Miss Universe changes communication strategy, hoping for a less noisy future

After many controversies and media crises, Miss Universe is making clear adjustments in its social media strategy. The organization hopes that with the new direction from the CEO, the contest will return to a more professional and less noisy image.

Recently, Miss Universe has made clear changes in its approach to communication and social networks. If you follow previous seasons, you can easily see that the contest often updates the images and activities of the contestants less, causing interaction to decrease and creating a feeling of disconnection. However, after the unnecessary scandals at the beginning of this year's season, the Miss Universe Organization (MUO) and its new CEO have begun to re-plan their strategy, aiming for more precision and transparency in information transmission.

Miss Universe 2025 took place in Thailand from November 2 to 21 with the participation of 122 contestants. Instead of just revolving around beauty, the contest became the center of international controversy from the very beginning. The conflict between MUO and Miss Universe Thailand related to illegal online voting, along with the police intervention at the venue, severely affected the image of the contest. International media called this an unprecedented series of events in the more than 70-year history of Miss Universe.

Faced with this situation, MUO was forced to change its way of working. Side activities, contestant photos and schedule information were posted more frequently, helping the audience feel more connected and confident in the competition. This was considered a necessary step to restore its reputation after two troubled years.

This month, the audience will get to know the new owner of the Miss Universe organization. This is an important turning point, promising to bring more stability and professionalism to the contest. With this year's theme being Empowerment & Impact, MUO affirms that it will focus on honoring the intelligence, voice and social impact of women, instead of just focusing on physical appearance.

Global fans expect that with the change in communication and management, Miss Universe will be less noisy, avoid unnecessary controversies, and reaffirm its position as the most prestigious beauty pageant on the planet. This is also an opportunity for MUO to prove that they can overcome the crisis and enter a new, more professional and sustainable phase.

In addition, many experts in the entertainment industry believe that MUO's increased focus on digital media will help the contest reach a younger audience – those who spend a lot of time on social media. Regular updates of behind-the-scenes images, contestants' personal stories or community activities will create intimacy, helping the audience feel like they are part of the journey. This is also a way for Miss Universe to regain confidence after the events, while affirming that the contest is not only a beauty playground but also a place to spread human values.

Some observers also believe that changing the communication strategy is an inevitable step in the context of fierce competition from other beauty pageants. If Miss Universe does not adapt in time, they will lose their leading position. Therefore, this adjustment is considered an opportunity for MUO to reposition its brand, reaffirm its global appeal and maintain the reputation of the oldest beauty pageant on the planet.