Achieving Equity in Influencer Marketing
Most marketers are aware of the inequities that plague the influencer marketing industry, particularly for BIPOC and marginalized creators. From unequal pay and risk of being cancelled to facing public backlash and online hate, the hurdles facing marginalized influencers are considerable. A landmark study by MSL titled "Time to Face the Influencer Pay Gap" uncovered a 29 percent racial pay gap between white and BIPOC influencers. The gap widens to 35 percent when comparing white and Black influencers' compensation.
To address this, the ANA, the 4A's, and the PR Council partnered together to create the Influencer Pay Equity Guide to support marketers committed to ensuring that the influencers they work with are being compensated and treated equitably.
Key Takeaways
The influencer marketing industry faces significant challenges regarding equity and fair treatment, particularly affecting BIPOC and marginalized creators. Research has revealed substantial pay disparities, with a 29 percent racial pay gap between white and BIPOC influencers, widening to 35 percent when comparing white and black influencers specifically. These inequities extend beyond compensation to include disproportionate offers of in-kind compensation instead of monetary payment, unequal treatment at brand events, and limited access to opportunities.
BIPOC and marginalized creators face additional challenges beyond compensation disparities. They are more likely to experience shadowbanning on platforms, which limits their visibility and reach. Furthermore, these creators often face increased public backlash, online hate, and cancellation attempts, creating additional barriers to their success and sustainability in the industry. These challenges are compounded by a lack of transparency within the influencer marketing supply chain, where multiple agency partners and unclear cost structures can obscure payment practices.
The issue of influencer pay equity is intrinsically linked to brands' broader diversity, equity, and inclusion commitments. The industry needs a structured framework to address these challenges systematically, covering aspects such as campaign planning, risk evaluation, usage rights, exclusivity clauses, compensation structures, payment terms, and contract standardization. This comprehensive approach is essential for creating lasting change in the industry and ensuring fair treatment for all creators.
The development of the Influencer Pay Equity Guide represents a collaborative effort to address these systemic issues. The guide provides marketers with practical tools and frameworks to implement more equitable practices in their influencer marketing initiatives. By focusing on transparency, standardization, and fair treatment, the guide aims to help brands and agencies create more inclusive and equitable influencer marketing programs that benefit all creators while maintaining effective marketing outcomes.
Action Steps
- Download and implement the Influencer Pay Equity Guide.
- Review current influencer compensation practices for potential disparities.
- Develop transparent payment structures and standardized contracts.
- Establish clear guidelines for fair treatment at brand events and opportunities.
- Create systems to monitor and address potential bias in influencer selection.
- Implement regular audits of influencer marketing practices and outcomes.
- Train teams on equity issues in influencer marketing.
- Build relationships with diverse creator communities.
- Advocate for platform changes to address shadowbanning and other technical barriers.
- Join industry initiatives working to promote influencer marketing equity.
Source
"Influencer Pay Equity Guide." Leah Marshall, VP of digital and influencer marketing at the ANA. Virtual Diversity Marketing and Measurement Fair, 10/15/24.