With more outspoken minority voices and a shifting economy, brands are recognizing the need to honor all members of their audience. Influencers of color are drawing attention to new buying trends as formerly marginalized communities overcome unique life challenges to encourage greater diversity in modern retail marketing.
Marketing is influence, and influence is privilege. When prejudice and apathy are allowed to marginalize entire people groups, those in places of privilege have a responsibility to raise their voices for diversity and inclusion.
Compelling ads and messages linger in the minds of viewers and can impact their decisions beyond that next purchase. Marketers must recognize that their profession has real power to change hearts and minds. In fact, it can cause millions of people to grow or narrow their perspectives in a surprisingly short amount of time.
“The majority of consumers (70%) believe it’s important for brands to take a public stand on social and political issues, and 64% of them took an action after seeing an ad they considered to be diverse or inclusive. And marketers recognize they must pivot to align with these shifts. Your customers are diverse and your marketing should reflect that by equitably amplifying their voices in the stories you tell.”
– LinkedIn, 2021
Brands that only ever sponsor creators within a particular niche, ethnicity, or region send subtle messages to many of their customers that they are outsiders, and that the brand’s products are not intended for them.
It’s human nature to want to be included, and ads that showcase diversity make more people feel included and safe. Brands intentionally cater to influential people of color to demonstrate that they welcome everyone who wants to be a customer or brand fan.
“When brands neglect or suppress alternative perspectives, then they experience more difficulty when trying to market or improve their products and services. In many cases, non-diverse organizations simply lose traction in their market and struggle consistently to deliver sustainable profits.”
– GRIN, Diversity & Inclusion With Influencer Marketing
Not only are North American regions becoming more racially diverse, but the buying power of non-white consumers has grown more in the last 20 years than ever before in history.
Experts estimate that in 2018, the United States saw nearly $15 trillion of consumer buying power. Of that $15 trillion, $4 trillion belonged to black, Hispanic, Native American, and Asian consumers.
Additionally, the United States Census Bureau predicts that the white American population will only grow 11% by 2060, while African Americans will grow 41%, Asian Americans 101%, and multi-racial Americans 198%.
In summary, non-white Americans are both increasing in numbers and affluence. And brands must recognize their obligation to reach these customer segments.
One of the most effective ways to reach more people is to ensure that the influencers you partner with represent all cultures and ethnicities. By partnering with influencers of color, you will reach a broader audience authentically.
A key piece of Cuts Clothing’s marketing strategy is influencer marketing on Instagram. When selecting creator partnerships, the brand goes out of its way to work with influencers who represent various ethnicities and audience segments. That’s why a large portion of Cuts’ social media content features influencers and fashion models of color.
Dove recently launched a campaign to end race-based hair discrimination. Many black women in the United States experience disrespect from hair stylists and products due to “hair texture and protective hairstyles.” The brand is working with creators to promote the CROWN Act (Creating a Respectful and Open World for Natural Hair).
In a remarkable display of customer advocacy and inclusive marketing, Bumble visited cities where it had high participation on its dating app. The marketing event featured customers of color, as well as those who were disabled, seniors, gender nonbinary, and more.
Jennie Ruby Jane is a South Korean pop star and Instagram influencer. Widely known for her solo career and a member of Asia’s BLACK PINK music group, Jennie is also a favorite among Asian American consumers.
Brent launched his entertainment career with Vine and has since gone on to build a personal brand on Instagram and establish his own talent agency, Amp Studios. He is currently America’s favorite male Latino social media influencer.
Lisa is also a member of the South Korean music group, BLACK PINK. She is a prolific beauty and fashion influencer with millions of engaged fans around the world.
LeLe Pons is a Venezuelan-American mega influencer, recording artist, and podcast host. She gained a lot of popularity on the now-defunct platform Vine, which she transferred over to YouTube and other platforms.
Baby Ariel is a Jewish-Latin American with a talent for music and acting. She quickly gained momentum on Instagram and TikTok, but she is also active on Twitter and YouTube.
Total followers: 145.9 million
Channels: Instagram & TikTok
@khaby.lame Guys help @blaisematuidi to find the right caption on this 👇🏾 thanks for the call @joellirica @vegedreamgagnoa #learnfromkhaby #imparacontiktok
♬ suono originale – Khabane lame
Khaby Lame is a perfecter of video reactions on TikTok. His favorite skits involve poking fun at people who overcomplicate easy solutions to daily problems. He rose to fame far quicker than most influencers, and his popularity continues to grow on TikTok and Instagram.
Total followers: 99.1 million
Channels: Instagram, TikTok, & YouTube
Zack King is the pioneer of “digital sleight of hand,” or “magic vines,” where he shamelessly uses video edits to perform illusions for fans.
Total followers: 59 million
Channels: Instagram, TikTok, & YouTube
Iraqi-American make-up artist, Huda Kattan, is a beauty entrepreneur and blogger. She frequently showcases her Huda Beauty product line while offering cosmetic tutorials and FAQs.
Total followers: 42.5 million
Channels: Instagram, TikTok, & YouTube
Aimee Song fills a lot of roles, and she does them all remarkably well. In addition to being an impeccable dresser and beauty guru, she is an accomplished DIY-er, cook, and lifestyle blogger.
Total followers: 26.9 million
Channels: Instagram, TikTok, & YouTube
Nyma Tang describes herself as the “dyslexic queen that’s beauty obsessed.” She is a leading fashion blogger, YouTuber, and well-known advocate for racial equality in the fashion and cosmetics industries.
@justmaiko
Michale Le joined TikTok when the app was still Musical.ly. He is one of TikTok’s most popular choreographers and dancers.
@challxn Is the booT, FITS.
♬ original sound – Jadynnn🖤
Challan is a Barbadian model who took to TikTok to express herself through cosplay outfits/props and perform original skits.
@karolg 🔥🔥🔥 MEDALLOOOOO 🥵🥵🥵
♬ sonido original – Karol G
Karol G is a famous musician from Colombia, and thanks to TikTok, she is now a world-renowned social media influencer. She uses her profile to announce new singles and showcase reggae fashion.
@youngyosa If you can’t beat him… join him #africanparents #viral #fyp
♬ original sound – Uyi
Young Yosa, or Uyi, is a fashion model who is famous for his “pissing-off-my-African-parents” comedy skits. He is also the founder of NASO, a clothing line that invests in underserved communities around the world.
@therealbsimone Yea yea !!! #coileray #foruou #colorcustomizer #foryou
♬ original sound – Weekly Newsical
TheBSimone is one of TikTok’s most popular comedians. But many fans are surprised to learn that she is also a serial entrepreneur. She is CEO of B.Simone Beauty and B.Simone FIT.
Jalisa Jefferson left her career in IT to do what she loved best – creating authentic content on social media. She is a fashion model, mother, and wants all her followers to know the importance of religious faith.
Sushant Singh Rajput began his public career as an Indian actor. After becoming famous in his own country, he began exploring existential topics with fans on Instagram, including astronomy and mindfulness best practices.
Taye Hansberry is a lover of “all things food, fashion, and beauty.” She became famous as a lifestyle blogger and is a winner of Vanity Fair’s “best dressed” award.
Cynthia Andrews is a full-time New York attorney and a travel influencer on the side. Her outfits against the backdrop of exotic locations make her a favorite on Instagram.
Nora Fatehi’s parents immigrated from Morocco to Canada where Nora entered show business. She fell in love with Indian cinema and is now a self-made producer of Bollywood films.
Marques Brownlee, also known as MKBHD, is a professional ultimate frisbee athlete who launched his own podcast to discuss the latest in technology. His YouTube channel reviews gadgets, tech releases, and more.
Lele Pons is a Venezuelan-American musician who achieved stardom by being the first female on Vine to achieve over one billion loops. She now features new singles and music videos on her YouTube page.
GloZell Green is a comedian and song parody writer who launched her channel over ten years ago. Today, she is one of YouTube’s top vloggers with nearly 1 billion views.
Andreas Brooks is one of YouTube’s first lifestyle gurus. Among her areas of expertise are cosmetics, DIY projects, hair care, and fashion.
Chris Smoove is one of the most tenured YouTube gamers. His favorite games are sports games, such as NBA 2K22. Fans also enjoy his commentaries on NBA players and teams in real life.
Diversity consistently improves a brand’s overall performance, both when it comes to marketing and product personalization. Creators of color are incredible resources for brands as consumer buying power shifts to a more racially-diverse audience.
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