An Intro From
Our Co-Founders

As founders of Mavrck, we have always prioritized investing in our people, knowing that if we put people before profits and processes, the outcome will be the strongest, and we can focus on building a healthy and successful culture. To put people first acknowledges that it must be for ‘all people’ and we believe this is done by creating a safe space for all backgrounds and developing a culture that encourages vulnerability. We know that investing in our people requires us to do it in a way that is fundamentally inclusive and recognizes the importance of diversity.

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Lyle Stevens

Co-founder & CEO

Sean Naegeli

Co-founder & Chief Influencer Officer

Why Representation in Influencer Marketing Matters

When people hear “influencer,” many envision a fashionista or a mommy blogger, or even a young content creator on TikTok. It’s also a reality that many will associate that image with a white or white-passing person. Even creator and author, Stephanie Yeboah wrote in an article last year, “By exclusively using white influencers to tout holiday experiences, beauty and skincare products and fashion pieces, the story being told is that these experiences are only available to white people.” And it’s a sentiment that is felt by many.

5 Steps to Make Your Influencer Marketing Programs More Diverse and Inclusive

1

Listen, learn, and then unlearn.

2

Set progress markers and establish accountability processes.

3

Look at your teams - both internal and external partners.

4

Evaluate your brand materials, processes and practices.

5

Gather feedback. And listen some more.

How to Make Your Marketing Materials Inclusive

1) DIVERSIFY YOUR INFLUENCER PERSONA TYPES.

2) PROVIDE CREATORS WITH INCLUSIVE MOOD BOARDS TO INSPIRE CREATIVITY.

3) REPURPOSE DIVERSE IGC ACROSS ALL MARKETING EFFORTS.

Brands can be more inclusive by hiring Black and Brown Queer people and constantly give those people in the margins a platform to use their voice.

Stephon Mendoza@mindofmendoza

There is so much quality content being made by underrepresented groups, which is an opportunity for brands to tap into and benefit from.

Sarah Amann & Rachel Benson@sarah.amann & @itsrachbenzo

Speak up and ask for what you want and what you believe you deserve. Don't let the fear of backlash or not being invited to a future campaign hold you back. Use your voice.

Jamie Lynn@thejamielynnshow

It is critical for brands to include diverse participants when they create campaigns, to better diversify the audience base they'll reach.

Trystan Reese@biffandi

There are few brands that I have found to be very inclusive. I personally am a huge supporter of recent Express campaigns, which created a diverse approach and established a connection with every audience in their niche.

Konrad Sliwiak@wellitskonrad

Our Philosophy on Influencer Compensation

1) Optimize for the Ideal Persona within the Spectrum of Influence, Not for the Most Followers.
2) Recognize that Motivators Are Dynamic, Can Vary Widely Brand to Brand, and Should Be Opt-in Based.
3) Prioritize People Who Know and Love Your Brand, Over Those Who Are Looking for the Highest Bidder.
4) Provide Freedom and Flexibility to Brands, with Benchmarks, Best Practices and Fraud Analysis.
5) Build for Long-Term Relationships Versus One-Off Transactional Campaigns.

300 Black Creators & Influencers to Add to Your Influencer Marketing Roster

Download List

100 LGBTQ+ Creators to Add to Your Influencer Marketing Roster

Download List

Diversity Awareness Calendar of Events

Download Mavrck's diversity awareness calendar of events, including brand examples and a planning checklist you can use when creating your own diversity calendar.

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LUNA BAR #SOMEDAYISNOW EQUAL PAY CAMPAIGNS TIED TO WOMEN’S EQUALITY WEEK

PAYPAL RUNS #GIVEBETTER CAMPAIGN IN CONNECTION WITH GIVING TUESDAY OVER THE HOLIDAYS

JAMRS HONORED VETERANS THROUGH #THEIRTOMORROW PROGRAM TO SUPPORT THE MILITARY

ROKU CELEBRATES #HISPANICHERITAGEMONTH TO PROMOTE A SPECIAL COLLECTION OF CONTENT

THE DALLAS MAVERICKS SUPPORT THE LGBTQ+ COMMUNITY THROUGH #MAVSPRIDE NIGHT CELEBRATION

VETERANS AFFAIRS SUPPORTS SUICIDE PREVENTION MONTH THROUGH THEIR 'BE THERE' CAMPAIGN

Inclusive Marketing is Needed to Instill Change for Good

At Mavrck, we understand that work needs to be done to represent greater diversity and inclusion in influencer marketing, and each of us can help pave the way. We admit that we are not perfect today, and also recognize that the conversation around diversity, equity, inclusion and belonging must be part of our goals as an organization to strive to be better every day.

With so many influencers and consumers not believing they are represented and so few brands taking action, what is preventing you from acting today and shifting your influencer marketing strategy in a way that’s more inclusive? Influencer marketing is designed to drive action from the audiences that follow creators — let's point that towards creating for good.

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