The internet has been a crazy place lately. I think we can all agree that 2020 is transforming the world and that now that some of the abhorrent parts of it have been highlighted, good things are coming.
As an online influencer, I’ve spent a lot of time thinking about how I can show my support for the Black Lives Matter movement in a non-performative way. Based on my Instagram feed, I see that a lot of fellow content creators are working to learn how to do the same.
I’ve never loved the label ‘influencer’ because it makes bloggers, vloggers and Instagrammers sound like cult leaders. That we are not. However, the reality of our job is that we do influence our audiences – their attitudes and outfits and holidays and what shade they paint their nails. Isn’t it our duty to use that influence to also instigate change and support worthy causes?
Inspired by all of the resources that have been shared online recently and my own personal journey to learning why being ‘not a racist’ isn’t enough; I’ve compiled a list of how White influencers can use our platforms to support the Black Lives Matter movement.
Simple Ways To Support Black Lives Matter As A Content Creator
1 Ask about diversity on campaigns
I don’t know about anybody else, but at the beginning of my travel blogging career I was so flattered to be invited on press trips that it didn’t even occur to me to question the inner workings of the campaign. The majority of press trips I’ve attended have been diverse but not all of them.
I didn’t feel I had any leverage and I would never have been bold enough to ask who else was invited before I accepted an invitation. I was just happy to be there.
But that’s not enough anymore. When you’re invited to work on a campaign, you should ensure it is diverse by questioning who else will be involved and asking the PR about the ways that the campaign is inclusive. A simple question is all it takes.
2. Pass opportunities on to people of colour
The blogging community is great at lifting each other up for the most part, and we can use this to support creators from marginalised communities.
When you can’t attend an event or press trip, or if you’re invited to collaborate on something you don’t feel is quite right for you, why not recommend some Black creators to your contact instead?
3. Have open conversations online and be willing to listen and learn
A lot of us shy away from important topics for fear of saying the wrong thing, accidentally offending and even being kicked off brand campaigns and being denied opportunities because you’ve spoken out. It’s time for that to stop. Silence is complicity.
It’s essential we use our platforms to spread information and instigate change. I for one often feel disillusioned by the online world but having purpose like this makes me keep going. Ask yourself what you want to be remembered for – you can chat about mascara and still discuss politics with your audience.
And if you lose followers because of it? Well, it’s always lovely when the trash takes itself out.
This does comes with a caveat though – don’t confuse yourself with a trained journalist if you aren’t one. Be sure to do in-depth research before you raise any issue online, both for your own protection and to avoid inadvertently causing hurt or offence.
4. Share the work of black content creators
The whole point of #BlackOutTuesday was not for White people to mute themselves and log off. It was an opportunity to cease sharing our own content and instead amplify the voices of Black people. That’s what I did.
One of the most straightforward but powerful ways we can support anti-racism is by sharing the content of Black creators. Help their voices be heard. Gloria from The Glo Abroad has some excellent anti-racism resources on her Instagram.
I actually wrote a tweet asking if it was okay that I, a White woman, was writing this guide to how influencers can support the BLM movement. Halfway through writing this post, I stopped and questioned whether I was the right person to do this. I deleted the tweet in the end because I figured that trying is better than staying quiet (I suppose this brings us back to my previous point). I hope it’s okay that I have published this.
Also, think about how you can potentially collaborate with Black content creators who can offer insight about racism to your audience that you can’t. And of course, share links to useful petitions!
5. Update your posts to include information that will be helpful to POC
This one is aimed mainly at travel bloggers. White privilege means that I’ve never had to google whether a destination I want to visit is racist before I decide whether to go.
When Black people travel, that’s something they have to consider. Will they be treated differently or even harmed because of the colour of their skin in this place? I can’t even imagine having to think like that when booking a trip, but my Black readers do. I’m going to make an effort to research racism in the destinations I visit from now on, so that I can hopefully share useful information to my Black followers.
One blogger who shares highly useful information for Black travellers is Oneika – she has an entire section about travelling while Black on her blog.
Bloggers in all niches can adapt their content to be useful to people of colour even if they are White. For example if you’re a beauty blogger, be sure not to alienate a portion of your audience by only talking about the shades you wear. Mention whether the foundation you’re reviewing comes in a variety of shades. Not all of your audience is the same colour as you!
6. Acknowledge a destination’s history. All of it.
Another one for travel bloggers, but I’m trying to stick to writing what I know so I hope you’ll forgive me!
With the toppling of the slave trader’s statue in Bristol (great city by the way – I’ve got a travel guide to Bristol in case you fancy visiting when restrictions are lifted), we’ve all had our eyes opened wider to Britain’s past and how the country has been built on the slave trade. I’ve been inspired by fellow travel blogger Gemma from Two Scots Abroad, who has pledged to add details about places’ slave trade links to her destination guides. She’s also asking tourist attractions to do the same.
In Britain, the school curriculum skims over our slavery links so we must educate ourselves. Reading travel guides that touch upon these darker parts of history is a simple way to do so.
7. Support Black-owned businesses
I love supporting small businesses. It’s one of the lovely things about my job. I can share a small business with my followers and potentially help that business owner feed their family. Going forward, I’m going to make a conscious effort to share more minority-owned businesses with my audience. It’s kind of the least I can do, right?
One of my favourite skincare brands is SheaMoisture. In the travel industry, check out Travel Noire and Black Girls Travel Too.
Victoria from InTheFrow recently published a list of Black-owned businesses to support. Go discover something new!
8. Diversify your feed
If you’re White, you can benefit from following people who are not. What’s the point of only following people who look just like you? Look for Black content creators whose posts you love and follow them. It’s good to see Black perspectives on your feed.
It is not Black people’s job to educate people about racism, but we can educate ourselves using the resources people do choose to share. Please don’t DM Black bloggers asking them to explain things you don’t understand. Consume their content, then do some further reading. Progress is on us.
Nadeen from The Sophisticated Life has compiled a fabulous list of Black Travel Bloggers to Follow.
I know that we’re all learning and that people make mistakes. The internet can feel like an overwhelming place but it’s a vital tool in instigating social change. As a content creator, don’t you want to be part of that?
If you have any other insight or ideas into how influencers can show support to important caused, please leave a comment and share this post with your blogging friends!
I’m on Facebook, Twitter, Instagram and Pinterest and also have a travel Youtube channel, if you’d like to follow me.