DEI in Influencer Marketing

Influencers and social media have become an integral part of the marketing industry. They have created a platform for brands to connect with their target audience in a more authentic and relatable way. This has resulted in the rise of influencer marketing, which has drastically impacted the industry. However, with great power comes great responsibility. Brands need to be aware of the influence they have and ensure that they are taking steps towards promoting diversity, equity, and inclusion (DEI) in the influencer world. Here’s how brands can ensure they are promoting diversity and inclusion in their influencer marketing strategies.

Influencer diversity needs to mirror society

Representation matters. Say it with me again. Representation does MATTER. In a world where diversity is the norm and not the exception, it is crucial for brands to embrace this diversity in their influencer marketing strategy. Having a diverse group of influencers representing a brand will help the brand reach a broader audience and, more importantly, depict a corporate culture that is not just diverse but also inclusive. Brands need to select influencers from different races, ethnicities, genders, sexual orientations, and religions, among other factors. This approach allows the representation of multiple perspectives in a way that resonates with different communities.

Inclusivity breeds loyalty

According to a study, 64% of consumers rated brand purpose as a reason for their loyalty. When consumers see themselves represented in a brand’s marketing efforts, it builds a connection between the consumer and the brand. This connection can translate into trust, familiarity, and most importantly, loyalty. When brands use diverse influencers, it sends a message that the brand is embracing diversity, which can result in loyalty among consumers from diverse backgrounds.

DEI improves authenticity

Consumers want authenticity from the brands they support. One way brands can accomplish this is by promoting diversity and inclusion within their influencer marketing strategy. In an era where consumers are increasingly sceptical of what brands put out, genuine representation translates into credibility. Consumers are likely to buy from brands that tell a story that resonates with them and feels authentic. By embracing diversity and inclusion, brands can build trust with their consumers. And content creators, it’s time to start storytelling, not just promoting.

Looking ahead

In an era where social activism and the fight for social and racial justice are at the forefront, it is essential for brands to recognize their role in promoting diversity and inclusion. While it is not enough to engage with influencers only for virtue signalling purposes, there needs to be an actual conversation and action behind it. Brands must support influencers who have diverse perspectives and recognize that inclusivity is an evolving and active process.

The role of DEI in the influencer/social media world cannot be overemphasized. The world, now, more than ever, is pushing for social and racial activism, and consumers expect brands to be at the forefront of the change. Promoting diversity and inclusion in influencer marketing strategies is much more than just ticking the box. Consumers demand authenticity, and through DEI influence, brands can build trust and loyalty amongst diverse audiences. Brands need to use this power responsibly and embrace diversity and inclusion in their marketing efforts, ultimately resulting in an inclusive and diverse society.