Expand your dollar into the community

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LinkedIn post from Jayde Powell sharing a thread featuring Black creators for brands looking to partner during Black History Month and year round.

Powell explains these creator collaborations don’t have to be croatia b2b leads limited to creating content either. This ranges from nonprofit contributions to bringing in creators as consultants to get a genuine understanding of what cultural conversations are relevant to them.

“Whether you’re a corporation or a small business, if you know these are moments you want to be a part of, look for opportunities to expand your dollar into that community,” Powell says.

Powell emphasizes paying creators in a timely manner and other efforts toward pay equity because of the disparity within the creator economy. When we look at the creator economy as a whole, a large percentage is white.

“Because of this disparity, Black creators are often under-valuing themselves because when you’re not getting as much experience or knowledge into how much you should be charging in a space that’s already convoluted. I think brands also don’t always value Black creators as much as they should,” she says, “There’s that wage gap between Black and brown creators and white creators, but it also comes down to the people that are hiring creators.”

She explains when social media and influencer marketers are working in house to build these cultural heritage campaigns, they often don’t come from those communities so it isn’t always top of mind for them. She points to an example of a time she was working with a brand where a marketer was building an influencer list and it was entirely white, so Powell suggested including more diverse influencers.