I'm A Celeb is all about surviving, getting along with your campmates, and being really good at unlocking stars with a spider on your head. But at heart it's really just a popularity contest. Sure, one or two villains can often make the final four, but the winner tends to be the person who the audience have most connected with.
On that basis, people's standings can rise and fall and nowhere is that truer than on Instagram. For example, GK Barry rose to fame on the internet, but lagged behind many of this year's stars when it came to her follower count. But since appearing on the ITV jungle show, she's piled on more new followers than anyone else.
Here, we rank the I'm A Celeb stars with the biggest - and lowest followings - with just days to go until the public get the chance to send their first star packing back home/into a five-star Australian hotel and a life of unimaginable luxury...
12. Barry McGuigan
17,800: Big Baz might be a boxer but he's not a knockout in the follower stakes which does leave him vulnerable when the public start voting. That said, his Instagram following - which was barely over a thousand when the show began - is on the rise.
He's got someone doing some serious cheerleading on the account, with pictures, memes, videos - and inevitably campaigns to keep Barry in - popping up every day. He's not going down without a fight.
11. Rev Richard Coles
23,100: Richard has proved a reverend-shaped revelation on I'm A Celeb, delighting viewers with his thoughtful interactions with the rest of camp. However, his follower count seriously lags behind the rest of the stars.
The count has inched up a few thousand since he appeared on air alongside Maura, but viewers may not be enticed by the fact Richard hasn't posted on the account since December 2017 - 262 weeks ago - sharing a quote from Shakespeare after exiting Strictly Come Dancing.
10. Dean McCullough
84,200: Radio 1 DJ Dean has proved a divisive figure on I'm A Celeb, but the following to his Instagram account, The Dean Life, has surged since he started on the show, nearly tripling.
The 32-year-old is being tipped as one of the earliest departures from the jungle, but with a steady and growing audience seeing all the #TeamDean content on his page, could he cling on for longer?
9. Melvin Odoom
140,000:Melvin's one of those people everyone will have seen on something before, because he's been all over the place, from Dick & Dom in da Bungalow to The Xtra Factor and Strictly.
His showbiz longevity has delivered an impressive number of followers, with his appearance on I'm A Celeb helping the jungle nice-guy pile on another 20,000 on Instagram.
8. Jane Moore
176,000: You don't get to have appeared on Loose Women since before the millennium without racking up a sizeable fanbase and Jane's followers could fill Wembley twice over.
However, the bookies aren't convinced, with the journalist and TV star being tipped for first eviction and with many fans unhappy with the 62-year-old washing-up grumbling, she could be in danger.
7. Alan Halsall
266,000: Alan - or "wee Tyrone from Corrie" as Dean referred to him as - has swapped Coronation Street for the camp and has added a new chunk of Instagram followers by doing so.
The 42-year-old actor has stayed out of trouble and hasn't wound up anyone in camp and could well be one of those 'under the radar' stars who survive until the end.
6. Tulisa
718,000: Now the numbers are really flying up. N-Dubz star Tulisa might have been out of the spotlight for a while but the singer, who was briefly a judge on The X Factor, has an army of fans who follow her on Facebook.
They even managed to get her a Bushtucker trial - which is not easy to do as half the country seems determined to make Dean suffer - last night, with the star bagging five meals for camp.
5. Oti Mabuse
742,000: Former Strictly star Oti, 34, has a vast number of followers, we're going to guess largely thanks to her seven series of Strictly Come Dancing (she won it twice don't you know?)
She's also been on The Masked Dancer, Dancing on Ice and a string of other shows, some of which don't even include the word Dance in the title. Cannot be underestimated.
4. Danny Jones
754,000: Danny has a huge amount of fan firepower as his disposal thanks to his two decades in McFly and the 10 million records they've sold.
The 38-year-old is currently the favourite to be crowned King of the Jungle. On I'm A Celeb things can turn against you when you least expect it, but the singer is enough of a reality veteran that a spot in the final is likely assured.
3. GK Barry
983,000: As mentioned, GK Barry - real name Grace Keeling - has added more followers than anyone else on the show this year. At the pace she's going she'll easily top a million before she leaves the jungle.
She's sitting firmly it the middle of the running, with odds setters predicting she won't go early, but saying nor will she be sticking around long enough to make final four and the Celebrity Cyclone.
2. Coleen Rooney
1,141,000: Now we're talking. Coleen Rooney, Wagatha Christie herself, has more than a million followers on Instagram thanks in large part no doubt, to the inter-WAG detective saga of 2022. So far, she's added the second highest number of followers after GK.
She's already the highest paid personality in the I'm A Celebrity jungle this year, getting even more than Nigel Farage's £1.5million if reports are to be believed. But can she take the jungle crown? Currently, that's looking unlikely.
1. Maura Higgins
3.9 million:Love Island icon Maura hasn't sugar-coated her attitude for anyone - with Jane Moore getting a taste of that when she struggled to understand the 34-year-old saying the word BOAT during a challenge. Spelling it out, she roared: "A... for asshole."
Nearly 4 million people are obsessed with her punchy takes and watch her Instagram for updates, making her by far the most popular I'm A Celeb'er on the platform. A stint on ITV's other big reality show will have boosted her followers massively. If they can all be marshalled to back her on the show, Maura could well win.
Figures are correct as of 28 November
