What are the benefits and challenges of influencer marketing for social justice causes?

One of the hardest things to do in a society where people are constantly vying for attention is to try and get them to care about a cause, in a way that they will be moved enough emotionally to want to act and make a difference. We all live in echo chambers, surrounded by people who often have the same mindsets, values or belief systems that we do. Influencer Marketing and using social listening to identify who those people of influence are and what they care about, is a critical piece of the strategy puzzle. We need to know who is missing from conversation. Who has the eyes, ears and hearts of the communities we are trying to reach outside of our echo chambers? And then engage them in tactical and authentic ways to inspire action.

You need to meet people where they're at. In today's digital environment that means making sure your message is being heard in online spaces. Nonprofits and advocacy organizations that fail to take advantage of TikTok, YouTube shorts, and other new media platforms are missing a huge opportunity to reach younger audiences and bring them along in support of their cause.

If you are developing social justice influencer marketing programs, first and foremost, do NOT ever work with someone with conflicting views or that is broadly controversial in a negative way that does not align with the beliefs of your org. Working with influencers is risky in itself within social justice because you'd hope people lend their voices because the cause means something to them not for payment. In that regard, consider different types of relationships that may not be the typical pay for post partnership. Maybe consider a robust ambassador program where creators are more than content but a part of events, speaking engagements, etc. Find the people who care as much as you do.

It is often said that content is king. But influencer content is nothing without authenticity and credibility. In our purpose-driven 21st century society, there is a deep need to align brand and influencer values to ensure a partnership feels genuine. Consumers see straight through the lazy talent choices on our tv/phone screens. Those household names who have been swayed by big budget pay offs instead of truly well thought out brand fit. *cough cough Skechers* Reach, relevance, resonance, risk and responsibility. Key ‘R’s that must form the foundation of any influencer marketing campaign talent selection, if you don’t want to turn off your audiences. Think: how is this partnership right for all involved? What value does it add?

Listen to your audience. Listen to your brand. Listen to your influencers. Surprise and delight? Add value? Where can master storytellers shine new lights and perspectives on social injustices? Integrity is everything. How can you ensure that you are really making the most out of this influencer partnership? What does the influencer get - aside from money and exposure? Where can you help to platform them? Are you keeping tabs on disclosure of paid partnerships? Are you proud to be working with this talent? Are you trying hard enough to be inclusive? Are you working with a diverse and representative talent pool? Are you helping to grow new and emerging talent? Are you playing it safe? Can you try harder? Be more innovative?

I help to consult with the School of Social Justice, founded by Alvin Carpio. They are leveraging the power of thought leadership via social media and video podcasts to platform the stories, lessons & experiences from campaigners, innovators, pioneers & activists. These change makers from around the world are our modern day Martin Luther Kings trying to make a difference to inequalities, racism, social injustices, environmental campaigns, human rights issues etc. It’s truly inspiring! https://schoolofsocialjustice.com/

A few things that spring to mind when thinking about leveraging influencer marketing for your social justice campaigns. 1. If you don’t ask, you don’t get. There are plenty of people passionate about helping your cause, but it’s about building a connection and call to action first. 2. If you can’t see it, you can’t be it. Ensure all of the people you are trying to engage feel welcome to have a seat at the table. 3. Show your gratitude. Let them know their voices matter. No matter the size of their social following, every little helps and storytelling is powerful. 4. Don’t ignore the power of human interaction. Where you can connect face to face, do so. Build lasting bonds & friendships. Create a sense of belonging to support a cause.

If your organization is new to influencer marketing, working with an influencer agency specializing in issue-focused social campaigns is a good way to get started. These agencies will be able to advise on metrics, fair rates, and will already have a roster of seasoned influencers ready to work with you to advance your mission.