Miss Rwanda contest grows in popularity by leaps and bounds
PRESS RELEASE
FOR IMMEDIATE RELEASE
Hashtag #MissRwanda2021 garnered 25,215,999 impressions over a period of one month leading up to grand finale on March 20, 2021
KIGALI, May 16, 2021 – Miss Rwanda has yet again proved to be the most popular annual event in Rwanda, growing by leaps and bounds across online, digital and broadcast platforms in 2021.
From social networking sites to television and websites, this year’s edition attracted monumental growth in visitors, impressions and viewership, by far surpassing numbers reached by previous editions.
For instance, TweetReach metrics show that daily average in the days leading up to Miss Rwanda 2021 grand finale and immediately after reached 1.1 million impressions across 626,640 accounts. The Hashtag #MissRwanda2021 generated 25,215,999 impressions over a period of one month leading up to the grand finale on March 20, with 11,612,083 impressions recorded during the three days prior to and on the final day of the beauty contest.
Meghan Nimwiza, Communications Director and Spokesperson Miss Rwanda, Rwanda Inspiration Back-Up, the organisers of the pageant, said: “We are grateful for the support the pageant, contestants and winners continue to receive. One of the most notable statistics is the fact that 93.5 percent of comments showed a positive sentiment, it’s a reminder of just how popular this incredible platform is.”
“It’s also impressive that the Miss Rwanda platform registered growth in traffic beyond social networking sites as our official YouTube channel and website as well as our partner websites and television outlets drew huge audiences,” she noted. Ms Nimwiza added: “The numbers are showing growth across the board, even outside Rwanda where people were required to pay (US$3) to watch the crowning ceremony.”
In a period of 28 days (Feb.27-Mar.26), the Miss Rwanda YouTube channel generated 12.5 million impressions and 1.4 million views, reflecting a 999 per cent growth rate. The channel garnered 368,500 unique views over the same period, drawing 1.3 million impressions and over 177,000 views (reflecting a growth of 1,089 per cent) during the grand finale alone. One of the fastest growing Miss Rwanda platforms is the official Instagram account, which generated over 11, 323,908 impressions between February 20 and March 21, 2021, representing a growth of 264.2 per cent over a month earlier.
About Miss Rwanda
Miss Rwanda is the flagship and most popular beauty pageant in Rwanda, with the 2021 edition being the ninth since its reintroduction in 2009. This year’s edition was held virtually and in a bubble format, with the grand finale taking place without an audience for the first time. In the run-up to this year’s contest, the organisers announced a raft of exciting changes to the pageant, including university scholarships for all the 20 finalists, added ‘the most talented’ and ‘most innovative project’ contestants among the category winners, while the contest was also made more inclusive both in terms of age and height requirements. The contest is built around three key values: Beauty, Brains and Culture.
About Rwanda Inspiration Back-Up
Rwanda Inspiration Back-Up have been the organisers of the Miss Rwanda beauty pageant for more than 10 years now. Over the years, the company has worked closely with different partners, including government and corporates, in ensuring that the annual contest lives up to its promise of empowering girls and impacting society. Rwanda Inspiration Back-Up led efforts that resulted in Rwanda’s inaugural participation in Miss World contest in 2017 and other international beauty pageants such as Miss Universe and Miss Earth.
Contacts:
Tel: 0788625208
Email: info@missrwanda.rw
Twitter: @MissRwandaDotRW
