The lack of representation among Social Media Influencers.

With the growth of social media platforms and society's increasing digital literacy, consumers are now able to amplify their voices.  Although this can be problematic for brands, it also allows them to extend their reach to potential audiences that may not have been reachable otherwise.  In most cases, this is a huge benefit, but what role does diversity play in social media marketing, and why is there still a lack of diversity among influencers?

The rise of user-generated content has allowed everyone to become an influencer.  Brands send out PR packages to influencers in hopes that they will be featured in those influencers’ content and reach millions of potential consumers.  However, a growing concern among audiences has been the lack of representation in the recipients of brands’ PR packages.  Typically, brands send these packages to influencers who align with the brand’s image and message, but the influencers receiving the product often fit into a ‘traditional’ beauty and/or lifestyle.  Smaller and more diverse creators have noticed a gap between what they receive and what others receive, sparking conflict.  Social media has made these differences impossible to ignore.  The lack of representation can potentially harm the audience's perception of the brand, especially when the creator speaks out about it during the product review.  It allows for bad publicity, rather than gaining excitement and education for a brand or product, which was the original intent.

The disparities go even further beyond the PR packages.  Brand deals are another common practice that brands use to gain visibility using influencers.  Often, these brand deals allow influencers to partner with brands and get paid to feature their products.  These partnerships are required to be disclosed, but social media has made them more transparent, open for discussion and audience interpretation.  Creators have reported different compensation packages, unequal treatment, reduced exposure, and not being invited to brand events compared to other, more popular, conventional influencers.

The ways brands partner with social media influencers are no longer behind the scenes.  It’s now front and center, essentially visible to everyone.  The visibility has allowed consumers to see which brands partner with and to scrutinize them.  Not only do PR practitioners have to manage relationships with celebrities and the general public, but they also have to manage relationships with influencers to ensure the brand is represented in a positive light.  In the digital age, influencer marketing is no longer about just representation but about fairness, equity, authenticity, and brand credibility.