If you’re looking to invest media dollars to target LGBTQ people - one of the first questions you need to ask is “where do LGBTQ people consume content?” Since the LGBTQ community is a diverse group made up of people of all ages, ethnicities, socioeconomic status, etc. you’d be correct to assume that they aren't all in one place. Research shows that while you aren’t likely to reach a large portion of queer people in one fell swoop, there are some tricks and tips to follow if you want to effectively market to them.
Targeting Matters on Mainstream Platforms
LGBTQ consumers are on all different platforms and websites, and of course can be found in many of the same places as mainstream consumers. The community also tends to use these platforms in numbers that are consistent with all consumers across the board. See the below chart that outlines LGBTQ media usage.
(Statistics provided from Community Marketing & Insights)
So how do you make sure you are reaching LGBTQ people on sites that cater to everyone, like Youtube, Facebook, and Twitter?
Each platform has their own unique targeting parameters, so it's up to you to figure out what data points will lead you to LGBTQ users. Remember, even though companies like Facebook can probably predict a user's sexuality with near certainty, there is no magic box to check off to reach these people. That’s where clever targeting comes into play.
How Do I Target This Audience?
Generally, you target people through various data points such as demographics, interests, or user behaviors. Understanding which interests are heavily skewed towards LGBTQ people is key to reaching them. Some obvious candidates are TV shows like Rupaul’s Drag Race or L Word, or event targeting for Pride festivals, but there are many more lesser known targeting opportunities. You just need to know where to look.
The Right Partner Matters
If you need help with your targeting, try turning to a marketing agency. Agencies often have vast experience in profile targeting consumers and can do so with a great deal of accuracy. Some agencies can go even deeper than that. For example, our digital team here at Communify can programmatically target users anywhere on the web simply based on app data on their phones. This allows your ads to reach people who have certain apps like Grindr or Scruff, which in turn ensures almost every single ad served will be to an LGBTQ person.
Try Running a Campaign with an LGBTQ Media Company / Website
There’s a special connection LGBTQ people feel with brands when they specifically promote themselves on an LGBTQ site like Curve Magazine or Q Digital. In fact, 72% of LGBTQ consumers say they are more likely to purchase a product if seen on LGBTQ media overseeing it on a site like CNN or ESPN. These sites have tons of different advertising opportunities, from print placements, to banner ads, to video units, to native content. Integrating your brand into their native content is a great way to engage because 43% of queer people trust LGBTQ media more than mainstream media, while only 3% feel the other way around.
The key takeaway is that reaching the LGBTQ community is complicated, but with an intentional strategy and the right team, you can thrive in reaching them.