Brands must go beyond surface-level gestures during Pride Month by authentically engaging with the LGBTQ community, understanding the conversations that matter, and leveraging influencers and content that truly support and represent the movement.
Published On: June 28, 2021
Moving Beyond Tokenism in Pride Month Marketing
Every year as Pride month arrives, brands all over the world step out to show their support for the LGBTQ community, often by incorporating rainbow colours onto their platform or adding a Pride-themed filter to their Linkedin logo. Here at Wearisma, we believe it’s time for brands to do more than participate in well-meaning but tokenistic forms of support. In the second part of this two-part series, we’ll be highlighting the consumers, influencers, and everyday social media users who are championing the conversations driving the LGBTQ movement online. To embrace these communities authentically, brands need to commit to understanding and identifying the topics, voices and content that are driving conversations – all of which is possible with Wearisma’s intelligent solutions.
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With the highest growth in engagement out of all UK influencers passionate about the topic of LGBTQ, Roxetera’s Engagements grew by 123% YoY. Roxetera connects with her audience by sharing her pregnancy journey alongside her wife, reinforcing the positive and increasingly important message that individuals want to follow the journey of real people sharing their vulnerable and personal experiences. Leading the way on a topic that has until recently been considered fairly taboo, Roxetera’s account depicts the beauty of starting a family as a same-sex couple, inspiring others to have confidence in their own LGBTQ journey.
Bahaar’s colourful beauty and fitness content clearly resonates with his audience, receiving the highest YoY growth in Engagement out of all influencers in India who advocate for the LGBTQ community, which grew by an impressive 1086%. Despite being considered a micro-influencer, Bahaar successfully engages his audiences through community-focused and country-specific hashtags like #lgbtqindia, providing a safe space for those who are less able to freely express themselves offline.
Javier’s content creation focuses on both his personal and work life, with an Engagement Rate that has grown by 43% YoY. Sharing his relationship with boyfriend Andrew as well as his successful career as an author, Javier advocates for the LGBTQ community globally by participating in international movements such as #díacontralahomofobia.
Despite being an ex-pat, Hamed’s 95.8K audience is largely based in Lebanon where homosexuality is still punishable by imprisonment. Hamed’s highly engaged community, with a 5.40% average engagement rate per post, depicts the growing demand for representation and LGBTQ content in countries with limited freedoms offline. Social media is a powerful force that enables communities to transcend borders and connect with people who may not otherwise be able to engage in such discussions about their identity due to socio-political limitations.
Wearisma has also witnessed several influencers who are passionate about advocating on the topic of LGBTQ rights even in countries such as Singapore, Indonesia and Russia, where same-sex relationships are not yet legal. Their courage to pave the way for LGBTQ content in spaces where these communities are denied a voice emphasises how social media serves as a crucial platform for those who want to connect with the #lgbtq community globally. LGBTQ influencers are breaking barriers and borders with their courageous vision for equality and freedom, reinforcing the importance of curating content that advocates for the LGBTQ community, no matter where you are in the world.
With only 1.2K followers, Winston proves the importance of high-quality content creation. His sophisticated aesthetic and carefully curated visual art generates a high 17% average engagement rate per post.
Make-up artist Gordy shares his creative looks to an engaged audience of 3K followers, sharing insights into the beauty products he uses to create his looks and inspire others to authentically express themselves. He generates a 6% average engagement rate across posts, showing his inspiring captions and willingness to share his journey clearly resonates with the community he has created.
Chris, a nano influencer with 2.5K followers, generates a high 5.25% average engagement rate per post. Participating in hashtags such as #lgbtqtravel and #gaytravel, Chris’s account proves the success of connecting with a specific community on social media.
Schedule a demo today to discover how our inclusive discovery solution can help brands tap into the power of their entire community by identifying consumers, micro-influencers, and everyday social media users who are championing the conversations driving the LGBTQ movement. The demand for authenticity from both brands and influencers alike is at an all-time high, and brands need to look further than the surface to foster respectful and authentic relationships with the LGBTQ community.
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