One of the largest shifts in the marketing space happened just as the world was tackling the COVID-19 crisis and the Black Lives Matter movement. Along with the calls for justice in policing, came the calls for marketing dollars to reflect the urgency of change. Brands were forced to recognize their blind spots and mistakes, then reconcile how to improve the representation of Black and Brown voices. Hashtags trended. Black boxes were posted on Instagram for June’s Blackout Tuesday. While they drew attention, there are initiatives to not only keep this conversation going beyond a day or two but to fundamentally change our industry. Several initiatives in the influencer space are offering step-by-step instructions for brands and content creators to amplify melanated voices. Here’s the latest look at how advocacy and activism are changing the way content creators are honored.
Initiatives to AmplifyMelanated Voices
Join the Black Travel Alliance
It was launched in June 2020 by a group of travel Black bloggers and travel professionals. Its tagline is Alliance. Amplification. Accountability.
The Black Travel Alliance is accepting members, amplifying their voices, and holding travel brands accountable for the decisions they make. One of its primary initiatives is to make sure Black content creators receive equal pay and equal opportunities.
Membership is encouraged to help grow and cultivate more voices focused on Black travel: “Content creators, you will have access to training, networking and support that best serves your audience and needs. Brands, you can positively impact your revenue, image and diversity strategies by having access to a wide breadth of black content creators ranging from, but not limited to, writers, photographers, podcasters and social media influencers.”
Another organization with a similar message that you can follow on Twitter: Black Travel Creators.
RELATED TOPIC: What PR Companies Really Want Travel Blogger Reviews
Get the Influencer Activist Toolkit
Outspoken Community Member, Brandi Riley of Mama Knows it All and the Courage to Earn, launched an influencer activist toolkit. It’s designed to help influencers learn more, share more, and do the work to make sure that often overlooked voices get the attention they deserve.
Voices matter. When injustice is making headlines will you and your organization be silent or shout for change?
Brandi reminded her online community to take on activism on every platform they use, including podcasts and products. You can sign up for the Influencer Activist Toolkit and regular newsletter for additional resources.
Learn from Melanated Hashtags
One of the breakout tasks for The Black Travel Alliance was crafting the #PullupForTravel hashtag where it demanded that the travel industry disclose its representation in hiring and spending. The hashtag is prominent in its social media posts.
On June 19, 2020, The Black Travel Alliance called for travel brands to make their metrics public for:
- Employment – Current number and percentage of Black people in management and on staff
- Conferences & Tradeshows – Black representation (number and percentage) on speaker panels, workshops, sessions, etc. in 2019
- Paid Advertising/Marketing Campaigns – Black representation (number and percentage) in TV, radio, print and digital channels including social media in 2019
- Press – Black representation (number and percentage) on media/press trips in 2019
- Philanthropy – Charitable contributions and support (i.e. mentorship and intern programs, etc.) to Black charities and community groups
“Black Travel Alliance was heartened to see that many destinations and travel brands showed support during #BlackOutTuesday. However, dismantling systemic racism requires more than social media activism,” says Jeff Jenkins, an award-winning content creator and founding member of the alliance. “Destination management organizations and travel brands need to truly become more inclusive in their hiring practices and marketing campaigns.”
Here are some other significant hashtags designed to promote often overlooked melanated voices.
Travel: #PullupForTravel #BTravelCreators
Melanated Voice: #MelanatedVoices #AmplifyMelanatedVoices #ElevateMelanatedVoices #MelanatedConversations #MelanatedNarration #MelanatedNarrative #melanatedtalk #melanatedstories #melanatedtopics
CLICK TO TWEET: Check out the amazing resource list to #AmplifyMelanatedVoices of influencers and activists via @TheNetworkNiche
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