As the 24th series of Strictly Come Dancing prepares to launch, producers have significantly altered their approach to publicity and audience engagement following a series of controversies that marred recent seasons. The BBC, eager to rebuild the show’s reputation and attract a younger demographic, has largely restricted traditional press access and embraced social media platforms, particularly TikTok, to promote the program.

Last year’s iteration of the dance competition was overshadowed by a number of scandals, including a public altercation involving reality star Thomas Skinner, who admitted to infidelity shortly after his wedding. Further issues arose when former contestant Amanda Abbington left the show early, citing mistreatment by her professional dance partner Giovanni Pernice. An internal BBC investigation upheld some of her complaints, though the most serious allegations were not substantiated. Additionally, professional dancer Graziano Di Prima was dismissed over an incident in which he kicked his celebrity partner during rehearsals. These incidents prompted the show to introduce new duty-of-care protocols, such as chaperones and dedicated welfare producers, aimed at improving the environment for both celebrities and dancers.

In response to these challenges, the show’s production team has markedly reduced interaction with traditional entertainment journalists. Instead, they have invited social media influencers—predominantly Gen Z content creators—to conduct interviews and promote the show through carefully managed digital content. Celebrities involved in the competition, including Jaime Winstone, Lawrence Robb, Tabby Stoecker, and Melanie Walters, have been encouraged to establish TikTok accounts and participate in promotional activities aligned with the BBC’s broader social media campaign. New presenters Emma Willis, Josh Widdicombe, and Johannes Radebe have also engaged with TikTok through challenges and dance videos as part of this effort to modernize the show’s image.

Strictly’s recent cast selections reflect this strategic shift. Many contestants this year possess significant online followings, such as Love Island winner Cach Mercer, influencer Dani Dyer, Instagram personality Chris Appleton, and YouTuber John Nellis. The new cohort of professional dancers, replacing several long-standing members of the troupe, includes Aleksandra Isaeva, Cristian Priori, Lethabo Monametsi, Maddie Ingoldsby, and Mark Karmalita—many of whom maintain substantial social media presences. This generational change has prompted debate about ageism within the show’s ranks but aligns with the BBC’s desire to cultivate a digitally savvy and influencer-friendly cast.

This focus on social media, however, presents its own challenges. BBC guidelines discourage talent from exploiting their appearances for commercial gain, yet many Strictly professionals now have ongoing brand partnerships or develop them through their social media activities. Navigating these relationships while maintaining compliance with the corporation’s rules will require careful management.

The BBC’s recalibration effort underscores the pressure on Strictly Come Dancing to recover both viewer trust and ratings after a period of turbulence. With longstanding presenters Tess Daly and Claudia Winkleman having departed last year, producers appear intent on refreshing the show’s format and public image. Whether the emphasis on curated social media content will best serve a program historically celebrated for its spontaneous live performances remains to be seen, with audience reception and viewing figures likely to be the ultimate metrics of success.