Social media is a powerful tool. Not only is social media used to connect and follow the people you know online, but it’s now an eCommerce playground, a marketing tool, a place to share and advocate for political movements— the list goes on. Instagram has more than 1 billion active monthly users. That reach is essential to amplifying Black voices in your network.
How Individuals Can Support Black Businesses
Start by finding Black business owners and influencers you share a space with and then use Instagram’s built-in features for sharing these businesses and creators with your audience.
Instagram Stories - Instagram Stories are a growing feature and an easy way for followers to interact with your content reshares. Instagram revealed that 58% of people surveyed say they were more interested in a brand or product after seeing it in an Instagram Story. Start resharing content from Black businesses and creators to your Stories so users can discover and follow new brands on Instagram.
Buy Directly - In-app shopping is here to stay in 2021 and is the best way to ensure your dollars are getting into the right hands. Use Instagram’s shopping feature or a Black-owned business’s eCommerce website to buy directly, then share what you purchased on your Instagram Story.
Instagram Story Stickers - After buying a product or service from a Black-owned business, make sure to share it in your Stories. You can do an unpackaging at home and then incorporate the “#BuyBlack” Sticker, leading followers directly to their Instagram Shop page or their account where they access the website. It’s better to shop small.
How Brands Can Support Black Businesses
Instagram has created several tools that make it easy to incorporate Black businesses, creators, and voices into your content that’s not only easy but effective too.
Instagram Live - Instagram Live has been around for a while, but with stay-at-home orders in place, Live has gotten its fair share of usage, and we don’t see it going anywhere anytime soon. Not only can you host your own IG Lives, but you can invite brands and creators to co-host. Create a content plan for your IG Live and go from there. It can discuss a partnership, a giveaway, important social media topics, or even virtual events you might be having with the Black-owned business or creator you’re working with on this. Remember to share your Instagram Live to your Stories once it’s over so your followers can see if they could not tune in or reshare to their Stories. Check out to get started on Instagram Live here.
Virtual Events - Virtual events have become big this year and are great ways to lead discussions surrounding industry topics like social media activism, allyship, and more. Hosting virtuals events allows your followers to virtually meet the Black entrepreneurs and creators you’re working with. Not only does this build trust between you and your new partnership or influencer relationship, but it helps grow the Black-owned business’s follower base and increase sales.
Content Series - Creating content series that highlight black brands and creators are an opportunity for you to find and connect with brands and creators yourself. It also can lead to Story takeovers, partnerships, and inspiration to show your audience. Some examples of content series highlighting Black run accounts are PLANOLY’s “Creatives We Love” and “Share the Mic.” Not only do they expose your followers to new creative talent, but they also give these Black creators and brands a direct line to your audience to discuss their story and where they can purchase or get involved.