An Intro From
As founders of Mavrck, we have always prioritized investing in our people, knowing that if we put people before profits and processes, the outcome will be the strongest, and we can focus on building a healthy and successful culture. To put people first acknowledges that it must be for ‘all people’ and we believe this is done by creating a safe space for all backgrounds and developing a culture that encourages vulnerability. We know that investing in our people requires us to do it in a way that is fundamentally inclusive and recognizes the importance of diversity.
Why Representation in Influencer Marketing Matters
When people hear “influencer,” many envision a fashionista or a mommy blogger, or even a young content creator on TikTok. It’s also a reality that many will associate that image with a white or white-passing person. Even creator and author, Stephanie Yeboah wrote in an article in 2019, “By exclusively using white influencers to tout holiday experiences, beauty and skincare products and fashion pieces, the story being told is that these experiences are only available to white people.” And it’s a sentiment that is felt by many.
5 Steps to Make Your Influencer Marketing Programs More Diverse and Inclusive
How to Make Your Marketing Materials Inclusive
1) DIVERSIFY YOUR INFLUENCER PERSONA TYPES.
2) PROVIDE CREATORS WITH INCLUSIVE MOOD BOARDS TO INSPIRE CREATIVITY.
3) REPURPOSE DIVERSE IGC ACROSS ALL MARKETING EFFORTS.
Brands can be more inclusive by hiring Black and Brown Queer people and constantly give those people in the margins a platform to use their voice.Stephon Mendoza@mindofmendoza
There is so much quality content being made by underrepresented groups, which is an opportunity for brands to tap into and benefit from.Sarah Amann & Rachel Benson@sarah.amann & @itsrachbenzo
Speak up and ask for what you want and what you believe you deserve. Don't let the fear of backlash or not being invited to a future campaign hold you back. Use your voice.Jamie Lynn@thejamielynnshow
It is critical for brands to include diverse participants when they create campaigns, to better diversify the audience base they'll reach.Trystan Reese@biffandi
There are few brands that I have found to be very inclusive. I personally am a huge supporter of recent Express campaigns, which created a diverse approach and established a connection with every audience in their niche.Konrad Sliwiak@wellitskonrad
Diversity, Equity & Inclusion Survey Insights Report
Based on 550+ respondents who took our November 2020 survey, we gathered valuable feedback around three key research themes: 1) DEI in feeds and influencer generated content, 2) DEI in brand collaborations, and 3) DEI in the influencer marketing ecosystem. Read this report for 6 insights into action based on key learnings and takeaways directly from our creators.
Our Philosophy on Influencer Compensation
1) Optimize for the Ideal Persona within the Spectrum of Influence, Not for the Most Followers.
2) Recognize that Motivators Are Dynamic, Can Vary Widely Brand to Brand, and Should Be Opt-in Based.
3) Prioritize People Who Know and Love Your Brand, Over Those Who Are Looking for the Highest Bidder.
4) Provide Freedom and Flexibility to Brands, with Benchmarks, Best Practices and Fraud Analysis.
5) Build for Long-Term Relationships Versus One-Off Transactional Campaigns.
LUNA BAR #SOMEDAYISNOW EQUAL PAY CAMPAIGNS TIED TO WOMEN’S EQUALITY WEEK
PAYPAL RUNS #GIVEBETTER CAMPAIGN IN CONNECTION WITH GIVING TUESDAY OVER THE HOLIDAYS
JAMRS HONORED VETERANS THROUGH #THEIRTOMORROW PROGRAM TO SUPPORT THE MILITARY
ROKU CELEBRATES #HISPANICHERITAGEMONTH TO PROMOTE A SPECIAL COLLECTION OF CONTENT
THE DALLAS MAVERICKS SUPPORT THE LGBTQ+ COMMUNITY THROUGH #MAVSPRIDE NIGHT CELEBRATION
VETERANS AFFAIRS SUPPORTS SUICIDE PREVENTION MONTH THROUGH THEIR 'BE THERE' CAMPAIGN
Inclusive Marketing is Needed to Instill Change for Good
At Mavrck, we understand that work needs to be done to represent greater diversity and inclusion in influencer marketing, and each of us can help pave the way. We admit that we are not perfect today, and also recognize that the conversation around diversity, equity, inclusion and belonging must be part of our goals as an organization to strive to be better every day.
With so many influencers and consumers not believing they are represented and so few brands taking action, what is preventing you from acting today and shifting your influencer marketing strategy in a way that’s more inclusive? Influencer marketing is designed to drive action from the audiences that follow creators — let's point that towards creating for good.