While there are incredible queer comedians, creators, and publications, we felt that there was a white space for a digital community that was specific to queer comedy. Our goals included authentically engaging Millennials and Gen Z, particularly those who identify as members and allies of the LGBTQ+ community. We wanted to build meaningful talent relationships and assert the prominence of LGBTQ+ creators in the comedy landscape.
In order to better nurture and support diverse talent and amplify their voices, we wanted to build an audience comprised of LGBTQ+ comedy lovers and allies of the queer community. Comedy Central partnered with Logo to launch a new Instagram channel, The Gag, which creates and programs content for and by the LGBTQ+ community. Featuring original content from a variety of up-and-coming and established queer comics as well as relatable memes, The Gag speaks to our vision for a more diverse and inclusive future for comedy.
We strategically leaned into partnerships with top LGBTQ+ Instagram accounts to drive an engaged audience of queer comedy and pop culture lovers.
Originally an Instagram channel, we expanded the Gag to TikTok in 2022. The combined platforms have grown to 26K followers and saw 9.3M views and 567K engagements in 2022. The Gag partnered with 28 different queer creators to create 50 pieces of original content last year.