Like other markets, Germany’s influencer marketing industry is only just beginning to understand how embracing diverse and inclusive content creators within influencer marketing campaigns can drive impact. In this interview, digital marketing expert and Chairman of Germany’s Federal Association of Digital Media, Hans Neubert, says creating meaningful change requires marketers to ditch short-termism in favour of embracing a true commitment to diversity and inclusion. Those who do stand to reap the rewards.
The results of the study highlight significant gaps in the industry when it comes to diversity and inclusion. It is disappointing to see that only a small percentage of marketers prioritise selecting influencers based on diverse backgrounds and experiences. This suggests that diversity and ethics are not yet embedded in the mainstream decision-making processes. However, it is important to emphasise that fostering diversity and inclusion is not just about doing the right thing ethically; it has been proven to lead to better performance and outcomes. Companies that embrace diversity tend to be more innovative and achieve better financial results.
This indicates that the German industry might still be more conservatively positioned and may not fully recognize the potential that diverse perspectives bring. It could also suggest that a more data-driven approach dominates in Germany, where ethical considerations and diversity often take a backseat to hard KPIs. The industry might be missing out on the benefits that diversity can bring, such as enhanced creativity, improved decision-making, and greater market reach which can also be proven by hard KPI uplifts when implemented.
The influencer marketing industry is undergoing a transformation, but there is still a long way to go. Some pioneers are actively engaging with these issues and developing strategies to better integrate diversity and inclusion. However, there are still many players who treat these topics more as short-term marketing tactics rather than as core elements of their strategy. It’s important to recognize that a genuine commitment to diversity and inclusion can drive better business results and foster a more inclusive culture.
Many brands still approach these issues in a somewhat superficial manner, opting for "one-shot" campaigns around popular events like Pride Month rather than implementing long-term strategies. This can sometimes feel like tokenism rather than a true commitment to change. Meaningful engagement requires consistent effort and a willingness to integrate diverse voices beyond single events. The key is for brands to recognize that diversity and inclusion are not just about seasonal campaigns, but about creating a more authentic and engaging brand presence that resonates with audiences.
There are several barriers, including a lack of awareness or understanding of the value diverse creators bring, as well as the perceived risk associated with venturing beyond the familiar. There is also often a lack of resources or willingness to invest in building authentic relationships with diverse influencers. Additionally, some brands may fear backlash or missteps when addressing diversity. It’s essential to educate brands on the proven benefits of diversity, such as better financial performance to help overcome these barriers.
There are also forward-thinking companies willing to lead by example, understanding that fostering diversity is not just about immediate numbers but about building a more inclusive and equitable industry in the long run. It’s important for these brands to recognize that diverse teams and inclusive campaigns lead to better performance metrics over time.
Pay inequality remains a significant issue for creators. Often, these creators are undervalued and underpaid compared to their counterparts. Addressing this requires greater transparency in pay rates, as well as a commitment from brands and agencies to ensure fair compensation for all creators, recognising the unique perspectives and value that diverse influencers bring. It's crucial for brands to understand that fair compensation is not just an ethical imperative but also contributes to better performance.
Kolsquare is Europe’s leading Influencer Marketing platform, a data-driven solution that allows brands to scale their KOL Marketing strategies and implement authentic partnerships with KOLs (Key Opinion Leaders). Kolsquare’s technology enables marketing professionals to easily identify the best Content Creators profiles by filtering their content and audience, and to build and manage their campaigns from A to Z, including measuring results and benchmarking performance against competitors. Kolsquare has built the largest community of influencer marketing experts in the world, and offers hundreds of customers (Coca-Cola, Netflix, Sony Music, Publicis, Sézane, Sephora, El Corte Inglés, Lacoste, …) the latest Big Data, AI and Machine Learning technologies to drive inspiring partnerships, tapping into an exhaustive network covering 100% of KOLs with more than 5,000 followers in 180 countries on Instagram, TikTok, Twitter, Facebook and YouTube. As a Benefit Company, Kolsquare has been pioneering Responsible Influence by championing transparency, ethical practices, and meaningful collaborations to inspire change.
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