Ensuring Diversity and Inclusion Across Influencer Campaigns
By Aixa Bellido de Luna
Published July 14, 2020
The first half of 2020 has been a whirlwind as we all try to find our footing amidst a global pandemic and the largest organized social movement the world has ever seen. As we posted recently on Instagram, a PR and influencer agency such as Carve is a key builder of a brand’s narrative. This entrusts us with the responsibility of advising clients from a campaign’s start to finish - from initial strategy, to the crafting of a resonating and appropriate message, to recruiting the right influencers to be involved in execution. Ultimately it rests on all of us to confirm the influencer mix selected is accurately representing true diversity.
Every client will have their unique set of goals and objectives, but each should consider these general points to ensure diversity and inclusion is addressed in a mutually beneficial way.
EXCEEDING THE STANDARDS: Although it is important to standardize diversity in all campaigns, it generally is just that; a baseline. Relying on an equal ratio of multicultural influencers within a campaign sounds logical, however there should always be room for more diversity if possible. Give deep thought to your possible audiences and look for complete representation.
DO THE RESEARCH: As PR professionals, we know the best approach is not to cold-email influencers who, while they may be a good fit, are unfamiliar with a client’s brand. Most of the time, the right person already exists in the client’s loyal follower base, it just takes a little bit of extra effort to find them. Choosing a partner who is not only familiar with the brand, but is likely an existing advocate, will lead to a more in-depth, authentic piece of content than sharing scripted talking points.
VALUE IN RELATIONSHIPS: Naturally, setting the standards and doing the research will enable you to cultivate relationships with a variety of influencers. But from an earned perspective, it’s important that we are providing real value to the influencer by not only giving them product, but by giving them access to resources and/or individuals who can help support how they reach their audience and navigate these uncertain times.
IT’S KEY TO LISTEN IN: Just as the traditional media landscape is ever changing, the pace of change within social media is even quicker than one can imagine. A campaign strategy can change at the drop of a new Instagram update, or in many of our cases, in the middle of a pandemic. Continue establishing partnerships that will keep you, your agency, and your client informed with influencers’ actions online.
PICK YOUR MOMENTS: Just as you are keeping track of your key influencers’ online engagements, it’s probably even more important to not be tone-deaf to the current social environment as you plan out future campaigns. Take it from Vans, who sent their newsletter subscribers a promotional email during the organized social economic blackout on July 7th with a statement that read, “A new pair of Vans can wait.”
At Carve Communications, we believe in the power of a collective, focused voice to support a narrative - and a diverse set of influencers are a great tool for sharing that narrative and fostering inclusion.