1、The Trendsetters Shaping the Future of Influencer MarketingBlack Creators&Businesses ReportIntroductionBy 2030,Black consumers are projected to fuel$1.7 trillion annually in purchasing power.Today,Black creators and businesses are undeniably at the forefront of culture,whether theyre front-lining ma

2、jor events like the Super Bowl,achieving accolades like the most-followed TikTok creator,or breaking Grammy records.Despite having so much to celebrate,Black creators still experience pay and opportunity disparities.According to 2021 research by MSL and The Influencer League,the pay gap between whit

3、e creators and Black creators was 35%.Additionally,organizations lose billions due to turnover from work practices that negatively impact employees from diverse backgrounds.Highlighting these creators and businesses begins with acknowledging and valuing their unique contributions.In that spirit,this

4、 report spotlights top-performing Black creators and businesses by metrics such as Engagement,Impressions,Reach,and Earned Media Value(EMV).From celebrity beauty brands to poets who spark hope during a presidential inauguration,our featured brands and creators deliver unmatched innovation and origin

5、ality.Black-FoundedBrands to WatchImage source/fentybeauty on Instagram*Includes Savage x FentyFenty Beauty*94.1M10.7M7.0M6.6M6.0M2.4M1.4M1.2M902.5k821.7kLaQuan SmithDanessa Myricks BeautyJuvias PlaceTelfarUOMA BeautyFear of GodChristopher John RogersAce BeautBeauty BakerieBy EngagementQ4 2022Black-

6、Founded Brands to WatchBy Earned Media ValueJanuary-December 2022Fenty Beauty*$834.4MEMV$103.9MEMV$94.9MEMV$54.4MEMV$30.7MEMV$30.0MEMV$23.6MEMV$20.4MEMV$20.3MEMV$16.5MEMVJuvias PlaceDanessa Myricks BeautyTelfarLaQuan SmithUOMA BeautyFear of GodAce BeautBeauty BakerieChristopher John Rogers*Includes

7、Savage x FentyBlack-Founded Brands to Watch6.0MEngagement82.1MImpressions275.1MReachThe speed with which Telfars iconic bags sell out(almost immediately)proves that the brand is a cut above the competition.Founded by Liberian-American designer Telfar Clemens,Telfars shopping bags,complete with its s

8、ignature T logo,are worn by everyone from Real Housewives of Potomac star Candiace Dillard to AOC.Fashion designer Nate White(nene_la_shiro on Instagram)was the brands top creator in Q4 2022,passing a Telfar bag to an audience member at an event before voguing as Tyler Perrys Madea.Q4 2022Top Creato

9、r On Instagram nene_la_shiroBlack-Founded Brands to Watch1.4MEngagement21.1MImpressions240.2MReachFear of God blends luxury and streetwear in a fierce yet delicate union.Known for its understated,elegant design,the brand recently collaborated with Birkenstock,creating a true-to-form sandal named aft

10、er the trendy LA neighborhood of Los Feliz.Fear of Gods Eternal collection dropped in February 2023,featuring neutral-colored clothing that emphasized flow and effortlessness.Founded by designer Jerry Lorenzo Manuel,Fear of God enjoyed an excellent 2022 across our metrics.Q4 2022Black-Founded Brands

11、 to WatchBrandSpotlightImage source/Image source/87.3 MReachTopicalsTopicals is all about that butter.A science-driven skincare brand founded by former UCLA pre-med student Olamide Olowe,Topicals offers products that target flare-ups,hyperpigmentation,eczema,and other skin conditions.Olamide was the

12、 youngest black woman to surpass$2 million in venture funding,guiding her brand to an impressive 116%YoY EMV growth.Q4 2022Brand SpotlightImage source/9.5MImpressionsLocal EuropeanLocal European,a minimalistic but edgy womenswear brand,enjoyed a stellar 2022.Founded by Alexandra Bunch,the brand bene

13、fited from an impressive 144%YoY EMV growth.Q4 2022Brand SpotlightImage source/8.9MImpressionsCamille Rose NaturalsNatural haircare brand Camille Rose Naturals uses food-grade ingredients to help natural hair thrive.Throughout 2022,the brand drummed up enthusiasm via activations around products that

14、 use crowd-favorite ingredients like honey,black castor oil,and chebe powder.Additionally,founder Janell Stephens launched the Beaut Noir Festival,a summit in Atlanta that celebrates Black beauty.Q4 2022Brand SpotlightImage source/49.2MReachAmi ColAmi Col specializes in makeup for“melanin-rich skin.

15、”The clean beauty brand embodies a delicate dance between a perfected look and ease of application.Expanding its YoY EMV by 168%,Ami Col embodies excellence.Q4 2022Brand SpotlightImage source/honorthegift.coNotable BrandsHonor the GiftPipCorn54 Thrones Athlete Russell Westbrook founded Honor the Gif

16、t on principles like dedication and possibility.Just look at the recent Jordan x Honor the Gift collection to see proof of this integrity.A four-time Oprahs Favorite,Pipcorn offers healthy yet delicious snack options,including popcorn,crackers,cheese balls,and more.Co-founded by Jennifer Martin,the

17、brand sticks close to its values,highlighting Black entrepreneurs on its site monthly.Based on traditional African beauty rituals,54 Thrones was founded by Christina Funke to celebrate the diversity of culture found across Africas 54 nations.Ethically sourced from artisans,54 Thrones combines clean

18、beauty and shea butter for decadent results.FashionFood&BeverageSkincareNotable BrandsHumanraceScotch PorterThe Honey Pot CompanyHumanrace is“on a mission to empower all people in their pursuit of wellbeing.”Founded by musician Pharrell Williams,the brand bridges the gap between street culture and w

19、ellness,thriving in both skincare and fashion.Founder Calvin Quallis has skillfully launched and scaled Scotch Porter into the clean grooming solution of choice for men.Calvin attributes the brands success to its consumer-centric approach.The future of feminine care is here.Founded by Beatrice Dixon

20、,The Honey Pot Company promotes wellness and education via clean,plant-derived products.The Honey Pot Company was chosen by The Lead for its 2023 Foremost 50 List.Skincare&FashionHaircare&WellnessHealth&WellnessNotable BrandsPatternBorn from passion and love,Tracee Ellis Ross founded Pattern Beauty

21、to ensure that every hair texture can thrive.With a whirlwind launch at Macys,as well as a product line expansion that includes hair tools,Pattern will inspire many to embrace their patterns.HaircareNotable BrandsCreators to WatchImage source/majimb.o on InstagramElsa Majimbomajimb.o on Instagram955

22、.4MEngagement12.6MImpressions20.0MReachA 15x chess champion and Kenyan comedian,Elsa Majimbo took the world by storm during the COVID-19 pandemic.Elsa cut through tension and uncertainty with satirical monologues,shaky video,tiny sunglasses,and punchlines followed by the signature crunchy sound of h

23、er munching on chips.Elsa has racked up accolades,ranking as a Forbes 30 Under 30 awardee and starring in The New Yorker documentary“Elsa.”She typically marries a lo-fi aesthetic and luxury,partnering with brands that include Fenty Beauty,Logitech,Valentino,MAC,and Coach.When deciding which brands t

24、o partner with,Elsa focuses on values.Elsa produces video content to be her true and fullest self online,and she encourages others to do their own thing.Creator SpotlightQ4 2022Image source/majimb.o on InstagramCreator statistics include data for branded content and mentions from other accounts.Keit

25、h LeeFood critic Keith Lee rose to prominence in Q4 2022 due to the popularity of his Chipotle taste hack.Keith inspired scores of TikTokers to order a quesadilla with his signature vinaigrette and sour cream combo.Since then,Keith has advocated for the visibility of Black creators,encouraging brand

26、s to conduct due diligence to find the source creator behind trends.Chipotle has done its part,partnering with Alexis Frost(alexis.frost on TikTok),another foodie who kicked off a popular ordering trend.Both Keith and Alexis were invited by Chipotle Test Kitchen to film promotional videos.Their work

27、 propelled Alexis Fajita Quesadilla Hack and the Keithadilla to the Chipotle menu.Keith_Lee125 on TikTok773.3k Impressions367.9kReachImage source/keith_lee125 on InstagramCreator SpotlightQ4 2022Khabane Lame Eni PopoolaThe most followed creator on TikTok,Khabane“Khaby”Lame,took over the world with r

28、eaction videos that called out the absurdity of everyday interactions.Khaby,who rarely speaks in his videos,believes that“body language is universal.”Hes partnered with HUGO BOSS and McDonalds,among others.Giving law school a whole lot of flair,Eni Popoolas calming voice-overs of makeup and skin fav

29、es,her impeccable style,and BTS glimpses makes her a jack-of-all-trades.khaby.lame on TikTokenigivensunday on Instagram10.6MEngagement22.5MImpressionsImage source/majimb.o on InstagramCreators to WatchQ4 2022Amanda GormanWisdom KayeAuthor Amanda Gorman ascended to prominence after reading a poem at

30、U.S.President Joe Bidens inauguration.Now,Gorman regularly partners with brands from Este Lauder to Prada.The“best-dressed guy on TikTok,”according to Vogue,Wisdom Kaye is a creative trendsetter,showcasing imaginative period looks,outfits based on fan challenges,and highlighting his avant-garde aest

31、hetic.amandascgorman on Instagramwisdm8 on TikTok6.5MImpressions5.6MEngagementImage source/majimb.o on InstagramCreators to WatchQ4 2022Nigel KabvinaSalahe BemburyKnown for his#BrunchTok content,Chef Nigel Kabvina brings romance and ambiance to a good meal,preparing assorted brunches for various occ

32、asions.Nigels videos often contain classical music,a bouquet of flowers,and city views,combining elegance,creativity,and style.A prominent shoe designer,Salahe Bembury recently worked with Crocs to develop a breathable shoe featuring dramatic ridges that combine form with function.sxmplyni on TikTok

33、salehebembury on Instagram4.7MImpressions2.9MEngagementCreators to WatchQ4 2022Hilton CarterNique MillerAuthor of“Living Wild,”Hilton Carter is a plant lover and interior stylist.Hilton delivers soothing content full of plant care best practices,baby pics,and hot takes on lighting.A surfer and a Bil

34、labong Womens partner,Nique captures her lifestyle in Hawaii,and is passionate about diversifying the outdoor lifestyle.hiltoncarter on Instagramnique_miller on Instagram2.9MReach2.5MImpressionsCreators to WatchQ4 2022Paola MathDrea OkekeIn her popular blog“Finding Paola,”Paola Math highlights color

35、,fashion,and the pleasures of life.Paola runs a headwrap business called Fanm Djanm,meaning strong woman in Haitian Creole.Engineer turned content creator Drea Okeke is bringing the laughs with sketches featuring Mama D,who comes in strong with the African-parent-inspired clapbacks.Drea hosted TikTo

36、k World,and also hosts her own podcast on content creation.findingpaola on Instagramdreaknowsbest on TikTok2.2MImpressions2.1MImpressionsCreators to WatchGrow with Creators.Scale with CreatorIQCreatorIQ is the industrys most trusted creator marketing software,powering advanced creator marketing insi

37、ghts and program management for the worlds most innovative enterprise brands.Supported by cutting-edge data science,our Intelligence Cloud enables creator discovery,streamlines marketing teams workflow,ensures brand security,and provides customized performance metrics.Our intuitive,comprehensive fea

38、tures have helped make CreatorIQ the chosen creator marketing software solution for brands such as AB Inbev,Airbnb,Calvin Klein,CVS,Disney,H&M,Sephora,Unilever,and more.Founded in 2014,CreatorIQ is headquartered in Los Angeles,with offices in New York,Chicago,London,and Ukraine.In September 2021,CreatorIQ further bolstered our benchmarking and insights capabilities by acquiring Tribe Dynamics,a leading influencer marketing platform that helps passion-driven brands understand the value of their digital earned media.Learn more at COPYRIGHT CreatorIQ 2023