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HomeMarket ResearchHow LGBTQ+ audiences are reviving conventional media – Nielsen

How LGBTQ+ audiences are reviving conventional media – Nielsen

International attitudes in regards to the LGBTQ+ group have developed dramatically over the previous decade or so, and with extra selections for content material than ever earlier than, LGBTQ+ audiences are flocking to content material suppliers—and advertisers—providing authenticity and inclusion.

Shoppers surveyed for our worldwide LGBTQ+ inclusive media perceptions research discover probably the most promoting inclusion on rising media channels. Social media and influencers cleared the path in relation to perceptions of inclusivity, whereas LGBTQ+ folks view newspapers and radio as least inclusive.

Social media and influencers are particularly well-liked with LGBTQ+ audiences as a result of they provide connections with actual members of the group, and authenticity is paramount for significant inclusion. In accordance with our survey respondents, avoidance of stereotyping is the No. 1 method to enhance inclusion in content material, adopted intently by the necessity for extra authenticity and realism. 

The genuine connections influencers make with their audiences can have a huge impact on shopper conduct—influencer advertisements drove a 9-point enhance in each model affinity and buy intent relative to customers who didn’t see the influencer advertisements1

And this shopper affect is displaying up in a shocking place: bookstores. The #BookTok group, for instance, has develop into exponentially vital for authors and publishers. In accordance with LGBTQ+ BookTokker Kevin Norman, “BookTok can attain a wider viewers than every other social media platform, and it’s wonderful at separating us into niches.” Garnering over 59 billion views on TikTok, BookTok options quite a lot of content material for readers and writers, however its hottest and influential movies are guide critiques. And all of those views are turning into large gross sales for booksellers.

Along with NPD Bookscan reporting a 740% enhance in gross sales of the LGBTQ+ style during the last 5 years, Nielsen Scarborough information highlights that LGBTQ+ adults aren’t simply extra prone to have shopped in a bookstore; they’re 43% extra prone to have made a current buy prior to now three months.

And books aren’t the one conventional media channel seeing an inclusion raise from social media influencers. Whereas 58% of our survey respondents considered magazines as much less inclusive, influencers are making inroads with main publications, and turning their social celeb into capital for manufacturers who need to present genuine illustration.

Mannequin, vlogger, make-up artist, author and actress Victoria Volkova is Mexico’s prime LGBTQ+ influencer, in keeping with Nielsen InfluenceScope. She identifies as a transgender girl and made the checklist of Forbes Most Highly effective Girls in 2018 for her activism for LGBTQ+ rights. Volkova made international headlines in 2020 when she grew to become the primary transwoman on the quilt of Playboy Mexico. She shared the quilt on her Instagram, with a put up about the way it was a milestone on her private journey to self-acceptance. A number of international manufacturers like Motorola, Levi’s, Avon and Elle have embraced her affect to market their manufacturers in Mexico.

In Brazil, prime LGBTQ+ influencer Linn da Quebrada was featured in Vogue Brazil’s first LGBTQ cowl function in June 2021. A transgender rapper, she makes use of her groundbreaking music (a mixture of funk carioca and hip hop) to amplify her activism for the queer and transgender group in Brazil. Most lately, da Quebrada partnered with Absolut Vodka in an outside advertising marketing campaign. 

This enhance in curiosity for LGBTQ+ content material speaks to a bigger need by all audiences to see content material that celebrates range. In actual fact, final 12 months’s Nielsen id and illustration research discovered that 87% of respondents are all for content material that includes folks from outdoors their very own id group. And types that work to raised perceive the nuances inside the LGBTQ+ expertise and associate with LGBTQ+ influencers to create genuine engagements with customers can enhance inclusivity—and ROI. 

For added insights, obtain In search of authenticity: A view of worldwide LGBTQ+ media perceptions


  1. Nielsen Model Affect research, Q1 2022


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