How to advertise to gay men online
Where gay men actually see brands, what targeting you can still use, and how to tell what’s working.
Gay men are a loyal, valuable audience, and a hard one to buy. The big ad platforms have removed most ways to target by sexual orientation, so the brands that reach gay men best go where gay men already are: the creators, publishers, apps and accounts they choose to follow.
Why targeting is harder than it used to be
In January 2022 Meta removed detailed targeting options related to sexual orientation, along with other sensitive topics, from Facebook and Instagram ads. Broad LGBTQ+ interest targeting reaches a mixed audience, so a lot of spend lands with people you never meant to reach.
Where gay men actually see brands
- Gay creators and influencers, whose followers trust their recommendations.
- Gay-focused social accounts and pages on X and Instagram.
- Gay media, newsletters and podcasts.
- Apps and dating platforms with their own advertising options.
- Events: Pride, circuit parties, club nights and community fundraisers.
What makes an ad work
- Show the product or the experience, not just a logo.
- Speak to gay men directly. Generic rainbow branding in June reads as box-ticking.
- Give a reason to act now: a launch price, a limited drop or a code.
- Show up beyond Pride month. Brands that are present all year earn more trust.
Measure it
Give every placement its own discount code or tagged link (UTM parameters), so you can compare cost per sale or sign-up instead of likes and views.
Advertising with Gays+
Gays+ Promote shares brands’, events’ and creators’ posts across X accounts with 750k+ combined gay followers, booked with one payment and approved by you. See options for brands, for events or buy shoutouts on X.
Promotion packages
Reposts on XYour posts. A little more attention. Choose the posts you want shared Discuss timing directly with our team One payment, one private promo passFrom $9.008 options
Super Reposts on XA wider distribution option for your selected posts. Choose which posts to promote Additional account distribution Creative and timing agreed with youFrom $15.006 options
Packages on XOriginal posts, reposts and Super Reposts, together. Your creative, captions and links Original posts and reposts in one bundle Pinned placement on selected packagesFrom $30.005 optionsGood questions
Can I target gay men on Facebook and Instagram?
Not directly. Meta removed detailed targeting options related to sexual orientation in 2022. Placements with gay creators and gay-focused accounts reach the audience more reliably.
What is the best way to reach gay men?
Go where they already pay attention: gay creators, gay-focused accounts and media, apps and events, with an offer made for them.
How do I know if an ad worked?
Give each placement its own discount code or tagged link, then compare sales or sign-ups per dollar spent.