What Dancing with the Stars Can Teach Us About Social Media Strategy:

This season of Dancing with the Stars has given us more than just entertainment — it’s offered a real-time lesson in the power of social media. Contestant Andy Richter and his pro partner Emma Slater have consistently landed at the bottom of the judges’ scoreboard, yet they’re still in the competition. Why? Their social media presence.

When Scores Don’t Tell the Whole Story

Despite some of the lowest marks each week, Andy and Emma have built a loyal fan base that’s keeping them in the game. Their success off the dance floor proves that visibility, authenticity, and engagement can often outweigh traditional measures of success — something every brand can relate to.

How They’re Winning With Social

1. They’re owning their story. Andy and Emma have leaned into their underdog status, showing real, relatable moments from practice and performance. Instead of shying away from low scores, they’ve embraced them with humor and honesty — building a connection that fans rally behind.

2. They’re using social media as a strategy, not an afterthought. Their TikToks, Instagram posts, and behind-the-scenes videos keep fans engaged long after the live show ends. Whether it’s a quick rehearsal clip or a direct “vote for us” appeal, every post serves a purpose — to keep their audience active and invested.

3. They’re building community, not just followers. Fans don’t just watch Andy and Emma — they feel part of the journey. Through consistent posting and genuine interaction, they’ve created a digital fan club that shows up every week to vote, comment, and share.

What Brands Can Learn

There’s a clear takeaway here: you don’t have to be “winning” to win on social media.

• Show up authentically. People connect with honesty more than polish.

• Stay consistent. Regular, strategic content builds trust and awareness.

• Invite your audience in. Whether it’s voting, buying, or sharing — engagement drives results.

• Turn challenges into connection points. Even setbacks can be opportunities to tell your story and humanize your brand.

The Bottom Line

Andy and Emma may not be topping the scoreboard, but they’re proving that connection beats perfection every time. In the same way, businesses that use social media to build relationships — not just showcase results — create lasting impact.

At Ignite, we believe that kind of strategy wins every time.