How your brand can work with influencers now

1. Promote lower-risk activities and avoid portraying higher-risk ones

Some activities are simply safer than others, mainly due to how much distance you can naturally and/or easily maintain from other humans. Being outdoors is generally safer due to better air circulation, so running on the beach or going on a hike pose lower risks. Indoor activities with little space between yourself and others, such as going to a nightclub, are too risky at this point.

Your influencers can promote your product or service being used in the safest ways you can that’ll still look great on Instagram. For example, a fashion brand might want to hold off on the party dresses and instead promote activewear at a stunning hiking trail (not a gym). If you’re a food brand, please don’t have an influencer raving how your BBQ sauce is the “life of the party” in a crowded yard.

The safety of your influencers and customers should come before your profits and certainly before any awesome but risky ideas you have.

Recent events have been shining a spotlight on a serious problem that’s plagued humanity forever: racism. Millions of protesters have been taking to the streets in major cities worldwide to show their support for the organization Black Lives Matter. Several individuals and brands have been taking to social media to show their support. Several companies have donated several thousand dollars to over a million to social impact organizations such as NAACP and the ACLU.

As a creative and influencer agency, we believe that companies have the power to do more than this, and many of them already have. Through marketing, brands can promote an environment that truly values different looks and voices long after these events. While educating your employees on equality and inclusion, your marketing can show these values to the outside world, building stronger relationships with your customers.

Starting with influencer marketing, here are some ways you can champion genuine diversity and inclusion that lasts.

1. Feature a truly diverse range of models and influencers -- in not just ethnicities but physical features.

A simple step towards more conscious marketing is through your influencer strategy. The influential figures representing your brand should reflect the diversity of your customers. If you aren’t familiar with influencer marketing, it works. According to research, consumers are very likely to look to influencers for purchase recommendations.

It’s unlikely you have a product that’ll only be used by light-skinned, extremely fit folks. If a diverse range of people can use your products, your marketing needs to reflect that. Choosing to have your brand represented by a narrow demographic will give the impression of exclusivity.

Exclusivity and aspirational marketing is a brand strategy of the past; the current market demands diversity and relatability. One factor behind the success of brands like Savage X Fenty, Thirdlove, and Glossier is the diversity in the ethnicities, body types, and skin tones of their models and influencers. Customers like seeing themselves represented in their favorite brands.

Only featuring a narrow range of humans is likely to garner criticism. Fashion giant Revolve has been heavily criticized for disproportionately featuring skinny, white models. One theory behind the decline of Victoria’s Secret is its lack of body diversity compared to its competitors. According to its Instagram page, this is something they’re currently changing.

For many customers, a wide range of racial diversity isn’t enough. Every ethnicity features a wide range of skin tones, and darker-skinned black and brown women have often been ignored. Many people have pointed out that a disproportionate amount of the black women featured in ads are light-skinned and “not too black.” If you look at Fashion Nova’s Instagram, there are always comments along the lines of “finally!” every time a dark-skinned woman is featured.

Another great way to feature diversity by celebrating multicultural holidays, such as Eid, Diwali, and Lunar New Year. For example, beauty giant MAC features glamorous makeup tutorials specifically for Diwali, one of India’s most important holidays. If your marketing typically doesn’t include too many human faces, this can be a great way to show some cultural inclusivity.

2. Make sure your influencers and models are all treated equally and respectfully.

Once you have a diverse set of employees and brand representatives, you have to keep them. Since subconscious biases are more common than we’d like to admit, this can take some work, but it’s vital.

Multiple influencers of color have reported instances of exclusion and mistreatment on brand trips. A trip with the app Dote featured actual, literal segregation. Influencers have described being ignored by photographers and the other influencers onboard.

This means that hiring influencers to make your brand look diverse and accepting isn’t enough. If they’re not being treated fairly behind the scenes when no one’s looking, your activism is merely performative. The influencers will definitely hold you accountable.

Any pay gaps should also be addressed.

3. Study past marketing campaigns to not repeat their mistakes.

In 2018, Heineken released a short video with the tagline “sometimes lighter is better” to promote their light beer with only 99 calories. In the video, a bartender slides a glass of beer past three black individuals (the only ones clearly shown) before a light-skinned, racially ambiguous woman picks it up with a smile.

While a glass of beer with only 99 calories was a great step forward for the beer giant, the ad was seen as a massive step backward, echoing traditional, regressive tropes. Even if a 99 calorie beer is surely preferred by many, so has lighter skin been. The preference for lighter skin is a global sentiment that has resulted in severe difficulties in social mobility.

Several studies have found instances of darker-skinned children being discriminated against and graded more poorly by teachers relative to their light-skinned counterparts with the same behavior and performance. As adults, darker-skinned individuals face more difficulties in the job market and dating.

Your ad doesn’t have to be explicitly saying “white is right” to cause a backlash. Any implication, whether spoken or visual, of lighter-skinned or white superiority, can be read in a way you may not have intended it to.

You can claim that the two people in the PlayStation ad below are equal to all you want, but it’s hard to deny that their pose is quite reminiscent of more divided times.

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Ads like the above are a cry for help for diversity in the marketing industry. If you have a diverse team, you’re less likely to have insensitive; tone-deaf ads make it out to the public. Not only will insensitive campaigns hurt your brand image, but they also result in profit loss.

4. Participate in social movements and donate to nonprofits.

In light of recent events, several brands have featured posts of solidarity on social media. While most brands have posted short statements with a simple graphic and #blacklivesmatter, some have gone above and beyond. Uoma Beauty, a high-end, black-owned beauty brand, showed its CEO attending the protests on Instagram. Several brands have put out resources to educate its customers on anti-racism and have donated thousands of dollars to nonprofits fighting for racial equality.

You don’t need to wait for another series of protests to donate. If your team finds an issue you’re knowledgeable and passionate about; you can incorporate it into a marketing campaign even if mass protests aren’t being held with a call to action to donate to a relevant nonprofit. If the issue concerns a group of people that some of your customers may fall under, such as being LGBTQ+, this will make them feel appreciated and included.

Understanding and connecting with your customers are an immovable part of business success. You should deeply analyze your existing and ideal customer base and pay attention to their feedback. Failing to hear their voices will push them away, feeling unwanted. If your customers don’t feel included and represented by you, they won’t stick around even if your products improve their lives.

Failing to be inclusive of your customer’s looks and opinions will hurt you in the long run. There’s probably someone else with an equally good product that works with influencers that customers can relate to better.

At Irose, we aim to be customer-centric. Even before these current events, we understood the importance of customers feeling represented, included, and appreciated. It’s not just about profits (although you’ll likely get a bump there); it’s also about making a positive social impact.