Introducing Social Feed: I Personally Casted 100+ Black Influencers For You
(If this work sparks your interest in customized influencer diversity resources for your brand or agency, please connect & drop me a note.)
The holiday season becomes a #sponsored battlefield for influencer marketing. As we scramble to maximize the quarter of excessive consumerism, and fulfill last-minute requests that come with leftover annual budgets, social platforms reach a heightened saturation of companies competing for audience attention through influencers.
Luckily for the industry, human behavior is now conditioned to accept the popularity of online paid partnerships. But with this conditioning, comes an undeniable demand to resonate with audiences beyond the surface and truly show up in an authentic way.
One of the struggles of authenticity is that it has historically proven difficult to identify when the observer is not personally part of the culture. Hence why the space is notoriously lazy in recycling diverse influencers. Yes, renewed partnerships can be a strategic move to continue a successful collaboration; but more often than not, the disappointing repetition is the byproduct of challenges faced in casting. As influencer marketing continues to scale, the challenge for most only increases.
From my early days on the influencer team at VaynerMedia, to working on Fortune 500 influencer campaigns at Starpower, and now in my current role as Head of Influencer Marketing at PepsiCo, I've always been committed to improving authentic representation beyond just numbers. With that commitment, I've taken it upon myself to delve into personal lists I've maintained over the years to share a few handpicked influencers whom I believe deserve brand attention for the work they do.
So welcome to Social Feed: a newsletter feeding you the latest in influencer diversity, so that everyone can eat.
As we approach the final stretch of the year (and even prepare for January), use these projects to reflect on your past campaigns. Consider the opportunities not only to better support influencer diversity through this list, but also to generally expand beyond the influence you typically revert to. After all, it is authentic connections that will ultimately protect our work from consumer fatigue.
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Advocacy
@nialahedari: activist & organizer who cofounded Freedom March NYC, a youth-led civil rights organization focused on policy reform [Instagram]
@feek___: founder of the luxury streetwear brand Head of State, integrating social and political commentary [Instagram]
@soukeya: pre-med student turned model, with an ongoing pursuit of healthcare now serving as UN Global Health Champion [Instagram]
@trakgirl: producer & writer for top music artists, promoting initiatives around fair pay to creatives and women in music technology [Instagram, TikTok, Youtube]
@herranathegreat_: creator of Chucha Studios, a creative production agency that connects visual storytelling with systemic change [Instagram]
@josefadmu: creative director providing culture and education through photography and film via the platform, Sunday School [Instagram]
@lynaaevanee: performer & content creator utilizing degree in African American studies to give social commentary in content [Instagram, TikTok, YouTube]
@pollyirungu: photo editor for the office of the Vice President and founder of global community, Black Women Photographers [Instagram]
Beauty
@golloria: beauty & skincare enthusiast with great commentary on brands’ shade range [Instagram, TikTok, YouTube]
@ricrdoron: creates content related to gender-neutral skincare, breaking down stereotypes surrounding men's grooming [Instagram, TikTok, YouTube]
@amara_artspots: promoter of self-love, embracing her vitiligo through complementary cosmetic artwork [Instagram, TikTok, YouTube]
@enigivensunday: recently pursued passion for beauty & content creation full-time after an ultimatum from her law firm [Instagram, TikTok, YouTube]
@scotlouie: celebrity stylist with frequent GRWM content featuring beauty regimens [Instagram, TikTok, YouTube]
@makaylamashelle: has built an engaged audience with her makeup and natural hair + wig tutorials [Instagram, TikTok, YouTube]
@isabelleikpeme: Gen Z model with avant-garde makeup looks and equally expressive outfits [Instagram, TikTok, YouTube]
@jaleesajaikaran: professional makeup artist working deeply with brands on campaigns, content creation and product development projects [Instagram, TikTok, YouTube]
Comedy
@banksnowithzki: specialized in solo comedy sketches and comedic lip sync videos [Instagram, TikTok, YouTube]
@calvingrindz: known for playful grocery store pranks on customers while shopping [Instagram, TikTok]
@jazmynjw: stand up comedian with online exaggerated content putting a spin on the stereotype of angry Black woman [Instagram, TikTok, YouTube]
@kervo.dolo: mimics relatable moments in group sketches with friends using distinctive voice imitations [Instagram, TikTok, YouTube]
@thejeanluc: satirical sketches of the NYC clout chase [Instagram, TikTok]
@ikeslimster: often viral monologues on dating, culture and random inner thoughts [Instagram, TikTok, YouTube]
@cody.taurus: loving dog-dad doing wholesome sketches with his Shiba, Taurus (Tory), as the star [Instagram, TikTok, YouTube]
@shaelovve: a consistent stream of comedy & pov skits including dancing, lip-syncing and overall bubbly vibes [Instagram, TikTok]
Dating
@alexis.nicoleee_: very relatable creator, sharing her journey in dating through real-time updates on the progression with new prospects [TikTok]
@datingcoachanwar: dating coach specializing in tailored advice for Black & Brown women [Instagram, TikTok]
@hopelessromanticsociety: nyc street interviews where strangers reflect on the craziness of love, usually with unintentionally funny stories [Instagram, TikTok]
@vinephilo: a stream of consciousness on life, and more specifically love via podcast, You’re My Therapist [Instagram, TikTok, YouTube]
@kendragmedia: public platform for random singles to stream in and share their dating criteria in hopes of inbound prospects [Instagram, TikTok]
@joyofodu: validating women’s dating journeys through interviews and stories on podcast, Dating Unsettled [Instagram, TikTok]
@claaaarke: fast-growing Gen Z TikToker with full transparency on dating app conversations, date reviews & relationship pursuits [Instagram, TikTok]
@datingwithowen: commentary from the pov of the single friend with content in being single until the right person comes [TikTok]
Fashion
@ahniyahgold: fashion publicist representing brands like Brandon Blackwood & Topicals via her pr firm, A Gold Consulting [Instagram]
@travisdharrison: former celebrity stylist & creative director with a refined taste reflected in his own personal style [Instagram]
@micaelaverrelien: first on-air camera host & contributor for Macy’s LIVE as a result of consistently building her own personal channel [Instagram, TikTok]
@ruesworldd: Gen Z student with bright, bold, individual style, incorporating a sporty edge [Instagram, TikTok, YouTube]
@oreofay: showcases classic menswear and owns a menswear online boutique with new & slightly used items [Instagram, TikTok]
@pierrahh: a true creative with a deep knowledge of the fashion industry and particular interest in highlighting black designers [Instagram, TikTok, YouTube]
@armielchandler: gender neutral style, often showcased in consistent short-form video utilizing a formal background in film [Instagram, TikTok, YouTube]
@devanondeck: a true authority in providing advice on menswear & personal style through high quality video productions [Instagram, TikTok, YouTube]
Food & Beverage
@tayoscreation: has brought love for food and photography to “Dinner with Tayo”, a pop-up dining experience showcasing global cuisine [Instagram]
@shanikahillocks: a well connected strategy & marketing consultant in the industry, managing culinary talent at agency Hone Talent [Instagram]
@briancantstopeating: a food lover sharing video vlogs & reviews on food from a wide range of restaurants [Instagram, TikTok]
@courtneefutch: a chef & mixologist enjoying social conversations alongside her comfort food and cocktail recipes [Instagram, TikTok, YouTube]
@kiacooks: self-taught chef with industry accolades, but a heart for community driven culinary work such as neighborhood pop-ups & philanthropy [Instagram]
@thenarddogcooks: vegan chef sharing free recipes for delicious food that also makes the body feel good [Instagram, TikTok, YouTube]
@samofrancis: cinematic excellence in the kitchen, showcasing start-to-finish cooking over dramatic shots and music overlays [Instagram, TikTok]
@bswankk: guides followers to great food experiences coupled with written guides of black businesses [Instagram, TikTok]
Health & Wellness
@joeholder: Nike master trainer, private coach for an extensive client list of top models (including Naomi Campbell) and a columnist for GQ [Instagram, YouTube]
@mindfuldeandre: yoga and meditation instructor through Alo, with emphasis on physical and mental well-being [Instagram]
@kendramorous: model & community organizer of Third Cup, public gatherings that promote positivity and balance [Instagram, TikTok]
@foodheaven: two registered dietitians with advice on nutrition through social media & nearly 300 podcast episodes [Instagram]
@blackgirlinom: providing accessibility to meditation and inner work for Black women via curated content & experiences [Instagram]
@jenna.deleon: professional body builder turned content creator, sharing workout routines via socials and her app, Reset [Instagram, TikTok]
@bri.monee: owner of Spiked Spin & Wellness Co., a Brooklyn-based spin studio with great music and a sense of community [Instagram]
@darienj4: showcases core strength through extreme exercise stunts resulting in viral shares [Instagram, TikTok]
Home & Garden
@mallorywiththeflowers: experiential floral designer based in LA, creating custom arrangements for top brands [Instagram, TikTok, YouTube]
@athomewithsavvy: interior designer using online platform to inspire home & lifestyle elevation [Instagram, TikTok, YouTube]
@hiltoncarter: a director, author and designer that has fostered a notable interest and expertise in plants and their styling [Instagram, TikTok, YouTube]
@smashingdiy: shares DIY projects in home design as a way to attain luxury furniture & decor at a more affordable cost [Instagram, TikTok, YouTube]
@annisalimara: interior designer with new creative & interior design studio, offering personalized services in decor styling and personal branding [Instagram]
@k_wossie: a Colorado-based plant dad sharing shopping trips and at-home tips for plant care [Instagram, TikTok, YouTube]
@adair_curtis: married to stylist Jason Bolden, Adair is co-founder of JSN Studio, leading the interior design arm of the firm servicing celebrity clients [Instagram]
@plantkween: a Brooklyn based, vibrant plant collector & author with a collection of over 200 “green gurls” in their apartment [Instagram, TikTok]
Luxury
@cocobassey: still consistent with traditional blogging, amongst other platforms, she has created a community around elevated fashion and lifestyle [Instagram, TikTok, YouTube]
@asiyami_gold: creates editorial level content in each post, with an understanding of true storytelling given the creation of her own creative AGoldStudio [Instagram, TikTok, YouTube]
@igeeokafor: a long-time creator with cinematic images that encapsulate excellent style & culture [Instagram]
@jeneenaylor: early experience in fashion & merchandising has led to strong interest & understanding of attaining luxury, also now explored on her podcast Style Unlocked [Instagram, TikTok, YouTube]
@brenttany_: an aesthetician encouraging the importance of quality skincare and lifestyle [Instagram, TikTok, YouTube]
@aliounebf: professional model with a consistent flow of lo-fi, self-created GRWM & unboxing content [Instagram, TikTok]
@lefevrediary: professional model with a seamlessly curated feed, integrating high-end brands in an effortless way [Instagram, TikTok]
@kirahominique: great vlog style content capturing luxury beauty services, restaurants and shopping [Instagram, TikTok, YouTube]
Nightlife
@itsbrianhenry: true curator of vibes, sharing musical storytelling through various types of genres and his own B-Hen Block Party [Instagram]
@shernitasofly: energetic dancer & entertainer often hosting the most popular parties in NYC [Instagram, TikTok]
@djmoma: DJ, producer, and one of the founders of the global cultural platform & event experience, Everyday People [Instagram, TikTok, YouTube]
@djfannymae: Los Angeles DJ and founder of Sainted Trap Choir, performing modern hits reminiscent of southern gospel [Instagram, TikTok]
@djmillie: DJ of many brand events, with consistent posting to also nicely supplement with paid partnership content [Instagram, TikTok]
@moresoupplease: an indicator of a popular party with loyal attendees, with residencies at Soho House & Lot 45 [Instagram]
@aqbeglobal: South African DJ, bringing sounds of the African diaspora to parties around the world in intimate settings with abundant energy [Instagram]
@djmikenasty: DJ often referenced in social media recommended parties in NYC
Photography
@tayojr: civil engineer turned photographer, using colors, symmetry, and lighting to capture celebrity portraits of black excellence. [Instagram, TikTok]
@blaircaldwell: Texas native, who relocated to LA now shooting personal photos for celebrities such as Beyoncé, Normani & Cynthia Erivo [Instagram, TikTok]
@visualsbypierre: a cultural documentarian, shooting a range of content from athletes to everyday walks through town [Instagram, TikTok, YouTube]
@nycgoblin: capturing personal content & brand content, as she balances her creative studio, Happy People [Instagram]
@rashidazagon: Adobe ambassador with specialty in fine art & portraits, often using black & white imagery for a level of intimate storytelling [Instagram]
@hiiamericaaa: editorial content of popular social media influencers & streetwear companies, captured with brand-side experience at a creative agency [Instagram]
@wildgina: nature photographer and one of the top selling Black landscape artists with more than 4,500 prints sold in the past 3 years [Instagram]
@itchyeyephoto: a focus on music artists at concerts & festivals, mixed in with bts vlogs of a work day [Instagram, TikTok, YouTube]
Sports
@motivatedbymylan: talented craftsman of unique decor using deconstructed sports equipment [Instagram, TikTok, YouTube]
@oooolajuwon: golfer & founder of Eastside Golf, a lifestyle golf brand developed to raise awareness about golf amongst non-traditional golfers [Instagram]
@tphillss: master of discipline juggling three paths as a basketball player, content creator and founder of fitness app Gymble [Instagram, TikTok, YouTube]
@haley.jonesss: Standford graduate newly enlisted to the WNBA, representing basketball culture in her podcast, Sometimes I Hoop [Instagram, TikTok]
@mariahcrose: deep ties to basketball as daughter of Jalen Rose, she expresses thoughts of the sport & others via Hoops 4 Hotties podcast [Instagram, TikTok]
@ariivory: journalist, host & creator of HighlightHer, Bleacher Report’s channel focused on female athletes [Instagram, TikTok]
@autumnjohnson.tv: former three-sport athlete, now NBA 2K League’s sideline reporter [Instagram, TikTok]
@keesa.k: founder of Canada’s first paid women’s basketball league, HOOPQUEENS [Instagram]
Travel
@skylarmarshai: traveling the world with her partner, she captures beautifully curated content in style [Instagram, TikTok]
@chubbydiaries: a creator & Nat Geo travel host, he is an advocate for travelers of all sizes to experience exploration with no limits [Instagram, TikTok, YouTube]
@mrnoelburgess: journalist promoting diversity & inclusion in wine, food & entertainment experienced during travel [Instagram]
@itsnkenge: very skilled content creation & edits, often capturing travel journeys with friends [Instagram, TikTok, YouTube]
@passportgoat: singular focus on travel content, highlighting interest in UGC and creative direction as well [Instagram, TikTok]
@thebeautifuljordan: flight attendant with a steady stream of travel vlogs that allow audiences to follow along for a number of destinations [Instagram, TikTok]
@gottabemaddy: merging travel and light humor, she shares attainable trips & tips for a broad audience [Instagram, TikTok]
@kemoy_martin: lo-fi vlogs of international trips with a spotlight on attractions & landmarks to include in your future itinerary [Instagram, TikTok, YouTube]
Food For Thought
While we all love the prestige of working with the biggest names in influencer marketing, keep in mind that the majority of Black talent (77% according to MSL) are actually micro & nano influencers. Therefore, as you think about scaled diversity, know that follower count shouldn’t be your only metric.
In fact, a recent study found that despite the 35% pay gap, Black influencers are delivering higher media value in some of the top brand categories (Group Black x Nielsen). So remember, the effort towards influencer diversity isn’t a charitable act; it is a responsibility we should embrace as marketers to best reflect & connect with the world we live in.
Thank you for this list!! Would love some pet-specific influencers if you know of any!