It was an absolute honour to host our recent webinar ‘Beyond Pride: Partnering with LGBTQ+ Creators’. Our CEO, Jennifer Quigley-Jones, hosted content creators Max Hovey, Yuhua Hamasaki, and Rowan Ellis, as well as Diana Lysenko, who represented LGBTQ+ social networking and dating app, Taimi.

The webinar was the perfect safe space for the panellists to openly discuss the challenges and success stories of the current landscape for the LGBTQ+ community in the marketing space, as well as sharing their hopes for the future. 

Here’s what we learned: 

True allyship requires upsetting status quo

Being an ally to the LGBTQ+ community can often mean taking actions that might challenge some individuals. When working with LGBTQ+ creators on your marketing campaign, it's all about prioritizing the message of inclusivity and acceptance, even if it means facing backlash. The message comes first, and the promotion of your product should follow suit. 

Center queer creators and their audiences 

When working with queer creators on Pride campaigns, and throughout the year, let them take the lead and speak to their audience authentically. Visibility matters, which is why it’s important to educate and engage your entire audience, including heterosexual followers, to promote a culture of understanding when sharing LGBTQ+ content. 

Your content should be accessible to everyone to promote broader acceptance and understanding, prioritising active allyship over passive participation. 

Recognize the impact of negative stereotypes

Different segments of the LGBTQ+ community may have varying needs regarding content moderation and platform preferences, which means being sensitive and adaptable to meet these unique requirements. Brands can play a role in promoting positive representation and breaking down stereotypes.

If faced with negative comments on your campaigns that include members iof the LGBTQ+ community, don’t just delete the comment or archive the post! Instead, be prepared to respond with powerful actions to demonstrate allyship.

Fair compensation and value

Don't just donate, invest! If your brand has the means, you should consider the ways you can support LGBTQ+ charities all year round, not just during Pride, and prioritize impactful actions over donating a small percentage of sales.

The queer creators you work with should also always be fairly compensated, especially when they are representing their community. Investing in creators supports the community and helps them produce valuable content.

Speak directly, don’t beat around the bush!

The panelists emphasised how many adults in the LGBTQ+ community are aware of the challenges faced and the history that has built its foundation. Therefore, prioritizing LGBTQ+ representation in campaigns, especially for young audiences, can cultivate inclusive mindsets from a young age.

As well as speaking to younger audiences, brands should use their platform to advocate for the LGBTQ+ community in countries where Pride campaigns are restricted or illegal, without being ambiguous in doing so. Avoid using phrases such as ‘be yourself!’ and ‘everyone together!’ be direct and genuine in your support for the LGBTQ+ community.

By embracing these key takeaways, brands can work towards creating more meaningful and impactful campaigns with LGBTQ+ creators, during Pride and beyond. Thank you again to the panellists who took the time to share their insights, and to those who tuned into the webinar!

Interested in exploring how influencers can support your campaigns, and how you can support influencers in the LGBTQ+ community? Get in touch with Digital Voices and learn more about the tools we can offer!