@RuPaulsDragRace social has become a hub for the franchise and LGBTQ+ community. In addition to delivering show highlights and digital original series, we engage the fandom through iconic moments from herstory, interacting with talent, and creating compelling original video content.
The 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 across our social media presence.
We leverage the RuPaul’s Drag Race social media channels for good season after season. We strive to engage the fandom in pro-social conversation. This includes creating unique strategies in support of voter registration initiatives, supporting the ACLU Drag Defense Fund, and more. The queens share stories about their lives, and we always look to amplify those across social media. This past season, Q opened up about her HIV status and it immediately dominated feeds everywhere thanks to Plane Jane’s genuine-yet-memeable response. Moments like this help us share resources with our digital audience and open up dialogues about sensitive topics.
With 514M views, RuPaul’s Drag Race Season 16 became the most social season in franchise history (Source: Domo). We achieved this through a multiplatform approach of top moments, memes, and pro-social initiatives.
