With a buying power of over $900 billion, more and more brands are looking for effective ways to reach LGBTQ consumers. Just look at the past Super Bowl for reference as Google, one of the biggest brands out there, featured a rainbow flag at the beginning of their Super Bowl ad. If brands are marketing to LGBTQ consumers on the grandest stage, they certainly should be targeting them on social media. The marketing and advertising industry is evolving with increased LGBTQ inclusive creative, messaging, and media placement. If you want to attract LGBTQ consumers, a strong social and influencer strategy is a must. Here are three ways to reach LGBTQ consumers on social media.
1) Follow the #WhiteRabbit
Down the rabbit hole we go. For Alice, it was a talking white rabbit in a vest, for LGBTQ consumers, it’s hashtags. Choose the right hashtag and follow the path to increased awareness. In 2015, when the U.S. Supreme Court’s ruling on same-sex marriage came out the hashtag #lovewins reached 35,000/tweets per minute. This had a little bit to do with President Barack Obama using the hashtag, but still, the power of the hashtag cannot be denied!
2) Other Than Facebook
Everyone and their mother (even grandmother) are on Facebook. This holds true for LGBTQ millennials; however, they are increasingly connecting across other social platforms. LGBTQ millennials prefer expressive social media outlets like Snapchat, Instagram, Twitter, and Tumblr, where they’re able to express their passion more openly to a wider audience, rather than with a smaller network on Facebook. Friends are where it’s at for young people, especially for LGBTQ millennials online. A study by Out Online found that 50% of LGBT youth reported having at least one close online friend. These newer social media apps aren’t only building friendships, they’re building communities and influencers.
3) All About Video
YouTube remains one of the top social sites for millennials, especially LGBTQ millennials. LGBTQ millennials are 10 percent more likely than non-LGBTQ millennials to relate to influencers on YouTube. If you think YouTube is dead, think again. Most recently, a YouTube Red movie with trans themes was selected to premiere at Sundance. More and more LGBTQ influencers are expressing themselves on YouTube and building a community of social reach. Influencers have the power to inspire, shape, and spread consumer decisions. Take a look at these influencer marketing stats from TapInfluence…
- 74% of people turn to social networks for guidance on purchase decisions.
- 73% of millennials see it as their responsibility to guide friends, peers, and family toward smart purchase decisions.
These stats hold even more value for LGBTQ consumers when you realize they are 25% more receptive to influencer marketing than ads from a brand’s social media page.
Get out there and get social!