How LGBTQ + audiences are reviving traditional media – Nielsen – Social Media Explorer.


The global perspective on the LGBTQ + community has evolved dramatically over the past decade, and with more content than ever before, LGBTQ + audiences are coming to content providers এবং and advertisers যা that offer authenticity and inclusion.

Our International LGBTQ + Inclusive Media Perceptions Survey has found that emerging media channels have the highest ad inclusion. Influential people and social media are leading the way in the concept of inclusion, while LGBTQ + sees radio and newspapers as less inclusive.

As they allow LGBTQ + communities to connect with other members of their community, social media and influencers have a special appeal. This is because authenticity is the key to meaningful inclusion. Our respondents ranked stereotyping as the number one problem. More authenticity and realism is the next step in improving content inclusion.

The genuine connections that influencers make with their audiences can have a huge impact on consumer behavior.1.

This consumer effect can be seen in amazing places: bookstores. For authors as well as publishers, the #BookTok Group is a huge resource. According to LGBTQ + BookTokker Kevin Norman, “BookTok can reach a wider audience than any other social media platform, and it’s amazing to set us apart in the niche.” With 59 billion views on TikTok, BookTok has a variety of content for readers and authors, but its most popular and influential videos are book reviews. All of this translates into huge sales for booksellers.

Sales of the LGBTQ + genre have increased 740% over the past five years, along with NPD Bookscan, with SME Scarborough data highlighting that LGBTQ + adults are less likely to shop in bookstores; They are 43% more likely to make recent purchases in the last three months.

And books aren’t the only traditional media channel to see the lift of inclusion from social media influencers. Magazines were considered less included by 58% of respondents in our survey. However, big magazines are gaining more influence than ever before and influencers have capitalized on their celebrity social media to help brands show real representation.

According to SME InfluenceScope, model, vulgar, makeup artist, writer and actress Victoria Volkova is Mexico’s top LGBTQ + influencer. For her advocacy for LGBTQ + rights, she was identified as a transgender and was named one of Forbes’ Most Powerful Women in 2018. In 2020, Volkova became the first transwoman to be featured on the cover of a magazine Playboy Mexico. He shared the cover on Instagram. He also wrote a story about how the milestone marked his journey to self-acceptance. Several global brands such as Motorola, Levi’s, Avon and Elle have taken their influence to market their brand in Mexico.

Lin da Cuibrada of Brazil is a prominent LGBTQ + lawyer. Enjoy BrazilThe first LGBTQ cover story in June 2021. He is a transgender rapper and uses a mix of hip-hop and funk caricatures to increase his support for the Brazilian choir community. Da Quebrada recently partnered with Absolut Vodka for an outdoor marketing campaign.

All audiences are increasingly interested in content that celebrates diversity, and this is evident by the growing interest in LGBTQ + content. In fact, last year’s SME Identity and Representation survey found that 87% of respondents were interested in content featuring people outside of their own identity group. And brands that work to better understand the subtleties in the LGBTQ + experience and partner with LGBTQ + influencers can increase their engagement and ROI to build genuine engagement with consumers.

Download the full report for more information Looking for the truth? A look at the concept of international LGBTQ + media


  1. SME Brand Influence Study Q1 2022

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