10 Dec 2021
In a bid to match people’s evolving expectations of how advertisers may reach them on Facebook, Instagram, Messenger, and WhatsApp, the parent company now known as Meta is changing the way advertisers can target LGBTQ+ audiences.
Starting January 19, 2022, Facebook will remove some audience targeting options because they relate to sensitive topics. Targeting options that reference causes, organizations, or public figures that relate to health, race or ethnicity, political affiliation, religion, or sexual orientation will no longer be available to advertisers.
This includes sexual orientation, as well as health causes, religious practices and groups, and political beliefs, social issues, causes, organizations, and figures. In other words, advertisers can no longer show LGBTQ+ specific social ads to gay, lesbian, trans, or other queer individuals on the largest social networks.
This also means products and services created specifically for LGBTQ+ people will face a greater challenge reaching their target audience.
What’s the alternative to reach LGBTQ+ users?
- Brands should use inclusive ads for all audiences
- First-party data can still be used for effective targeting
- Data-driven matching will work for robust conversion objectives
- We’ve built global custom audiences of Gay, Lesbian, Bisexual, and Trans individuals that can be segmented by gender, orientation, interests, and used by our clients on social media (including Meta), search, and display advertising campaigns.
Advertisers have some time understand the impact these changes will have on ad campaigns, and make alternative arrangements.
Get in touch if you need help reaching LGBTQ+ audiences with new targeting options.