These Influencers Are Challenging One Of The Largest Ambassador Marketing Companies To Show Receipts
When I think of an influencer, I think of hard-working individuals who produces fresh content tailor-made for their following. Everyone is an influencer in their own right so there are different types of influencers — Mega, Macro, Micro, and Nano. Within these varying categories, there is a myriad of opportunities for influencers to partner with brands of all kinds. But, let's be honest, the influencer space is predominantly white. This means that influencers of color have to work twice as hard for the same opportunities as white influencers. Imagine being an influencer of color and learning that your work is valued less than that of your white counterparts. Story of a black creative's life, right?
The 2020 revolution is forcing the world to stop and listen to black folks. Thanks to a pandemic within a pandemic, society is finally hearing the cries of black people. Granted, we have been saying "per my last email" to injustice for decades but we will take what we can get at this point. Unfortunately, injustices happen to us in all spaces. For that reason, heavyweight influencers like Aicha Balde and Marche Robinson created the #OpenFohr campaign.
In case you don't know about Fohr, let me learn you something. Fohr is a global influencer marketing platform for ambassadors and brands. The goal of the platform is to provide influencers with tools that help them create a cutting edge marketing strategy, leading them to partnerships and campaigns. Fohr proudly states, "We support influencers. We are nothing without our influencer community, and we act accordingly." And like many other companies, Fohr jumped on the trend to pause advertisements and post anti-racism resources amidst the civil unrest that followed the murder of George Floyd. The gag is, they don't walk it like they talk it. For years, Black and Brown influencers have made it their business to share their grievances with being underpaid and there has not been any change.
That's where Aicha and Marche come in. We had the chance to dig deeper into this movement and what it means to these amazing women.
xoNecole: Tell us about yourself and how you became an influencer.
Aicha Balde: My name is Aissatou Balde but only my dad calls me Aissatou, everyone else knows me as Aicha. I am a West African-born full-time working mom and a Black content creator (@talesandturbans). My journey as a content creator started as an outlet to empower African [and] Muslim girls like me to do things that seemed impossible, such as juggling school, family, and work. Today, I pride myself in creating a space for open and difficult conversations about motherhood, identity, and life, along with the fun stuff like fashion, skincare, and food.
Marche Robinson: I'm Marche Robinson and I am an attorney and blogger (@marcherobinson) living in Raleigh, NC. I've been blogging since 2012. I graduated law school in 2010 and the market was very bad. There were not a lot of legal jobs. I took a contract role in Charlotte and at the time I had an inconsistent working schedule and needed something creative to fill the time. I started reading blogs and my friends and family told me I should start one. So, in August of 2012, I launched my blog and initially just shared fashion, beauty and décor images I found online.
Why did you start the OpenFohr movement?
Aicha & Marche: A group of eight Black content creators - Aissata Diallo, Denisse Myrick, Valerie Eguavoen, Yvette Corinne, Marche' Robinson, Nasteha Yusuf, and Nuni Yusuf, and I started #OpenFohr as a next step in a series of interventions against racism at Fohr. Over the past two years, we have complained, explained, consulted, and recommended solutions to Fohr, but our voices have been silenced with polished campaigns that convince the mainstream media that Fohr is a changemaker in the content creation space.
Agencies like Fohr have capitalized on the growing call for "diversity and inclusion" in the influencer industry without really making any changes to their exploitative and discriminatory practices. We created the OpenFohr campaign because we cannot allow people to keep exploiting the anti-racist narrative for profits. Over the past two weeks, as the Black Lives Matter movement took center stage in the public discourse, Fohr paused its advertising, posted protest resources, and even provided anti-racism resources on Instagram. Yet, many of the Black content creators who have worked with them are discriminated against and underpaid.
We also want people to know that this is about both racism and economic exploitation. Fohr boasts over 100,000 (majority-white) influencers on their online platform, yet only 4% (just over 4,000) content creators have ever had a contract with Fohr. They have created a platform that does not value influencers as people but sees them as a commodity to be sold to brands. It is impossible to address the issues we see at Fohr without addressing the culture of consumerism and exploitation perpetrated by the industry.
Left to Right: Aicha Balde, Marche Robinson
Photos Courtesy of Aicha Balde & Marche Robinson
"We want people to know that this is about both racism and economic exploitation. Fohr boasts over 100,000 (majority-white) influencers on their online platform, yet only 4% (just over 4,000) content creators have ever had a contract with Fohr. They have created a platform that does not value influencers as people but sees them as a commodity to be sold to brands. It is impossible to address the issues we see at Fohr without addressing the culture of consumerism and exploitation perpetrated by the industry."
What does it mean to be a Black influencer?
Aicha: To be a Black influencer means showing up in spaces where you may not be wanted and still doing it for girls who look like you. I learned the hard way that brands tend to gravitate more towards bloggers that fit the standard of beauty. For a long time, I thought, "Blogging isn't for me because I don't look 'the part'." Even photographers have blatantly told me that they don't know how to edit my skin tone, completely unwilling to learn and unable to even recommend an alternative contact. The biggest challenge of being so diverse in this business is finding people who can understand you and won't crush your confidence. I blog to remind myself and others that we are good enough; our diversity is an asset, not a drawback.
Marche: When I first started out, being a Black influencer meant filling a void. Fashion magazines and sites rarely shared Black women. They still have a very long way to go so I still feel this way. I feel like influencing is a way to share fashion, beauty, etc with women who can relate to me. It's not easy for Black women to open a magazine and see a woman like them sharing their story or their favorite products. If it were not for Black influencers, there would not be as much representation.
When you learned of the influencer pay gap, how did you feel?
Aicha: These issues are not new. Black bloggers have been discussing our unfair treatment in the Influential Marketing world for years, but to no avail. What finally broke the camel's back was the fact that Fohr had the audacity to use the #BlackLivesMatter issue to their advantage despite their repertoire of exploiting us. When I say us, I don't just mean Black content creators. This includes their Black employees who cannot speak out about their treatment for fear of being ostracized.
Marche: Honestly, I was not surprised. Pay gaps are present in every industry unfortunately. I've been in the position where I was drastically underpaid than my legal colleagues in certain jobs even though I had the same or more experience. It's unfortunate because I think that we've become accustomed to being undervalued. I also feel like there is this veil of secrecy that prevents you from discussing your pay, so you can sometimes feel like you have negotiated the best rate when you didn't.
Left to Right: Aicha Balde, Marche Robinson
Photos Courtesy of Aicha Balde & Marche Robinson
"Pay gaps are present in every industry unfortunately. I've been in the position where I was drastically underpaid than my legal colleagues in certain jobs even though I had the same or more experience. It's unfortunate because I think that we've become accustomed to being undervalued. I also feel like there is this veil of secrecy that prevents you from discussing your pay, so you can sometimes feel like you have negotiated the best rate when you didn't."
What are your demands of Fohr?
Aicha & Marche: Fohr must stop treating this movement as a PR nightmare to hide from and instead, face it as the call to accountability of their actions and inactions over the years. You cannot have an entitled and unaware homogenous-white staff leading an organization and expect to get it right. You will always miss the mark because there's no one to say otherwise. Lack of diversity is how you end up taking advantage of Black creators and complain when you get called out. Fohr needs an independent outside party to look at their structure and provide constructive criticism. Most importantly, Fohr needs an HR department. You cannot fairly police yourself. We know that, so let's change that.
Why do you think it's important for Fohr to show their authentic commitment to Black influencers?
Aicha: I personally don't think Fohr is capable of being authentic to their Black influencers. This was never something that was on their agenda. As I said, this conversation has been going on for over two years but nothing has changed. The creation of The Fohr Freshman Class was a result of Fohr getting called out for lack of diversity, and yet they still failed us. It is essential for authentic commitments to happen because Black content creators are as deserving of our space in this sphere as much as anyone else. We are here and we matter.
Marche: Fohr should show authentic commitment because they have consistently held themselves out to be supportive of diversity and leader in the influencer marketing industry. How can you hold yourself out to be so groundbreaking when you lack diversity within your organizing and with the bloggers you hire for campaigns? I think there is this tendency for people to say, "Oh that's just the industry," but that doesn't make it right. People should be paid adequately for the service they provide.
Left to Right: Aicha Balde, Marche Robinson
Photos Courtesy of Aicha Balde & Marche Robinson
"It is essential for authentic commitments to happen because Black content creators are as deserving of our space in this sphere as much as anyone else. We are here and we matter."
What advice do you have for other influencers struggling to create?
Aicha: Do things that come naturally to you and that revolve around your day-to-day life. Reach out to another sister to have a creativity party and get ideas flowing. Most of my Insta family will tell you that my DMs are always open, whether it's for help, a listening ear, or to celebrate each other: I'm here for you, sis.
Marche: So many influencers have had to pivot during quarantine and now with the current movements. I think that you have to share what you are passionate about. When you do what you love it comes naturally. I actually started a TikTok account and it's been fun to create content in a new way and it has resonated a lot with my social media followers. I think this is a great time to step back and think of a new way to create and share what you love.
To keep up with the #OpenFohr movement, follow them on Instagram @openfohr. And follow Marche and Aicha on Instagram @talesandturbans and @marcherobinson.
Feature Image Courtesy of Aicha Balde & Marche Robinson
Joce Blake is a womanist who loves fashion, Beyonce and Hot Cheetos. The sophistiratchet enthusiast is based in Brooklyn, NY but has southern belle roots as she was born and raised in Memphis, TN. Keep up with her on Instagram @joce_blake and on Twitter @SaraJessicaBee.
ItGirl 100 Honors Black Women Who Create Culture & Put On For Their Cities
As they say, create the change you want to see in this world, besties. That’s why xoNecole linked up with Hyundai for the inaugural ItGirl 100 List, a celebration of 100 Genzennial women who aren’t afraid to pull up their own seats to the table. Across regions and industries, these women embody the essence of discovering self-value through purpose, honey! They're fierce, they’re ultra-creative, and we know they make their cities proud.
VIEW THE FULL ITGIRL 100 LIST HERE.
Don’t forget to also check out the ItGirl Directory, featuring 50 Black-woman-owned marketing and branding agencies, photographers and videographers, publicists, and more.
THE ITGIRL MEMO
I. An ItGirl puts on for her city and masters her self-worth through purpose.
II. An ItGirl celebrates all the things that make her unique.
III. An ItGirl empowers others to become the best versions of themselves.
IV. An ItGirl leads by example, inspiring others through her actions and integrity.
V. An ItGirl paves the way for authenticity and diversity in all aspects of life.
VI. An ItGirl uses the power of her voice to advocate for positive change in the world.
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Do You Want To Be A Wife? Or Do You Just Want To Have A Wedding?
Even though it’s my life, sometimes I look at it and totally trip out over certain things.
For instance, even though I am aware that both Hebrew and African cultures put a lot of stock in the name of a child (because they believe it speaks to their purpose; so do I) and I know that my name is pretty much Hebrew for divine covenant, it’s still wild that in a couple of years, I will have been working with married couples for a whopping two decades — and boy, is it an honor when they will say something like, “Shellie, we’ve seen [professionally] multiple people and no one has been nearly as effective as you have been.”
Yep, me. Little ole’ never-been-married-before me. Yeah, y’all better quit letting people tell you what you’re called to do in this world. That is between you and the One who made you.
Okay, but let me stay on track. When it comes to the engaged couples specifically, who have crossed my path, something that I believe I’ve said to each and every one of them (especially the bride-to-be) is — “You better enjoy every single minute of your wedding day because you deserve a big ‘ole party for all of the work that you’re about to do.” And then I look at the woman as intensely as I can and say, “And you? Remember, you are a bride for a day. You are a wife for the rest of your life.”
Why do I emphasize that point so much? It’s because those two things are not one and the same. Hmph. Let me tell it, a huge reason why 70 percent of divorces are initiated by women, however, is because a lot of them think that it is. And so, in the effort to do my part to help make marriages last longer and cause the divorce rate to go down, I think it’s important for more women to ponder if they really want to be a wife — or if they just want to throw a big party (a wedding), go on a trip (a honeymoon) and not much more than that.
Buckle in. This one might be a bit of a ride (for some, at least).
It’s Time to Stop “Living for the Fairy Tale”
GiphyIf you’ve been reading my content for a while (and if so, thank you), it will not shock you in the least that I’ve spent many years studying the origins of things as they directly relate to marriage. I know that the engagement ring is not about love but about a jewelry company that was about to go bust. So, they came up with the slogan “A diamond is forever” and then made some serious bank from it (you can read about that here).
I know that white wedding dresses have nothing to do with purity and virtue; in fact, women in the Bible often wore lots of bright colors during their more-than-one-day wedding celebrations. Actually, white comes from Queen Victoria making it famous back in the 1840s. I also know that a lot of people were pretty obsessed with evil spirits back in the day because things like wearing a wedding veil and bridesmaids wearing the same dresses were all about hiding from said spirits. Another pretty popular wedding day tradition? Well, I’ll just let you read Insider’s “Here's the horrifying truth about why grooms carry brides across the threshold,” if you’re interested.
And as far as marriage goes, don’t even get me started on the whole “I’m living for the fairy tale” narrative that gets pushed incessantly. I’ve said in other articles before that "fairy tale" literally means “a story, usually for children, about elves, hobgoblins, dragons, fairies, or other magical creatures” and “an incredible or misleading statement, account, or belief.” Who wants to live for childish stories that are incredibly misleading? And the ones that have a character like Prince Charming in it? The Bible literally says that “charm is deceitful” (Proverbs 31:30).
Know what else the Bible says? It states that death and life are in the power of the tongue (Proverbs 18:21). So, what’s up with all of this wedding/marriage rhetoric that’s so popular and also, so… “silly” is the first word that comes to mind, “unrealistic” is the second and “unnecessary” is the third?
Why are there so many expectations, especially when it comes to the wedding day, that push folks to the point where a whopping 49 percent of couples end up going into debt right after jumping the broom — all because they wanted to live for the fairy tale and throw a big party that they basically couldn’t afford? SMDH.
It really is wild, just how much human nature tends to do things without even really knowing WHY it does it — even when it comes to marriage. And so, if you are someone who desires this type of union, be honest with yourself: what is your “why”?
When it comes to becoming a wife someday, WHY do you want to do that?
A man needing to spend three times his salary on an engagement ring, WHY?
When it comes to having a big traditional wedding, WHY is it necessary?
Marriage is a goal for you (and don’t get me wrong, marriage is a beautiful thing) — WHY is that the case?
When it comes to being married, WHY do you think it will better serve you than your single state?
Motivational speaker Eric Thomas once said, “When you find your ‘why’, you will find a way to make it happen.” And when it comes to something as big (and supposed to be lifetime lasting) as marriage, perhaps a big part of the reason WHY so many of them do not go the distance is because there aren’t enough “why” questions, on the front end, that are asked (which is why you should partake in premarital counseling before your wedding day). Oh, but there should be.
Because saying “why” you want a huge wedding is nothing more than “because I want to” or “why” you chose the man that you did is simply “I love him” — I’ve been doing this couples work thing long enough to assure you that those answers simply aren’t good enough. You need to know what it means to be a wife and why a marriage and a wedding are not the same thing…not by the longest country mile that you can imagine.
What It Means to Be a Wife
GiphyIf you’ve been reading my content for a while now, you know that I’m good for throwing some Scripture in; it’s a part of my foundation and I make no apologies for it. And so, when it comes to what it means to be a wife, the first word that’s used to define it in the Bible is “helpmate” (Genesis 2:18). A helpmate is a companion, a helper and someone who assists another individual — in this case, a husband.
While we’re here, a helper is not helping unless the help is actually needed and it’s good. Lawd, I can’t tell you how many wife clients I’ve had who have totally missed that part. So, what does “good help” look like?
- A good helper ASKS the person they are assisting what they need.
- A good helper does not try to control another person or make them do what they want.
- A good helper gets that needs can shift based on what is transpiring at any given time.
- A good helper makes things easier and less stressful.
- A good helper learns how to master good listening, effective communication, and wise timing.
And yes, in many ways, this is what it means to be a good wife. So, if you are someone who desires marriage, when it comes to what is required to be not just a wife but a GOOD WIFE, how much have you factored helping your man into the dynamic?
Not mothering him. Not bossing him around. Not trying to manipulate him into being a version of a husband that you would prefer. No, how much thought have you put into “Am I equipped to help another person be their best self? Am I ready to be supportive, encouraging, and nurturing? Was it even modeled to me, while growing up, to know what a proper helpmate looks like? Have I realized how much sacrifice goes into that type of role? Am I even selfless enough to be a consistent helper?”
I know this is probably gonna ruffle some feathers yet, you know something that I’m not big on? Women saying that their man should give them the “princess treatment.” Every time I hear that, the first thought that comes to my mind is “Fathers make their daughters princesses while men make their wives a queen” — and little girls are treated differently than grown women. And to that, Proverbs 12:4(NKJV) says, “An excellent wife is the crown of her husband, but she who causes shame is like rottenness in his bones.”
My point? There is a MATURITY that is to come from going from princess to queen. A queen does have more privileges, yet, at the same time, she also has way more responsibility. It’s not about sitting around and being catered to all day long. Queens have work to do — and it’s not always comfortable or pretty. Same thing goes for being a wife.
Y’all, I could go on and on (and on and on and on) about what it means to be a wife in a marriage. For now, I’ll just end this part of the article with, “If you’re not ready to help, each and every day of your relationship, you’re not ready to be a wife.” Plain and simple.
Weddings Are Not Marriages (and Vice Versa)
GiphySo, why do so many people jump brooms (I’m writing this with Black folks in mind first; jumping brooms is for us only), only to turn around and get divorced a few years later? Oh, I could go on and on as well about how a lot of people don’t have much integrity when it comes to the promises that they make. Listen singles, when you’re dating someone, pay very close attention to whether the person you’re seeing keeps their word — and if you do the same.
It makes absolutely no sense to keep letting someone slide when it comes to reneging now, only to act shocked when they do the same thing after saying “I do.” And while we’re here, being a man or woman of your word is a character issue. Maybe folks are not strong in character when it comes to this.
Yet another reason why folks will get all dolled up, stand before God, family, and friends, look someone straight in the eye, and promise to never leave, only to do just that, is because many people honestly don’t see past their wedding (and maybe their newlywed years). That is why you will hear so many people describe their perfect wedding day, down to the last detail, and yet, if you ask what their five-year plan for their marriage is, they have absolutely not one clue.
I mean, I get it — to a certain extent. A wedding is a big party where you get to dress to the nines, have people come to celebrate you and you get to have everything go your way — down to the font on the programs and reception napkins. Oh, but what a “trick” that can be if you think that your marriage is going to move like that, all of the time, moving forward. I liken it to The Bachelor franchise. Who wouldn’t feel like they are falling for someone when they’re able to live in a mansion with no bills, have fantasy dates that cost thousands of dollars, and a big ole’ rock that a famed jeweler donates?
Meanwhile, folks should watchUnREAL (the television series from several years back where some former producers of the franchise talk about what really happens behind the scenes) to get a reality check. To a certain extent, the same thing goes for marriage: while weddings produce this belief that marriage will be one big party where everyone focuses on you and everything goes your way, that isn’t even close to being the reality of being married.
Honestly, the real deal is 1) if you don’t want to learn how to love on a supernatural level; 2) if you don’t want your strengths to be refined and your weaknesses to be challenged; 3) if you don’t want to be held accountable in ways that you would never be if you remained single; 4) if you don’t want to compromise on a daily basis and, 5) if you don’t want to be challenged to become a truly selfless individual — marriage isn’t for you.
You’d be far better off just throwing a big ass party for yourself, just because (and no, I don’t mean marry yourself; you are already “one” with you; no need for that), and call it a day. Spare yourself and another person the heartache of divorce because…divorce is A LOT to go through.
Lawd, I can only imagine how much drama could be spared if folks simply took into their spirit that weddings ARE NOT marriages and marriages ARE NOT weddings. Weddings are a party to celebrate your union — yet your union? That requires daily energy, effort, and time. It’s not a party. It’s a relationship. BIG DIFFERENCE.
Please Don’t Get Married Until You’re Sure That You Want…BOTH
GiphyAnd this is why, whenever someone tells me that they are going to get married, I don’t immediately respond with, “Congrats! That’s awesome.” NOPE. The very first thing that comes out of my mouth is something along the lines of, “For real. Why?” WHY? Because, it never fails that, about 7.5 times outta 10, folks will be caught off guard and say, “What do you mean ‘why’?” and then follow that up with, “Because I’m in love” or…they don’t really know what to say at all.
Is being in love a good answer? I mean, it explains why you picked the person that you did; it doesn’t really explain why you are choosing to commit to them for the rest of your life, on a marital level, though. Are you getting married because you know that the two of you will make each other better people? Are you getting married because you want to raise your children in a two-parent dynamic? Are you getting married for biblical reasons like wanting to love like Christ loves his bride (the Church and the Church sent him through A LOT — Ephesians 5)?
Are you getting married because you think you’ve gone as far as you can in your evolution as an individual without the assistance of another? Are you getting married because you want to serve another person as they do the same for you (perhaps not in the same ways because you’re both different people)?
Is that asking the most? Chile, that’s not asking enough. I don’t care how much people mock marriage in the media by changing partners like they change cars or homes. I don’t care how much divorce has been normalized. I don’t care how much folks like to act like a husband is a 2.0 boyfriend (it’s not) and having a wife is a 2.0 girlfriend (it’s not) — marriage is special, sacred, and needs to be honored as such. A wedding should be seen as a happy occasion where two people publicly acknowledge what I just said…not simply a time to get a lot of attention and presents only to come home and go from heaven to hell in six months.
And honestly, that’s a bit part of the reason why I do what I do: it’s because I actually think the covenant of marriage is SO MAGNIFICENT that I want to make sure that people know, as much as possible, what they are signing up for — not an endless wedding; a very real relationship that will challenge them and mature them like nothing else ever will in this lifetime.
____
This was a lot. I already know. Still, it beats spending thousands of dollars on a wedding to stand before a chaplain only to spend thousands of more dollars several years later on a divorce lawyer and therapy while standing before a judge.
Weddings are awesome; you’ll get no argument from me there. Still, I think if I was to narrow all of this down into one statement, it would simply be this: “When it comes to marriage, if the thought of being a wife doesn’t excite you more than being a bride — wait. You’re not ready yet.”
Thank me later, sis. YOU WILL.
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Featured image by CoffeeAndMilk/Getty Images