Can you be "influenced" by someone that doesn't look like you?

Instagram Influencers are often white, and now the brands that pay them are getting pushback

Megan Graham reports about the booming marketing vehicle of Instagram (social media) influencers in her August 29th, 2019 article. Ms. Graham shares that global influencer marketing is tracking to reach $8.6 billion this year alone. 

While utilizing influencers is impactful and an excellent way to engage followers, Graham shares that many brands using influencers in posts aren't considering the importance of organic diversity. Citing the example of a recent Altar'd State campaign featuring many of their influencers, the article points out the backlash the brand received after posting this photo: 

The only diversity the brand featured was one brunette and some girls in hats. Many followers of brands failing to miss the mark on diverse features in their influencer campaigns are choosing to spend dollars elsewhere because of the misguided strategy.

Graham discusses how the brand Madewell chooses to show all sizes and body types in their clothing to help all followers see how the clothes will fit. This strategy is inviting to all and excludes none. 

She also talks about how many brands choose to cast additional "influencers" to add in diversity to their campaigns. Rather than finding a diverse sample of representatives that actually use their brand, they are choosing to pick people that fit a "look" which may add dimension to the grouping but falls short as a false representation of who really supports and reps their brand well. 

If your group of followers is diverse, shouldn't your influencers be diverse? I think so. 

Read the full article by Megan Graham at the link above.