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GoggleBUCKS: How much each Gogglebox star could earn from Instagram

Ahead of Gogglebox’s return to Channel 4 on Friday 26th February, we’ve analysed Instagram follower count, value per post, and post frequency to calculate an estimated Instagram income for each Gogglebox star.

In a nutshell:

Looking at the families that had the biggest potential income since appearing on the show, Hull-based sisters Ellie and Izzi came out on top; possibly making an eye-watering £1,137.64 per post. Combined, they could make a whopping £607,017 a year if they both posted once a day which is more than four times the amount of an average company Director. 

Apart from making us howl week in and week out, this duo sadly have day jobs! Hairdresser Ellie and Nail Technician Izzi are estimated to bring in around £45,000 a year between them – adding on a further £18,000 a year for their Gogglebox gig. Posting just once a week could see them bring in £96,000! Time to quit the day jobs maybe? 

When it came to value per post, siblings Peter and Sophie Sandiford took the spotlight raking in up to £2,600 per post between them! Posting just twice a week could see a monthly income of more than £20,000 – not too shabby considering Pete’s 26 and Sophie’s just 24.

Sophie Sandiford boasts a massive 340,000 followers and an 8% engagement rate. Although it doesn’t sound much, it’s actually four times the industry average; even beating the likes of the Biebs and Kim Kardashian, who get 1% and 2% respectively.

Although Dave and Shirley had the highest engagement rates amongst the new season’s line-up (11%), they sadly didn’t make the cut, with each post only being worth around £37. That being said, they’ve only posted 20 times…time to get back on it!

Here’s what our Head of PR and Social, Beth Cook, has to say about the research:

“These sofa stars have landed themselves in an ideal position – and I don’t just mean in front of the TV! They quickly stole the hearts of the nation for one reason – they’re real. They’re easy to relate to, they talk our language and for that, we love them.”

She adds, “Unattainable Instagram lifestyles are a thing of the past. To see everyday people potentially bring in so much money from social media is testament to the rise of influencer marketing. Saying that, it was shocking to see many of the cast without accounts; it’s an ideal opportunity to put fame towards a solid income…I know I would if I had the chance!”

If you’re looking to cut through the Digital PR or influencer marketing noise, get in touch: beth@upugo.com.


  1. Average Instagram value per post was calculated using data from Inkifi
  2. Instagram Analytics was used to gather information on follower count and post frequency.
  3. Data was correct as of Friday 12th February 2021.

*Not affiliated with, or commissioned by, Channel 4

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