How to authentically build diversity and inclusion into your creator campaigns

Table of Contents

By: Arbaaz Ghani

Influence can come in many shapes and sizes. It is crucial for brands, PR agencies and content creators to work mutually to develop authentic content for campaigns that consumers will genuinely be interested in by building in representation and diversity. Content creators, also referred to as influencers, develop a following by sharing authentic content that inspires, informs, and resonates with their social media followers.

BlueSky has developed many creative and impactful creator programs over the years for consumer and B2B markets, touching various sectors – from personal finance to retail, health care to education and beauty to cannabis –and we’ve learned a lot along the way.

We’ve previously discussed the winning formula for successful creator campaigns. One factor is working with multiple, diverse creators who have engaged communities, which allows for a robust program that has a variety of stories to connect with target audiences. Additionally, leveraging creators’ clout with an efficient and effective paid strategy can result in performance metrics that are parallel to those delivered by large advertising campaigns.

What does diversity mean in creator campaigns? 
It means to be inclusive of everybody regardless of their sexual orientation, ethnicity, gender, body type – and so much more. But above all, it is about showcasing people that have different perspectives and points of view that still help tell your brand story, in their own voice.

Why is it important?
We know that consumers have more options now than ever before and that representation across all media is becoming increasingly important. Millennials and Gen-Z’s are actively looking for brands that use non-traditional representation to help connect with their consumers and they’re willing to spend money with those brands. 

How can your brand be more inclusive?
Brands that successfully incorporate inclusivity and diversity in their campaigns know that authenticity is key. Above all, it requires actively challenging your implicit biases to find non-traditional creators who can help tell your brand’s story and align with who your customers truly are. This authentic commitment to representation should inform your strategy from the outset. Understand both your customers’ and brand values to find creators who embody both.

Mutual understanding and trust play a vital role between your brand and the creators. This mutually beneficial relationship can help facilitate the creative freedom required to develop well-produced, authentic content that resonates with your target audience, while also being on-point with the brand. 

For example, BlueSky developed and executed the 2020 RBC Future Launch content creator program that served as a channel to reach youth across Canada, while providing content for RBC owned digital channels that could live throughout the year, and beyond. After extensively vetting more than 100 content creators, eight were engaged to participate in the six-month campaign. We worked with each creator to marry their unique life experiences to the respective Future Launch offerings. This authenticity supported the Future Launch messaging, which resonated with their target audience and kept them engaged.

We also recently developed a creator campaign for the Young Adult Cancer Canada (YACC) virtual summit, Primetown. For YACC, it was vital to partner with content creators that represent different races and socioeconomic backgrounds – and to give space for the creators’ voices and experiences with cancer to shine through. By adding diversity in this creator campaign, BlueSky was able to tap into every corner of YACC’s audience demographic through organic posts and targeted paid ads on Instagram and Facebook.

Working with multiple, diverse creators can ensure the delivery of well-produced, authentic content that resonates with target audiences and is on-point with the brand’s messaging. In order to be successful today, diversity and inclusion are not just an influencer marketing strategy but something brands should factor into every decision they make. 

If you’re looking for an agency that puts diversity, innovation, and creativity at the forefront, contact us today!

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