Brands and Pride Month

HOW CAN WE SHOW UP AND ADD VALUE?

Not long ago it was rare for a large business to have the courage to stand up and celebrate LGBTQIA+ rights, and today it seems today that everyone is eager to join in on Pride Month celebrations. That shift is generally seen as a positive thing, but it has caused some people to wonder aloud: Where are they for the rest of the year?

That question appears to have been the inspiration behind the content that the major platforms have been sharing recently, as they've been publishing pieces where they've worked with LGBTQIA+ leaders to offer guidance to brands that want their voices to be heard. Ana Ontoria Briones writes in Linkedin's piece, "the question isn’t should your brand talk about Pride Month. Instead, it’s how your brand should show up in a sensitive, informed and helpful way."

So, we've pulled together the pieces that we've found to be most helpful in hopes that they may support not only your channel plans, but your Pride Month messaging as a whole.

• Approach Pride Month With Authenticity, Empathy and Creativity by Ana Ontoria Briones and Sergio Chamma, for Linkedin
• Celebrating Pride With LGBTQ+ Communities and Creators, by Facebook
• Pride Together: Celebrating the LGBTQIA+ community on TikTok, by TikTok
• Pinterest inspires you to be who you are through “We Belong Here” campaign for Pride, by Pinterest

SNAPCHAT LEVERAGES FIRST-PARTY DATA TO DELIVER TRAVEL ADS

Ever since Apple and the US Government cracked down on Meta's data-hoarding practices, the opportunities for digital advertising have been pretty uninspiring, but limitation breeds creativity, and it was just a matter of time before someone came up with a better way of delivering content that people actually want to see.

In a first-of-its-kind offering, Snapchat is working with airlines, booking sites, and other travel providers to use people's behaviour on their own sites to target and deliver relevant ads.

The format applies only to a very specific subset of advertisers right now, but it's one of the first notable examples of ad platforms offering the ability for brands to mash their user data with the platform's own to create compliant, but powerful, ad targeting.

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Written by Conner Galway, Junction Consulting