How LGBTQ+ TikTok Influencers Navigate Pride Month Campaigns

TikTok audiences tend to support creators who work with brands to make money, wrote McTavish of Virtue Worldwide. “To look at Doja Cat and Taco Bellor more specifically, look at the comments from users applauding Doja for getting this branded bag,” she said.

Another way to work authentically with queer creators is to hire them to consult on campaigns, even if they’re not part of the creative, said Jones of Digital Brands Architects. Veyssi, for his part, consulted certain brands with, what they call, a “problematic history”, to help course-correct.

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Depending on the brand, queer creators can also ask brands to donate a portion of a campaign’s sales to an LGBTQ+ organization. Veyssi asked Dolce Vita to donate to The Trevor Project, a non-profit organization that focuses on suicide prevention among LGBTQ+ people, as part of their Pride campaign. Mulvaney said she would donate everything she earns from the TikTok Creators Fund and the Instagram Reels Bonus Fund to the organization For the Gworls, which provides support for black trans women.

Veyssi also recommends brands ask queer creators they work with to recommend them to other creators in the community. “A lot of the industry is made up of referrals, but they’re often the same people,” Veyssi said. “I have so many creative friends that I would recommend, and it mutually benefits my community.”

Pride content is the same for year-round content when it comes to creator-trusted brands. “These LGBTQ+ creators have so many sides that resonate outside of the queer community — they’re parents, athletes, and small business owners,” Jones said. “Support them now and throughout the year.”

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