It is estimated that there are 16 million LGBTQ adults in the U.S. alone, yet consumer data and insights on this segment remain scarce, consequently, rendering brands unable to target their strategy to the interests of these consumers. From ideation to optimization, tapping into the LGBTQ market will require implementing a meticulous social marketing strategy. Here are three tactics you can incorporate into your approach:
Targeting: The LGBTQ segment is a significantly diverse population. An ad featuring a gay male couple may not resonate with a lesbian female couple just as an ad featuring a White same-sex couple may not resonate with an African American same-sex couple. When your strategy conveys the distinctions that exist within this audience, you build reach, engagement, and loyalty. Social media analytics provide several demographic elements, including age, gender, language, location and marital status, that you can leverage to build an effective digital campaign for the LGBTQ consumer you are targeting.
Video: Before investing rigorous effort into Facebook, you should acknowledge that LGBTQ millennials prefer expressive social platforms. These consumers are 15% more likely to use Snapchat regularly, 10% more likely to use Instagram regularly and three times more likely to use Tumblr regularly. Aside from the convenience of flexibility and access to free content that YouTube offers, it also provides this segment access to abundant resources and representation. YouTube encompasses a variety of authentic, relatable content to the LGBTQ community including coming out videos, lesbian and gay proposals, LGBTQ music and short films, and the like, carrying with them empowering messages.
Corporate Social Responsibility: Over 50% of lesbian, bisexual and gay consumers’ first online interaction with a brand is “Liking” their Facebook page. Consequently, when strategizing an LGBTQ campaign, it’s vital that you’re consistently upholding diversity and inclusion within your brand and work culture. Honey Maid, for example, ran several commercials featuring same-sex and interracial couples, and received backlash on their social media pages. The brand, however, refused to apologize or remove the content. In the months following, the company observed an increase in sales. Sears Corp. is another brand that has actively been involved in the LGBTQ community, and has implemented ongoing diversity and inclusion employee programs.
The buying power of the LGBTQ segment is $800 billion, hence, a strategy that integrates the interests of these consumers is critical to increase your sales and brand loyalty from LGBTQ consumers, their family members, friends and allies.
Sources: Harris Interactive, Williams Institute