By Margo Washburne
Is it 2010 again? For a show that has been on air since 2005, Dancing With the Stars (DWTS) has seen its fair share of ups and downs. Many Gen Zers grew up watching this with their parents or grandparents, but in recent years, its viewership plummeted. Fans felt like the show had lost its magic, with repetitive routines, the same judges, and little innovation. Even efforts to attract a younger, more diverse audience – like casting Gen Z stars Jojo Siwa and Charli D’Amelio – fell flat. Then, in 2023, something changed with the show’s 32nd season in a surprising resurgence. The secret ingredient? TikTok.
The shift started with strategic casting choices. The show brought introduced 19-year-old pro dancer Rylee Arnold, sister of mirrorball-winning alum Lindsay Arnold, who already had a fan base thanks to Dancing with the Stars: Juniors. Rylee’s debut season paired her with reality TV star Harry Jowsey, and together, they leaned into social media to connect with their audiences. By sharing behind-the-scenes TikToks and Instagram posts, they created buzz that the show had been missing for several years.
When romance rumors began to swirl around Jowsey and Arnold, the duo continued to fuel them. They leaned into the speculation by sharing glimpses of their time together both on and off the dance floor. This strategy paid off, as more viewers began tuning in to see their chemistry in real-time.
What started with Jowsey and Arnold soon became a trend across the cast. Other contestants and pros jumped on board, posting rehearsal clips, candid moments, and behind-the-scenes footage. These short, relatable video clips flooded TikTok’s For You pages, pulling in a younger audience. This allowed fans to feel even more connected to the show.
The shift to social media wasn’t just for fun – it had strategic implications. Fan votes account for half of each couple’s score, so a social media presence became a tool in securing votes. Social media engagement became almost as crucial as the performances themselves.
Season 32 became a viral sensation. NFL star Danny Amendola and his pro partner Witney Carson gained millions and views after an impressive leg pull move went viral on TikTok. Their videos generated 12.3 million and 16 million views, respectively, which became some of the most-watched content on the DWTS TikTok page.
I found it interesting that some of the pro dancers, like Witney Carson, have garnered more social media followers than the celebrities they’ve paired with. This highlights how the pros have become stars in their own way.
The show has always been known for its on-screen chemistry and occasional off-screen romances, but this season took it to another level. Several rumored relationships sparked fan speculation, including model Brooks Nader and her partner Gleb Savchenko, as well as Bachlorette Jann Tran and her partner Sasha Farber. It was the blending of reality TV drama and social media engagement that kept fans invested week after week.
The resurgence of DWTS proves that traditional TV shows can still thrive in the digital age. By creating short shareable content, the show was able to tap into a new generation of fans and excite its existing audience.
Season 32’s success shows that even the smallest changes – like the perfectly-timed TikTok – can have a major impact. For DWTS, the combination of new faces, viral moments, and constant social media engagement has reignited its magic.
