This time of year is incredibly busy for celebrity reality TV competitions, which has only highlighted the growing trend of social media personalities being a part of the cast list. I’m a Celebrity… and Strictly, are both following the new norm of including a person that can bring in the younger viewers.
The Celebrity Traitors included names for those less tuned into TV and more tuned into Instagram. It still receives praise for its genius casting, from Celia Imrie to Tom Daley.
Where Have We Seen Social Media Stars?
Podcaster GK Barry joined last year’s I’m a Celebrity… line up and won the nation over by forming an unlikely friendship with Rev. Richard Coles. She reached fifth place with the public consistently choosing to keep her in camp. Her appearances on Loose Women have also brought a fanbase alongside her podcast listeners.
Waltzing to the world of Strictly is George Clarke, famed for his TikToks, podcast episodes and appearances in Sidemen Sunday videos. Over halfway into the series Clarke’s skills have been improving but has left him on the lower half of the leader board for much of the time. The many fans voting for him to remain is his true strength.
For the first time, this series voting has moved entirely online in a step away from the traditional phone lines. I don’t doubt that this could have impacted the votes of his primarily online audience and will do for further social media stars who appear.
From one Claudia Winkleman show to another, youtuber Niko Omilana joined the cast of the record-breaking Celebrity Traitors. With a lot of pressure on him from his dedicated audience, Niko’s failure came at the first round table as he was banished as faithful.
Niko’s appearance and early departure comes down to the traditional celebrities who still don’t totally understand the new way that the younger generation are boosting Youtuber’s and Podcaster’s to fame. They decide his fate rather than a voting public. Their fearful bias against Niko and his industry led to his immediate ostracisation.
The high viewers for The Celebrity Traitors means that those who left the series when Niko did make little difference to the growing figures.
Returning to Oz, we now have Angry Ginge joining the I’m a Celebrity… line up this year. Producers clearly see the positive impact GK Barry made last year and hope to replicate that.
We are yet to see how well Ginge copes with camp life and more importantly how the public take to him. His Twitch viewers will likely vote to keep him on screen.
What Does This Mean Going Forward?
Moving forward I think it’s safe to say we’ll keep seeing social media personalities on these shows. Comments asking “who?” will only grow in number, but for those who do know who, it is us that are winning. These people know what makes great content.
The content creators are also winning as they gain a brand new audience, as well as start putting a foot in the door of legacy media. One day it’ll be them presenting the shows, and that is when the social media stars will shine.
They are so used to being the face of channels, podcasts and social media accounts that their skills lie in hosting. When the familiar shows need a refresh it should be the content creators getting put front and centre. Claudia Winkleman has a secure job on the continually successful Traitors but the BBC are looking for her and Tess Daley’s Strictly replacements. Give a social media personality the opportunity.
Featured Image Credit: BBC
Journalism and Film and Media student who loves writing about TV. @darcyrobson07
