Everything old is new again. We hear it all the time, yet I find it’s often true. In 2024, when looking at the LGBTQ market – it’s back to the basics, largely due to Brand Safety with Social Media.
What happened in 2023? “X” (formerly Twitter) became “toxic” with new ownership. According to most LGBTQ users, as time has gone on it has only gotten worse. Any LGBTQ marketing plan certainly doesn’t want to be supporting a platform that denigrates the community it’s seeking. Most brands also don’t want to be associated with controversy which is why the list of those big brands stopping or pausing their campaigns on X only grows. Everything with social needs a good hard second look, and every brand should be evaluating what media properties their campaigns are attached to.
Pretty much every expert in any minority market recommends that companies stick with media owned by that group, pursuing the LGBTQ marketplace is no different. These media channels, (being print or their digital extensions) and a handful of LGBTQ owned web-based destination sites are easy to identify and are the most trusted sources of information in the LGBTQ community. Additionally, it’s foolhardy to overlook the largest media outlets in the LGBTQ market which are local & national print; all of which have digital and social extensions that companies would want to be attached to. Finally, LGBTQ-owned and operated media is going to want you to succeed so they’ll be ever so helpful making sure you don’t misstep.
