This sort of content material tends to carry out extremely nicely in viewership and engagement. Since there aren’t many high-profile occasions in the course of the calendar yr which are each star-studded and centered across the Black group, engagement round them is very elevated. There’s a small however mighty group of impactful occasions which are beloved and well-attended by key Black tastemakers, thought leaders, influencers, and changemakers, they usually’re in an “actively sharing mode,” which is a uncommon feat within the influencer advertising and marketing world.
The best way to present up
In case your model goes to be on the bottom activating at these occasions, you should definitely present up in the correct method. An important instance of that is Shea Moisture, who hosted Camp Shea at Essence Competition this yr. The model’s activation underlined that tenting is not only about “sleeping outdoors” or “roughing it,” however constructing a group by way of life-changing experiences. Internet hosting an activation for folks to create once-in-a-lifetime experiences was invaluable to the model, and because of this, creators delivered tenfold with content material. This is only one instance, however it speaks to how Shea Moisture has solidified its “large participant” model standing.
When you activate at an occasion of this magnitude, it exhibits the group, and your rivals, that you just’re a serious participant, and that you just’re a model influencers wish to associate with. When you’re capable of construct out an activation at an occasion on this stage, keep in mind to create an area that folks can come to and luxuriate in. Be intelligent, be aesthetically pleasing, be partaking, and create one thing that content material creators are going to wish to share with their followers.
When you’re nonetheless on the fence
I’ll depart you with this final piece of recommendation: NielsenIQ shared that in 2023, Black client {dollars} spent inside the magnificence business alone surpassed your entire U.S. market at giant. When you’re within the hair care, magnificence, or skincare class and cater to Black girls, you wish to be the place these girls are and faucet into these spending {dollars}. Black girls specifically are the driving pressure behind so many profitable merchandise, manufacturers, and, most significantly, tendencies. As a result of they have an inclination to face behind manufacturers constantly that they imagine in, make it a precedence to be in entrance of those decision-makers every time you may.
