6 Ways Non-Black Business Owners Can Support the Black Community on Social Media—All Year Long
Does this sound like you?
On June 2, 2020—also known as Blackout Tuesday—you posted a black square to Instagram to affirm your belief that Black Lives Matter.
In the days following, you wanted to keep vocalizing your support for the Black community, but you worried you’d “say the wrong thing,” so you didn’t say anything at all. And your content went back to regularly scheduled programming.
Until February 2021. You knew that this Black History Month, more than ever, it was important for your business to show support for the Black community. But, again, you weren’t sure how to do it. It might have even felt disingenuous to post about Black History Month because you hadn't really been supporting the Black community in your content all year long.
This story above? I’ve heard a version of it from countless non-Black clients and colleagues—brands and solo entrepreneurs alike. And I’ve been through it myself.
And I’ve realized that one of the keys to showing up meaningfully in moments like Black History Month, Black Business Month, and MLK Day is to make supporting the Black community a part of our content all year long.
This is not a simple task and I am far from having all the answers, which is why early on in my business I invested in working with Diversity, Equity, and Inclusion expert, Crystal Lily Creative to learn how to make my own brand truly inclusive—and to become better equipped to help my clients do the same.
I’d been creating content for mission-driven brands for 10 years and had gained some experience speaking to antiracism in June 2020 when I was Head of Social Media for a national outdoor brand. But I was keenly aware that as a white woman without formal Diversity, Equity, and Inclusion training, I had knowledge gaps. I’ve learned a lot since then—including that there’s a lot I still don’t know and that becoming a more inclusive business owner and human is a lifelong journey.
What I’m certain of, though, is that I want to use my platform for good and I want to help you do it too. So, here are my tips, based on my knowledge of social media strategy, for supporting the Black community in your everyday Instagram presence.
1. Diversify Who You Follow
We are, in part, who we listen to, so take stock of the thought leadership you’re consuming. Make time to research and follow Black influencers, activists, authors, artists, business owners, and coaches. Whatever type of media you tend to consume on Instagram—whether that’s funny Reels or information-packed carousel posts—make sure you’ve got some Black thinkers and creators regularly showing up in your feed.
If you’re not sure where to start, a quick Google search for Black experts in your niche will yield lots of suggestions.
2. Meaningfully Engage with and Amplify Black Voices
Make sure you’re reading their captions and commenting thoughtfully in response to any questions or calls to action they’ve shared. Simply engaging can help to get their content in front of more people, but you can take that one step further by sharing posts that resonate with you in your Stories.
Tag accounts for proper credit—and don’t let the size of your following stop you: Remember that even if you only have 100 followers, that’s 100 people that could see a new post and learn something important.
Need help implementing these strategies? Book a Free Strategy Call to start creating meaningful content without the stress.
3. Feature Black Voices in Your Content
Do you post a lot of inspiring quotes? Make sure you’re representing Black thinkers in the mix. Do you regularly host Instagram takeovers or invite guests to join you on Instagram Live? Try reaching out to Black influencers and experts, too.
If Black thinkers and experts aren’t coming to mind, revisit the accounts you’re following and diversify your reading lists, too.
Some of my Instagram posts featuring Black voices.
4. Share What You’re Learning from Books by Black Authors
Diversifying the voices you consume through books is one way to better understand and learn from the experiences of marginalized communities. Whether you’re reading about antiracism and doing the deep inner work or enjoying thought-provoking novels or funny memoirs by Black authors, posting about what you’re currently reading, or planning to read, can encourage your audience to diversify their reading lists while holding you accountable to your own reading goals.
Some books by Black authors I’ve recently read, am currently reading, or plan to read soon.
5. Showcase Your Favorite Products from Black-Owned Businesses
Another way to support the Black community is with your dollars. Posting about your purchases—whether it’s your favorite, calming candle or a handmade ceramic coffee mug—drives word of mouth and helps these businesses grow. Plus, when you tag them in your Stories and they repost, that allows them to showcase an endorsement from a happy customer, which can also help them drive sales.
If you’re not currently buying from Black-owned businesses, I’ve got you covered. This Create & Cultivate roundup is a great resource for getting started: 99 Black Women-Owned Brands and Entrepreneurs to Support Now and Always.
6. Share When You Donate—or Start a Fundraiser
If you’re able to give funds to organizations that fight systemic racism and support the Black community, consider telling your followers. It can encourage them to donate, too, and also helps these organizations, many of which have lean marketing budgets, to boost awareness.
Or, secure donations from your followers by experimenting with Instagram’s new fundraising features.
The moral of the story is that Instagram can—and should—be used as a powerful tool for building awareness and inspiring action around Diversity, Equity, and Inclusion. You do not have to be the voice of a movement to help amplify it, and doing so can help contribute to meaningful change over time.
Are you ready to contribute? I invite you to start supporting the Black community in your Instagram content today.