The Do's and Don'ts of Pride Month Marketing

Celebrating Pride Month in the digital world: Many companies have gotten it wrong (some VERY wrong), and others have nailed it. If you want to acknowledge and celebrate Pride in your brand's online content this month, here are the biggest do's and don'ts to remember.

Do go beyond the bare minimum. Don't treat it like a box to be checked off.

If your only plans for the month are to change your brand's profile pics to rainbow logos, try to go deeper. Here are some ideas to spark your creativity:

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A post shared by Abercrombie & Fitch (@abercrombie)

One great example comes from Abercrombie & Fitch, who kicked off Pride Month early by announcing their donation to The Trevor Project, the leading suicide prevention and crisis intervention organization for LGBTQ+ young people. They also worked with LGBTQ+ talent for this content and launched a fashionable pride collection in partnership with The Trevor Project.

Do think outside of the box. Don't be boring. 

Pride is about expression. Have fun with your posts! Here are some more ideas to spark MORE creativity:

Your audience will notice if you treat Pride Month content like a box to check off (Cool, we made a pretty post with a rainbow, we're done). Authenticity goes a long way, and you don't want to come across as only fulfilling an obligation and nothing more. Put some effort in, y'all. Let's make this month's social media content a true celebration of the LGBTQ+ community!

Do be mindful of your representation. Don't be afraid to ask for help. 

An important part of creating Pride content on your brand's social media is being mindful of how you might be depicting LGBTQ+ individuals in your posts or ads. 

Here are some questions to ask yourself as you triple-check posts before hitting publish:

If you're in doubt, this is when it can come in handy to consult a DEI (Diversity, Equity, and Inclusion) expert in your organization or collaborate with LGBTQ+ members of your team and community.

Do have a community management plan. Don't let any hate win.

Unfortunately, now more than ever, celebrating Pride online can come with some backlash. It's good to have a plan for responding to any hateful comments that might appear on your posts this month. 

One strategy is to hide any and all derogatory comments. This strategy can work if your brand's values align more with creating a safe space for LGBTQ+ followers on your page. 

Another strategy is to respond to hateful comments. This can take more time and resources, but it can be worth it if your brand is focused on starting conversations and educating people. 
Check out more tips for community management during Pride Month here.

Do continue your efforts after June is over. Don't forget about inclusion year-round.

Many brands let themselves fall victim to this phenomenon. No, we're not saying brands need to keep a rainbow logo all year round. But diversity, equity, and inclusion efforts shouldn't be contained to one month per year. 

Some ideas for you: 

The point here is to really take time to acknowledge, celebrate, and welcome people from all communities and identities that may be in your audience online. 

More than ever, consumers are watching brands and expecting them to make clear stances on social causes. Brands and corporations have incredible power to influence and change the world for the better. That responsibility is one to be taken seriously. 

Happy Pride! 

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