Pride Month is an exciting time to show support for diversity and inclusion among your target audience and influencers. Brands everywhere have the opportunity to use their voice to showcase their favorite LGBTQ influencers.
Why Pride Month matters to your brand
Before the 1980s, it was illegal to be trans in many cities across the United States. And in 1969, police raided a Greenwich Village gay club in New York City. Soon after, the Stonewall Riots began raising awareness for the cruel and pervasive mistreatment of LGBTQ community members everywhere.
According to USA Today, 13 LGBTQ individuals have already been targeted and killed in the United States this year alone. As such, Pride activism is critical for select members of your brand audience.
“By conservative estimates, LGBTQ+ individuals make up approximately 4.5% of the US population, but account for 8%—approximately $1 trillion—of the country’s disposable income.” – Insider Intelligence, 2021
Because of the long history of discrimination again members of the LGBTQ community, these consumers are rightfully conscious about aligning with brands that share their values on civil rights. Insider Intelligence continues…
“LGBTQ+ consumers also are more likely than members of other groups to seek out brands that represent and include them, to reward those that show sustained support of LGBTQ+ friendly media and causes, and to remain loyal to brands that are loyal to them.”
How your brand shows support or engages your LGBTQ fans matters a great deal to those people, as well as those who don’t identify as members of the LGBTQ community but have sacrificed a great deal to advocate for them. And there’s no better way to do so than to promote these voices within your influencer marketing program.
How do you do Pride Month marketing authentically?
“Support brands and companies who show up for the LGBTQAI+ community, NOT the ones who capitalize on our rainbow.” – Steph Frosch, a popular gay influencer on Instagram
Aside from ignoring Pride Month altogether, the worst thing you can do is take advantage of the holiday to make it all about your brand. What is most important is that when you show support for any group that’s been marginalized, misunderstood and discriminated against by society, you do so with an earnestness to make an impact for good on behalf of those people.
Image via eMarketer
It’s likely that you already have LGBTQ buyers as customers. While it may not be appropriate to single them out without their permission, you should certainly raise your own awareness for those customers and adjust your message and branding accordingly.
If you’re unsure about how to raise awareness and honor LGBTQ customers, a great place to start is by partnering with creators who openly identify as lesbian, gay, transgender, bisexual, or queer on social media.
LGBTQ+ influencers – What you need to know
LGBTQ influencers are passionate about equality, diversity, inclusion, creativity, and self-expression. Many don’t just show support for their own community, but they will also stand in solidarity with other movements like Black Lives Matter, AAPI, and healthy perceptions on body image.
Many also support brands that promote environmental sustainability and inclusive education (such as pronoun identities, minority-focused history, scientific discovery, and more).
You can find LGBTQ influencers across every industry, but among the most popular are:
- Arts and crafts
- Fashion and modeling
- Music and dance
- Health and wellness
Top 10 LGBTQ+ influencers to watch in 2021
Molly Sydnor is a queer, biracial artist who is passionate about fiber art, weaving, an yarn. She is also a founding member of Radar the Planet, a popular cafe and art studio in Dallas, TX. She is especially talented and promotes causes such as Black Lives Matter and recycling.
In addition to her many Instagram pages, Molly also curates a blog for her fans at MollySydnor.com.
Blair Imani isn’t just an educator and famous author, she’s also an outspoken member of the black, Muslim, and bisexual communities. She launched the microlearning series “Smarter in Seconds” on Instagram Stories and uses her YouTube channel to promote minority and feminist history for her viewers.
Blair affectionately refers to her fans as “Smarties.” In addition to Instagram and YouTube, you can find her on BlairImani.com and on Facebook.
Bretman (Da Baddest) Rock is a transgender influencer with a passion for fitness, fashion, and travel. He recently joined Nike’s #betrue campaign and entertains audiences with unboxing videos and skits on YouTube.
In addition to Instagram and YouTube, you can find Bretman on Twitter.
@itzabennieAlmost 27 now. What a beautiful journey ##lgbtq ##pride ##pride2021 ##bisexual ##lesbian ##queer ##MACscaraface ##lgbtqia ##sanfrancisco ##california ##over25♬ 1950 – King Princess
Taylor is a fast-rising Latina, bixexual influencer who first achieved popularity by showing off her ability to make realistic-sounding trumpet noises from her mouth. She gleefully serenaded audiences online through the pandemic with Big Band favorites.
Today, she is much more than a “mouth trumpet” sensation. She discusses fitness, online dating, and explores local attractions in Sacrament, the Bay Area, and Southern California. While she is most active on TikTok, you can also find Taylor on Instagram and YouTube.
Lincoln and Canyon are a popular gay couple influencer team on Instagram, Twitch, and Discord. Each also has their own YouTube channel.
Linc and Canyon are avid travelers and proud pet owners who recently partnered with PetsMart to celebrate Pride Month. In addition to being PetsMart brand ambassadors, they feature popular attractions, including Disney theme parks and favorite hikes in their home state of Utah.
Quayln Stark is one of the most prolific sewing and crafting artists on social media. In addition to weaving and fiber art, he is an expert at “hand sewing, machine sewing, felting, drop spinning, beadwork, digital/traditional design, knitting, and crochet.” If it involves fabric, thread, and yarn, there’s very little that he can’t do.
Quayln is a brand ambassador for BERNINA sewing machines and manages his own design brand called QUOE. You can find him on Instagram, TikTok, and quoe.com.
Steph Frosch is “America’s Gay Sweetheart” currently working on her PhD in New York City. She is most known for her entertaining and educational videos on TikTok and YouTube. To raise awareness for inclusivity, she helps fans understand the importance of pronouns and how to show respect for friends, family, and acquaintances who may not use traditional binary pronouns.
In addition to Instagram, TikTok, and YouTube, Steph is also active on Facebook and Twitter.
Dexter Mayfield is a dance and fashion influencer with a flair for self-expression. He is a Head and Shoulders partner and producer of engaging photography and video. He’s a dedicated advocate for his LGBTQ community, as well as for fashion models of all shapes and sizes.
You can find Dexter most active on Instagram, YouTube, Twitter, and TikTok.
Kaitlynn Marie is a crafting, waffle-loving influencer who is best known for her funny TikTok videos and handwritten Instagram memes. She also has a keen eye for fashion and beautiful photography.
While she is most active on Instagram and TikTok, Kaitlynn is also engaging fans on Snapchat.
Joey Graceffa is most famous as a YouTuber and vlogger. He’s perhaps one of the long-standing LGBTQ influencers online today, and since going viral over five years ago, he’s authored a handful of autobiographical and fictional books for his fans.
In addition to Instagram and YouTube, you can find Joey on Twitter and on his website, joeygraceffa.com.
In conclusion: Build relationships with your LGBTQ+ audience this year by celebrating and supporting Pride Month.
Pride Month is an opportunity for members of your audience to see you actively show support for members of the LGBTQ community. By collaborating with LGBTQ influencers, you will not only promote those voices, but you will also benefit from building relationships with those on the front lines of civil rights activism.
Not sure how to find the perfect influencers for your brand? Discover your ideal influencers in just a few clicks with GRIN.