Title: Disparities in Black Content Creation [Data + Insights]

This article is part of HubSpot Podcast Network’s Amplifying Voices partnership with The Gathering Spot.

Black content creators, let’s walk together through recent history to discuss vital issues.

It’s vivid in my memory. In 2020, Charli D’Amelio made waves with her viral Renegade dance on TikTok. While this launched her to fame, amassing over 150 million followers and securing brand deals, it overshadowed the dance’s true creator, Jalaiah Harmon, a talented Black girl from Atlanta. This instance of creation without recognition points to broader racial biases within the space.

Harmon’s story is just the tip of the iceberg. Many Black content creators encounter issues with credit, late payments, and algorithm biases.

In this article, I’ll explore these discrepancies, offering expert insights from Natasha Pierre of the Shine Online Podcast and Ross Simmonds of Foundation Marketing. Their strategies will guide how to tackle and transform these obstacles in the creator economy.

Table of Contents:

Recent data from the Influencer Marketing Hub’s 2025 Report showcases these discrepancies:

• 58% of influencers report facing discrimination on social platforms.

• 77% of Black influencers fall within nano and micro tiers, earning an average of $27,000 annually, versus 59% of their white counterparts.

• Only 23% achieve macro-influencer status compared to 41% of white influencers.

• Nearly 22% report discrimination based on physical appearance.

Black influencers experience a 35% pay disparity compared to white counterparts, often lacking transparency to negotiate fair compensation. According to MSL’s “Time to Face the Influencer Pay Gap”, 92% stress that pay transparency is crucial to addressing this gap.

2. Dismissal from Brands and Audiences

Consider Golloria George, a Black beauty influencer, critiquing Youthforia’s foundation range. Her honest review sparked backlash, yet it led to inclusive changes. Her story underscores the challenge Black creators face when conveying brand inclusivity gaps.

3. Algorithm Bias

Although challenging to prove, algorithm biases adversely affect Black creators. This includes lower performance on content related to racial equality. The Institute for Strategic Dialogue’s report explores how TikTok perpetuates stereotypes, suggesting a need for algorithms to evolve beyond harmful norms.

Forge connections with other Black creators to share experiences and collaborate. Consider attending brand events or joining creator collectives like Black Women Photographers.

2. Advocate for and Support Your Community

Natasha highlights the importance of supporting your networks and advocating for inclusive spaces. This fosters shared success and offers exposure to new audiences.

3. Learn From a Diverse Array of Creators

Gain inspiration from creators of varying backgrounds. Ross suggests drawing ideas from a wide range of influencers, providing fresh perspectives and unique storytelling.

4. Focus on Controllables, Embrace Flexibility

Balancing ambition with current capabilities aids growth. Natasha emphasizes partnering with smaller brands as a viable path when large brand partnerships aren’t feasible.

5. Assert Your Worth with Confidence

Don’t shy away from valuing your work. Ross encourages asking for what you deserve, and utilizing community insights to gauge fair compensation.

Black Content Creators: Charting Your Unique Path

Though the journey for Black creators may seem daunting, transformation is possible. Collective advocacy and commitment to reshaping systems are advancing these efforts. To all Black creators: persist in questioning, creating, and claiming your space. Let’s build a future that acknowledges and honors your contributions.

Editor’s note: This post was originally published in April 2023 and has been updated for comprehensiveness.

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