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Meta, Pinterest, and TikTok have introduced a range of new additions to their platforms in celebration of the Pride Month.
“Forward With Pride”
Meta launched new Pride features to enable users to customize their avatars and avatar stickers with Pride-themed additions which will be available all year.
For Instagram, Facebook, and Messenger, Meta is also releasing new stickers produced by LGBTQ+ artists. The rainbow Stories circle has also returned to the platform for Stories with Pride-related hashtags.
Meta is also launching a new, immersive AR experience on Instagram in collaboration with Tony Award-nominated musical ‘A Strange Loop,’ which will walk visitors through the Broadway audition process.
A Strange Loop, a Pulitzer Prize winner, describes itself as a “big, Black, and queer American musical” that intends to foster dialogue about LGBTQ+ groups.
Meta is also developing a bespoke experience called Horizon Worlds, where it will conduct talks with LGBTQ+ community leaders to foster an equal metaverse.
On Meta Quest, Meta is hosting new VR programming tied to Pride Month, with the latest episode of Weird Times exploring the experience of coming out as a teen in the current political climate when LGBTQ+ rights are under attack.
In addition, Meta debuted a documentary called ‘March for Dignity’ in Horizon Venues, which follows the journey of a group of LGBTQ+ activists in Tbilisi, Georgia, to staging the country’s first Pride march.
With the establishment of a new LGBTQ+ Safety Center Hub on Facebook, Meta is also looking to improve safety measures in its current condition.
Meta will feature LGBTQ+-owned small businesses on Facebook and Instagram and release a new Global LGBTQ+ Cultural Guide later this month to ‘inform and inspire authentic ways to assist the LGBTQ+ community.’
“We Belong Here”
Pinterest has recently announced that creators from the UK and Brazil are now eligible to apply for its Creator Fund. The app would focus more on burgeoning LGBTQIA+ creators as part of its Pride Month celebrations.
Pinterest introduced its Creator Fund in April 2021 to assist Pinterest producers in establishing a presence on the platform and monetize their Pin efforts to encourage them to submit more frequently.
Pinterest is also launching a new video campaign with creator David Lovric called “Somebody needs you,” where he shows a fellow Pinner that boys can wear makeup too.
Pinterest’s PinTV project, which includes creator originals, Shopping Spotlights, and more, will showcase LGBTQIA+ creators throughout the month.
Pinners will also soon see a landing page in the Today tab with the “We Belong Here” theme, bringing them to Pride-focused articles and boards about celebrating belonging when they search for terms related to Pride.
Pinterest has grown in importance as a social media platform for LGBTQIA+ people, with searches for “gender identity” up 55% yearly. Compared to last year, searches for “LGBT support” increased fourfold. (See here.)
#ForYourPride
For TikTok, using direct insights and perspectives, the platform will broadcast a range of live streams under the #ForYourPride theme to highlight the LGBTQIA+ community.
The live streams will also serve as an avenue for the company to introduce its newest LGBTQ+ TikTok Trailblazers, a select group of creators who are “a driving force in unlocking the power of creativity to make meaningful change.”
TikTok is also the official presenting sponsor and partner of the Pride Parade and Festival 2022.
Throughout the month, TikTok will feature LGBTQIA+ businesses and SMBs on its business channels and themed hashtags, Pride playlists, and creator spotlights, giving users various opportunities to participate in the event.
You may also want to read TikTok launches new series of summertime online safety tips (commsroom.co)
Jaw de Guzman is the content producer for Comms Room, a knowledge platform and website aimed at assisting the communications industry and its professionals.
