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Why Your Influencer Campaigns Benefit From Diversity and Representation | Bri's Brief | Ep 14
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In this episode of "Stop the Scroll", host Brianna Doe digs into the importance of diversity and representation in YOUR influencer marketing campaigns. She provides data showing the demand for diversity among consumers and the benefits diverse campaigns can have. Brianna then offers actionable tips for marketers looking to improve diversity in their influencer programs.
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Best Moments:
(01:57) Data shows an increasing percentage of influencer marketing deals going to racial minorities, yet there is still a significant racial pay gap
(02:32) 62% of consumers want influencers to represent diverse backgrounds, but only 22% of top influencers are BIPOC
(03:26) Incorporating diversity is good business — drives purchasing decisions, brand loyalty, higher ROI
(05:46) Don't launch campaigns aimed at minority groups without first engaging THEM in dialogue, and how Bumble learned about this firsthand
(06:31) Prioritize diversity in influencer search criteria and partner with agencies focused on diversity
(07:32) Practice equitable compensation and give them creative freedom
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