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LGBTQ TikTok creators are pushing back against brands who “just want their identity.”

Sep 01 2021

LGBTQ TikTok creators are pushing back against brands who “just want their identity.” Partnering with content creators is a top way to reach young consumers, with YPulse’s celebrities and influencers research showing that Gen Z and Millennials find online celebrities most relatable compared to Hollywood-type actors. And when it comes to sponsoring creators who are part of the LGBTQ community, it’s important for brands to show up authentically. Micro-level LGBTQ creators are sharing their experiences, calling on brands to stop using their identity as a for-profit venture and instead help them share their stories by aligning on content that speaks to both the brand’s and the creator’s audiences. Zoe Stoller, an LGBTQ and mental health educator on TikTok notes that supporting the LGBTQ community goes beyond brand messaging and visuals: “The issue comes when it’s very disingenuous, and it’s often very clear when that is. You know, when a company just changes their logo to rainbow, but doesn’t have any LGBTQ creators sharing things on their page.” YPulse’s Representation in Action trend research shows that Gen Z and Millennials are the most diverse generations in history, and brands can show their support for LGBTQ creators (beyond Pride Month) by using their platforms to help creators share their stories. (The Verge)