9 Tips for Ensuring Diversity in Influencer Partnerships
Diversity in influencer partnerships is a critical aspect of modern marketing strategies. This article presents expert insights on how to ensure inclusivity and representation in your influencer campaigns. From seeking diverse voices to embracing intersectionality, these tips will help brands create more authentic and impactful partnerships.
- Seek Diverse Voices in Photography Partnerships
- Embrace Intersectionality in Influencer Selection
- Integrate Diversity Early in Influencer Process
- Partner with Creators Reflecting Global Audience
- Prioritize Authentic Voices from Various Backgrounds
- Align Influencers with Product-Specific Demographics
- Build Long-Term Relationships with Ethical Creators
- Ensure Internal Practices Match External Messaging
- Amplify Real Stories over Polished Presentations
Seek Diverse Voices in Photography Partnerships
Incorporating diversity and inclusion when selecting and partnering with niche influencers starts with a shift in mindset: we don't just look for reach—we look for representation that reflects real creative communities, especially within the world of professional photography.
Our approach begins by identifying photographers who bring more than aesthetic value—they bring a unique voice, cultural perspective, and lived experience that speaks to underserved or overlooked audiences. We ask: Who are they creating for? Who do they represent in their storytelling? Are they using their lens to amplify voices beyond the mainstream?
For us, diversity isn't about meeting a quota—it's about making sure the content we produce with photographers speaks to the full spectrum of creative professionals: across race, gender identity, age, geography, and style. Inclusion means giving those creators not only a platform, but also creative control, equal pay, and a seat at the strategy table.
This approach has helped us build trust in the photography space—because when photographers see campaigns that reflect their world, the connection becomes authentic, not manufactured. And that kind of resonance can't be faked—it has to be built with intention.
Embrace Intersectionality in Influencer Selection
I concentrate on intersectionality within influencer studies, seeking influencers who willingly reveal how their multiple identities (race, ethnicity, sexual orientation, disability, socioeconomic status, religion) impact their content. I review their previous collaborations, word choice, and comments to determine whether they promote inclusivity and support underrepresented voices.
A content audit reviews current content for respectful and genuine representation. I look at images for varied body types, skin tones, abilities, and cultural backgrounds, and for inclusive language in written content, without stereotypes or cultural appropriation. I also verify accessibility features such as alt text and video captions.
Community vetting extends beyond the numbers. I study engagement among the influencer's audience for respect and inclusivity, noticing the manner in which they address different types of audiences and police derogatory comments. I also seek diversity among their following.
In direct interaction, I emphatically state the commitment of our brand to inclusivity and diversity, inquiring into their experiences and efforts in that regard. I note the promptness and enthusiasm with which they respond and their openness to co-creation of inclusive content.
Contractual clarity entails clearly defining expectations of diversity and inclusion in partnership agreements, such as inclusive language clauses, respectful representation clauses, and anti-discrimination policies.
To collaborate on content creation, I co-create with influencers, inviting them to share their own cultural perspectives and experiences to truly reflect diverse individuals and resonate with cultural subtleties.
Performance metrics go beyond reach and engagement to encompass audience demographics of reach and engagement to verify contact with diverse audiences. Sentiment is also tracked for feedback regarding inclusivity.
I am a firm believer in ongoing learning and evolution, keeping abreast of best practices, engaging with DEI thought leaders, and soliciting feedback from partners and communities to ensure our strategies become more relevant and effective in advancing diversity and inclusion.
Integrate Diversity Early in Influencer Process
When we look at niche influencers to work with, we don't treat diversity and inclusion as an afterthought. It's an integral part of our early process, not something we check off later.
First, we prioritize relevance: does the person actually speak to audiences in tech or digital services? Immediately after that, we examine who they're really reaching. If their audience includes people from diverse backgrounds or if they bring new voices to the table, that captures our attention.
We don't solely rely on influencer databases or metrics. Someone on our team always takes the time to read or watch their content. This approach helps us identify qualities that an algorithm won't—such as authenticity or whether they're simply playing to the platform.
One unique aspect of our process is the inclusion of our People Ops team. They assist us in recognizing patterns we might overlook, like repeatedly selecting the same influencer profiles or overly relying on familiar faces.
This combination of marketing and people insight has proven effective. Our campaigns result in more natural engagement, and we often connect with audiences we wouldn't have reached otherwise.
It's not about presenting a good image. It's about sounding authentic and being equitable in whose voice we choose to amplify.
Partner with Creators Reflecting Global Audience
At Legacy Online School, we serve students in over 30 countries, so when we look for influencers, we're not just chasing numbers — we're looking for voices that truly understand the families we serve. This means partnering with creators from different backgrounds, languages, lifestyles — even different definitions of what 'education' means.
We don't just ask, "Do they have reach?" We ask, "Do they bring a perspective we don't already have in the room?"
And honestly — the best partnerships happen when the creator isn't trying to sell, but to share. We look for people who speak with their community, not at them.
Diversity and inclusion should feel real, messy, and human. That's where the magic is.
Prioritize Authentic Voices from Various Backgrounds
When identifying and collaborating with niche influencers, I prioritize diversity and inclusivity by actively seeking individuals from a variety of backgrounds, cultures, and experiences. This ensures that the voices we amplify reflect the diverse audiences we aim to reach. I plan to research potential influencers to understand their values and assess how genuinely they engage with their communities.
I look for influencers who align with our brand and who also promote inclusivity in their messaging and communication. Partnering with a wide range of influencers allows us to spark more engaging conversations and reach a broader audience. I firmly believe that inclusivity is a key factor in building trust and authenticity in our relationships. With these strategies, we can make our campaigns more effective by reaching a larger segment of our audience and fostering stronger engagement and brand loyalty.
Align Influencers with Product-Specific Demographics
As a supplement company, our approach to diversity and inclusion in influencer partnerships starts with recognizing that fitness, health, and performance goals are not one-size-fits-all. We actively seek out niche influencers from a wide range of backgrounds, including different ethnicities, genders, body types, fitness levels, and communities, because our customers are just as diverse.
Instead of using a blanket strategy, we reverse the process:
We look at the specific products in our lineup, whether it's a vegan pre-workout, hormone support for women, or a muscle-building stack designed for hardgainers, and ask, "Who genuinely connects with this product and its benefits?" Then we find influencers whose lived experiences, values, and audiences align.
We don't just partner based on follower count or aesthetic. We prioritize authenticity and representation, and we ensure that our partners feel empowered to share our products in a way that resonates with their audience, not just our brand voice.
Don't just check a diversity box. Understand your customers. Respect the nuance in their journeys. And work with influencers who help amplify those unique voices.
Build Long-Term Relationships with Ethical Creators
We are grounded in heritage and look outward with open eyes. Our influencer partnerships grow from shared ethics. We care about the environment, welcome all skin types and tones, and support healthy skin from within. These values guide how we work with others. We do not chase trends or seek short-term attention.
We focus on long-term relationships with creators who speak with honesty. They connect with their communities in genuine ways and help us share our beliefs. We look for people who reflect our clean and inclusive view of beauty. Their values must align with ours. Together, we aim to build trust, encourage self-care, and offer something authentic in a loud and busy world.
Ensure Internal Practices Match External Messaging
Authenticity isn't just a buzzword in marketing today; it's a baseline expectation. Diversity in influencer partnerships is essential, but if it doesn't genuinely reflect your internal workforce or customer base, the message will fall flat or, worse, appear performative.
At Bemana, we ensure our inclusive marketing efforts are backed by real practices in how we hire, source candidates, and support our team internally. That alignment makes our outward messaging feel natural and credible, not forced.
Unfortunately, I see too many businesses pouring energy into diversifying their marketing visuals without doing the foundational work inside their organizations. The result is messaging that feels disconnected and insincere, and today's audiences can spot that a mile away.
Before expanding your influencer roster in the name of diversity, pause and ask: Does this reflect who we are and how we operate? If the answer is no, start by building that internal alignment. True representation starts within.
Amplify Real Stories over Polished Presentations
As a real estate company focused solely on inherited home sales in Arizona, we learned quickly that partnering with traditional real estate influencers—usually polished, filtered, and far removed from the probate process—didn't resonate with the families we serve. Instead, we began prioritizing niche voices who reflect the emotional and cultural realities of inheritance. One of our most impactful partnerships came after a client named John, a long-distance son navigating the sale of his late mother's home in Yuma, shared his journey publicly. His honest video, filmed from his motel room and not a perfectly lit living room, drew thousands of views and brought us more trust than any influencer with 100k followers ever has.
Our approach is simple: we seek storytellers, not spokespersons. We ask, "Has this person lived the chaos of probate, dealt with the emotional weight of clearing out a family home, or helped a relative through it?" We also look at how their voice serves underrepresented groups—be it Native American landowners, rural Latinos, or snowbirds' children with zero real estate knowledge. We're not hiring models with mics. We're amplifying the people who've been in the trenches and making inclusion mean something beyond a checkbox.
