#18: "Creators are talking and comparing notes"

On how to do intentional influencer marketing beyond "just" Black History Month. Originally published for The Boilerplate.

Today, I have a Q&A with Tiffany Chanel Knighten, who you may recognize from a New York Times article about not-so-quiet quitting. Doesn’t that seem ages ago, when the job market felt so stable that voluntarily quitting seemed the salient thing to do?

I wanted to speak with her because of her work to amplify creators of color. Her experience is impressive; she has worked with brands like Viacom, VH1 and Nasdaq and she was named as one of PRSA-NY’s Top 10 Black PR Leaders to Know.

It felt relevant because diversity is at an inflection point. With thousands of tech workers freshly affected by mass reductions in force, Meta, tech companies face uphill battle to boost diversity. Layoffs sweeping Big Tech are putting corporate diversity efforts at risk. People of color are more at risk of being let go in an economic downturn. 

At the same time, brands post hollow Black History Month social posts this February while Black history is being erased from schools. 

And at the same time, the recent reductions from global companies are positioned as right-sizing mistakes made by management to appease shareholders; unavoidable cuts made due to unforeseen economic circumstances. What it will encourage is the proliferation of short-term thinking in our industry. We forget we market to people, not performance metrics.

I am still hopeful that the marketers still standing can still make a difference. I can’t help but be hopeful, because the alternatives, apathy and cynicism, would mean giving up.

For those thinking of starting your own thing: I hope Tiff’s insights can help.

How did you get to where you are today, as the founder of your own agency? What has been the most rewarding part of going out on your own, and the most challenging?

After nearly 10 years in corporate communications and entertainment publicity, I quit my full-time job to start something of my own. I had been freelancing in PR and social media since college, so I built the portfolio and clientele needed to take the leap. I’m very passionate about amplifying diverse voices, specifically stories of Black women entrepreneurs, so I created an agency centered around it. I was also eager to create an environment that was anti-corporate bullshit, anti-hustle culture. Prioritizing mental health became very important to me, so I broke free to focus on what I needed.

What are your 1-3 tips for working/scaling/planning a campaign with diverse influencers?

1. Pay creators and pay them well. It’s 2023, and with the creator economy being a booming billion dollar industry, it’s a major insult at this point to offer creators exposure. At this point, we all know the benefits and reach that influencer marketing can provide so brands need to either come with a budget, or don’t come at all. 

2. Nurture relationships with emerging creators. Gone are the days of one and done campaigns. Creators and influencers are seeking longevity, and it would behoove brands to work with nano to micro influencers who are on the rise. Why not have go-to talent in your rolodex that not only understands the brand ethos, but continues to grow and evolve with you?

3. Give creative control. I’ve seen too many marketers try to create a vibe that isn’t organic through a very rigid brief that leaves no room for the creator to add their secret sauce. Remember, you are hiring creators for their vision.

An example of why this is important: my client and TikTok creator Latoya Irabor partnered with Always for a campaign. At the time, Latoya had 108K TikTok followers and was asked to tell a “coming of age” story about getting their first period. By giving the creator the freedom/range to tailor the content so that it fit the style in which she communicated with her audience, the video ended up going viral, garnering 963.1K views. 

I believe this is a testament to giving influencers/creators the creative control needed to make magic happen, rather than trying to control the direction too much. Audiences expect a certain topic/style/format from their favorite creators and can easily sniff out inauthentic content. 

Another example - we received a brief asking the creator to “make a twerk video” of Latoya dancing in the brands' jeans over a hip hop track. Not only was this so far from Latoya's niche, it was almost insulting to assume a Black creator would want to do such a thing. If they had done their research they would have known it was a totally off beat request. 

What was it like to be on the "other side of the table" as a source in this NYT article about not-so-quiet quitting? What were the reactions like to that piece?

It’s easily the best decision I’ve ever made. Even on the days where I’m like, what am I doing? Which inevitably happens when you have so many different paths and opportunities at your fingertips. Going from corporate culture to entrepreneurship was not an easy transition, and I’ve learned so much in the process about myself. 

There was a ton of backlash—mostly notably from white cis men—who couldn’t fathom making such a declaration. Plenty of the trolls called me "entitled" or a “spoiled millennial” for celebrating my new journey. Something is triggering about a young, Black woman saying f*ck this, I’m doing my own thing! But I also found a supportive community who connected to my message and uplifted me. I didn't realize that I was inspiring others in the process, but once I did, it gave me the motivation to go even harder with my mission to create more inclusive spaces.

Knighten’s portrait in The New York Times.

Any advice for people in marketing who want to *do better* when it comes to diversity, equity and inclusion but don't know where to start?

Do your research and nurture relationships as you go. When brands and marketers scramble to find diverse talent just days before Black History Month or AAPI Month for example, it’s very obvious. Now more than ever, creators are talking and comparing notes. They’ll know which brands are genuine with their efforts, and which aren’t. 

Explore and discover diverse talent and stories 365 days a year, not just when you’re activating a campaign. Be intentional with who you’re aligning with your brand and it will take you far.