QOTY social media presence needed to widen to include fashion, lifestyle, and culture websites. Content was rolled out in 3 phases across a new website and traditional social media, and relationships were forged with powerful networks (LDPR, Brando, Vice, and Logo). 2011 presented a new host, Mikala Bierma, a comedienne with following within the LGBT community.The recruitment phase showcased the 2010 episodes, a clip from the winner and a video calling to send in applications. The build-up phase presented a video of 2010 and of the 5 finalists for 2011. The contest was centred around creating content that highlighted the true meaning of what it takes to win the title. Confessions and reports videos were produced daily.

The success of the QOTY 2010 campaign was amplified in every respect in 2011. With over 10 times the number of entries considered, and finalists chosen from Europe and North America, the reach of QOTY has become global. Facebook engagement increased dramatically, with over 3 times the number of posts and 4 times the number of fans from 2010 in 2011, and the site gathered over 240,000 unique impressions. Finally, over the extended partner network, there were just under 425,000 video views – 17 times the total from the prior year.