Black Creators Weigh In On BHM Campaigns

Welcome to the fourth edition of Joy's Black Creator Breakdown, a digest of the Black Creator Economy from a Marketing Manager turned Digital-Creator-Voice-Actor-Creative-Executive.

In this issue, I (@joyofodu) sit down with three other talented Black creators: Lonnie Marts III, MBA (@lonnieiiv), Armiel Chandler (@armielchandler) and Francesca Murray (@onegrloneworld), to discuss our thoughts on producing sponsored social media campaigns for brands during U.S. Black History Month. These creators have made a significant impact on in their respective fields, going so far as to innovate formats of collaboration, and I can't wait for you to hear their unique perspectives on the creator economy ahead of BHM.

As discussed in the first issue of this Breakdown, Black social media creators often face a number of challenges, including discrimination, lack of representation and visibility, and obvious financial disparities. Discrimination can manifest in a variety of ways, such as being overlooked for opportunities (gifting, trips, hosting, photoshoots) or facing racist harassment online. A lack of representation and visibility can make it harder for Black creators to gain a following and qualify within the product to monetize their content on platforms like TikTok and YouTube. Financial disparities can also make it harder for Black creators to invest in equipment and resources to produce high-quality content. Additionally, Black creators also have to deal with the lack of diversity and representation within social media platforms' algorithms and policies, which can limit their discoverability and distribution.

ALT IMG: A link to Francesca's Instagram Post

As we approach February, what are the stakes for our slice of the economy?

A profitable and equitable Black History Month could mean increased visibility and revenue, and importantly, more opportunities for Black writers, directors, producers, and actors who are often hired to produce BHM campaigns. As we get closer and BHM activations become a mandatory for companies, I predict we'll see more stories and perspectives that accurately reflect the experiences and contributions of Black individuals and communities (s/o to Target's Merchandising going crazy already).

ALT IMG: A link to Armiel's Instagram Post

Additionally, it could also mean that Black creators are paid fairly for their work and are not taken advantage of by industry gatekeepers. Is the prize of an equitable Black History Month online greater representation, economic empowerment for Black creators or something else entirely?

We'll tell you.

ALT IMG: A link to Joy Ofodu and Dating Unsettled's Instagram post

How far in advance do brands usually contact you to collaborate on Black History Month projects?

Francesca: Not far in advance at all. Historically, I've always been asked 1-2 weeks before the first of February. I've even been asked mid-February!?

Joy: Last year, most of my projects were offered during BHM, sometimes only a few days before activating. For 2023, I started to receive invites as early as Dec 2022, which made my heart happy. It makes me feel like a forethought to the company.

Armiel: There have been a few brands that reached out a month or two prior, and there's a lot of brands...most... that reach out during BHM. Majority reach out month-of or a week before.

Lonnie: In the past, brands have reached out during the month of February. Usually nothing prior to that. However, this year a few brands like Collab (a network) have reached out to me ahead of time to get my feedback and insight on some campaigns they have coming up.

How does your audience respond to your Black History Month activations?

Joy: Positively and not much differently than during the rest of the year, unless the content I'm asked to produce is history-centered (it almost never is). I don't mind; normalcy is what I shoot for when exposing my audience to sponsors.

Francesca: I wish I had an answer to this, but I've actually never been booked for a Black History Month campaign in my 10+ years of being a content creator. It's not that I haven't been pitched a few times, but each "opportunity" was unpaid labor for a chance to be highlighted on social media. I've never been offered compensation. On the contrary, my organic content promoting Black-owned businesses?and brands is always appreciated by my audience - but I weave that into my content throughout the year as opposed to just during BHM.?

Armiel: A lot of my content derives from Black culture, pop culture, history.. I love to give people their flowers so I'm always talking about my culture and where I come from on a daily basis. I think my audience responds in a positive way because it's something I post about 24/7

Lonnie: My audience for a long time has been left to kind of be whoever they are... I say this because I started my social media career with some viral videos, not through long-time relationship and shaping a culture that’s representative of my values ... I’ve gotten very mixed reviews, because my content tends to pull a wide spectrum of people. However, I’d also go to great lengths to attempt to educate my community and not force them to see things one way or another ... I will be patient with people in my community who don't respond positively and see things from their perspective to better educate them, but I won’t tolerate hatred, determined ignorance, or attacks on other members of the community.

Do you believe Black creators should be paid more for BHM projects?

Joy: I'm stuck! I believe we should be paid more for the rush and exclusivity from other brands during what tends to be the most lucrative month for us. Sometimes I can't tell if invoking my lived experiences as a Black woman in my content is a pressure I should charge more for, or just the experience I have. I don't want to commodify/sell my Blackness, but I understand I'm operating in a system in which women like me have been historically excluded and therefore should charge more to appear in.

Francesca: Absolutely! I also wish that brands would understand that asking a creator to create a video, or send over a round of responses for an interview, or host a livestream on their platform is often more beneficial?to them than it is to the creator. And quite frankly, those opportunities should exist year-round!?

Armiel: I do think so; you're using us and our story, history and where we come from to elevate your brand and bring our demographic towards us. There's an issue in general as we get paid less than our white counterparts in the industry. They try to lowball us often and not give us the rate they give others and many new creators don't understand plausible rates for usage. Pay should be equal across follower counts, rather than a Black creator making $5k to a white creator's $50k for the same work.

Lonnie: I'm always rooting for black creators to succeed. I fully believe Black creators, as the drivers of culture in MANY ways should be paid more for brands and corporations reaching out to capture a market historically known for moving the needle. Especially when it's only during Black History month. If they haven’t been partnering with Black creators all year long, [they have] to pay a premium because [they're] late to the game.

When it comes to creating during Black History Month, what do you worry about?

Joy: It feeling inauthentic/cheesy to my audience. If it feels that way to me, it's likely to feel that way to my followers. I also worry about being featured to unkind comment sections and receiving no protection from the brands on their operated channels; it happens more than I feel comfortable sharing.

Armiel: I'm all for pushing the culture forward. I started creating because I felt like there was a missing sector in content creation when it comes to being plus sized and being fashionable, African-American and gay and for someone who's not afraid to be themselves. I wanted to create a series that would make others feel wanted and entered a lucrative deal w/ Meta + We the Culture. I want to create as safe space for my community but for others to come and learn. I was misunderstood growing up and that's part of who I am but doesn't define who I am as a person.

Lonnie: ?I often times worry about the proper way to express my Blackness during BHM. I have an audience that is made up of a large amount of other races, and I want them to understand and celebrate Black History Month and Black Culture along with me and the Black community. I usually worry about how I’ll be able to bridge the gap to bring my audience together for understanding and celebration.

ALT IMG: A link to Lonnie's Instagram post

Do the brands who approach you for February sponsored campaigns approach you throughout the rest of the year, beyond holidays like Juneteenth?

Joy: Last February, I activated with DirecTV, Netflix, Adult Swim and a few more. I would absolutely welcome partnerships from any of those brands again but don't always get asked to extend the partnership as we rush into meeting a Feb deadline. I want brands to know Feb is not the only ideal time to partner with me. I'm here, and my audience needs repetition to be inspired.

Francesca: While my February campaigns haven't been in honor of Black History Month, I will say there are brand partners that I work with often who are not afraid to highlight me as a Black creator or center Black stories within my content messaging year-round. A great example is IPSY, who published this article last July highlighting my experience as a Black traveler. It's a monthly series that they've been running for two years called Beauty Through the Black Lens, and I think it's a great example of "keeping that same energy" when it comes to uplifting Black influencers. And it was written by a Black journalist! I also had a great partnership with Visit Tulsa for the centennial?of the Tulsa Race Massacre in 2021, and while it didn't take place in February I appreciated the opportunity to share that experience with my audience.

Armiel: It depends on the brand; some of the brands I've worked with have had year-long terms because they love my content and the things I do, but some brands just want you for BHM and Pride or Juneteenth. Which is kind of crazy because you [should] want to make the creator feel like you want them for more than just a month. It's very tricky and very weird.

Lonnie: Fortunately for me, the brands that have reached out that I have decided to work with have fortunately been more forward thinking and I haven’t had to deal with Brands approaching just for BHM.

What makes for a cringeworthy or inauthentic cultural holiday partnership?

Joy: When it has nothing to do with the brand's offerings and barely advances the culture it seeks to highlight (i.e. ?FL). I can also tell when a brand is trying to crawl out of a perception hole by throwing me in the mix (that said, throw me, maybe I can help lol)

Francesca: If a brand wants to avoid producing a cringeworthy cultural holiday partnership, the answer is actually really simple. Consult with Black people! For example, if a brand had a budget and came to me and wanted to partner for a Black History Month campaign but wasn't entirely sure what the most authentic approach would be, I'd be totally open to a collaborative approach and sharing my ideas.?

Armiel: You can tell there's no thought put into it, it's forced.. that happened for me during Pride month. Brands wanted to work w/ me because I identify within the LGBTQIA+ community because they knew I was gay. A brand wanted me to wear and do makeup but I'm not a makeup creator. That was forced and cringeworthy.

Lonnie: An inauthentic Brand partnership often happens with a brand who has no lasting or year round support or campaigns with Black creators. Especially if their regular practices often times inhibit, limit, or further marginalize Black communities. The proper way to run a partnership is to begin it long before February, speak with your Black and Brown employees, and find out what practices you currently have that lift up their voices and cause them to feel heard, seen and valued, and keep it going all year round.

Which brands would you love to receive BHM partnership requests from?

Joy: Streamers, kids' entertainment, dating apps (for the Dating Unsettled podcast), and home or food brands to match my recent lifestyle changes. The history of the Black family life in the U.S. is top of mind for me.. I want to take my audience behind the veil of my increasingly public figure-esque persona. I'm a funny girl who likes lying on my modern couch eating chips.

Francesca: I'd love to work with a major retailer, like Target or Sephora, to share some of my favorite Black-owned beauty finds! I'm also always really excited to work with tourism boards and hospitality brands that are open to highlighting Black-owned businesses in their destination or producing content that they can repurpose to ensure that their feeds are inclusive year-round.?

Armiel: Google, YouTube, Instagram (been working with IG for the past 2 years, which pushed me from 2k to 10k [followers]. It feels like they care about me as a creator and love my content). Nike would be cool because of their collaborations with artists. I'm open to partnering with different brands that help push the culture forward.

Lonnie: I would love to work with Brands like Nintendo and Xbox as I spend a lot of time streaming and connecting with my communities through gaming and play. Other brands I’d like to work along side are brands that provide education [as] the tenets of my brand are Education, Comedy, and Community. So, partnering with a brand that educates through entertainment is a primary target.

Are you a marketing manager or business leader in a freelance gig hiring position for Black History Month? Did anything you read surprise you? Set a meeting with me or comment below to get connected to these creators for your projects and campaigns!

#linkedincreators #linkedincreator #blackcreators #blackcreatives #sponsoredcontent #bhm #blackhistorymonth #blackcomedians #blacktravelers #plussizedfashion #linkedinnewsletter

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