It’s that time of the year again and Dancing with the Stars (DWTS) is back. DWTS has evolved into more than just a dance competition, but an entertainment marketing powerhouse. The show brings together celebrities, professional dancers, and viewers in a unique way, benefiting everyone involved.

So, what makes DWTS such a marketing success? Let's break it down. (No pun intended.) 

1. Celebrity Appeal 

The whole appeal of DWTS is rooted in its change of celebrity cast every single season. A key to the show’s success lies in casting celebrities who are not just famous, but also timely and relevant.

This season features Olympians, Ilona Maher and Stephen Nedoroscik who captured the world’s attention during the 2024 Olympics, both bringing home medals. This addition is a perfect example of DWTS content and social media being on trend while also leveraging current public interest and maintaining its brand appeal. Whether it is an athlete, actor, influencer, or reality star, all kinds of celebrities come to the show with their own fan bases which instantly increase engagement and views. Audiences are able to dive into the behind the scenes of their favorite celebrities, showing their everyday emotions, struggles, and growth. This makes the show more relatable and allows audiences to become more emotionally tied to the celebrity and the show. Lastly, throughout every season, the age range of celebrities is very wide. It often has both the older and younger ages asking themselves, “Who is that?”.

Since younger demographics then become invested into the older, and vice versa, many celebrities have used DTWS to increase their own visibility and revive their careers. This can lead to more TV shows, endorsements, and more media coverage. 

2. Pro Dancers as Stars 

One of DWTS’s smartest marketing strategies has been making stars out of their own professional dancers. The pros have grown their own fan bases and are using social media platforms to enhance their personal brand. 

Last season, pro dancer Rylee Arnold rose to fame when paired with social media influencer Harry Jowsey. Their chemistry on and off the dance floor spiked audience interest across every platform which helped boost both their followings. After the season was over, Rylee’s media exposure extended beyond the ballroom where she appeared on multiple podcasts and interviews to mainly discuss her relationship with Jowsey. This further helped her build a larger fanbase, solidifying her as the most popular new pro on the show ever.

Besides Rylee’s experience, viewers are invested in each dancer-celebrity partnership and the couples have leveraged this by using social media trends to engage their relationship with followers. 

3. The Winning Strategy 

While the celebrities and dancers gain many benefits, DWTS itself has mastered a dynamic marketing formula that keeps viewers engaged and eager for more.

Almost all of the celebrities and dancers collaborate on posts with DWTS’s social media platforms to increase reach and make sure everyone knows to participate when it comes to live voting. DWTS and the pros social platforms post real-time updates, trending dances and reels, and behind the scenes videos during practice. This isn’t the only thing DWTS does to keep fans coming back though. Through personalized videos detailing each celebrity's story, their marketing team is able to highlight the good, bad, and ugly about the journey of being on the show.

One couple, Dwight Howard and Daniella Pashkova, have gained attention due to their height difference of a foot and seven inches. Even though this is not ideal for dancers, they push past the difference to deliver the top performing dances each week, leaving the audience wanting to see more. Their practices and final dances are more engaging to viewers because many people question how they are able to execute the dances every week. Their journeys, as well as the other couples are built out through digital campaigns, interviews, and viral videos to build engagement during the season.  

And the Winner Is…

With 33 seasons underway, DWTS still remains a culturally iconic show that has used its  marketing strategy to successfully create relationships between celebrities, dancers, and audiences. From young social media stars to retired athletes, the show attracts a broad demographic which ensures that each season appeals to viewers of all interests and generations. With a blend of emotional storytelling, fan interaction, and a strong digital presence, the show has built a powerful brand that benefits all parties involved.

DWTS isn’t going anywhere any time soon and we can learn a lot from their marketing strategies with every new season. So, who do you think has the moves to make it to the Mirrorball?!