Queer influencers, like all influencers, operate within commercial environments that demand they promote products and services to their audiences for money. These products often fall under categories such as beauty, fashion, home decor, travel, food, health & wellness, self-care, and technology.
Queer influencers face additional challenges related to how they represent themselves authentically while also navigating the pressure to align their content with their audience's values. In this essay, I will discuss three factors that impact queer influencers' negotiation of authenticity, commercial pressures, and moral responsibility in digital spaces: visibility politics, marketing strategies, and community expectations. Visibility politics is important because it allows queer people to see themselves represented positively in media. Marketing strategies are key for building an online presence and connecting with potential brands. Community expectations shape how queer influencers interact with others online and what kind of content they create. This essay will explore these factors through examples from popular queer influencer accounts.
Visibility Politics
Visibility politics refers to the idea that increased representation of minorities in media leads to social change and greater acceptance. Queer individuals have historically been excluded from mainstream media representations due to discrimination and homophobia. Therefore, when queer influencers achieve a large following, they gain political power by showcasing their identities and experiences in a way that humanizes them.
In one TikTok video, transgender creator Dylan Mulvaney (@dylanmulvaney) explains that her goal is to normalize transgender identity by being visible on the app. She says, "I think there's so much stigma surrounding trans people that we can't be outgoing or excited about our lives. We're not just depressed and suicidal all the time." By speaking openly about her life as a trans woman, she disrupts negative stereotypes and inspires others to live authentically. Her videos also promote body positivity and inclusive fashion choices, which aligns with many viewers' values.
Marketing Strategies
To build an online following and monetize their content, queer influencers must market themselves effectively. They may choose to target specific industries or demographics depending on their interests and audience's desires.
Gay couple Tyler Oakley (@tyleroakley) and Korey Kuhl (@koreyyorkuhl) run a business called The Try Guys (@thetryguys), where they create humorous video content for brands like Old Navy and Adidas. In another video, they discuss how they work together as a gay couple to maintain balance and success. Their marketing strategy includes posting consistently, engaging with followers, and collaborating with other creators to increase visibility. Through these strategies, they are able to connect with brands that align with their identity and values while still generating revenue.
Community Expectations
Queer communities have high expectations of their influencer members, especially regarding authenticity and representation. Influencers who do not meet these expectations risk losing support from their fanbase. This was seen in 2019 when beauty blogger NikkieTutorials (@nikkietutorials) came out as transgender after years of hiding her identity. Many fans praised her bravery but were disappointed that she waited so long to be honest about herself. Similarly, drag queen RuPaul (@rupaulofficial) faced backlash for comments he made about Asian Drag Race contestants that some deemed racist. These examples highlight the importance of being genuine and representative within one's community.
Navigating this balance can be difficult when creating commercial content that may go against community standards or values.
Queer influencers must navigate various factors to achieve authenticity, generate income, and uphold moral responsibility. Visibility politics allows them to represent themselves positively and disrupt negative stereotypes. Marketing strategies help them build relationships with brands and grow their following. Community expectations push them to create content that represents their identities accurately and ethically. By balancing these competing forces, queer influencers can create meaningful digital spaces where all individuals feel seen and valued.
How do queer influencers negotiate authenticity, commercial pressures, and moral responsibility in digital spaces?
Queer influencers must navigate complex issues of representation, authenticity, and monetization in their online content creation. The pressure to maintain a consistent brand image and appeal to advertisers can lead them to alter their personalities or beliefs for financial gain, while simultaneously striving to remain true to themselves and their values.