2020 saw a shift, with brands publicly taking responsibility for a lack of diversity in influencer marketing. From beauty to travel, Black content creators have spoken out about tokenization, unfair pay, and microaggressions when collaborating with brands. We asked four Black creatives to share their experiences and speak to why diversity in influencer marketing matters. Here’s what they had to say.
Why brands should have inclusive influencer marketing
Influencer marketing is a great way to increase brand awareness, grow your community, and drive sales on Instagram. In 2019, reports estimated the influencer marketing industry could be worth as much as $15 billion by 2022 — making it an effective tool for growing your business. But 2020’s rise in social activism put a spotlight on the lack of diversity in the space, creating dialogue around the disparity of Black employees at major agencies and the inequality experienced by Black content creators.
This is actively being watched by the latest generation of consumers: Gen Z. As the most racially and ethnically diverse generation, Gen Zers are drawn to brands that are inclusive. And like their millennial counterparts, two-thirds of Gen Zers say that Black people are treated less fairly than white people in the US. By not partnering with more diverse content creators, brands miss out on the buying power of millennials and Gen Zers, and won’t reach a wider audience who could potentially advocate for their products.
1. Sashagai Ruddock
Sashagai uses humour and vulnerability to empower her community to be confident. When she’s not posting on social media, she’s hosting events like Manifesto, or building her portfolio of brands: SHOP FOC Apparel, Nu Ave Nails, and Deddy’s Kitchen. A busy woman, indeed.
Q: What has been your experience with brands since the resurgence of the BLM movement?
Sashagai: “I saw some change right at the beginning with brands speaking out, but I think they need to be held accountable. My fear is that eventually everyone will forget about it and move on. I had large companies reach out to me and start off with, ‘We really want you to be an ambassador for us… but there’s no budget.’ And at this point, it’s insulting. I have a killer media kit. I drive sales. How can you plan a major campaign with no budget? Are you actually going to be serious about representation?”
Q: Why does representation matter?
Sashagai: “If I can’t relate to your brand, there’s a high chance I won’t shop at your store. I won’t feel like your products are for me — and it’s not done maliciously, it’s unconscious. If I see an influencer campaign that has 11 beautiful white, blonde women, I immediately think their HQ must be majority white. Because if you had Black employees in the rooms where these decisions were made, and they felt safe enough to voice their opinion, that wouldn’t happen.”
Q: What can brands do to be more inclusive when working with Black creators?
Sashagai: “Pay them, respect them, collaborate with them, and give them the space to create. Let us be who we are. My content will not look like a woman from Idaho. I’m a Jamaican-Canadian who lives in Toronto. Our experiences are different and that’s okay — you should be excited for my content, not trying to change it.”
Q: What advice do you have for Black creators breaking into the industry?
Sashagai: “Be true to yourself. It sounds corny but that’s what grows your community and builds trust. You might think it’s from influencer campaigns, but it’s not. Your audience is there and will stay because they like you, not the brands you’re working with. And when you get to the point where brands are reaching out or you want to start pitching, don’t be afraid to ask for money. Don’t allow fear to stop you from asking for what you’re worth.”
2. Dorrington Reid
Dorrington Reid has built a community of over 30K plant lovers who look to his Instagram account for tips, tricks, and inspiration. With a background in visual merchandising and branding, it’s no surprise that his feed features a collection of well-curated, aesthetically pleasing content.
Q: What hurdles have you faced as a Black content creator, if any?
Dorrington: “The biggest hurdles I’ve faced have been brands devaluing my work by making low offers and consistently trying to negotiate my rate. I’ve also encountered brands that reach out because they like my feed but will ask for adjustments or reshoots to better match an aesthetic outside of my normal content. Because I don’t do this type of creative work full-time, I can afford to be selective about the brands I partner with and avoid any that don’t allow me to create content with my authentic perspective.”
Q: What has been your experience with brands since the resurgence of the BLM movement?
Dorrington: “I’ve noticed an increase in offers for partnerships with brands aiming to be ‘inclusive’ in their influencer marketing, and they’re more willing to accept my rates without negotiation. The type of campaigns have also shifted — they feature me at the forefront and reach a much wider audience. However, I prefer to partner with Black business owners where possible.”
Q: Why does representation matter?
Dorrington: “Representation in every creative industry is important, but especially in content creation and influencer marketing because it can shift preconceived ideas. It gives people access and insight into spaces they might not otherwise have a chance to be exposed to.”
Q: What advice do you have for business owners who want to work with Black creators?
Dorrington: “I’d encourage those business owners to do the work on their own to address any past shortcomings and make tangible efforts to change. It’s also important for these businesses to allow Black content creators to produce content that’s true to them, their lived experiences, and their viewpoint.”
3. Ciara Johnson
Travel changed Ciara Johnson’s outlook on life, and she dreamed of sharing the magic of travel with others. She’s done just that. With her long-form captions, colourful imagery, and travel tips, Ciara inspires her audience to explore the world.
Q: What hurdles have you faced as a Black content creator, if any?
Ciara: “As a Black creator, I’ve found that I’ve had to work twice as hard to get the same exposure as my white peers. I have to go above and beyond to provide value to my audience, because simply showing up won’t cut it in the same way. I had an instance where a white creator openly shared her pay on a campaign which I was told had no budget. We both asked for pay, had the same deliverables, and I had a higher following and engagement. I’d always suspected and heard that Black creators were paid less, but this experience shook me.”
Q: Why does representation matter?
Ciara: “I’m extremely passionate about the role media plays in our everyday lives, and how our decisions and views are influenced by it. With representation, we’re able to see what’s possible for ourselves. We’re able to feel like we can start our own business, own our own home, and even travel the world on our own dime. We have unique experiences, voices, and stories that deserve to be heard.”
Q: What can brands do to be more inclusive when working with Black creators?
Ciara: “Brands can make sure they’re thoroughly seeking out Black creators to work with, have equal representation across campaigns, hire Black creators to consult on these issues, pay Black creators equally, and hire more Black people internally so that inclusivity is a natural part of the conversation.”
Q: What advice do you have for Black creators breaking into the industry?
Ciara: “Find a community to connect with. Oftentimes, we share the same struggles and it helps to know you aren’t alone. And once you can afford it, hire a business coach who can help you level up. They’ll provide education and information in areas you might be struggling with. Don’t be afraid to ask for help!”
4. Danielle Salmon
Danielle Salmon loves food, photography, and blogging — so much that she’s built a successful restaurant discovery blog based in LA and has been invited to cover food at both the Emmy Awards and the Oscars. Her community has grown to love both her reviews and the Instagram Stories where she shares her day-to-day, from her job as a Public Affairs Representative to visiting new food spots.
Q: What has been your experience with brands since the resurgence of the BLM movement?
Danielle: “It’s been a roller coaster experience. I’m happy brands are finally being inclusive, and am also completely fatigued. I’ve noticed more brands reaching out to me to collaborate on potential campaigns, and have turned down those that seem like they’re only using the trend.”
Q: What hurdles have you faced as a Black content creator, if any?
Danielle: “While photographing food in restaurants, I’ve received odd looks and I’m often the only Black person at events. I’ve had a popular non-Black food content creator repeatedly call me the n-word (sans ‘er’) in front of others, even after asking him to stop. And I’ve had a patron in a restaurant speak derogatorily about my skin colour. Being professional yet standing up for myself during uncomfortable situations has been hard. I’ve cried, picked myself up, and made myself stronger, but I wish I didn’t have to be wary of these potential hurdles.”
Q: What advice do you have for business owners who want to work with Black creators?
Danielle: “Find those that resonate with you, and get to know them. When you do reach out, treat them the way you would treat non-Black creatives. Negotiate fair terms in your contracts and offer proper pay that factors in your budget. Working with Black creatives is easy; society is the one who makes it appear hard.”
Q: What advice do you have for Black creators breaking into the industry?
Danielle: “Working with brands who don’t align with your values can jeopardize your authenticity and reputation. If you’re in a position where a brand reaches out to you for a partnership, research their stance on issues that are important to you. Remember, all money isn’t good money, especially if it compromises you and your brand.”
These interviews have been edited for clarity and length.
Inclusive influencer marketing should be built in from the start — authentic, free of tokenization, and paid equally. If you’re building a campaign and want help doing it right, P1 Marketing partners with Caribbean brands on inclusive, results-driven social strategy. Request a quote to get started.