The Power of Diversity in the Influencer Community: Different Experiences Create Unique Perspectives
When influencers share their various cultural experiences or personal stories, they create connections that go beyond engagement on their posts; they build communities around shared values and authentic narratives. This kind of diversity within brands and as an influencer makes audiences feel seen. This allows brands to resonate in a deeper, more meaningful way that only diverse voices can achieve.
In 2024 when scrolling on social media, being transparent and trustworthy to an audience, is what will build your relationship with them. Imagine yourself pausing as you are doing your daily social media browsing. Not just because a picture catches your eye, but also because the caption strikes a deep meaning with you. It’s in this same way that influencer marketing benefits from variety. Influencers from a variety of different backgrounds contribute their personal experiences to their content and work, creating narratives that go beyond simply stunning creations. They are a representation of personal stories bringing it all into self-love, acceptance, resiliency, and culture. Self-love makes an audience feel more connected when we see someone who resembles us or has experienced something similar. Instead of just generating interest, this connection is what propels genuine engagement and builds communities around brands.
In recent years, the push for diversity within the influencer community has not only changed the way companies’ market but also demonstrated a large impact on personal brand success for influencers. Sephora’s #SephoraSquad, launched back in the year 2019, as it featured influencers from various backgrounds showcasing diversity within the brand. Every year they include influencers from different racial, cultural, and gender backgrounds, promoting a level of authenticity that resonated strongly with consumers. Sephora’s Newsroom says they are a diverse mix of 68 inspiring voices who reflect the diversity and authenticity of Sephora’s broader beauty community. This inclusive approach contributed to an increase in acceptance of the brand. Reflecting a brand dpoing this right and bringing an amazing experience of inclusivity into their brand.
Fostering a sense of belonging and reinforcing the idea that everyone’s experiences and voices matter. Looking at what this is like for influencers making this content. In 2022, 58.3% of influencers feel they have faced discrimination. Meaning that diversity within marketing campaigns and comfortability within the influencer world is still a problem being faced. Influencer @riamichelle discusses how at some events she may be the only black influencer there. She says, “It’s something that we [as black influencers] are very cognizant of, while I don’t think other people really pay attention to it.” Ria has over 30k followers and still growing. Brands need to recognize inclusivity with products, events, and branding. Being open to having influencers from many different backgrounds and beliefs.
Having diversity in the influencer space overall enriches content. It gives various people the chance to see people of their own race, culture, and community representing them. It brings an aspect of being proud, and for a brand it connects audiences globally building relationships with future customers from diverse backgrounds.
Audiences today value authenticity and are more likely to engage with influencers who understand and reflect their own experiences. When influencers genuinely share relatable stories, whether about culture, identity, or daily life, followers feel a personal connection that builds trust. Studies show that influencers who focus on authenticity see higher engagement, as viewers feel understood and appreciated—a powerful factor in driving loyal communities around brands.
