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June is Pride month, an annual celebration recognising LGBT+ communities around the world.

Pride events have been an enduring source of LGBT+ visibility for decades, which got many of us at Bell Digital Marketing thinking: what is the most Instagrammed Pride event in the world? Here's what we found out.

How we determined the results

To determine the most photographed Pride event, we collected hashtag data from Instagram in multiple languages, measuring engagement in the official hashtag or the most popular local hashtag, whichever was greater. We also collated annual hashtags dating back five years (e.g #prideevent2017).

Overall, the number of hashtags totalled 1.7 million.

Rank

Country

Pride Event

Total

1

USA

NYC Pride

342,722

2

UK

London Pride

258,011

3

USA

San Francisco Pride

209,375

4

Australia

Sydney Mardi Gras

99,400

5

Canada

Pride Toronto

65,573

6

Sweden

Stockholm Pride

64,554

7

Finland

Helsinki Pride

53,766

8

Italy

Milano Pride

48,366

9

Germany

CSD Berlin

47,318

10

Ireland

Dublin LGBTQ Pride

44,172

11

Netherlands

Pride Amsterdam

41,139

12

Denmark

Copenhagen Pride

36,999

13

Brazil

São Paulo Gay Pride Parade

32,630

14

Czech Republic

Prague Pride

31,706

15

Norway

Oslo Pride

30,673

16

Israel

Tel Aviv Pride

30,399

17

Italy

Roma Pride

28,950

18

Germany

Cologne Pride

28,200

19

Spain

Orgullo Gay de Madrid

27,629

20

Canada

Fierté Montréal

22,834

21

Spain

Pride Barcelona

19,712

22

Tokyo

Tokyo Rainbow Pride

18,646

23

Vietnam

VietPride

18,569

24

Poland

Warsaw Equality Parade

18,173

25

Austria

Vienna Pride

16,731

26

Greece

Athens Pride

16,510

27

Hong Kong

Hong Kong Pride

15,857

28

Taiwan

Taiwan Pride

13,786

29

Hungary

Budapest Pride

12,546

30

France

Paris Pride

11,831

31

Argentina

Buenos Aires Gay Pride

9,681

32

Switzerland

Zurich Pride

9,314

33

Iceland

Reykjavík Pride

8,937

34

New Zealand

Auckland Pride

5,772

35

South Africa

Johannesburg Pride

4,565

New York takes the title

NYC Pride takes the title of most Instagrammed Pride event in the world, beating out London Pride by almost 100,000 hashtags.

Interestingly, NYC Pride saw the most Instagram engagement in 2019 when the city commemorated the 50th anniversary of the Stonewall Riots, a key event in modern LGBT+ history.

European cities rank prominently

European Pride events are some of the most Instragrammed on the planet, ranking 13 times in the top 20 and amassing over 800,000 hashtags.

The most photographed European Pride event is London Pride (258,011 hashtags). Second is Stockholm Pride (64,554 hashtags) then Helsinki Pride (53,766 hashtags).

Pre-pandemic popularity

Between 2017 and 2019, hashtag engagement in Pride events grew by an average of 180% on Instagram. There was a significant drop-off in 2020 and 2021 due to the pandemic, which forced many Pride events to cancel.

Instagram is a constantly evolving platform. Regularly, it offers new features to its users. Here are the latest developments of the platform in 2021.

#1 Update on your friends' content

For a few months now, many users have been complaining about the evolution of the Instagram algorithm. You may have noticed that you don't see your friends posts anymore? Instagram is now about to test a feature on your friends’ content. The platform will display suggestions within the posts of the accounts you follow. Accounts that are lucky enough to test this feature will be able to add themes to their interests. This will allow suggestions to be displayed on their feed. This test will only be available in English-speaking countries for the time being.

#2 Visual search for Instagram shopping

Instagram has announced that it wants to add visual search to shopping on the social network. Therefore, it will soon be possible to find an item for sale on Instagram by taking a photo of it. This is a very handy feature, which you may have already seen on sites like AliExpress and Pinterest.

#3 A step forward for more inclusiveness

With the evolution of society and recent talks about inclusivity, Instagram launched a dedicated section on account profiles to add pronouns, so users will be able to specify their gender identity and display the pronoun they want to be referred to. The new field to be filled in (after the name and before the nickname and bio) is optional, and the user can decide whether their pronouns appear on their public profile or for their followers only. The new feature allows users to share up to four pronouns selected from a pre-approved list of common pronouns including she, he, they, ze and others.

#4 The "link" sticker that redirects to a site

The days when you had to have at least 10,000 followers to be able to redirect to a website will soon be over. Since last April, Instagram has been testing a "link" widget. This feature is one of the most anticipated by Instagram users.

#5 Instagram tests the stories vertical scroll

Today, stories are read as a kind of carousel by tapping on the right to go to the next story. Instagram is working on a prototype that allows stories to scroll vertically, up and down. This will look surprisingly like its competitor TikTok.

#6 Live videos with up to 4 people arrive

Used to Instagram calls with up to two people? Instagram has now increased the number of participants to four accounts introducing Live Rooms, allowing more people to get involved.

#7 Experimenting with automatic stories captioning

Testing a new sticker: "closed captions" that automatically generates a caption in stories. The text appears on the screen as the speech unfolds. A bit like the widget for song lyrics, but here the caption will be generated directly from your voice.

If you need advice on how to optimise your posts and increase the reach of your organic or paid social media content, don't hesitate to get in touch. Follow us on LinkedIn, Twitter and Facebook for the latest updates.