How To Work With Black Influencers

The Influencer Pay Gap between White Influencers and Black Influencers is real.

In 2021 Ariatu PR Founder, Ronke Lawal spoke to Cosmopolitan about the complexities of the relationship between PR agencies and influencers. One of the key issues that the piece identified was the very real influencer pay gap. In 2022, global communications agency MSL UK issued a report on influencer pay, which revealed that there was a 22% pay gap between black and white influencers. The report also highlighted that when it comes to negotiating fees, white influencers are nearly three times more likely to generate a positive outcome than Black influencers. Black influencers deserve to be paid fairly for their content - brands and PR agencies who handle campaigns need to take the issue of the pay gap more seriously.

Aside from the financial aspect there are others issues that need to be addressed when looking at how brands and PR agencies engage with Black Influencers.

So how can Brands and PR agencies work with Black influencers?

Respect: Black influencers deserve respect for the content that they create. Challenge your internal biases with how you perceive Black influencers and ask yourself why you value their content less than the content of others. There has been a lot of speculation recently about the value that Black influencers bring to brands' PR and marketing campaigns. The truth of the matter is that regardless of the size of the following of a Black influencer the metrics used to measure their outcomes should always be fair, balanced and respectful.

Communicate: A lack of communication and misunderstandings can have a negative impact on the relationship dynamics between Black influencers and Brands. Black influencers who are working on building their own personal brand in the digital space are seeing large brands working with their white counterparts within the industry and are not being given the same types of opportunities or a missing out because of a lack of communication or willingness to understand from brands. As a brand or PR agency communicate fairly and respectfully with Black influencers.

Be creative and open-minded: There’s a fixation on the idea that Black influencers audiences are not the target market for a brands positioning however this fixation leads to brands overlooking and excluding a wider and more dynamic range of consumer markets. White audiences in the UK may be the majority but they are not the only market and they are not always the most relevant audience to focus on.

Work with Black consultants and experts: Black PR consultants and Black-owned PR agencies can help brands focus on identifying Black influencers and content creators who are often overlooked and undermined. It is worth investing in the expertise of Black Public Relations specialists who can guide your brand when it comes to working with Black influencers.

Remember that Blackness is not a monolith: Black influencers and Black content creators are vast, they are creative, they are bold, they are dynamic. Don’t assume that there is only one direction in which to work with a Black influencer or a Black content creator. Think outside of the box and be dynamic in your approach - Black influencers and content creators can boost campaigns for books, fashion, food, tech, travel and more in an array of style. Allow Black influencers to be themselves. Trust them to create content that speaks authentically to their unique audiences and your brand will get the best out of them.