

The pairing-up episode of Strictly started the social ball rolling, and between the 8th and 21st September we recorded over 88.1K posts, which have accumulated 38.6M Impressions about the series. The initial episode generated 45.8K of these in the hour and 20 minute broadcast window where the 2018 Strictly couples were revealed.

During this anticipatory stage, the most tagged account was actually the Prime Minister. Poking fun at herself after a viral clip of her dancing on a recent tour of Africa, Theresa May appeared in 17.3% of activity around Strictly over these 14 days, making her Twitter account more mentioned than any contestant – and the official @BBCStrictly handle too.

Viewers flocked to Twitter to react in real time as we saw the pairs take to the dancefloor this Saturday (22 September), and the varied selection of celebrities has definitely had an impact on engagement. The daily Total Tweets were up 41% from the same episode in 2017, with 7.9K more Unique Authors posting and almost double the total number of Impressions.

Despite placing fifth on the Strictly leaderboard, YouTuber Joe Sugg proved untouchable on Twitter – he was the most discussed celebrity, and drove the highest peak of activity too. Wowing the judges and viewers with his jive, of the 10.8K Tweets mentioning Joe, 56.4% were purely positive.

During the five minutes surrounding his performance, 3.2K Tweets were posted by 2.4K Unique Authors. This high engagement also increased the number of posts about Dianne Buswell, who had been paired up with Joe. Receiving 2.8K mentions, Dianne was more discussed on Twitter than any other professional dancer.

Most Mentioned Celebrities

Most Mentioned Professional Dancers

Joe Sugg

10.8K Mentions

Dianne Buswell

2.8K Mentions

Dr Ranj

1.9K Mentions

Anton Du Beke

1.7K Mentions

Danny John-Jules


Kevin Clifton

1.1K Mentions


Strictly contributed over 50% of all TV-related Twitter activity in the UK during the broadcast. Pulling in a live audience of almost 8.9M viewers, Strictly averaged an engagement rate of 1.5 people Tweeting per 1,000 viewers. The activity around the series was centred around the broadcast, and the 48.9K Tweets posted during the broadcast window not only placed Strictly as the most discussed broadcast of the day, but also contributed 56% of all TV-related Twitter activity at that time.

And there were almost as many blue ticks as there were sequins. As well as introducing his strong online following to the glitz and glam of the Strictly ballroom, Joe Sugg also encouraged high levels of verified account engagement from his fellow social media influencers.

Over 400 verified accounts posted about Strictly Come Dancing on Saturday, including Alfie Deyes (fellow vlogger, and boyfriend of Joe’s sister Zoe Sugg). It was Deyes’ post, quickly picking up on Joe’s trademark cheeky behaviour, that became the most Retweeted and Liked post about Strictly on Saturday, as well as receiving the highest number of Impressions (1.4M).


Source : Kantar Media

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