Pride Month is a world celebration, one the place many collective voices come collectively to assist an exquisite trigger each June and honor our LGBTQIA+ neighborhood.
For manufacturers, it’s an opportunity to have fun, present assist and lift consciousness of LGBTQIA+ rights on social media, however a profitable Pride marketing campaign is extra than simply including a rainbow to your emblem.
And whereas operating a Pride marketing campaign on social media shouldn’t simply be for the mega-brands, loads of small companies aren’t certain the place to start out, or how one can give again, in the event that they don’t have an enormous funds.
In this weblog put up, we wish to encourage all companies to become involved and provides again by overlaying the deeper facets of planning and managing a Pride marketing campaign on your model — and your wider social neighborhood — no matter your funds!
Tips for Planning & Running a Successful Pride Campaign on Social Media
We’re sharing the highest ideas we’ve discovered from members of the LGBTQIA+ neighborhood (each right here at Later and past!), the manufacturers and companies on Instagram that we love, and the broader charities and organizations working year-round for the trigger.
Here are our high ideas for operating a profitable Pride marketing campaign on your model and neighborhood on social media:
Tip #1: A Successful Pride Campaign on Social Media Starts with Education
While Pride is most positively a celebration, a profitable Pride marketing campaign ought to have training and consciousness at its core.
It’s straightforward to overlook (amongst the wonderful glitter and rainbows!) that Pride Month is widely known in June to honor the 1969 Stonewall Uprising in Manhattan — a tipping level for the Gay Liberation Movement within the United States.
So as a model, it’s essential to take this time to not solely have fun Pride, however to additionally elevate consciousness and enhance training on the Pride motion.
And that consciousness begins inside your organization and may unfold a lot additional with the correct of Pride content material on social media.
For instance, influencer @TyFrench has devoted his Instagram feed to educating his viewers this Pride Month on the that means behind the Pride flag:
Over the course of two weeks, Ty created his very personal rainbow on his Instagram feed, with every put up telling the historical past of the Pride flag, and what Pride means to him:
Similarly, social motion Love Has No Labels, is utilizing their Instagram channel to advertise acceptance and inclusion of all individuals throughout race, faith, gender, sexual orientation, age, and skill.
For Pride, @lovehasno_ has created devoted Instagram feed posts to assist followers higher perceive Pride Month, and offers assets to assist individuals higher educate themselves on the trigger, and assist these of the LGBTQIA+ neighborhood:
It’s essential that at this early stage of planning your marketing campaign that you simply and your staff take the time to get clued up on Pride Month and begin to conceptualize a marketing campaign that’s rooted in bettering consciousness and training amongst your neighborhood.
Instagram can also be taking a robust stance on training and consciousness this month with their #UntoldPride marketing campaign.
With the purpose to assist their Instagram viewers replicate, join, and share what it means to be LGBTQIA+, the #UntoldPride marketing campaign is collaborating with charities, creators, artists, athletes and lots of others from the LGBTQIA+ neighborhood.
In New York, Instagram partnered with @lgbt_history to dig into the wealthy LGBTQIA+ historical past of town.
Keep your eyes peeled (in NYC and on Instagram!) for the 10 installations that Instagram curated to spotlight the lesser-known historic pioneers, locations, and actions which have paved the way in which for the LGBTQIA+ neighborhood.
Tip #2: Ask Your LGBTQIA+ Staff to be Involved within the Campaign
Inclusivity begins from inside what you are promoting, so it’s important to have your Pride marketing campaign be led by your LGBTQIA+ staff members!
Regardless of whether or not they’re a part of your advertising and marketing staff or not, invite them to be concerned — it’s an ideal alternative to have actual voices elevating consciousness for a trigger that’s near their hearts.
Plus, their ardour and understanding of the Pride motion will probably be an enormous asset within the choice making course of on the way you resolve to speak together with your social viewers.
Check out how @marinelayer celebrated their LGBTQIA+ workers members this month:
Don’t have any LGBTQIA+ workers members? Reach out to your pals, prospects, or neighborhood members to get them concerned!
Later has been celebrating Pride since we’ve launched, and all through the years we’ve requested our LGBTQIA+ teammates for perception, enter, and inspiration.
Whether that was crowdsourcing and brainstorming concepts, or being the face of our Instagram Stories posts we requested for assist from our Later teammates each step of the way in which. (hello, Tyler (@tylorlukas) and Sam (@withwyrd), thanks!)
When we spoke to our associates, colleagues, and friends within the social media world, everybody had the same feeling in the direction of Pride campaigns — after they’re led by members of the neighborhood, you may actually give attention to the essential Pride tales, and higher perceive what the motion means to them.
Wishing to stay nameless, a good friend and peer of Later instructed us that:
“The best content I’ve seen puts queer people within the company, or associated with the company (like vendors, partners, influencers, etc.), front and center and lets them say what matters to them.”
So it’s time to deliver groups collectively for Pride and have your LGBTQIA+ colleagues take the reins for this essential trigger!
Tip #three: Tell Stories From Your LGBTQIA+ Community
You have a robust platform at your palms — your Instagram profile no matter its dimension is an excellent place to share your LGBTQIA+ neighborhood’s tales and journeys.
For instance, open air and journey firm REI created a devoted Pride marketing campaign to assist LGBTQIA+ adventurers, inform their tales.
Alisson Xavier (@alisson) was a part of REI’s LGBTQ+ Adventurers marketing campaign and shared his story on Instagram Stories:
When it involves sharing tales and authenticity on-line, John Colucci, social media strategist in Seattle recommends:
“Be genuine in your method to the #Pride content material you select.
Go past the Pride flag and middle it across the phrase “pleasure” itself. I like listening to individuals’s tales of their Pride journey, so maybe you might have some co-workers or prospects who wish to share a fast testimony of what Pride means to them.”
This 12 months, Verizon is taking a heartfelt and significant method to have fun Pride this 12 months — their digital marketing campaign options actual tales of individuals popping out to their relations and exhibiting how tough these conversations have been:
As manufacturers and enterprise on social media, the extra voices and tales we share, the extra consciousness we will construct.
And these real-life tales final within the recollections of our readership quite a bit longer than including a rainbow emoji to a caption. So it’s time to go deeper and share extra significant LGBTQIA+ neighborhood tales to point out your assist.
Tip #four: Always Aim to Give Back to Pride Charities and Organizations
Pride is a time to present again to the charities and organizations which can be doing nice work for LGBTQIA+ rights and consciousness.
So if you’re planning on creating and promoting a product for Pride month, ensure you all the time dedicate a share of the proceeds to a charity meaning one thing to you, and your LGBTQIA+ neighborhood.
For instance, well being and wellness firm Dosist, is donating 25% of web proceeds throughout Pride month to native LA LGBTQ+ organizations.
Similarly, underwear model MeUndies has been a long-time supporter for LGBTQIA+ rights — this 12 months, MeUndies created its Pride assortment in affiliation with DJ and EDM producer GRiZ, an outspoken advocate for the LGBTQIA+ neighborhood:
From each pair offered, $1 will probably be donated to Miley Cyrus’ non-profit Happy Hippie Foundation.
Similarly, Polo Ralph Lauren made a totally unisex capsule to mark Pride Month, donating 100% of all gross sales of tees and 50% of every little thing else to the Stonewall Community Foundation.
View this put up on Instagram
Thrilled to share that the #RLPride marketing campaign by @ralphlauren is now reside, with proceeds benefitting our work right here at Stonewall. Check out their announcement: . Introducing the #RLPride marketing campaign, directed and photographed by @CassBlackBird and that includes tales from @Party_Harderson, @TheHarperWatters, @JosieTotah, @JacobBix, @GusKenworthy, and @HetrickMartin. . The rainbow flag represents greater than 4 many years of pleasure—and each coloration tells a narrative. . For greater than 25 years, Ralph Lauren has supported the LGBTQIA+ neighborhood. This 12 months, we’re partnering with @StonewallFoundation. When you store the @PoloRalphLauren Pride graphic tee, 100% of the acquisition worth is donated to Stonewall Community Foundation. When you store the Pride hoodie, hat, tote, and Polo shirt 50% of the acquisition worth is donated. . #Pride #LoveisLove . Learn extra about our new marketing campaign and ongoing dedication to supporting the LGBTQIA+ neighborhood by means of the hyperlink in our bio.
If you don’t have a bodily product, there are different methods to assist the trigger.
Think about internet hosting or collaborating in LGBTQIA+ occasions, or donating to native charities doing work in what you are promoting’ residence city.
You might additionally take into account collaborating or help funding for charity occasions, particularly for Pride, like sponsoring native LGBTQIA+ athletes in sporting occasions or providing free or discounted charges to non-profit charities doing good work for the LGBTQIA+ neighborhood.
If you’re a non-profit charity, Later affords a 50% low cost on an annual subscription for our paid plans! Get in contact with us right here to seek out out extra and be part of the Later household — we’d love that can assist you proceed doing nice charitable work!
Tip #5: Let Inclusivity be on the Core of Your Campaign
As a model or enterprise on-line, it’s our duty to make all individuals really feel protected, seen and heard.
For that cause, inclusivity ought to be an energetic mission as a part of your Pride marketing campaign, and on your future advertising and marketing efforts too.
Aim to have higher illustration on social media on your neighborhood — meaning together with individuals of all marginalized or in any other case underrepresented voices.
Regardless of race, class, gender, sexual orientation, nationality or different variations, in case your advertising and marketing efforts give attention to inclusivity, you’re heading in the right direction to serving to construct a wider-community on your model, enterprise, and safe-space on your followers.
Check out how REI has aimed (and succeeded!) in giving an exquisite platform to all individuals this Pride month:
Regardless of race, sexuality, gender, age, dimension or form, REI has constructed a neighborhood of inclusive adventures by way of their social advertising and marketing.
But, this mission shouldn’t simply be for Pride — use this month as a catalyst for the long run.
Consumers wish to see extra inclusive advertising and marketing campaigns (in actual fact, inclusive campaigns are confirmed to be more practical in growing gross sales and model consciousness).
And should you actually wish to attain, signify and assist your various neighborhood, it’s time to make energetic shifts in the direction of higher inclusive advertising and marketing 12 months spherical.
Bre Thomas, a contract social media strategist, instructed Later that: “It’s much less about what you’ll want to do for Pride at present and as an alternative, how are you supporting LGBTQIA+ people 12 months spherical?
If you’re gonna discuss the discuss (by internet hosting a selected Pride Month marketing campaign) you’ll want to stroll the stroll and combine and signify LGBTQIA+ individuals and their tales in all aspects of your advertising and marketing from January to December.”
Take for instance Fenty Beauty — what began out as Rihanna’s mission to ship make-up for all ladies, her magnificence model has become its personal motion and protected house for all individuals of coloration, race, sexuality, and age:
It’s an ideal instance of how inclusivity ought to (and should be) the brand new norm with social advertising and marketing — everyone seems to be actively, and repeatedly represented 12 months spherical, not only for Pride.
Josh Machiz, Head of Client Engagement at Nasdaq, explains that “we [Nasdaq] have a responsibility to serve as an example and foster diversity and community throughout our platform.”
While not a social media marketing campaign, the Nasdaq’s annual LGBT Leaders Conference is a continued demonstration of their dedication to equality and variety within the office.
“By internet hosting an unbelievable group of LGBTQIA+ company professionals, we assist to guide the enterprise neighborhood by instance, exhibiting that Nasdaq and our firms care about LGBTQIA+ individuals and are dedicated to creating inclusive workplaces the place they’ll thrive and transfer up the company ladder.”
Another nice social motion to advertise inclusivity is @findthemonbumble — they’ve created a stupendous on-going marketing campaign and Instagram feed that celebrates New York’s most inspiring residents:
By showcasing the true individuals, actual voices, and actual missions of their Bumble neighborhood 12 months spherical, the model has created an exquisite platform for people who may in any other case have been under-represented on-line:
Tip #6: Collaborate with Influencers to Spread Awareness
Collaborating with Instagram influencers is a good way to succeed in new audiences and unfold consciousness on your Pride marketing campaign.
Plus, if you work with an influencer that’s a part of the LGBTQIA+ neighborhood, you’re teaming up with somebody who’s an actual voice on your mission. It all comes again to tip #1 and #three — if you share actual tales, you’re constructing a extra inclusive, academic and safe-space platform on your followers!
Check out how H&M have teamed up with Laverne Cox to mark Pride 2019:
Actress and trans rights activist Cox acted as an exquisite and empowering spokesperson for the marketing campaign, and highlighted the essential #TransIsBeautiful motion to each her, and H&M’s wider social neighborhood:
Similarly, @brooksrunning is supporting their LGBTQIA+ neighborhood by teaming up with inclusive run golf equipment and collaborating with influencers, like @davecoast, to assist their LGBTQIA+ followers, followers and athletes.
When you’re employed with an influencer on your Pride marketing campaign, you’re not solely making a higher alternative to unfold consciousness, however you can too attain extra individuals to boost funds on your chosen LGBTQIA+ charity. And that’s a double-win for the marketing campaign!
Tip #7: Protect Your Audience from Offensive Language on Instagram
While you’ve been working exhausting in your marketing campaign and sharing the celebrations throughout Pride, it’s essential that you simply additionally safeguard your neighborhood.
Unfortunately, unsolicited hate might be posted on social media, and whereas reporting and deleting offensive feedback that seem in your feed will help, it’s typically on the threat of it already being learn by your viewers.
To assist defend your viewers from offensive feedback, you should use the Instagram remark moderation software that can assist you utterly block bigotry phrases or language.
Here’s how one can do it:
From the Settings tab in your profile, click on on Privacy. From right here, faucet on Comments. Under Filters, activate “Hide Offensive Comments”
You may also activate “Manual Filter” the place you may select which “trigger words” or phrases that you simply want to block.
While it will provide help to block offensive feedback from showing in your feed, we’d additionally counsel spending extra time reviewing and regulating the feedback in your Instagram posts throughout your Pride marketing campaign.
four Ways to Celebrate Pride on Instagram
Feeling impressed and able to create some nice content material to have fun Pride on Instagram? We wager you’re!
Here are a few of our favourite methods to point out assist and lift consciousness for the trigger:
Use Dedicated Pride Instagram Stories Templates for Your Content
If you need your Pride marketing campaign content material to face out from the gang, and the remainder of your feed, consider using devoted Pride Instagram Stories templates.
With a particular design that celebrates Pride, you’ll rapidly and simply be capable of create content material on your tales marketing campaign.
Check out the pre-made Instagram Stories templates that apps like Unfold have created particularly for Pride:
Or you may create your personal Pride-style posts for Instagram Stories utilizing design apps like Over or Canva! Think about together with components just like the charity you’re supporting’s emblem, the Pride flag, and the rainbow textual content to assist ship out your message.
Use the #Pride Hashtag in your Captions
Hashtags are nice for getting extra eyes in your content material — in actual fact, posts with hashtags get 12.6% extra engagement than posts with out so if you wish to unfold the phrase, it’s time to start out utilizing Pride-related hashtags.
Plus, Pride hashtags are going rainbow! Instagram has recognized distinguished and common hashtags – resembling #lgbtq, #bornperfect, #equalitymatters, #accelerateacceptance, or #pleasure2019 – that the LGBTQIA+ neighborhood makes use of to share and join with one another.
Whether you employ the hashtag in an Instagram story or feed put up, the hashtag will probably be displayed in a rainbow gradient. Just one other cute, colourful however significant technique to present your assist and share your message:
Here’s a useful infographic that can assist you if you’re subsequent writing an Instagram caption on your Pride marketing campaign:
Use the Donation Sticker to Raise Funds on your Favorite Charities
If you’re elevating funds for an LGBTQIA+ charity this 12 months, consider using Instagram’s Donation sticker to drive extra consciousness and lift crucial funds.
Note: The Donation sticker is simply accessible within the US. If you don’t have entry, you may all the time present a swipe-up hyperlink to a website the place your followers can donate.
Create Instagram Stories GIFs for Pride
Did you realize that you could create your personal GIFs for Instagram Stories?
If you’re feeling artistic this Pride month, it’s an ideal alternative to design, create and share your Pride GIFs together with your viewers on Instagram Stories.
Plus, you may direct your followers to seek for your GIFs and use them in their very own Pride tales to share their assist!
Check out how Bravo has designed and created these nice Pride stickers to boost consciousness and have fun the occasion with their followers:
Want to start out creating your personal GIFs? Everything you’ll want to know is on this weblog put up!
There’s little question that creating and main your personal Pride marketing campaign on Instagram is a worthwhile trigger.
Hopefully, the following pointers have helped encourage and lead you to create one thing fantastic to have fun and honor Pride month this 12 months, and for a lot of campaigns sooner or later!
This 12 months, Later is elevating consciousness for The Trevor Project — a non-profit centered on suicide prevention efforts amongst LGBTQIA+ youth. If you wish to assist their work, please comply with the hyperlink beneath. Thank you!
Nikki is a part of the advertising and marketing staff at Later and has labored in digital media in London, Dublin, and Sydney. She loves sturdy espresso, cuddly puppies, and planning her subsequent journey journey. Follow alongside on Instagram @nikkitravelled.