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Special Project

Special Project
From the 15th Annual Shorty Awards

RuPaul's Drag Race - Overall Instagram Presence

Entered in Instagram Presence


As the #1 Most Social Cable Prime Reality Show in 2022, @RuPaulsDragRace social has become a hub for the franchise and LGBTQ+ community at large. In addition to delivering show highlights and digital original series, RuPaul's Drag Race Instagram engages the fandom through iconic moments from herstory, interacting with talent, and creating compelling original video content.

Strategy and Execution

The Instagram strategy behind @RuPaulsDragRace is ever-changing and always-on. We strive to create platform-intentional clips and image posts of the most legendary, buzzworthy, and shareable moments from the show. Our understanding of the fanbase helps us hone in on moments that will be the most talked about, and provides opportunities to uplift featured talent.

We also use Instagram to engage with our extra-special celebrity guests. Because RuPaul’s Drag Race is so intertwined with pop culture, having stars like Ariana Grande, Maren Morris, and Lizzo on the panel is an incredible opportunity to introduce new audiences to the colorful world of Drag Race! We provide every celebrity guest with assets and encourage them to tag us so we can collaborate throughout their appearance.

Whether it’s a funny throwback clip or a jaw-dropping lip sync, we take on an attitude of celebration with every post. Our goal is always to create a positive space and uplift the hard work and creativity of every Queen who has ever sashayed down the runway.


In 2022, RuPaul's Drag Race had its most engaging year in herstory with 31M engagements, and the Season 15 premiere marked the most social premiere of the franchise ever! With 3.5M followers to-date, fans know to come to our channels for all things Drag Race. We continue to deliver a unique perspective and high quality content they can't get anywhere else.


Video for RuPaul's Drag Race - Overall Instagram Presence

Entrant Company / Organization Name

MTV Entertainment Studios and Paramount Media Networks


Entry Credits