Brands are taking Instagram influencers on trips to promote their companies. But often the groups are white, young and thin. Some influencers are pushing back.
letting advertisers promote posts from influencers. This widens the reach of those "branded" posts beyond just an influencer's own following.is expected
Four photos attached to the tweet displayed groups of women shilling for a wide variety of brands including clothing brand Sail to Sable, footwear company Jack Rogers, furniture and decor company Serena & Lily, a tourism group for Napa Valley and clothing and accessory brand Amaryllis Apparel.Amaryllis Apparel and Jack Rogers didn't respond to a request for comment, and Sail to Sable didn't provide a comment as of press time.
Ryan Berger, partner at influencer marketing platform Hypr, said when it comes to tapping influencers to work with, brands are still very focused on the number of followers an influencer has, along with engagement levels and how much they'll be posting on behalf of the brand. Kelley said she does feel some brands are starting to make progress. For the moment, she said some of the hires feel "a little forced" in terms of how that particular influencer is featured or shown, or might have lighter skin or more racially ambiguous features.
"I'm a size six. I can see a size six. I love it," she said. "I can see myself in this product, on me and my curves."Kelley said other consumers are getting there as well. "I think the outdoor industry is really stepping up," she said. "A lot of it is driven by consumer market research, [which is] showing people within the next 20 years, the demographic of people who are spending money on outdoor gear is not going to be white folks, it's going to be diverse."a few years ago, for example, noted the U.S. Hispanic community's rapid population growth, and said that population powerfully influences mainstream culture.
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