The power of influencer marketing is on the rise, and the impact and need for Black women creators is undeniable. Their unique ways of storytelling are changing how the world experiences culture, humanity and products across countless industries.
Multicultural creators provide guidance and direction for influencers across the board, but it is Black women creators who are changing the prism of social media marketing. Ultimately, they help companies by driving purchasing decisions among women of color by being strategic in showcasing how brands are relatable and beneficial to their community. From Do-it-Yourself videos to long-form lifestyle content, their unique ways of storytelling showcase the multitudes of the Black female experience.
“Now more than ever, Black women are very conscious about how they spend their money,” said Danielle Hester, Product Marketing Manager for My Code’s Black media subset, B Code. “Their path to purchase is heavily influenced by word of mouth, specifically when people they relate to recommend a product and/or service.”
Brands that want to maximize the benefits of influencer marketing cannot overlook the results Black women creators have in the marketplace. If advertisers turn a blind eye, they’ll simply minimize their audience reach. But it doesn’t just stop with “on-camera” creators — behind-the-scenes marketing, advertising and branding featuring “Black Girl Magic” is just as impactful. Below, we’ve outlined five ways companies can build trust and maximize authentic relationships with Black female creators who are truly “influencing” the marketing culture.
1. Organic partnerships
Brands must be intentional in building campaigns that celebrate and acknowledge the influence of Black women in the content space. Whether it’s uplifting multicultural women in advertising or creating products with them in mind, authentic brand representation is a step in the right direction to building strong partnerships with Black influencers. Rather than one-off campaigns, marketers should brainstorm and implement year-round initiatives that tap into these creators’ unique storytelling so they can amplify their messaging.
2. It’s not always about the blue check
Many brands overlook Black female content creators with unverified accounts. Yes, social accounts with a blue check are a badge of validation, but it doesn’t mean a creator with an unverified account is less valuable. Instead, companies should look more closely at the quality of the influencer’s content and ask questions like:
- Is the creator’s content unique to their personality?
- Are they consistent with posting and generating “likes” and “comments?
- Are they providing a fresh point of view?
- Will their content resonate with the brand’s target audience?
Asking these questions when choosing who to partner with could build a flourishing relationship between brands and creators.
3. More diversity and inclusion
Diversity and inclusion should be the top priority on the brand and agency side. While some companies have been making strides in this area, many others still have room to grow. When building a team and developing partnerships, marketers will see that emphasizing inclusive measures benefit all parties involved, including the brand itself.
4. Cut the check
As influencer marketing continues to grow and brands seek opportunities to reach diverse audiences, Black female content creators have become more vocal about the pay gap that exists between them and their white counterparts. This translates into pay gaps as high as 35% when comparing Black and White influencers. Therefore, brands can maximize their relationship with Black women creators by analyzing influencer pay inequalities, accepting accountability if they’ve played a role in this disparity and taking action to make sure multicultural creators receive their equal share.
5. Community building
Black female influencers are providing their knowledge of community building in order to authentically reach brands’ target segments. Developing partnerships with Black women creators can fuel brand growth because diverse representation not only resonates with multicultural audiences, it is received well by all audiences. Providing visibility allows others to view your brand as a more respected and credible one that authentically brings communities together.
According to My Code’s Intelligence Center’s Multicultural Women Fact Pack, only 4-in-10 multicultural women feel brands and companies understand them very well. The future of marketing demands diversity, and less than 50 percent of audiences are not feeling seen. Brands should take this into account when rebuilding their marketing strategies to be more inclusive.