More Than a Checkbox: What Inclusive Creator Marketing Really Looks Like
AUTHOR: JUSTINE DIESTA
Creator marketing has always been about connection. At its core, it brings together brands, creators, and communities in ways that feel impactful. But as the creator economy continues to grow, inclusivity can't just be a nice-to-have, it needs to be built into the way we work.
This Pride Month, we spoke with members of our talent and campaign teams about what inclusivity looks like behind the scenes!
It Starts With Knowing Your Creators…
For Senior Talent Manager Lyka, inclusivity isn't about having a separate set of rules for different creators. It's about taking the time to know them as individuals.
"We know our influencers by heart and always respect their preferences and needs," she shared. "No matter the background or identity, we make sure to include them in pitches that fit their content and brand direction."
This approach means understanding a creator's values, creative style, and the types of partnerships they're genuinely excited about. When creators feel seen as people rather than just marketing channels, better collaborations naturally follow.
Respect Looks Different for Everyone
Creating an inclusive environment often comes down to the small things: listening and making room for people to express themselves comfortably.
For Lyka, much of this groundwork starts during onboarding. By taking time to get to know creators early on, teams can better understand personal preferences and communication styles before formal partnerships even begin.
Meanwhile, Senior Campaign Manager Monina, highlighted the importance of approaching conversations with empathy.
"I always remind the team to speak with emotion or start the conversation with a personal note," she explained. "This makes the conversation more open."
This mindset becomes especially valuable when unexpected situations arise. For example, if a creator who is usually quick to respond suddenly goes quiet during a campaign, the team avoids jumping to conclusions. Instead of immediately following up with pressure, they might check in with a simple message such as, "Hey, just wanted to see how you're doing. No rush on this, let us know if you need anything from our end."
This creates space for creators to share if they're dealing with personal matters or other challenges that may be affecting their availability.
Mons also acknowledged that inclusivity is an ongoing learning process. While discussions around pronouns haven't yet become a formal part of their workflow, it's a practice they hope to incorporate moving forward.
LGBTQ+ Creators Aren't a Checkbox
One of the biggest misconceptions in creator marketing is treating diversity as a campaign requirement rather than recognizing the value creators bring to the table.
When asked what she wishes more brands understood, Lyka didn't hesitate.
"The LGBTQ+ community is filled with amazing trendsetters," she said. "They're able to bring so much life and color to products they promote."
Beyond representation, LGBTQ+ creators often bring unique perspectives, cultural influence, and creative approaches that help campaigns stand out. Their connection to their communities also creates an added layer of authenticity that audiences can immediately recognize.
Mons echoed a similar sentiment.
"I truly believe that our LGBTQ+ creators are some of the most creative creators we have," she shared. "They have ideas that break the norm."
And that's exactly why inclusivity matters. Diverse creators don't just help brands reach different audiences, they help brands think differently.
Building a More Inclusive Space
At the end of the day, inclusive creator marketing isn't about following a checklist. It's about creating environments where creators feel empowered to show up as themselves.
That can look like taking the time to learn creator preferences, communicating with empathy, being intentional about representation, or simply staying open to new perspectives.
Perhaps the biggest takeaway is that inclusivity isn't just good practice. It's good creator marketing.
