Black History Month: A Thoughtful Approach
It’s February, and with that Black History Month has officially begun. While Black History Month is a time to commemorate the many Black visionaries throughout history across all industries, it’s also a time to reflect on the story of Black Americans. It’s a narrative of a painful past, a culture of resilience, and immeasurable hope for a better future. It’s also the story of America, because Black history is American history.
While commemorative months can lead to an increased show of support from businesses, especially online, many times such declarations may come off as insincere, shallow, and performative. We’ll talk about the importance of curating thoughtful content for Black History Month, how you can show your support beyond just posting on social media, and how to manage your content to celebrate Black voices every month, not just this month. Let’s dive in.
Curating Thoughtful Content
When curating content to post or looking for inspiration to create your own content, it’s important to take an intentional, thoughtful approach – especially during times like Black History Month. Beyond pulling surface-level quotes from Black leaders or creating generic designs that feature prominent African Americans throughout history, it’s crucial to dive into historical contexts, research the voices you’re posting, and reflect on how these ideas fit into today’s society.
Sometimes, extremely powerful content can come from taking a unique approach to the narrative of Black history. For example, rather than posting generic, cookie-cutter quotes and considering your involvement done, think about creating a series of Black voices through the years and using the entire month to highlight less-known figures in both historical and present-day America.
Another way you can approach content creation for the month is to make your content useful and educational for your audience. Post a surprising statistic or research study, tell an untold historical narrative, or list some unexpected facts that might make your readers think about the work left to do regarding equality and justice. Involve your team in the process and craft a creative approach to celebrating Black history while also remembering the story behind the people.
Actions > Words
We’ve been told since we were young that actions speak louder than words, and this is especially true during months like Black History Month. While celebrating Black accomplishments and showing support is important, words can only do so much.
Use your platform to elevate Black businesses and encourage your audience to shop Black-owned businesses. By featuring and shopping these brands, you’re supporting the cause of economic equity and also amplifying diverse voices. These small actions also have a ripple effect that can help generate more wealth within Black communities, create jobs, and encourage other Black entrepreneurs to pursue their ventures.
Lifting up minority businesses is also a key way to diversify the marketplace. Our world wouldn’t be interesting if the same products, voices, and stories were marketed day after day. Bringing more Black voices into the mix enriches the offerings and experiences available to all consumers. It also fuels creativity and ultimately makes us better marketers – and better people.
Lastly, remember to engage with other users about these topics and help drive meaningful conversations forward. By encouraging productive conversation filled with research, historical facts, and innovative ways to move forward, we can start to create meaningful change as a society – digitally and beyond.
Celebrate Black Voices All Year Long
Many businesses tend to post content showing support for minority communities only during commemorative months. That is a huge mistake. While your Black History Month marketing materials may lean into one aspect of Black history, it’s important to use every month as an opportunity to amplify Black voices, share diverse narratives, and celebrate the many accomplishments of Black culture.
If you post content celebrating Black voices only during one month of the year, you may run into the risk of coming across as performative and ingenuine. More than ever before, the digital audience is increasingly aware of brands that preach values without doing much to back up those initiatives. This is especially true of Gen Z, who is particularly in tune with the digital landscape and can quickly spot a performative act from a brand. They want to see meaningful change, not read yet another quote or generic caption about the importance of Black History Month.
Take the time to look into your content strategy for the entire year and think about what can be done to improve diversity within your materials. Talk about elevating diverse voices with your team and community, and remember to always educate yourself on the history and current situation you’re writing about. If you’re not sure about a stat or the accuracy of an event, take the time to do the research.
Conclusion
Black History Month is a great time to celebrate the many accomplishments of Black figures throughout history. From art to politics to math to science to policy and more, Black voices have influenced every aspect of our nation’s foundation and development. When posting content around Black history, remember to do so thoughtfully and intentionally, striking up meaningful conversations and posting educational material that will empower your audience to want to learn more.
Beyond posting on social media, consider supporting and elevating Black businesses and leaders. A diverse digital landscape benefits everyone and fuels creativity, inspiration, and drive for both creators and consumers. Don’t forget to take a moment and make sure you’re not just celebrating diversity as a checkbox, but taking action to do the work year-round.
