Social media advertising budgets are predicted to almost double by 2023 and data shows that businesses earn at least $6.50 for each dollar that they have spent on influencers. Despite the space proving to be highly lucrative with a significant return on investment for brands, a common reality within the influencer marketplace is still a lack of representation and diversity.
Black influencers lead trends and dominate conversations online - from beauty and hair tutorials to style hauls. Yet with a quick Google search of the highest paid social media influencers, for the most part, there are not many faces of color featured by top brands.
There are numerous influencers and content creators of color who are doing amazing things in this space, yet many of them are overlooked and underpaid. For these creators, it only amplifies the importance of understanding the business and learning how to skillfully leverage their ideas, impact and engaged following for higher rates and contracts.
Two content creators actively working to bridge the knowledge gap for influencers of color are Shannae Ingleton-Smith and Tania Cascilla, founders of The Glow Up. The private, invitation only Facebook group functions as a space for black influencers to connect, support and uplift each other. Built on transparency, the exclusive group is a helpful resource for budding influencers and seasoned creators alike, seeking advice, connections and opportunities. Additionally, an essential discussion in the group is around money: how to earn it, how to negotiate for more and how to consistently secure five to six figure brand deals.