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 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.
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