How Marketers Should Create Content with Diversity and Inclusion in Mind

    June 18 2020

    5 Ways to Prioritize Diversity and Inclusion Throughout Your Marketing

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    1. Your Words

    Consider your voice, language, idioms, and pop-cultural references in use.

    Write with a broad audience in mind. When do you use gender-neutral pronouns? Does your content make sense to someone outside of your country? While every Tweet or caption may not resonate with everyone, over time, your content should maintain the right balance between all diversity and inclusion considerations.

    2. Your Visuals

    Your audience should see themselves in your content.

    While diversity shouldn’t be forced or inauthentic, be honest and intentional with who and what you present. Beyond race and gender, your visuals should make your audience feel welcome and represented. Who are in your ads? Is the lifestyle you portray attainable? Do your videos have closed captions for those with hearing impairments? Is your text readable? Read accessibility tips.

    3. Listen With Intention

    Monitor your audience’s feedback.

    While it may feel uncomfortable at first, take the time to empathize, learn, and adapt with your audience. Your followers might be the first to point out bias or misstep in your content. Mistakes on social media are inevitable, don’t take it personally and use the moment to do better next time. Engage with comments, replies, and direct messages with an open mind to the diversity of experiences and perspectives.

    4. Keep Learning

    Do the long-term work.

    Like the social media platforms themselves, the diversity and inclusion landscape requires learning, unlearning, and learning some more. Follow journalists, authors, creators, and BIPOC leaders to keep a pulse on the news and conversations happening in the inclusion space. Oftentimes, it won’t be your place to tell the story. Resign your platform or hire the right people to share their experiences and stories. 

    5. Amplify Responsibly

    Do your research.

    Take a few moments to understand the origin of a story, cause, or hashtag before sharing and participating. Conduct image searches to locate original sources and creators to give credit where it’s due. Social media is often where the news happens or is first discovered, making it more important than ever to check sources to avoid sharing misinformation.

    Related readings: Resources to Support Protests and Communities Against Police Violence 

    Learn more about Tareen Alam, on PLANOLY

    Tareen Alam

    Tareen Alam is the Senior Manager, Content & Channels at PLANOLY. She is always thinking up creative ways to help brands stand out and grow their audience.

    More by Tareen Alam


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