Post the Rainbow; How Brands can Celebrate Pride on Social Media
June is pride month, so there is no better time than the present to show your support, love, and celebration for the LGBT community. Over the past years, brands have been killin’ it with their pride marketing, so if you’re looking for inspiration from the best of the best, click here http://www.adweek.com/tag/gay-pride/
If you want to create something completely unique to your brand, the possibilities are endless. Below, we have complied some tips on what/ how to post this month with key messages and hashtag suggestions.
1. Be Authentic to your Brand
There isn’t just one way to show support. Just make sure your marketing campaign establishes a genuine and authentic connection between your identity and the message posted. Consumers can see through phony promotions that include LGBT messages purely for the sake of gaining attention. For example, brands like Tylenol and Honey Maid may not seem like the most obvious LGBT sponsors at first glance, but both companies leveraged a relatable theme of family and caregiving in their Pride marketing campaigns in 2016. Takeaway Keyword: Authenticity!
2. Create Authentic Messages Without Stereotypes
Many brands receive backlash instead of support when they try to develop LGBT marketing campaigns, because they use stereotypical imagery/ messages representing the gay community. When you create a post that represents a wide range of people of different races, cultures, ages, genders, interests, careers, goals, etc, your post will resonate with people from all walks of life. The community responds most positively to campaigns that acknowledge what is universal about us all — the desire for love, acceptance and happiness. Strong Pride advertising focuses on the beauty of different types of families while portraying LGBT people in familiar, uplifting roles, such as parents, spouses, innovators and mentors. Takeaway Keyword: Diversity!
3. Respond to Negativity with Empowerment.
Unfortunately, we can’t please everyone. Brands that publicly support Pride have to be prepared for non-supportive responses from some members of their community. Yet, brands should not apologize for taking a positive stance or respond to negative comments with more negativity. When Honey Maid faced anti-equality sentiment for their “This Is Wholesome,” Pride campaign, the company responded with another ad in which artists assembled the hateful comments into a mosaic forming the word “LOVE.” Pride Month is about honoring self-worth and empowerment, so choose marketing that unites the public and promotes mutual respect. Takeaway Keyword: Empowerment!
4. Promote Equality within your Business.
The best way to support Pride Month is to embody the ideals it represents. Consumers are less likely to trust brands that support LGBT pride while using anti-equality practices on the homefront. Regularly incorporate stories of diversity in marketing and show consumers how your brand stands up for equal rights. Takeaway Keyword: Embrace!
Once you have created your social media post in support of Pride Month, be sure to use the right hashtags to generate more engagement, awareness and community support. Below are some Pride hashtags that have been very successful over the past years. Happy tagging!
#LoveisLove #GotYourBack #GayPride #ShowYourPride #WeareFamily #LoudandProud #ShareTheLove #LoveWins #ProudtoLove #TorontoPride