在过去的十多年里，全球对 LGBTQ+ 群体的态度发生了巨大变化，内容选择比以往任何时候都要多，LGBTQ+ 受众对提供真实性和包容性的内容提供商和广告商趋之若鹜。
在我们的国际 LGBTQ+ 包容性媒体认知研究中，接受调查的消费者发现新兴媒体渠道的广告包容性最强。在包容性认知方面，社交媒体和有影响力的人处于领先地位，而 LGBTQ+ 人士认为报纸和广播的包容性最低。
社交媒体和有影响力的人物尤其受到 LGBTQ+ 受众的欢迎，因为他们能与社区中的真实成员建立联系，而真实性是实现有意义的包容性的首要条件。根据我们的调查，避免刻板印象是提高内容包容性的首要方法，其次是需要更多的真实性和现实性。
The authentic connections influencers make with their audiences can have a big impact on consumer behavior—influencer ads drove a 9-point increase in both brand affinity and purchase intent relative to consumers who did not see the influencer ads1.
And this consumer influence is showing up in a surprising place: bookstores. The #BookTok community, for example, has become exponentially significant for authors and publishers. According to LGBTQ+ BookTokker Kevin Norman, “BookTok can reach a wider audience than any other social media platform, and it’s amazing at separating us into niches.” Garnering over 59 billion views on TikTok, BookTok features a variety of content for readers and writers, but its most popular and influential videos are book reviews. And all of these views are turning into big sales for booksellers.
In addition to NPD Bookscan reporting a 740% increase in sales of the LGBTQ+ genre over the last five years, Nielsen Scarborough data highlights that LGBTQ+ adults aren’t just more likely to have shopped in a bookstore; they’re 43% more likely to have made a recent purchase in the past three months.
在传统媒体渠道中，图书并不是唯一一个因社交媒体影响者而获得包容性提升的渠道。在我们的调查中，58% 的受访者认为杂志的包容性较差，但有影响力的人正在向主要出版物进军，并将他们的社交名人效应转化为品牌的资本，以展示真实的代表性。
Model, vlogger, makeup artist, writer and actress Victoria Volkova is Mexico’s top LGBTQ+ influencer, according to 尼尔森影响力范围. She identifies as a transgender woman and made the list of Forbes Most Powerful Women in 2018 for her activism for LGBTQ+ rights. Volkova made global headlines in 2020 when she became the first transwoman on the cover of Playboy Mexico. She shared the cover on her Instagram, with a post about how it was a milestone on her personal journey to self-acceptance. Several global brands like Motorola, Levi’s, Avon and Elle have embraced her influence to market their brands in Mexico.
In Brazil, top LGBTQ+ influencer Linn da Quebrada was featured in Vogue Brazil’s first LGBTQ cover feature in June 2021. A transgender rapper, she uses her groundbreaking music (a mix of funk carioca and hip hop) to amplify her activism for the queer and transgender community in Brazil. Most recently, da Quebrada partnered with Absolut Vodka in an outdoor marketing campaign.
对 LGBTQ+ 内容兴趣的增加表明，所有受众都更希望看到弘扬多样性的内容。事实上，尼尔森去年的身份和代表性研究发现，87% 的受访者对来自自己身份群体之外的人的内容感兴趣。品牌如果能更好地了解 LGBTQ+ 体验中的细微差别，并与 LGBTQ+ 影响者合作，与消费者建立真实的互动，就能提高包容性和投资回报率。
For additional insights, download Seeking authenticity: A view of international LGBTQ+ media perceptions
请注意：
- 尼尔森品牌影响力研究，2022 年第一季度
