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Marketers know that influencer marketing is becoming the most authentic way for brands to share marketing campaigns that resonate. Gone are the days when clickbait leads to conversions. Now, influencers, particularly diverse influencers, are leading to more sales.
But why?
Diversity in influencer marketing improves the authenticity of your brand and builds stronger loyalty to your business. There are other benefits, too. Staff satisfaction and retention, and a bigger return on investment (ROI), are all things you’ll benefit from. Think of hiring diverse influencers as a way of appealing to different consumers from a real-life point of view.
This article will explore what diversity in influencer marketing means and why it is important. More importantly, we’ll cover how it can have a positive impact on society as a whole.
We’re also looking at the benefits of using a diverse influencer marketing strategy, and how brands can get it right.
What is Diversity?
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Diversity, in the context of influencer marketing, refers to the inclusion of individuals from different: different ethnicities, cultures, genders, sexualities, and backgrounds.
It goes beyond just representation; it’s the idea of embracing all different perspectives and experiences. Incorporating diversity into their influencer marketing strategies helps brands showcase their commitment to inclusivity. This will have a knock-on effect of increasing brand loyalty and building a stronger brand reputation in the long run.
Think of diversity as allowing your brand to tap into different perspectives and experiences. Partnering with diverse influencers goes a long way in making your campaigns feel both relatable and authentic, with the added benefit of helping you to segment your target audience.
Who Classes as a Diverse Influencer?
There’s no set rules for what classes as diverse. Generally speaking, it means people who come from different backgrounds like race, gender, sexual orientations, and socioeconomic statuses.
These influencers bring unique perspectives and experiences that can enhance the authenticity of your marketing efforts.
Influencer strategy in marketing has evolved over the years. In the beginning of its popularity, brands focused more on collaborating with influencers who had the largest followings. However, this method isn’t working anymore.
In fact, 45% of GenZers trust smaller influencers over celebrities, showing that the focus is shifting toward working with influencers who have a genuine connection with their audience. The size of an influencer’s following doesn’t matter as much anymore.
This shift has opened the door for more diverse influencers to play a more major role in marketing campaigns.
Why is it Important to Choose Diverse Influencers?
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Choosing influencers from diverse backgrounds is crucial for several reasons:
- Inclusivity: Partnering with smaller, diverse influencers ensures that your marketing campaigns are more inclusive of the diverse society we live in. Doing this will help your brand connect with a broader audience and foster a sense of belonging among your consumers.
- Innovation: Diverse influencers provide more insights and perspectives that homogenous groups may overlook. This can lead to more innovative and creative marketing campaigns that resonate better with different segments of your audience.
- Perspective-taking: Incorporating diverse influencers can be particularly beneficial in your B2B sales funnel stages. Understanding and targeting your different audience segments is essential for moving leads through the funnel.
- Commitment: Working with diverse influencers demonstrates your brand’s commitment to diversity and inclusivity. This commitment can improve your brand reputation, build trust with consumers, and eventually lead to higher sales.
The Top 7 Reasons Why Diverse Influencers Will Improve Your Marketing Campaigns
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Are you still unconvinced? Don’t be! Here are seven reasons why partnering with diverse influencers will improve your marketing initiatives.
1. Improve Your Authenticity
When consumers see creators who reflect their own identities and experiences, they are more likely to connect with the brand on a deeper level. If you partner with influencers from diverse backgrounds, you’re likely to reach more of your audience.
You’ll ensure that your campaign radiates authenticity.
For instance, Rihanna’s Fenty Beauty brand has been celebrated for its inclusive marketing and product lines. With over 50 shades suiting all skin tones, consumers feel genuinely represented.
Fenty Beauty’s ad campaigns use diverse models from all racial and ethnic backgrounds. The brand also takes advantage of user-generated content, with thousands of small influencers on TikTok reviewing the products.
If you’re wondering, “what is a good lead magnet?” then you should refer to Fenty Beauty, too. Throughout their campaigns, they encourage consumers to sign up for offers or more information about inclusivity initiatives.
2. Build Stronger Brand Loyalty
As brands authentically engage with influencers from diverse backgrounds, they demonstrate their commitment to inclusivity and representation. This creates a stronger sense of brand loyalty among their consumer base.
Half of people are more likely to recommend your products to friends if they use inclusive marketing.
According to Qualtrics, Apple has the most loyal customer base by far. While they use a multitude of marketing tactics, they also collaborate with diverse influencers. For instance, the company’s long-term partnership with Marques Brownlee, a major tech influencer.
3. Get a Higher Return on Your Investment
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Diverse influencer marketing strategies can lead to a higher ROI. They allow you to reach a far wider audience, which generates more engagement. By tapping into different communities, your brand can attract new customers and expand your reach. Over time, this will (hopefully) translate into higher sales and revenue.
Back in 2022, Nike launched their “FlyEase” campaign, collaborating with disabled influencers to showcase their inclusive shoe collection. The influencers Nike partnered with already had a dedicated follower base, allowing Nike to reach a bigger target audience.
4. Improve Your Staff Satisfaction and Retention
Prioritizing diversity in your marketing efforts sends a message to employees that their own voices and experiences are valued. This can help you to create a more inclusive work environment, leading to higher job satisfaction and lower turnover rates.
A diverse and inclusive workplace can also attract a wide range of talent, benefitting your brand even further. A 2020 Glassdoor survey found that 76% of job seekers and employees said a diverse workforce was an important factor when evaluating their job offers.
5. Gain a Better Brand Reputation
Diverse influencer campaigns will work to improve your brand reputation and overall credibility. Brands that are seen as inclusive are far more likely to be trusted and respected by consumers, meaning elevating diverse voices will help improve your reputation over time.
Of course, one diversity influencer campaign will not immediately lead to complete brand loyalty. You should implement other initiatives, too, like phone services for small businesses. This will help you directly connect with consumers.
Microsoft’s Accessible Card is a great example of this. Aimed at the blind community encompassing over 2.2 billion people, it helped make banking more accessible. The innovation made it easier to retrieve the card from a wallet and included a signature melody.
Alongside the card launch, Microsoft rolled out an inclusive campaign that included live image descriptions on blind influencer’s videos.
6. Improve Your Innovation and Creativity
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Tapping into more authentic experiences can lead to innovative and creative marketing campaigns. Collaborating with influencers from all different backgrounds allows brands to gain fresh insights and ideas. This helps them stand out in a crowded marketplace.
One example of this is Dove’s Campaign against AI images of its female influencers and models. The brand’s television advert depicting real, authentic women was massively popular on social media. Dove even released a TikTok filter, allowing micro-influencers on the platform to interact with the brand.
7. Have a Positive Social Impact
Brands that collaborate with diverse influencers contribute to a more accurate and inclusive representation of society. This can lead to greater acceptance, understanding, and empathy among consumers. If you partner with diverse creators, you’re directly fostering a more tolerant and inclusive society.
Diverse influencer marketing campaigns help to break down barriers and create opportunities for underrepresented groups. They amplify the voices of marginalized communities and can draw attention to generally ignored social issues.
As consumers expect brands to address these issues, doing this in inclusive campaigns is an effective way to do so.
Final Thoughts
Diversity in influencer marketing is quickly becoming essential for a brand’s success. More and more consumers expect brands to address issues beyond their products. One way to do this is by amplifying the voices of marginalized communities.
As you develop your next campaign, you should consider embracing diversity and partnering with influencers from diverse backgrounds. Doing so can help you tap into new markets, connect with a broader audience, and build a stronger brand reputation.
Diverse influencer marketing also allows consumers to see how products and services will positively impact their lives. This can help them to connect better with your business and want to buy more from you.
As inclusive influencer marketing grows, it can create wider social change and acceptance, challenging stereotypes and breaking down barriers. While challenges exist, the benefits of diverse campaigns often outweigh them.
Your brand can ensure diversity and inclusivity by conducting thorough research, involving community members, and building partnerships with diverse influencers. If you’re ready to partner with diverse creators, we recommend searching platforms like TikTok and Instagram for inspiration.
