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LGBTQ MARKETING IN A GENDER-FLUID INTERNET AGE

By Damian Balderrama, Art Director Intern and Elizabeth Guevara, Copywriting Intern

This is part of the “New Latino Identity” series, in which Dieste explores how Latinos define themselves through factors like geography, language, social norms, and in this instance – gender fluid identities. We aim to uncover the tension points that are forcing Latinos to shed their labels and opt for fluid expressions of their identity.

The Internet has ushered an era of unprecedented gender fluidity. Last time we checked, Facebook had nearly 60 definitions of gender available to users. It’s ironic that the online world of zeros and ones becomes less and less binary by the day, as people find gender to be less important when it comes to interacting, creating, and sharing content.

We know Millennials spend more time watching videos on the Internet than any other segment in the country. This piece of info has led companies to start hiring YouTube influencers to promote their brands. However, one question to ponder on is: are gender fluid YouTubers being overlooked for sponsorship opportunities compared to their straight counterparts? Take a look at this video to find out more.

 

 

Categorizing influencers because of their sexuality, taking into account that the digital native generation doesn’t distinguish between queer and straight within the YouTube influencer world, might lead you to miss an opportunity to connect authentically with your intended audience.

As we aim to rely less on demographics, Dieste continues to discover the underlying attitudes and drivers of the new Latino identity to help you reach these important audiences effectively.

elizabeth guevara