Observed Signal · Jun 16, 2023 · Research Report · Source: OnlineMarketing.de · Impact: 3/5 · Sentiment: Negative
Study: Twitter Rated Most Risky for LGBTQ Users
GLAAD's 2023 Social Media Safety Index (SMSI) assesses LGBTQ user safety across five major platforms: TikTok, Twitter, Instagram, YouTube, and Facebook. The results show Twitter as the least safe, with a SMSI score of 33%, down 12 points from 2022, making it the sole platform to worsen year over year. Instagram tops the chart at 63%, aided by Meta's policies and moderator training initiatives, while Facebook, TikTok, and YouTube posted gains but remain below Twitter’s prior safety level. The study highlights ongoing gaps in protection from online hate and misinformation and notes a lack of transparency around data collection related to LGBTQ status. Twitter is singled out for not offering pronoun display options or controls over data related to sexual orientation and gender identity, and for reportedly removing protections for transgender users through changes to its harassment policy. SMSI evaluates 12 indicators including safety policies, inclusive options, and bans on anti-LGBTQ advertising.
Highlights platform safety gaps for LGBTQ users across major platforms; informs advertiser risk and brand safety considerations.
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Key Takeaways & Evidence Grounding
- GLAAD's 2023 SMSI ranks five platforms for LGBTQ user safety; Twitter scores 33%, the lowest, while Instagram scores 63%, the highest.
- Twitter's SMSI score decreased by 12 points year over year (2022 to 2023).
- Twitter reportedly changed its harassment policy to remove protections for transgender users.
- Instagram leads the SMSI at 63% due to Meta's new safety-related policies, though Instagram still lacks some protections (e.g., deadnaming).
- The SMSI assesses 12 indicators, including safety policies, inclusive options, and the prohibition of anti-LGBTQ advertising.
Connected Companies & Entities
2 Entities mappedOntology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Musician sentenced for AI streaming fraud
A 54-year-old musician in the US has been sentenced to 18 months in prison for orchestrating a large-scale streaming fraud scheme. Using up to 10,000 bots, thousands of fake accounts, and thousands of AI-generated songs, he manipulated streaming platforms such as Apple Music, Amazon Music, and YouTube between 2017 and 2024. The fraudulent streams generated millions in royalty payments. At one point, his songs achieved 80.9 million streams in April, far surpassing Taylor Swift's 9.3 million. The court also ordered him to repay over $8 million. His defense argued that no musicians were directly harmed, but prosecutors countered that real artists and fans were deprived of royalties.
OK Future's AI 'Pressure Cooker' Campaign for Goodwipes
Former MullenLowe U.S. CEO Frank Cartagena launched creative shop OK Future to test generative AI's potential for a small agency. Their first project, a spoof of OpenAI's Astra ad for personal hygiene brand Goodwipes, was produced in four days using AI tools like ArtCraft, Seedance, and OpenAI's Astra model, cutting projected production costs from $700,000. The campaign, 'Meet Asstra,' gained over 1.5 million views on Reddit. However, Cartagena described the pace as 'unsustainable' and a 'pressure cooker,' with team members working around the clock and even threatening to quit. Goodwipes' SVP of Marketing, Meredith Diehn, emphasized trust in Cartagena and the value of experimenting with AI. The article highlights the growing use of AI in creative production, with 73% of marketers using GenAI for visual content and Gartner forecasting AI software spending to reach $981 billion by 2029.
Lo-fi UGC-style content outperforms polished ads
The article discusses the growing effectiveness of lo-fi and UGC-style content over polished brand advertisements in social feeds. Citing data from TikTok, System1, Meta, and Kantar, it reports that creator-led content achieves 70% higher click-through rates and 159% higher engagement than non-creator ads at the same CPM, and that viewers skip influencer content after 17.8 seconds compared to 7.9 seconds for traditional branded content. Meta partnership ads reportedly deliver 19% lower CPAs and 13% higher click-through rates. The article emphasizes that while lo-fi content feels authentic, it still requires deliberate strategy, including clear brand cues within the first two seconds. It advises brands to combine lo-fi production, genuine UGC/creator content, and a remix layer of existing footage to maintain creative freshness and performance on platforms like TikTok and Instagram Reels.
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