Some social media platforms, too, have announced programming for Black History Month, with TikTok spotlighting 15 Black creators on the platform with its “Visionary Voices List” and launching a hub within the app that “will feature inspiring stories from creators and Black-owned businesses,” among other initiatives, per a press release.
However, the overall scope of Black History Month opportunities for creators is much narrower this year for many Black influencers. Last February, Steven Sharpe Jr., a fashion and lifestyle influencer and founder of influencer agency Nobius Creative Studios, worked with outerwear brand Save the Duck on a social media campaign to promote a clothing collection created by Black designers. He was also invited to participate in a panel discussion about the challenges faced by Black creators, hosted by creator marketing platform #paid.
But this year, neither Sharpe nor the creators his agency represents have heard “a single peep” from brands about Black History Month opportunities, he said.
“Every single Black creator that I’ve spoken to—because I’ve brought this up several times, whether online or offline—all of them are like, ‘Yeah, I was kind of expecting this,’” he said. “None of them have gotten anything. And this is across the board, from micro-creators to creators who have hundreds of thousands of followers. It’s truly baffling.”
“I’ve gotten more inquiries about Valentine’s Day [campaigns] than I have about Black History Month,” he added. Brands have also contacted his agency about partnering with Black creators this February for other influencer campaigns not specifically tied to Black History Month, he said, but haven’t acknowledged the significance of the month in those requests.
“I've talked about this with my friends, and I'm like, ‘I feel crazy. Am I being too proud and just expecting these things, or is this really a problem?’” Sharpe said. “It really feels like a problem.”
Powell took part in the same panel discussion as Sharpe did last February—and in 2021, while working as head of social media for beverage brand Sunwink, she spearheaded a Black History Month influencer campaign that highlighted Black wellness creators and Black female business owners. Though she has an ongoing partnership with Procter & Gamble’s “My Black is Beautiful” platform, and recently completed projects with brands such as Netflix and Amazon Prime Video, no brands have reached out this year for Black History Month campaigns or other opportunities.
Lifestyle and body positivity influencer Karly Polkosnik echoed Powell’s experience. Last year, TikTok featured her—along with other Black creators—on a billboard at Scotiabank Arena in Toronto as part of the platform’s 2022 Black History Month initiative, which “was a huge opportunity,” she said. She was also invited to speak on a different panel about her experience as a Black creator and how Black creators often struggle to secure as many brand deals as their non-Black peers. But, this year, those opportunities have largely fizzled out, she said.
“I think that we had a couple really good years—maybe like, a year and a half—of brands being really aware [of Black creators] and actually putting their money where their mouth is and being very supportive, Polkosnik said. “But I don't think that has really been translated into this year.”
On the other hand, Joy Ofodu, a voice actor and comedy creator who has created content for entertainment, streaming and beauty brands such as Netflix, HBO Max and Dove, has seen an uptick in requests for Black History Month partnerships. But, she noted, many of the opportunities she’s been offered for this February likely stemmed from active outreach to brands on her end—such as sending pitches for Black History Month campaigns to brands’ DMs on social media and “leverag[ing] my professional network, as well as previous clients”—rather than brands sharing opportunities unprompted.