What I Have Learned In My Role As Head Brand Partnerships At Black Ballad

My role at Black Ballad has evolved greatly in the past three years. Initially, as the Founder, my primary responsibilities included establishing our editorial voice and editing articles. However, I have now transitioned to overseeing all Brand Partnerships, which has been a steep learning curve for several reasons (but I love this role!) Firstly, it has been fascinating to observe how brands view black audiences in their marketing strategies. Secondly, as Black Ballad engages with this audience regularly, we have firsthand knowledge of the perspectives that black women and the wider black community face towards brands and advertisers. Our data found that 85% of our audience is dissatisfied with their advertising experiences and 89% do not feel represented by brands. So based on my experience, I believe that brands and agencies should consider the following takeaways when marketing to black audiences.

Bring Joy To This Audience

It's crucial for brands to realise that marketing campaigns targeted towards black audiences should not be an afterthought or just an attempt to fix problems. Rather, it's important to be present during cultural moments and invest in the community to create positive experiences and bring joy into people's lives. A great example of this is when we collaborated with eBay through the agency Coldr to organise a screening for Black Panther: Wakanda Forever. It created a unique moment for this community that many still see as one of the best cinema experiences they’ve had. Black Ballad is trying to re-create this experience with the release of Disney’s Little Mermaid for parents and children, yet it seems that brands don’t understand the value of showing up for the biggest pop culture moment for black families. If more brands followed eBay’s example they can establish a genuine connection with the audience and build long-lasting relationships based on mutual respect and understanding.

Black Influencers and Black Media Outlets Serve Different Purposes

When it comes to creating a successful marketing campaign, it's important to recognise that working with black influencers and utilising black media are two distinct but equally important strategies. While working with an influencer can help to increase brand visibility and reach a wider audience, partnering with black media outlets can provide a more targeted approach and lend greater credibility to the campaign. Often, I find that global companies employ multicultural influencer agencies as their only marketing strategy when wanting to reach a black audience. This is far too narrow an approach. Yes, these agencies do an important job but a significant amount of black consumers still require a multi-dimensional approach like their white consumers in order to part with their time and cash. Brands would not just partner with a white influencer when marketing a new product to white women; they work with white influencers, mainstream lifestyle publications, take out billboards and TV advertising. The same should be done when reaching black women. Furthermore, black media outlets may have a more nuanced understanding of the unique experiences and perspectives of black audiences, allowing for a more effective and impactful message. By incorporating both approaches, brands can create a more comprehensive and effective marketing strategy that resonates with black audiences and helps to build more engaged relationships.

Black Media Companies May Have Smaller Audiences But Our Impact Is Mighty

Despite the promises of Summer 2020 and the infamous black squares, some brands and agencies still struggle to see the value in collaborating with black-led organisations when marketing to black people. Yes, our audiences may be smaller, but we have more engaged relationships with our audiences. In fact, working with organisations that are led by black people can not only help companies to reach a more diverse audience but also create more authentic and meaningful connections with these audiences. By collaborating with black-led organisations, brands and agencies can tap into a wealth of knowledge and expertise that can help them to better understand the unique needs and perspectives of black consumers. This can result in the creation of more effective marketing campaigns that resonate better with these audiences, ultimately leading to increased brand loyalty and consumer engagement.

One Marketing Campaign To Black Audiences Is Not Enough

I say this in most of my meetings with brands and agencies and will continue to say this: “a single marketing campaign to a black audience will not get them to part with their money and win loyalty, it requires long term investment.” This means that companies must be willing to put in the time and effort to build relationships with black consumers. They must show that they care about the community and are committed to making a positive impact. This can be achieved through partnerships with media platforms like Black Ballad, supporting community initiatives such as Five Times More, and showing up beyond Black History Month. By taking these steps, brands can establish trust and integrity with black consumers, leading to long-term loyalty and increased sales. Furthermore, companies must also ensure that their products and services meet the needs and preferences of black consumers. This requires a deep understanding of the culture and values of the community. Brands that take the time to truly understand and connect with black consumers will not only increase their bottom line but also make a positive impact on society as a whole.

Black Consumers Are Cultural Pacemakers

Black audiences and, in particular, black women are essential in shaping cultural trends and our influence ranges from fashion to music, and from social media to politics. Brands that recognise the power of black women in shaping culture can use that insight to create innovative campaigns that resonate with this audience. By doing so, these brands can establish themselves as thought leaders, and stay ahead of the curve in a rapidly changing cultural landscape.

A clear example of this is in the haircare market. Black women have had a significant impact on hair trends, particularly with regard to weaves and extensions. In fact, it's fair to say that black women have been the biggest influencers in this space and marketing hair styling products to black women can be an effective strategy for reaching a wider audience. By hair companies targeting black women, companies can tap into a larger market and potentially increase sales. Additionally, by catering to the unique hair care needs of black women, companies can demonstrate their commitment to diversity and inclusivity, which can improve their reputation and appeal to a broader customer base. Overall, focusing on marketing to black women can have far-reaching benefits beyond just this demographic.

Conclusion

Now more than ever, it is important that brands get it right when it comes to marginalised audiences. With audiences being forced to make more intentional choices with their money due to the living crisis, brands will have to fight harder for the consumer’s disposable spend. Furthermore, with brand budget cuts leading to some media outlets closing their doors, there is a narrative that brands don’t care about black audiences as they choose not to market to us through authentic campaigns and platforms that put black audiences first and that care about our lifestyle choices. Whether the second point is true or not, the black audience has both cash and cultural influence that deserves to be marketed to and the best way to do that is through the organisations and people that know them best.