Earlier this year our founder Charlotte Williams hosted a workshop at The Wing London about Diversity in Influencer Marketing. Charlotte spoke about the importance of having diverse marketing and PR teams in order to execute diverse and inclusive influencer campaigns.
What is Diversity?
There are many definitions of diversity and these are as varied as diversity itself. We have Cultural diversity, Racial diversity, Religious diversity, Age diversity, Sex, Gender and Sexual Orientation as well as Disability Diversity and Class. When we talk about diversity we tend to focus on either gender or race, but it is important to note that conversation goes beyond those two categories.
We continue to see stats from the IPA revealing the lack of BAME representation in UK advertising agencies, alongside a the overwhelmingly white, middle-class and male representation in the C-suite. If this is the case, it makes us wonder… who is advocating for the representation of marginalised communities within these teams?
We have been told that 94.5% of C-suite execs from UK ad agencies are white, but when you look at the statistics racially diverse teams outperform non-diverse ones by 35%. In addition, teams where men and women are equal earn 41% more revenue.
Influencer Marketing has become the number one way to promote your business due to the fact that the general public’s receptiveness to advertising has changed and they now put their trust in influencers. In fact, 92% of consumers today trust a recommendation made by others, even if they don’t know them. In comparison, only 33% of users today, trust conventional ads.
Don’t just take our word for it: Take a look below at what the leading industry organisations and experts are saying about Influencer Marketing:
- In 2015, Advertisers saw an ROI of 9.6 times their investment on Influencer Marketing. (Nielsen)
- 40% of Twitter users say they’ve made a purchase as a direct result of a Tweet from an Influencer. (Twitter)
- 70% of teenage YouTube subscribers say they relate to YouTubers more than to traditional celebrities. (Google)
- 49% of consumers rely on Influencers when looking for product recommendations. (Twitter)
- Customers who were acquired through social Influencer efforts have a 37% higher retention rate. (Forbes)
- 81% of marketers who have used Influencer Marketing judged it to be effective. (eMarketer)
Charlotte gave some top tips on how to start making changes in your own workplace:
- Customer Research is critical – when building your influencer network it’s important to look at who is actually buying your product.
- Work with your social media team – Speak to you social media team for updates on who is tagging the brand and who’s sliding into those DMs!
- Get visual with your lists – Don’t just rely on an excel spreadsheet, create a board of the faces your reaching out to so you can see if there’s room for change
- Create more diverse relationships – both in the office and outside!
- Invite the friends of Influencers along to your events and activities – cultivating trust and relationships is key and this is a great place to start widening circles!
- Ask for help – you’re. not expected to know all the answers so when you need help, make sure you ask for it. There is nothing more successful than an inclusive campaign.