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.
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.
RESULTS
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
