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Social Media Companies React to the Rise in Racism

Over the last decade, the flames of racism were at an all-time high and the George Floyd case sparked what is known as the biggest anti-racism movement. The Black Lives Matter Movement not only called regular people into action but brands and companies started to own themselves and showed it to the world.

Amongst one of the most mobile brands was Stormi Steele's Canvas Beauty Brand. A startup aimed to help with the hair problems that black women face. Back in 2017, she started with $800 and is now on way to $20 million in revenue.

Despite the massive success of Steele's brand, the consumer's undying question of whether Canvas is a black-owned store did not seem to end on itself.

With the Black Lives Matter movement peaking in 2021, the concept of black-owned businesses started to stem itself strongly.

Recently, Social Media Giant, Facebook's Subsidiary Instagram joined in on assisting the Black Lives Matter movement by introducing the feature of adding a black-owned label to the businesses. This enabled online businesses to answer the undying question.

This feature enables the black-owned stores to increase the factor of trust as a third party removes all doubts for the consumers. Even though Instagram does not have the statistical data on how many businesses would employ this feature there are some numbers of last year that encouraged them to do so.

With the Black Lives Matter movement rising to its peak in 2020, Instagram saw over 1.3 million posts reference to being black-owned or black-led and that furthered when around 50% more businesses in the US addressed themselves as black-owned at the same time.

Rachel Brooks, a project manager at the equity team at Instagram mentioned the developments that led them to create the label. She mentioned the calamities that struck the black community in the pandemic and how difficult it was getting for black-owned stores to put themselves out there. The increase in the hashtag #buyblack and many others brought forth the idea of a label to identify black-owned businesses.

Not only that, but this label also incorporates the black-owned theme in the Instagram algorithm, and people who are affiliated, support or work with will see posts from black-owned enterprises fairly more than others.

Many black-owned brands and stores appreciated the gesture from Instagram and updated the label proudly. Some even mentioned that the label has brought to them more customers and increased our reach above and beyond.

Instagram is still in talks about further developments to support black-owned businesses like Steele’s and incorporating the label into their algorithm is one of them. With the support from Instagram, black-owned businesses are head-on heels to flourish in these uncertain times by building trust and assisting in the corporate world for the discriminated against.


Read next: Instagram plans on pushing video content on its platform so that it can compete with other rising video based platforms

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