New research has revealed which celebrities on The Celebrity Traitors would make the most successful traitors, based on how well they could sway their fellow contestants’ opinions.
Experts at digital marketing agency Local Digital analysed the Instagram profiles of the celebrities set to appear on the upcoming celebrity edition of The Traitors.
Using an Instagram calculator, the study estimated the number of users each contestant influences with their posts.
The estimated audience reach highlights who holds the most online influence, suggesting which celebrities may have the power to build trust, form alliances, and avoid elimination.
Tom Daley
Tom Daley has the most influential power, with the highest estimated audience reach on Instagram of 553,700 people.
The study also calculated how much the celebrities would get paid should they choose to monetise their Instagram accounts.
The retired English diver has 3.9 million followers on the platform and can make up to £20,378 per sponsored Instagram post, which is content paid for by a brand to promote its products or services.
Outside of his diving career, Daley has starred as a presenter on programmes such as The One Show and runs a popular YouTube channel.
Niko Omilana
Niko Omilana has the second-highest estimated audience reach of 451,700 people.
Renowned for being part of the comedic YouTube group Beta Squad and for his prank videos, Omilana has also ventured into politics in his career, running in the 2021 London mayoral election.
He has 3 million Instagram followers, earning up to £16,576 per sponsored Instagram post.
Alan Carr
Alan Carr is likely to have the third-greatest influential power, with an estimated audience reach of 263,000 people. With 1.5 million followers, the comedian is estimated to earn up to £9,675 per sponsored Instagram post.
Carr has found success from his entertaining personality, known for co-hosting The Friday Night Project and his talk show, Alan Carr: Chatty Man.
Kate Garraway
In fourth is Kate Garraway, who has 1.3 million Instagram followers, with an estimated audience reach of 241,800 people.
Earning up to £8,851 per sponsored Instagram post, Garraway has a successful television and radio career, co-hosting Good Morning Britain and the mid-morning programme on Smooth Radio.
Paloma Faith
Paloma Faith rounds out the top five, with an estimated audience reach of 178,900 people.
The singer-songwriter has over 895,000 followers on Instagram, making up to £8,700 per sponsored Instagram post.
She rose to fame in 2009 with her debut album, Do You Want the Truth or Something Beautiful?, and recently launched a podcast, Mad, Sad & Bad in January.
The Celebrity Traitors contestants ranked by estimated audience reach on Instagram
| Rank | Celebrity | Estimated audience reach |
| 1. | Tom Daley | 553,700 |
| 2. | Niko Omilana | 451,700 |
| 3. | Alan Carr | 263,000 |
| 4. | Kate Garraway | 241,800 |
| 5. | Paloma Faith | 178,900 |
| 6. | Cat Burns | 120,100 |
| 7. | Joe Marler | 109,500 |
| 8. | Charlotte Church | 58,700 |
| 9. | Jonathan Ross | 56,900 |
| 10. | Nick Mohammed | 41,800 |
| 11. | Lucy Beaumont | 40,900 |
| 12. | Clare Balding | 33,600 |
| 13. | Celia Imrie | 7,400 |
Cat Burns
Cat Burns has the sixth-highest estimated audience reach of 120,100 people. Her Instagram follower count tops 838,000.
The singer-songwriter can earn up to £8,300 per sponsored post, having gained widespread recognition in 2022 when her single go reached number two on the UK charts.
Joe Marler
Former English rugby player Joe Marler is the seventh most influential celebrity, with an estimated audience reach of 109,500 people.
He has over 471,000 followers on Instagram, making up to £3,975 per sponsored Instagram post.
Charlotte Church
With an estimated audience reach of 58,700 people, Charlotte Church ranks eighth. Known as a child singing prodigy, she has over 209,000 Instagram followers and earns up to £2,175 per sponsored Instagram post.
Jonathan Ross
In ninth is Jonathan Ross, with an estimated audience reach of 56,900 people. The British TV presenter has over 200,000 followers on Instagram, estimated to earn up to £2,100 per sponsored post.
Nick Mohammed
Nick Mohammed, who played Nate in Ted Lasso, claims the tenth spot, with an estimated audience reach of 41,800 people. He has over 134,000 Instagram followers and makes up to £1,500 per sponsored post.
Lucy Beaumont
Lucy Beaumont follows closely in eleventh, with an estimated audience reach of 40,900. With over 130,000 Instagram followers, the To Hull and Back and Hullraisers comedian earns the same as Mohammed for a sponsored post at £1,500.
Clare Balding
Clare Balding and Celia Imrie stand the least chance of succeeding on the show according to the findings, ranking in the bottom two.
Sports broadcaster Balding, who has over 130,000 followers on Instagram and earns up to £1,200 per sponsored Instagram post, has an estimated audience reach of 33,600 people.
The sports broadcaster has presented major events such as the Olympics, Paralympics, Wimbledon and the Grand National.
Celia Imrie
Celia Imrie has the lowest estimated audience reach of 7,400 people. The British actress, known for her appearance in the Bridget Jones film series, has over 100,000 Instagram followers, earning up to £1,200 per sponsored post.
Conclusion
Commenting on the findings, Michael Costin, Founder of Local Digital, says,
“Since the goal of The Celebrity Traitors is to convince fellow contestants that you’re a faithful, whether this is built on trust or deceit, being able to influence others is a key skill needed to win the game.
“Influential personas online tend to have strong charisma and experience in leading situations, which may make them appear more trustworthy and allow them to steer the narratives in their favour.
“Those with a background in social media will also be experienced in brand-building, giving them a good understanding of how people think and react. This trait will benefit them when it comes to managing people’s perceptions and help them with persuading others who are the faithfuls and traitors.”
Methodology:
A list of all contestants set to appear on The Celebrity Traitors UK was compiled based on an article released by the BBC.
Inzpire Me was then used to determine an estimation of how many followers the celebrities reach with their content and how much each contestant could earn from one Instagram post.
A ranking of which celebrities are the most influential was determined from those with the highest estimated reach.
David Olusoga, Joe Wilkinson, Mark Bonnar, Ruth Codd, and Tameka Empson were removed from the ranking because they didn’t have business/ creator accounts. Stephen Fry was removed as he doesn’t have an Instagram account.
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