It’s no secret that Black content creators still face an uphill battle in terms of gaining the same recognition as their white counterparts, especially in the white-dominated “lifestyle influencer” space.
TikTok’s controversial algorithm is known for its bias towards white creators, but the problem goes far beyond the FYP.
Black women in the lifestyle vertical have expressed feeling like they are held to far higher standards than white creators, who are often celebrated for mediocrity.
When a white lifestyle influencer posts “crash out” content or a “messy” GRWM video, it’s charming. Messy white women are praised for their “authenticity” and “relatability.” They are deemed vulnerable. And maybe that’s true and perhaps they are. But when Black women post the exact same content, the reception is far less generous – and perhaps even derogatory. Herein lies the problem.@alixearle Replying to @olliesroommate and I wouldn’t want to live anywhere else 🙂 #umiami ♬ original sound – Alix Earle
Put simply: Black women have to work their asses off to achieve the same level of recognition a creator gets for doing the bare minimum – or as TikTok user @izzyeternal said: “for just existing.”View this post on Instagram
This double standard has been further compounded by the discourse on the concept of a “Black Alix Earle,” a misguided attempt to position a Black creator as a “version” of her white influencer counterpart. Black creators have been vocal in pushing back, rejecting this notion entirely. The idea that there needs to be a “Black version” of someone else—whether it’s Alix Earle or anyone—erases the influence and inherent validity of Black creators who already have their own distinct voices, style, aesthetic, perspective… the list goes on. It also implies that white is the default; the blueprint, and that anything else is considered an abnormality or extension. The mere suggestion that Black influencers ought to conform to the “white lifestyle creator” mold is not only insulting – but also fundamentally rooted in white supremacy.@izzyeternal♬ original sound – Izzy Eternal
It comes as a surprise to absolutely no one that the racial disparity extends beyond followers, viral views, and algorithms—it also directly impacts the economics of the influencer marketing industry, where Black influencers are reportedly paid 35% less than their white counterparts, according to research conducted in 2021. (It’s also worth noting how little research has been done on the subject, despite the sizable impact.) Black influencers are also less likely to receive giftings from brands. If you’re not familiar with how the creator economy works, think of giftings as an entry point. Oftentimes, an influencer will receive free products from a brand as the first stage of a relationship. The paid partnerships come later. But if Black creators are snubbed at the very first stage, you can see how this quickly becomes a barrier to entry.@thesashawhitney #stitch with @Izzy Eternal people’s inability to connect the dots from the micro to macro will forever be my roman empire. at the smallest level, who we feel we connect with, relatability, doesn’t just impact who we follow or befriend, it also impacts the issues we give our time energy and attention to at a larger level. IT IS ALL CONNECTED! #relatability #thinkbigger #blackinfluencer #forestthroughthetrees #myromanempire ♬ original sound – Sasha Whitney -on YouTube & IG
Here’s the part where we acknowledge that the issue is complex and deeply-rooted in systemic racism and white supremacy – conscious and unconscious. It won’t be solved in a day. Etc., etc. BUT it’s not helpless! Consumers have the power to choose who we elevate; who we “make famous.” And brands and decision-makers in marketing positions certainly have a choice in whom they partner with. So, as with anything, it’s most important that we start somewhere. And in this case, step 1 is hitting the “follow” button.@avonnasunshine Any guesses on who it might be?
♬ original sound – Avonna Sunshine
Here’s a list of 16 Black lifestyle creators you should be following, yesterday.
1. Jackie Asamoah | @jackieaina
@jackieaina Black women you are doing amazing with what you can and what you have 😘🫶🏾 #blackwomentiktok #blackwomenluxury ♬ Aesthetic – Tollan Kim
2. Monet McMichael | @monetmcmichael
@monetmcmichael yeah you heard me right – get ready with me for my first date ever 😮💨🥴🤭 i honestly love how my makeup turned out in this omg 🍷💕 see you in part 2 for outfit jewelry perfume +
♬ original sound – monet mcmichael 🤍
3. Patricia Bright | @patriciabright
@patriciabright Before and after was mad, shout out to my therapist
4. Justine | @justinescameraroll
@justinescameraroll thinking of making this a series – “from scratch to success”??? #microinfluencer #tiktokstrategy #notiontemplateaesthetic #notiontemplate #brandtrip #justinewantsabrandtrip ♬ original sound – Justine’s Camera Roll 📸✨
5. Jade Fox | @iamjadefox
@iamjadefox for the “you’re so pretty” brigade #wlw #flirting ♬ original sound – JADE FOX
6. Cara Celeste West | @caracelestewest
@caracelestewest Why becoming a mom made me want to leave the US #blackinportugal #livingabroad #blaxit #leavingtheusa #blackabroad #softlifeera ♬ original sound – Cara | Digital Nomad Mom
7. Eni Popoola | @enigivensunday
8. Zaya Perysian | @zayaperysian
@zayaperysian We’re taking this to court. For all trans, nonbinary, and intersex people out there. 🩷🩵🤍 @ACLU ♬ original sound – Zaya
9. Nicole Bloomgarden | @nicolebloomgarden
@nicolebloomgarden lowkey love it🤭
♬ original sound – Nicole Bloomgarden
10. Golloria George | @golloria
@golloria No justification for this. Makeup should be accessible for people with darker complexions. We shouldn’t have to make things work, and we shouldn’t have to order our shades online. Be serious, this is such a rooted issue. #makeup #beauty ♬ Jiggle Jiggle (feat. Duke & Jones) – Duke & Jones & Louis Theroux
11. Eden | @edensarchives
12. Nai Jelee | @theeglamnaija
@theeglamnaija $22 Amazon wig & I am SHOOK. Will def link in comments because WHAT 💀💀💀💀 #amazonwig #newwigwhothis ♬ original sound – ✨Nai❤️Jelee✨
13. Clarke Peoples | @claaaarke
@claaaarke I just bought my dream house at 23 🥹 I fell in love with this home and Chicago after visiting for the first time this summer, so I followed my heart! well, at least part of it… I have no plans of fully leaving NYC any time soon, but I am so excited to live out even more of my dreams here as well 🤍
♬ original sound – clarke
14. Ashley Whitfield | @ashleywhitfield44
@ashleywhitfield44 Happy Love Day! Stay til the end for an important reminder 🫶🏾 #valentinesday #valentine #lgbtq #blacklove #queercouple #🏳️🌈 #🏳️⚧️ @1:18 ♬ Me & U – Tems
15. Abigail |@theladywhotravels
@theladywhotravels Replying to @meeuhhh492720 here are some plus size fashion brands that I regularly shop, hope this helps! #plussize #plussizefashion #fyp #fashiontiktok #ootd ♬ original sound – Abigail | Solo Travel Expert
16. Jordan Rand | @jordan.rand
@jordan.rand The societal brainwashing runs deep!!! Do you REALLY want kids?? #bi #bitok #bisexual #wlw #lgbtq #lgbt #nokids #fyp ♬ original sound – Jordan.Rand
