Relevance: The report indicates that the online behaviors of Black consumers are a significant part of what drives this interaction rate, follower growth, and media value. Black audiences were found to be 50% more likely to seek out diverse-owned media. Another noteworthy statistic is that Black adults are 71% more likely to buy products endorsed by an influencer. Brands that should care: Despite their impact, Black creators still earn 35% less than white creators, according to a 2021 study conducted by PR agency MSL and the Influencer League. This has sparked an important debate about pay transparency in the influencer community. Given this information, all brands should value diversity and inclusion and embrace anti-racist practices to gain more trust and support from all audiences. A 2021 survey by Advertiser Perceptions found that 70% of advertisers said it was "very or extremely important" to partner with multicultural influencers. |
What the numbers say: A collaborative study by Nielsen and Group Black has found that Black creators are outperforming non-Black creators in terms of interaction rate, follower growth, and media value. The data, based on an analysis of 300 Black and 300 non-Black creators in fashion, lifestyle, and gaming, reveals that Black creators had a higher social media monetary value than non-Black creators in all three categories. This was most noticeable in the gaming and lifestyle categories: Black lifestyle creators generated $565,663 vs. $53,653 for non-Black creators, and Black gaming creators generated $106,390 vs. $15,870 for non-Black creators.