Marketers are reportedly underpaying Black influencers compared to white people with less followers
- Bloomberg's Businessweek found that
Black influencersare underpaid compared to white peers.
- Sometimes they're even paid less compared to white creators that mimic their content, the report found.
- Black influencers told Bloomberg they would get paid in products as opposed to cash.
White people who are popular on
The same is true for when Black influencers have more followers or are doing creative work that's later appropriated by white people, the report found, citing interviews with dozens of influencers. Sometimes they're not paid but instead given products from
In one example Bloomberg reported, 22-year-old Sydnee McRae, who is Black, has more than 1 million followers on
It led to a $700 deal with the Universal Music Group to promote rapper Lil Tecca's "Out of Love." A white
Read more: How much money nano influencers make, according to 5 creators
There are several similar examples highlighted by Black influencers in the report, including McRae, Stacy Thiru (1.4 million TikTok followers), Kenny Knox (843,000
The disparity goes against the meritocratic promises of the social media platforms, where supposedly anyone can get famous, and disadvantages Black creators in a market worth $10 billion each year, the report said.
Their accounts are also heavily monitored, with Knox losing a Target gig for using the N-word in a recent video. Other white influencers like Felix Kjellberg appeared to get away with worse, including anti-Semitic jokes, filming dead bodies, and throwing un-masked parties during the coronavirus pandemic.
Read more: The top 17 influencer marketers at brands who plan creative campaigns and partner effectively with creators on Instagram, TikTok, and YouTube
Since the racial reckoning of 2020, marketers seemed more willing to work with Black influencers and engage in conversations about inequity, the report found. Previously Black creators were told not to post about
In June, Instagram's product chief said the company was taking a harder look at whether its algorithms held a bias against Black people. About two years prior, an Instagram employee who worked with the influencer partnerships team, resigned over concerns about the disenfranchisement of Black people on the platform.
But creators are skeptical about whether the brands are actually changing their ways, Bloomberg reported.
- My fiancé and I picked out my engagement ring together before he proposed, and I don't regret missing out on the surprise
- A 24-year-old stock trader who made over $8 million in 2 years shares the 4 indicators he uses as his guides to buy and sell
- You can buy more Yeezys today, if you can get past the app crashes and error messages
- India’s GDP forecast raised but El Nino, export contraction threats hover
- Choose hybrid vehicles over electric and conventional ones if you actually want to be sustainable, IIT Kanpur study says
- IPL 2023: A look at top players from each franchise
- Dalal Street sees 27-month high inflows from FIIs in May
- Sensex, Nifty50 likely to open in the green amid positive global cues: Coal India, Maruti Suzuki, Hero MotoCorp among stocks to watch