After analyzing Pride-related hashtags across Facebook and Instagram, Emplifi found that brands published substantially fewer Pride Month posts in 2025 compared to previous years
New York, June 30, 2025 – Emplifi, a leading customer engagement platform, today released findings from its analysis of Pride-related content posted by brands across Facebook and Instagram in support of Pride month. According to Emplifi’s data, the number of U.S. brands publishing Pride-related hashtags on Facebook and Instagram during Pride month dropped by nearly a half compared to last year.
The sharp decline in brands publishing Pride-related hashtags is part of an ongoing downward trend that began in 2023 when the number of brands posting Pride-related content first began to dwindle compared to the previous year.
While the number of brands publishing Pride-related posts may be dwindling, engagement with Pride related content was up on Facebook. The number of interactions on Pride-related posts published on Facebook by brands more than doubled compared to last year. In fact, this year, brands saw more engagement on Pride-related Facebook posts than they have received for the past three Pride Months.
Meanwhile on Instagram, the number of interactions on Pride-related posts from brands experienced relatively little change compared to last year. Overall, brands on Instagram have seen a steady decline in engagement on Pride-related posts after a noticeable drop in 2022. This year, the median interactions brands received on Pride-related posts on Instagram was approximately a third of the engagement received in 2021.
Emplifi also identified the top performing Pride-related posts on Facebook and Instagram by U.S. brands, with Ikea, Hilton Anaheim, and A Mighty Girl earning the most interactions for Pride-related content.
On Instagram, the top performing Pride-related posts were published by Jenny bui, The Female Quotient, and Mercedes-Benz USA.
According to Emplifi’s data, the most frequently used Pride-related hashtags across both Facebook and Instagram this year were: #PrideMonth, #Pride, #Pride2025, #LoveIsLove, #LGBTQ, and #LGBTQIA.
About Emplifi
Emplifi is a leading customer engagement platform that empowers brands to deliver meaningful, connected experiences across digital channels. Recognized as a Leader by renowned analysts and celebrated as a customer favorite, Emplifi provides innovative, data-driven insights and AI-powered tools to help brands optimize social media performance, elevate their influencer marketing strategies, and deliver impactful customer engagement across marketing, commerce, and care.