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Special Project

Special Project
From the 13th Annual Shorty Awards

VH1's RuPaul’s Drag Race Season 12

Entered in TikTok Presence

About this entry

The resurgence of shortform content and its dominance in the social landscape is largely, if not wholly, due to TikToks global popularity. Since launching the RuPaul’s Drag Race channel in August 2019 our team sought to explore both our voice and emerging fandom on the platform by leaning into popular trends and resurfacing both custom and catalog content that resonates with the younger skewing audience. The result has been exponential growth and success metrics that continue to climb.

Why does this entry deserve to win?

The Drag Race TikTok strategy is a combination of pre- and in-season show support and real-time posts that lean into current trends. Reacting to viral hashtags and challenges with relevant, immediate content has made the account an active voice in platform conversations and amplified content to our growing audience.




In just over a year the account has accumulated 1.2M followers, over 18.7M total likes to date and +5.1M video views in just the last month. See links to recent top performers below:

Aja’s Variety Show Performance: 2.9M, 576K engagements

BenDeLaCreme’s Burlesque Performance: 1.9M views, 353K engagements

Monique’s “Brown Cow Stunning” Performance: 1.6M views, 355.3K engagements

Naomi’s “Pose” Performance: 1.3M views, 260.9K engagements

Google Translate: 1M views, 143K engagements


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