Looking to craft a social media strategy that dazzles both the ballroom and the boardroom? Over the last two seasons Dancing with the Stars (often abbreviated as DWTS) has experienced a significant resurgence in popularity, generating its best ratings in nearly a decade and typically garnering more than 50 million live votes during each episode.
However, this comeback hasn’t been confined to just the TV screen. Buoyed by a renewed interest in the show among Gen Z and younger millennial viewers, DWTS has once again become one of the most talked-about shows on social media, especially on platforms like TikTok. While strong casting and themed nights keep viewers tuning in, it’s DWTS’s social media marketing strategy that truly keeps audiences dancing along online.
In this post, we’ll break down what social media managers can learn from the Dancing with the Stars approach to digital engagement.
1. The Power of Pulling Back the Curtain
This season, DWTS has mastered the art of authentic storytelling by pulling back the curtain on what happens before the spotlight hits. From rehearsals to show day, DWTS consistently shares behind-the-scenes content that brings fans closer to the action. Each week, the show releases a blooper reel from rehearsals, giving followers a fun, candid look at the hard work (and laughter) that goes into perfecting every routine.
By spotlighting the cast’s personalities and the creative process — including costume design sketches, makeup prep, and more — the social media team fosters a sense of connection and community among viewers. They’ve also leaned into live streaming on show day, offering fans an unfiltered, no-cut experience of the ballroom. Over the last few weeks, eliminated pros from this season have remained on social media live throughout the entire episode. As a bonus, this keeps viewers tuned in to the ballroom, even during commercials!
This transparent approach reminds social media managers that behind-the-scenes content isn’t just a filler. It’s a proven strategy to boost engagement, humanize your brand and keep audiences coming back for more.
@officialdwts What a thrillifying time we had going live on TikTok for WickedNight! 💚 ✨ Grab your spookiest costumes and join us next week where we’ll give the inside scoop on #DWTS HalloweenNight! 👻 🎃
2. The Importance of Quick Content
One of the most impressive parts of the Dancing with the Stars social media strategy is its speed. The moment a contestant’s dance ends, viewers’ Instagram feeds light up with a carousel of high-quality photos from that performance, often within what feels like seconds. By the time fans reach for their phones, the post is already live and buzzing with thousands of likes and comments.
This real-time strategy transforms casual viewers into active participants. Fans from across the country hurry to the comment section to share instant reactions, celebrate their favorite dancers and connect with other viewers in the moment. The timeliness of these posts keeps the conversation alive long after the music stops and consistently drives high engagement across platforms.
For marketers, the lesson is clear: posting quickly and strategically in real time captures audience energy at its peak.
View this post on Instagram
3. Turning Your Team into Brand Storytellers
While the main Dancing with the Stars account drives the show’s official narrative, much of its social media magic comes from the stars and pros themselves. Each celebrity/pro pair becomes its own mini content engine, sharing real, personality-driven stories that give fans a deeper look into their rehearsal journey and challenges.
These individual accounts let audiences connect on a personal level and see the humor, determination and chemistry that might not make it into the short rehearsal clips shown during the live broadcast. What makes this strategy even more powerful is how the main DWTS account amplifies and engages with the content. By resharing posts, commenting and interacting with the contestants’ updates, the show builds a cohesive ecosystem where everyone contributes to the brand story.
@alixearle Alixinda & valphaba are dressed !!!! @Val #dwts #dancingwiththestars
For marketers, it’s an incredible example of employee advocacy and collaborative storytelling. When brands empower their teams (or talent) to share their own perspectives and then actively engage with the posts, it creates authenticity, strengthens community, and expands reach across every platform.
From behind-the-scenes storytelling to lightning-fast content that would rival even the best quickstep, Dancing with the Stars offers a masterclass in building authentic connections online.
If you’re ready to elevate your social media strategy and keep your followers coming back for an encore, Scooter Media can help you craft a show-stopping plan that delivers results. Get in touch with us today!
Check out these Scooter Media blogs for more social media tips:
