Quick summary: New digital marketing data reveals that former Little Mix singer Leigh-Anne Pinnock leads the cast of Celebrity Traitors season 2 in social media influence, commanding up to twenty-two thousand pounds per sponsored post. The research highlights that high engagement metrics can frequently outvalue raw follower numbers, a trend that significantly alters commercial valuations for content creators and entertainment brands alike. These findings underscore important implications for public policy and regulatory practice in media governance, emphasizing the critical need for transparent influencer advertising guidelines to protect consumer well being and ensure digital market integrity.
Former Little Mix singer Leigh-Anne Pinnock leads the Celebrity Traitors season 2 cast in Instagram earning power, commanding up to £22,573 per sponsored post, according to new research by Chicks Gold.
The data, compiled using an Instagram Marketing Calculator, analysed the profiles of key cast members and estimated potential earnings per sponsored post and story based on follower counts, average engagement, and other platform metrics.
Top 10 most influential Celebrity Traitors stars
| Rank | Celebrity | Instagram Handle | Followers | Avg. Likes | Est. Earnings |
|---|---|---|---|---|---|
| 1 | Leigh-Anne Pinnock | @leighannepinnock | 9,464,693 | 20,000 | £22,573 |
| 2 | Maya Jama | @mayajama | 3,284,465 | 108,000 | £7,836 |
| 3 | Hannah Fry | @fryrsquared | 2,008,333 | 96,000 | £4,796 |
| 4 | Sebastian Croft | @sebastiancroft | 1,649,459 | 23,000 | £3,934 |
| 5 | Joe Lycett | @joelycett | 1,470,483 | 24,000 | £3,507 |
| 6 | Romesh Ranganathan | @romeshranga | 1,392,308 | 11,000 | £3,320 |
| 7 | James Blunt | @jamesblunt | 1,385,538 | 11,000 | £3,305 |
| 8 | Miranda Hart | @realmirandahart | 1,371,291 | 11,000 | £3,270 |
| 9 | King Kenny | @kingkennytv | 785,447 | 80,000 | £2,833 |
| 10 | Rob Beckett | @robbeckettcomic | 1,159,492 | 7,600 | £2,765 |
Pinnock’s earning potential is driven by her Instagram following of over 9.4 million, the largest of any celebrity on the list. Love Island presenter Maya Jama places second at £7,836 per post, roughly £15,000 less than Pinnock. Mathematician and TV presenter Hannah Fry ranks third at £4,796, followed by actor and singer Sebastian Croft at £3,934. Comedians Joe Lycett, Romesh Ranganathan, and Rob Beckett also feature in the top 10, alongside singer James Blunt, actress Miranda Hart, and social media personality King Kenny. TV presenter Amol Rajan, also part of the cast, is estimated to earn the least at a maximum of £511 per sponsored post.
A notable finding is that King Kenny ranks above Rob Beckett despite having around 374,000 fewer followers, illustrating how engagement rate can outweigh raw follower count.
Al Alof, CEO of Chicks Gold, commented: “Fans of The Traitors have been eagerly awaiting the full celebrity line-up since the huge success of season one, where Alan Carr was the sole victorious traitor. Since then, many members of the new cast have been sharing how much they enjoyed the previous series and how excited they are to take part in season two.
“It’s interesting to see such a significant gap of almost £15,000 between leader Leigh-Anne Pinnock and second place Maya Jama. Pinnock’s social media following has been built up over years of fan loyalty since she first shot to fame as a member of Little Mix. This will certainly contribute to the number of people tuning in to watch.
“Surprisingly, from these findings, King Kenny ranks above Rob Beckett despite having around 374,000 fewer followers, which shows the importance of public interest that is driven by engagement rate, not just the number of followers.
“Follower boosts are likely even before the show airs, as fans will want to be the first to see updates and posts as the episodes progress. Instagram follower counts will also indicate audience favourites, which can lead to lucrative sponsored posts on social media once the show has finished.”
Celebrity Traitors series two boasts a high-profile cast including Maya Jama, Hannah Fry, James Blunt, Miranda Hart, Joe Lycett, Romesh Ranganathan, Sebastian Croft, King Kenny, Rob Beckett, Bella Ramsey, Michael Sheen, Amol Rajan, and Leigh-Anne Pinnock. The show, hosted by Claudia Winkleman, is scheduled to air on BBC One and iPlayer in autumn 2026.
Industry observers note that strong social media presence can amplify a celebrity’s visibility during and after reality television appearances, with brands expected to show keen interest in sponsored content tied to the programme.