Are Influencers Finally Speaking Up About Black Lives Matter To Keep The Social Media “Algorithm Churning”?

Words by Romana Hai

Are Influencers Finally Speaking Up About Black Lives Matter To Keep The Social Media "Algorithm Churning"?
Are Influencers Finally Speaking Up About Black Lives Matter To Keep The Social Media "Algorithm Churning"?

While brands are now embracing Black Lives Matter, speaking out on the topic has been long considered a faux pas and a career-damaging move in the influencer community.

Influencers’ support for the movement has by and large come in the last two weeks as George Floyd’s murder case gained immediate attention amongst the masses. The fatal outcome left many enraged, forcing many influencers and celebrities to finally speak up on the matter.

In a video that went viral, fashion writer, Aja Barber, says:

“There have always been rules about what you can and can’t talk about. Brands do not like the phrase white supremacy; it makes them deeply uncomfortable.” 

Barber then goes on to question influencers, particularly white influencers, who have chosen to finally speak out on the matter. Barber questions the authenticity of influencer postings and debates whether the “support” comes as a way to keep the social media “algorithm churning.”

So, why have influencers finally chosen to speak out, after years of silence? 

As it turns out, avoiding highly controversial topics such as racism is a safe route for many influencers. Applying self-censorship allows influencers to keep their appeal to prospective brands, while also keeping their current sponsorships. 

Social media influencer, Melissa Chataigne, who has worked with beauty brands like Estée Lauder and NYX in the past, tells Glossy:

“I’ve always maintained a PC level, just from working in television and fashion. I know that all eyes are on me, and I have to be careful. I know it’s always better to stay ‘vanilla,’ especially if you’re working with different brands.”

So, again, why have influencers finally chosen to speak out, after years of silence? 

Barber asserts her beliefs that influencers are now speaking up because it’s now considered “palatable.”

“When it comes to making money, white women will not let anything get in the way (of) their dollar. But now it’s palatable for everyone to talk about Black Lives Matter. But seven years ago when I talked about it, I was the bad guy but now, all of a sudden, everyone gets to talk about it because it’s palatable. Because there’s nothing at risk. Because you won’t lose a sponsorship. Meanwhile, we’ve been losing these sponsorships all along.”

But some may argue that brands have been known to take a political stance in recent years. Ever since the 2016 election, many brands shifted away from their neutral stance on social issues to taking a stand, including topics such as LGBTQIA+ rights.

“You can have more than one political identity, so it almost felt like they wanted to hire Munroe so that they could capitalize on one of her political identities because that one was finally acceptable within their company culture. But then they were not ready for her to own more than one political identity,” said Barber of L’Oréal’s 2017 decision to fire black transgender model Munroe Bergdorf after white supremacy comments were made.

Three years later, Bergdorf was rehired and asked to join L’Oréal’s U.K. diversity and inclusion advisory board. The announcement was made on Tuesday, June 9th

Algorithm driven or not, authentic or not, with so many raises voices, will brands be forced to really take a look at their corporate culture? 

For real change to happen, companies — some more than others — will have to change their entire structure. That means educating and, in cases, replacing those who lack the understanding to progressively move forward and hiring those who can help march their companies toward making long-overdue change. 

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