Screw Your Aesthetic — What White Influencers Can Do Right Now | June 2020
I have been sharing my learnings and failings as a white ally over on my Instagram this week, and I have been getting questions from other white influencers on how/if they should be leveraging their platforms.
“Should I just not post anything? I don’t want to distract people?”
“What if I post the wrong thing? What if I make a mistake and people get mad at me?”
I wanted to create a “real talk” space around how we can leverage our platforms and support ending police brutality. I’ll be updating this post as I find other resources and specific asks from Black creators and activists.
Note & Legal Disclaimer: Some of these efforts may result in racist blowback or issues. I’m not going to pretend that it’s all going to be sunshine and rainbows. It could get messy. You may lose followers and brand sponsors.
Good riddance, I say.
But if you’re a white content creator looking for help on how you can help, here you go:
#1: Donate Your $$$$ & Share Screenshots
I love big grassroots orgs like the ACLU, but now is the time to donate to grassroots organizations that are led by Black people.
You should also post a screenshot of your donation, and include something to this effect in the caption: “I am not posting this to get a gold star as a white ally. Rather, I want you to know I’m putting my money where my mouth is. I am also encouraging you to donate.”
I’ve worked in nonprofit fundraising, and I can tell you with 100% certainty that your donation will have a ripple effect if you share it on social media. Be sure to blur out the transaction ID when you post.
Be sure to blur out the transaction ID!
#2: Educate Yourself
Now is not the time to try to pacify lowkey racists who follow you. Have prepared responses to comments like “All lives matter” and “I support protests, but not riots.”
You can find great replies and rebuttals to these on Twitter.
Post an image to your IG story of the books by Black activists you’re reading. “I Write What I Like” is a great book to start with.
#3: Share How You’ve Messed Up
Sharing quotes and articles is helpful, but it is enormously life changing for a white person to hear from another white person how they’ve messed up as an ally.
You can share your learnings in a variety of formats. You can share how you’ve messed up, and the specific things you’re doing to be better. My example here.
#4: Email Brand Partners
Next up on our list is to get out that handy dandy rolodex and EMAIL your brand contacts, specifically brands who have not posted in solidarity or who have not cut a check.
Example email:
Hi (name),
Happy June 1st! I am emailing you to check-in on (brand name), specifically, I’m concerned that I haven’t seen a statement of solidarity or commitment to donate to a Black-led organization.
I know that it can be intimidating to broach this topic, but (brand name’s) voice is needed! People expect to see these statements and clear commitments to social media.
Do you know when we can expect to see a post? Thank you!
Best,
Your Name
#5: F*ck Up Your Instagram Aesthetic
I’m seeing a lot of influencers post to their Instagram Story, but that disappears after 24 hours.
We are not into activism that expires in 2020. No ma’am!
Instead of posting your own content this coming week, you can share PERMANENT posts, featuring:
- Black creators in your niche (get permission from them before posting!)
- Screenshots of tweets that educate
- Repost Black activists and leaders (tag the account!)
#6: Share Multiple Images from the Same Black Creator to Your IG Story
It isn’t enough to just pull one image from a Black creator’s feed and share to your story. I’ve found it’s WAYYY more effective if you share 3 posts to your story and tag them. Add a call to action to follow the creator.
Make it your MISSION this week to help grow the followings of Black creatives.
It’s a good idea to ask for permission before sharing a creator to your IG Story, so send them a quick DM!
#7: Commit to Diversity & Inclusion for All of Your Future Campaigns
In addition to changing things up this week, it is also critical that you ask every brand that reaches out, “Have you contracted with Black influencers for this campaign? What is the total percent?”
Make a list of ~10 Black influencers to send to campaign managers if they haven’t committed to a diverse casting.
You may lose campaigns if you do this. Good. We’re not making racists money.
#8: Schedule a Gratis Instagram Giveaway with a Black Owned Business for August
Now isn’t the time for an IG giveaway, but Black businesses need our support year round. I recommend purchasing pieces from a Black owned business, doing a shoot, and then asking that business if they would like to do an IG giveaway, where your followers can follow the biz and win a gift card or product.
This is NOT a time for you to invoice the Black business for a sponsored post. You should not get paid for this.
#9: Cancel Sponsored Posts This Week — Reschedule Them!!
This seems obvious, but just in case.
Most brands are pausing campaigns this week, and rightly so. DO NOT post a sponsored post this week. Now is not the time to share our fave lipgloss or bag. It’s not the time to do a giveaway. Online spaces need to be reserved for supporting Black causes.
Got ideas or feedback?
What is this list missing? Tweet at me here if you have thoughts.
