The most colourful month of the year is coming to an end, but what impact did it have on Instagram? ✨
The Pride-vibe is stronger than ever this year with the LGBTQ+ community proudly making a splash on social. This month, you couldn’t scroll through your feed without smiling, seeing brands donning rainbows and equal signs, partnering with not for profit groups to donate to LGBTQ+ causes, and even launching Pride-themed events to show their support.
So in celebration of the gayest time of the year, we took a deep dive into the impact it had on social. After all—as an openly gay woman in the world of digital marketing, it’s my favorite month 🏳️🌈. This year also happens to be extra special for our friends south of the border as WorldPride came to the United States for the first time, which also happens to be the 50th anniversary of the Stonewall Uprising.
Whether it's posting to show commitment to the cause or running an entire Pride campaign, the Instagram community is quick to double tap Pride content. KIND Healthy Snacks transformed its wrapper to launch the KIND Snack & Give Back Project. The initiative started by KIND celebrates kindness and empathy and will give 100% of the proceeds from the Limited Edition Bar to @aliforneycenter, an organization that supports LGBTQ+ homeless youth.
Consumers are not shy about supporting the causes they believe in. Posts like these help bring the community together, and being inclusive can prove to be fruitful for social teams as well. KIND’s posts kicking off its KIND Snack & Give Back Project saw a +79% boost in average engagement compared to the brand’s overall average.
Even Instagram is out here supporting the cause and looking to make a difference in the lives of the LGBTQ+ community. On June 10th to kick off Pride Month, Instagram included several new gender options for profiles on the social network. In a press release, Instagram informed users that this update is meant to let not only the LGBTQ+ community know that they’re safe and supported, but more specifically teens.
The profile update is one part of Instagram’s #UntoldPride campaign in partnership with The Trevor Project. The hashtag #UntoldPride, which in the words of Instagram, is “honoring history, empowering queer expression, and fostering safety across the platform.” #UntoldPride, #Pride2019, and #LoveisLove have been used over 10K times since June 1st, and the posts keep popping up.
The power of social is fierce and our hearts swell with joy when we see its power being used to build a positive community on our favorite channel. From changing your logo to a rainbow to engulfing your feed in one, every little bit counts toward equality.
Header image: @instagram
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