Social media has increasingly become one of the most prominent touchpoints between brands and consumers. Every day, social media users are inundated with news, ads, and content from brands and influencers worldwide. What do the best-performing, longest-lasting brand presences have in common? Their own inclusive social media strategies reflect the consumers they are trying to reach.
According to a recent Sprout Social survey, 66% of respondents said they were more likely to buy from brands showcasing people of diverse races, gender identities, ages, and more.
Why? Inclusive advertising drives trust. It creates space for underrepresented and marginalized people to experience and connect authentically with a brand. Our consumers (and social media users, neighbors, acquaintances, etc.) are diverse themselves – according to Pew research, the “post-Millennial generation” is the most ethnically and racially diverse yet.
Inclusive marketing means understanding your consumers’ values and cultivating a genuine connection that makes people feel like they are part of your brand’s community. To truly be inclusive, a brand must do more than showcase diversity. It must also ensure that everyone has equitable access and that their products, services, or experiences are inclusively designed, not just jumping on a cause bandwagon or “woke-washing” (rainbow-washing, green-washing, etc.)
Appealing to a range of intersectional audiences in social media is not only “the right thing to do,” it impacts your bottom line.
Here are the measurable and profitable benefits of prioritizing diverse voices on social media:
- 85% of consumers say they will only consider a brand if they trust it, and 38% are more likely to trust brands showing diversity.
- 70% of Gen Z consumers are more trusting of brands that represent diversity.
- 71% of consumers say they expect brands to promote diversity and inclusion in their online advertising.
- 66% of respondents say they were more likely to buy from brands showcasing people of diverse races, gender identities, ages, and more.’
- 69% of brands with representation initiatives saw an average stock gain of 44%. (Heat Test Report)
- 64% of consumers say they will take some sort of action after seeing an ad they consider to be diverse or inclusive.
To sustain DEI momentum, companies must put principles into practice in all areas of their business, internally and externally. Those investing in inclusive messaging continue to earn perceptions of leadership, authenticity, and trustworthiness. Those who do not risk being left behind.
If your brand’s social media is lacking, now is the perfect time to right the ship. A little effort can go a long way toward making your social media channels more diverse and inclusive.
Here are tips for building a more inclusive social media presence:
1. Diversify Post Times
Avoid posting in a “vacuum” or on an isolated schedule. It is easy to follow a curated schedule of post times, but over time, that may become monotonous or lack inclusivity. Instead, switch them around to allow for more visibility! Think about people who do not work a regular 9-5, M-F schedule and when they might engage with your content.
2. Diversify Platforms
When promoting your products/services, you should focus on engaging as many people as possible to increase the percentage of those who convert. Embracing multiple social platforms shows potential consumers you are inclusive with whom you engage.
Plus, each platform caters to distinct demographics:
- Facebook – Most popular with Millennials (ages 27 – 42 in 2023.)
- Instagram – 70% of users fall into the age group of 13-34.
- Twitter – Favored by Millenials, used for in-the-moment updates.
- Linkedin – Users are looking to connect with professionals or potential employers.
- TikTok – Appeals to a younger audience from the ages of 14 to 25.
Knowing where your brand thrives digitally is valuable, and expanding onto different platforms encourages a variety of content creation – from gifs, reels, and photos to infographics, blogs, and articles.
3. Diversify Content
One of the easiest ways to make your social channels more inclusive is to be more intentional about the images you share on your platforms. Having a diverse cast both in front and behind the camera is imperative to producing meaningful, diverse storytelling.
Showcasing a diverse team will help communicate your brand’s commitment to inclusion, and potential employees will be more likely to apply if they see people who look like them as part of your company’s culture.
4. Call Attention To Historical Dates
No matter if you are a local, national, or international business, think globally! Use your social media channels to commemorate days of importance to diversity and inclusion movements.
Let your audience and potential new customers know that you value diversity by acknowledging different holidays and world events. Don’t limit celebrations just to the Christian calendar.
Use our DEI Calendar for reference: here.
Bonus: If you have a slogan or hashtag attached to a campaign, post it in a different language for greater reach.
5. Watch Your Words
An inclusive environment should empower individuals and groups to feel psychologically safe, respected, engaged, motivated, and valued. Inclusive language is a tangible way you can contribute toward an inclusive culture.
Here are some tips to keep in mind when writing inclusive social media copy:
- Put people first – Use more than characteristics to define a person. Rather than saying “disabled person,” for example, use “a woman who is disabled” or “a woman on our sales team!”
- Avoid generalizations.
- Don’t assume someone’s identity (like gender, sexual orientation, religion, racial group, or ability.)
- Use gender-neutral language to address a group – Instead of “ladies and gentlemen,” use inclusive terms like “people,” “team,” or “friends.”
- Don’t use disorders as derogatory terms. Mental health language like “PTSD,” “OCD,” and “Paranoid,” real mental disorders people possess, do not use these terms to describe everyday behaviors.
- Over time, the etymology of commonly used words has brought into question whether they should still be used, for example, the origin of the term “Master Bedroom” and its relationship to slavery.
- Other words to avoid: Ghetto, At Risk, Gypped, Handicapped, ‘Indian’ or American Indian, Lame, Opposite Sex, Sexual Preference, and Third World, to name a few.
- If you are unsure if your communications can be offensive, try a resource like “Alex.js” that helps catch and correct insensitive writing and suggests replacements.
- Approach inclusive language with a growth mindset – Mistakes may be made along the way, but actively trying is the best way to learn.
- Rule of Thumb: Ask if you aren’t sure!!
6. Add Alt Text to All Images
Alt text is a way to make your social media profiles compliant with the Americans with Disabilities Act (ADA), allowing users with screen readers or other assistive devices to easily navigate your pages. Alt text should be short, descriptive, and accurate. Learn more about the importance of alt text by reading this primer.
Add alt text and descriptions for visually-impaired followers and captions for the deaf or hard of hearing. Here’s how:
- Facebook – Select your image and compose your post. Click the three dots in the upper right corner of the attached image. Click “Edit alt text” to add Alt Text. (Here is a tutorial.)
- Instagram – When creating a new post, click “Advanced Settings” at the bottom of the page to add alt text (Here is a tutorial.)
- Twitter – Select “+Alt” in the bottom right corner of your attached image in the tweet composer.
- LinkedIn – Start a new post and select your image(s). Select “Add alt text” in the bottom right corner of the footer menu.
- Unfortunately, TikTok users cannot add alt text to video posts.
Tip: Check out this how-to guide for utilizing alt text on your social media profiles and pages.
7. Add Captions to All Video Content
Similar to Alt text, you can add captions for your deaf or hard-of-hearing followers. Captions make your videos accessible to a larger audience, giving you a better ROI, and they’re easier to add than ever. Click here for step-by-step guides to adding captions to your videos: https://www.tribalimpact.com/blog/3-free-ways-to-add-captions-to-your-social-videos.
8. Give People a Voice Via Account Takeovers
Consider inviting employees to “take over” your platform for a day (or a few) and allow them to share their experiences of working for your brand. For example, does your business support local Pride marches? If so, allow an LGBTQ+ employee to take over the platform and allow your social media followers to see the event “through their eyes.”
A commitment to inclusivity is necessary for every business’ sustainability, comes with a wide range of benefits, and has literally NO downside. These eight tips are just a jumping-off point. Whether you follow a few of these tips or all of them, we hope this article has opened your eyes to the power of representation on social media.
For more inspiration, take a look at these brands doing a great job on social:
- Target – From Black Santa Claus and designers of color to conservative-leaning brands, Target excels at representation.
- Nike – Nailing the “why” behind DEI.
- Dove – Advocating and educating from a DEI lens, how to be an ally.
- Burger King‘s “Impossible Whopper” Campaign – Diverse representation, including drawing in vegetarian, vegan, and non-beef-eating consumers who may have never sought them out.
- Savage X Fenty – Body-inclusive fashion and lingerie.
- Urban Decay – Inclusive of gender identities, ethnic and racial diversity, skin types, and more.
What brands make you feel seen (and heard)?
If you have identified growth opportunities in your organization or brand and are ready to move to the next phase, contact our DEI consulting experts with this form or call 813-384-7630. Follow @TheOrendaCo for more DEI tips and updates.
Let’s make an impact together.
