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The Importance of LGBTQ+ Influencer Marketing in Destination Marketing

LGBTQ+ influencer marketing helps raise awareness and promote inclusivity. Learn more about incorporating LGBTQ+ influencer marketing into your destination’s marketing strategy.

LGBTQ+ influencer marketing

Orange142 had the opportunity to support and partner with the Florida Out Coast Convention for their inaugural event to share with attendees marketing agency perspective on LGBTQ+ influencer marketing. In parallel, the team took the time to map out the importance of inclusivity and diversity for destination marketers, why this often most important solution is not in your marketing tool-belt, and how to incorporate. Most notably, it's important to have an inclusive marketing strategy that includes all walks-of-life, all year long.

In 2022, a Stackla study found that 60% of consumers view user-generated content (UGC) as the most authentic form of content. This authentic content is the best way to connect with audiences, highlight LGBTQ+ businesses in your destination, and reach an audience with substantial buying power. According to Entrepreneur, the LGBTQ+ market has a $3.7 trillion combined annual buy power - yes, trillion!

Social media usage by platform type in the U.S. in 2022

What is LGBTQ+ influencer marketing?

LGBTQ+ influencer marketing refers to the practice of collaborating with influential individuals from the LGBTQ+ community to promote products, services, or destinations. In this context, LGBTQ+ influencers are contracted by destinations to complement inclusive marketing campaigns and highlight LGBTQ+ owned and operated businesses.

LGBTQ+ influencer marketing

Why is LGBTQ+ influencer marketing important?

LGBTQ+ influencer marketing is important because it helps raise awareness and promote inclusivity. By partnering with LGBTQ+ influencers, destinations can tap into their authentic voices and reach a diverse audience while supporting LGBTQ+ businesses. It fosters a sense of belonging and empowers the community.

LGBTQ+ influencer marketing

What are some best practices for LGBTQ+ influencer marketing?

  1. Authenticity: Ensure that the influencers you work with genuinely align with the values and goals of your campaign. Their authenticity will resonate with their followers and enhance the credibility of your message.
  2. Diversity: Engage with a diverse group of LGBTQ+ influencers to represent different identities, experiences, and perspectives within the community. This ensures a more inclusive and accurate portrayal.
  3. Research and Due Diligence: Thoroughly research potential influencers before partnering with them. Consider factors such as their content, engagement, audience demographics, and reputation within the LGBTQ+ community.
  4. Collaborative Approach: Involve influencers in the planning and development stages of the campaign. Their insights and ideas can provide valuable perspectives and ensure a more genuine representation.
  5. Respect and Empowerment: Treat influencers with respect and as partners. Recognizing their unique experiences and perspectives. Empower them to have a voice in the campaign and give them the creative freedom to express themselves authentically.
  6. Compensation and Fair Partnerships: Ensure that your influencers are fairly compensated for their work. Establish clear guidelines regarding deliverables, timelines, and compensation to maintain a mutually beneficial and transparent partnership.
  7. Sensitivity and Education: Provide resources and support to help influencers navigate potentially sensitive topics and cultural nuances. Educate them about the destination and LGBTQ+ businesses to ensure accurate and informed content.
  8. Be Prepared to Address Backlash: Destinations should be prepared to address potential backlash or negative feedback by actively listening to concerns, acknowledging any mistakes, and taking prompt action to rectify the situation. Engaging in constructive dialogue, showing a commitment to inclusivity, and learning from feedback can help navigate challenges and maintain positive relationships with the LGBTQ+ community. Let your influencer partner know of any potential expected backlash or disapproval from your local community or stakeholders.
  9. Collaboration with LGBTQ+ Organizations: Partner with LGBTQ+ organizations or nonprofits to create a positive social impact and amplify the campaign's reach. This collaboration can enhance credibility and help establish a long-term relationship with the LGBTQ+ community.
  10. Measuring Success: Define key performance indicators (KPIs) that align with the campaign's objectives. Monitor and measure the impact of the influencers' content, engagement levels, reach, and sentiment to assess the success of the campaign.
  11. Continuous Learning: Evaluate the outcomes of LGBTQ+ influencer marketing campaigns and learn from both successes and challenges. Adapt and refine strategies based on feedback and evolving best practices to ensure ongoing improvement.

LGBTQ+ influencer marketing

How can LGBTQ+ influencer marketing contribute to destination marketing & impact revenue?

LGBTQ+ influencer marketing can contribute to destination marketing by:

  1. Increasing Visibility: LGBTQ+ influencers can reach a broad and diverse audience, including LGBTQ+ travelers, allies, and supporters. Their content can showcase the destination's inclusive atmosphere, LGBTQ+ businesses, and attractions, increasing visibility and attracting visitors.
  2. Intentional Representation: Collaborating with LGBTQ+ influencers ensures authentic representation and provides potential visitors with a glimpse into the destination's LGBTQ+ community. This representation fosters a sense of inclusivity and encourages LGBTQ+ travelers to choose the destination for their trips.
  3. Building Trust and Credibility: Partnering with LGBTQ+ influencers builds trust and credibility among the LGBTQ+ community. When influencers share positive experiences about a destination's LGBTQ+ friendliness, it resonates with their followers and can influence travel decisions.
  4. Supporting LGBTQ+ Businesses: By highlighting LGBTQ+ owned and operated businesses, LGBTQ+ influencer marketing can support and promote these establishments.

Orange142, a tourism focused digital marketing & media firm, is a Direct Digital Holdings company, which was the 9th black owned company to ever go public. Diversity, Equity and Inclusion is proudly at the forefront of everything that we do.

Reach out today to learn more about our DEI efforts and how we can incorporate that into your destination’s marketing strategy.

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