Diversity Marketing 101: Inclusive Marketing for Brands

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I’m sure we’ve all seen companies update their logos to support different causes, whether it’s for Pride Month or Black Lives Matter. But is this really the future of diversity and inclusion marketing? It cannot be.

Facts:

  • Diversity marketing tactics can take the form of educational resources, videos, policy centers, etc.
  • Interest in research around diversity and inclusion topics is steadily increasing year on year (Source: SEMRush)
  • Inclusive marketing is multifaceted and evolving. By really listening to what your audience is asking for, you can begin to glean what resonates with them and what resources you should develop.
  • People are interested in how your business approaches sensitive topics, so providing additional resources for a holistic marketing strategy is essential.

Over the past two years, social engagement and online activism have reached an all-time high. With the emergence of important causes, it didn’t take long for companies to jump on new marketing trends to ensure the agility to speak to their markets in an inclusive and impactful manner.

Marketing analysis of diversity and inclusion

In order to better understand the landscape, I took a deep dive into social listening – primarily looking at the big social platforms (Facebook, Twitter, TikTok, etc.), which tend to be early adopters and early adopters. trendsetters. The lessons learned from these leading brands are universal and help determine how a brand of any size can approach its audience. I performed this analysis using organic search data and keyword trends with two goals in mind:

  1. Find out what consumers are talking about when it comes to diversity and inclusion
  2. To find out how these platforms react to negative sentiment

Why diversity in advertising matters to brands

Mitigating negative consumer sentiment towards brands has become a daily struggle. This is usually due to the fact that there is no consolidated strategy and it is usually done in a reactive manner. The key to success is a proactive digital marketing strategy when it comes to diversity and inclusion. By researching sensitive topics concerning major social networks and community platforms, brands can glean resources to provide solutions to negative queries posed by the public. By researching how these platforms have approached and challenged negative press in the past, brands can generate content that responds to negative feelings and also gets ahead of future conversations on sensitive topics.

By targeting sensitive queries, brands can guide the conversation with helpful educational resources instead of letting outside publications answer consumers’ questions.

After researching the respective platforms, Twitter has the most comprehensive strategy for tackling these topics.

Social platforms analyzed

TikTok Diversity and Inclusion Strategy

TIC Tac is currently ranked for 38 keywords modified by racism on their site via organic search (source: SEMRush). Since this is a newer company, we would expect them to not have as many queries as other competitors. However, rankings and research interests related to racism continue to climb over time, as noted below.

Negative responses to TikTok?

Looking at the Search Engine Results Page (SERP), TikTok does not currently have any results for “TikTok Racism”, and when they do, it features racist videos on their platform, which they don’t use. not good. Much of the negative press is about the platform’s creators exposed for racist comments or actions as well as black creators choking on the app.

How does TikTok respond?

  • TikTok has started posting progress reports to show how they support black communities and promote diversity on their platform.
  • TikTok regularly posts spotlights from minority creators.

TikTok’s Diversity Marketing Strategy

  • Post regular diversity and inclusion progress reports (Twitter also has a similar strategy).
  • Create content highlighting minority-owned businesses

Facebook Diversity and Inclusion Strategy

Facebook currently ranks for 2.1K terms modified by racism generating an estimate 2.7K monthly visits to their site via organic search (source: SEMRush). Looking at past trends, Facebook started ranking for these types of queries in 2016, around the time of the BLM’s first protests. Since 2016, search interest and search terms for racist terms have increased since then.

Negative responses to Facebook?

Looking at the SERPs, a majority of the negativity discusses discriminatory behavior both for Facebook’s hiring processes as well as on the platform itself. A different idea from other platforms was that some believe that Facebook’s “hate speech censorship” is in fact choking marginalized groups. People shared their concern about “racist algorithms” in deciding what is censored and what is not.

Main titles (USAToday):

  • Black activists say hate speech policies and moderation of content stifle marginalized groups.
  • Mark Zuckerberg says lawmakers tell him Facebook has too much speech power. “Frankly I agree.”
  • Civil rights groups say Facebook has not reduced hate speech against African Americans. (Source: UNITED STATES TODAY)

Another interesting call is that there are allegations that Facebook was a major perpetrator of political coercion and a hotbed of disinformation revealed by the Civil rights audit.

How is Facebook reacting?

  • Informative blog content
  • Allow racial justice forums to remain in the form of “Facebook groups”
    • There have been instances of FB automatic filtering that accidentally removed activist groups due to racial rhetoric. Facebook has since updated the selection process.

Diversity marketing strategy to glean on Facebook

  • Create informative content targeting terms modified by racism (and what the platform is doing to combat racism). Topics to be developed include:
    • How to fight racism online
    • How to respond to hateful or anti-black speech from users
      • Twitter Hateful Conduct Policy
      • Facebook Community Standards: Hate Speech
    • How your brand avoids “racist algorithms”

Twitter Diversity and Inclusion Strategy

Twitter currently ranks for 1.4K racism-modified keywords generating an estimate 1.9K monthly visits to their site via organic search (source: SEMRush). Looking at historical data, much like Facebook, Twitter started ranking for these types of queries in 2016, around the time of the first BLM protests. Since 2016, search interest and racism ranking terms have increased.

Negative responses to Twitter?

Like Facebook, Twitter has received some contempt for its “racist algorithms” and racist chatbot. However, Twitter has a significant amount of educational resources explaining how they provide a safe online platform for users and answer questions from consumers with policy pages or activist accounts. As a result, they own the entire page 1 for the words “racist on Twitter” and don’t get as much negative press.

How does Twitter react?

  • Twitter does a great job of mitigating queries by owning the space for terms modified by racism. The main search results consist of a mixture of racial justice Twitter accounts, educational blogs as well as “help” articles on Twitter.
  • Not only does Twitter have a plethora of educational resources to mitigate sensitive queries, but it also publishes annual reports on inclusion and diversity.
  • An interesting call for Twitter is that they are also proactive on topics revolving around pride, social media + mental health and disability.

Diversity marketing strategy to glean on Twitter

  • Create accessibility content and highlight the ways your brand is helping people with disabilities.
  • Create content that highlights marginalized communities.
  • Create social media and mental health content
    • That is to say. How? ‘Or’ What [Brand] helps community members connect and disconnect
  • Additional examples of unique Twitter content:
    • Disability & Unemployment
    • Love wins: the brand’s responses

Diversity Marketing Roadmap: Next Steps

  1. Produce and publish consistent inclusion and diversity reports, where appropriate for your brand
  2. Create resources that broaden the topics of diversity and inclusion (inclusiveness + accessibility)
  3. Generate “Spotlight” content for brand users
  4. Host your brand policies on your site for more transparency

Taking a proactive approach to diversity and inclusion when it comes to marketing can help differentiate your brand from the competition, while also making the internet a more inclusive place. As the data shows, taking a reactive approach to diversity and inclusion marketing can roll back your brand and put you in a digital insurmountable position. If every brand stood up to fight prejudice and negativity on their platform or brand, the digital landscape could be a much more inviting landscape.



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