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As social media consumers and creators, Black people are at the forefront of digital media influencing culture and trends. In fact, young Black adults are more than twice as likely to leverage social media to talk about brands compared to U.S. adults overall1. The unique combination of value that Black creators provide, helps drive culture in the U.S. and around the world. When done right, brands have an opportunity to deliver more positive outcomes by investing in Black creators. Nielsen and Group Black set out to illustrate how brands can leverage the impact of Black creators to develop more authentic connections to Black communities and all the consumers that follow their lead.
The Creator Economy is an increasingly powerful force in the ever-shifting shape of consumer behavior and advertisers have made significant strides in harnessing the Creator’s unique and authentic vision to sell products and services. But the Creator economy itself remains in flux - particularly with regard to Black creators. Largely unrecognized, Black creators offer levels of impact and influence that consistently outstrip their non-black peers - and yet, their remunerations lags behind the market norms by as much as 35%.
Nielsen’s benchmarks show the ability of creators to move the needle by just one point in awareness and consideration drives a 1% increase in future sales. That connection between influencer messaging and consumer action is even stronger among Black creators and their audience. According to Nielsen Scarborough, Black adults are 71% more likely than general population to buy products endorsed by an influencer2. Can Black creators help deliver more value for brands? Yes. Brands can align their message with the leaders of culture, trends and community by investing with Black creators in key categories.
This report quantifies the impact of Black creators based on three key metrics: follower growth, follower interaction and media value on Instagram, TikTok, YouTube and Twitter from 2020 to 2022. The analysis includes 300 Black and 300 non-Black creators in three categories: fashion, lifestyle and gaming.
We are proud to bring you the first ever Black Creator Impact report, an analysis demonstrating the outsized media value that Black creators provide in comparison to their non-Black counterparts. Let’s take a closer look at the power of not only the Black creative, but the Black consumer and how advertisers can authentically work with them to grow their business.
1 Nielsen Scarborough USA+. 2022 Release 1, Consumer POV
2 Nielsen Diverse Intelligence Series: Amplifying Black voices
Black adults are 71% more likely to buy products endorsed by an influencer.
more media value delivered by Black Lifestyle creators3
Black audiences are the most likely to seek out diverse-owned media and diverse creators4
3 Nielsen InfluenceScope custom analysis 2020-2022 performance of Instagram, YouTube, Twitter, and TikTok
4 Nielsen Attitudes on Representation on TV Study, April 2022
As social media consumers and creators, Black people are at the forefront of digital media influencing culture and trends. In fact, young Black adults are more than twice as likely to leverage social media to talk about brands compared to U.S. adults overall1. The unique combination of value that Black creators provide, helps drive culture in the U.S. and around the world. When done right, brands have an opportunity to deliver more positive outcomes by investing in Black creators. Nielsen and Group Black set out to illustrate how brands can leverage the impact of Black creators to develop more authentic connections to Black communities and all the consumers that follow their lead.
Nielsen’s benchmarks show the ability of creators to move the needle by just one point in awareness and consideration drives a 1% increase in future sales. That connection between influencer messaging and consumer action is even stronger among Black creators and their audience. According to Nielsen Scarborough, Black adults are 71% more likely than general population to buy products endorsed by an influencer2. Can Black creators help deliver more value for brands? Yes. Brands can align their message with the leaders of culture, trends and community by investing with Black creators in key categories.
In this report, Nielsen InfluenceScope, the data-driven solution to support marketers throughout the entire influencer marketing lifecycle, quantifies the impact of Black creators based on three key metrics: follower growth, follower interaction and media value on Instagram, TikTok, YouTube and Twitter from 2020 to 2022. The analysis includes 300 Black and 300 non-black creators in three categories: fashion, lifestyle and gaming.
Black adults are 71% more likely to buy products endorsed by an influencer.
more media value delivered by Black Lifestyle creators
The influencer marketing effect
Black audiences are the most likely to seek out diverse-owned media and diverse creators
