As society continues to evolve and embrace diversity, the advertising landscape is also adapting to reflect the values and experiences of LGBTQ+ individuals. In 2024, we anticipate witnessing significant shifts in advertising strategies tailored to our community. From authentic representation to effective storytelling techniques, here are four LGBTQ+ ad trends poised to make a considerable impact this year.
Representation and visibility will remain a persistent priority
More and more American consumers are saying they are part of the LGBTQ+ community– nearly 30% of Gen Z adults identify as lesbian, gay, bisexual, transgender or queer according to a recent study from Public Religion Research Institute (PRRI). 16% of millennials, 7% of Generation X, 4% of baby boomers, and 4% of the Silent Generation identify as LGBTQ+
Despite last year’s right-wing backlash against a few high profile advertisers, consumers are less likely to support brands that back away from LGBTQ+ advertising. 75% of non-LGBTQ+ adults feel comfortable seeing LGBTQ+ people in advertisements
Maintaining the trust and support of LGBTQ+ consumers is essential for long-term business success, given their estimated $4.7 trillion in annual global spending power.
The Rise of Micro-Influencers: Shifting the Spotlight from Celebrities
Micro-influencers, who have between 10,000 and 100,000 followers, have positioned themselves as an increasingly reliable influence and force for advertisers. Research indicates that micro-influencers generate greater engagement, frequently leading to more impactful brand partnerships and enhanced conversion rates. Instagram engagement rates for micro-influencers average 3.8% versus 1.2% for macro-influencers. On TikTok, the difference is even starker. Micro-influencers garner an active engagement rate of 18% whereas mega-influencers sit at 5%.
Our perception and interaction with celebrities, as well as celebrity culture, have been evolving steadily over the years. Gone are the days when the majority of consumers watched the same set of TV shows, movies, books, and other media. Some of the biggest celebrities today aren’t widely known to the masses. A growing number of consumers are tightly curating their social feeds and algorithms, to only see what truly piques their curiosity and interests.
For a bespoke digital campaign, we collaborated with Hannah Magill and Alia Guidry — the content creators behind @hersandhers_ to create a compelling narrative around ShaneCo’s brand.
The influencers visited a ShaneCo location, where we captured original, high-quality photography highlighting the store’s unique offerings and ambiance. The influencers engaged with the products, showcasing their favorites and sharing personal stories that resonated with their audiences. Additionally, we produced a branded article, seamlessly integrating ShaneCo’s messaging and values with the influencers’ authentic voices. This multi-faceted approach resulted in a campaign that not only drove engagement and awareness but also reinforced ShaneCo’s brand identity and connected with consumers on a deeper level.
Short-form Videos Remain Dominant in Content Sphere
As attention spans continue to fluctuate, short-form videos will remain the most impactful way to break through the noise of saturated ad landscape. Short-form videos are anywhere from 7 seconds to 3 minutes long. A Hubspot analysis found that 83% of marketers suggest videos should be under 60 seconds.
Custom video content will continue to be the best way for brands to develop their own IOP and connect authentically with LGBTQ consumers. Across multiple Q.Digital video campaigns, as measured by Nielsen Branded Content Effectiveness Studies, we’ve seen massive increases in brand awareness (+16), brand affinity (+9), and purchase intent (+4%).
Check out the custom short-form videos below we created with our client Chevrolet last year.
Chevrolet + Q.Digital – :06 Custom Brand Video – Family Picnic
Pride Beyond June
Celebrating your LGBTQ+ consumers is not limited to 30 days. An increasing number of advertisers are spending money beyond Pride month and expanding their support for the LGBTQ+ community. Some brands have led the charge for years.
Ben & Jerry’s actively celebrates and advocates for the LGBTQ+ community throughout the year, sharing information about anti-LGBTQ+ legislation and partnering with LGBTQ+ organizations to combat it. From 2009 to 2015, the company changed a number of flavors in support of marriage equality.
Outdoor brand REI has made a public commitment to support the trans community and LGBTQ+ equality. They also sponsor the LGBTQ Outdoor Summit, which advocates for LGBTQ inclusion in the outdoors.
Levi’s has a long history of supporting LGBTQ+ causes and their employees. In 1992, they became the first Fortune 500 company to extend health benefits to unmarried domestic partners. In 2023, Levi’s doubled down on their commitment to expand gender-neutral clothing.
Elevate your brand’s visibility and impact
By embracing these trends, brands can authentically connect with the LGBTQ+ community, foster positive representation, and drive meaningful impact. As 2024 unfolds, Q.Digital is poised to help navigate this dynamic landscape. With our expertise and dedication to authentic representation, we’re uniquely positioned to elevate your campaigns. Let’s collaborate to create inclusive and impactful advertising that resonates with the LGBTQ+ community. Reach out today and let’s make strides together.
Download our 2024 media kit here to learn more about opportunities to partner with Q.Digital to create LGBTQ-inclusive ads and achieve your marketing objectives.
Keep track of our custom programming and LGBTQ+ awareness days with our 2024 LGBTQ+ Community Calendar. [FREE DOWNLOAD HERE]
Q.Digital ranks #1 in Comscore for all LGBTQ+ digital media.
Q.Digital Brands: Queerty, LGBTQNation, Into, GayCities
Distribution Alliance: PinkNews, Autostraddle, Grindr