As the #1 Most Social Cable Prime Reality Show, RuPaul's Drag Race 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. Our goal is to always provide fans with the content they crave, in a way that speaks to platform intentionality and trending formats.
We use our unique point of view and tone to bring fans further into the world of the show, and promote meaningful engagement. We are self-referential, highly aware of pop culture, and always referencing the latest memes or trending audios on TikTok. We seek to promote an inclusive, positive environment where fans and talent alike can come to discuss the show and trending events in pop culture. Our puns know NO bounds, nor do the endless references to iconic quotes from Drag Race herstory!
Using relatable copy paired with sharable show footage, we are able to engage our core audience and bring in new fans. We maximize our reach by publishing content to short-form platforms like TikTok, YouTube Shorts, and Instagram Reels, garnering millions of views and engagements. Season 15 marked the most social season of Drag Race ever, with 377M total views, 31M total engagements, and over 500K new followers.
