As the #1 Most Social Cable Prime Reality Show, @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. Our goal is to always provide fans with the content they crave, in a way that speaks to platform intentionality and trending formats.
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.
During Season 15, we reached an incredible milestone of our most social season EVER! With Instagram driving the majority of our views and engagements, we rounded out the season with 377M views and 31M engagements. We continue to see strong growth on the platform, and have a highly engaged audience there.
