Same face, different brand event: The influencer industry has a casting problem

Influencer marketing presents itself as an authentic medium for advertising, but brand events – especially those in lifestyle, beauty and fashion – tend to rehash a very narrow archetype.

When you look at social media feeds after an activation, it’s typically conventionally attractive, young white women that can be seen attending.

The 2021 Census revealed more than 200 nationalities call Western Australia home – so, whose idea of the city is being sold?

The Australian Influencer Marketing Council (AiMCO) provides codes of practice for influencer agencies.

“Overall, they’re going to be looking at engagement rates, brand fit and safety, alongside their content and image,” AiMCO Managing Director Patrick Whitnall said.

“Those doing it well are working with creators long term – that’s where you create work that connects with audiences and feels authentic.”

AiMCO is yet to create a code of practice for diversity and inclusion. But Mr Whitnall said while the issue had not been brought up within their membership, it was something they would consider.

“We have a committee meeting coming up on disability representation – that would certainly be something we’ll discuss,” he said.

Dr Catherine Archer, researcher and senior lecturer specialising in strategic communication at Edith Cowan University, said the industry needed these regulations.

“In mainstream advertising, there’s definitely more codes of practice around diversity,” she said.

“Often, it’s the young and beautiful who win, but there has been pushback.

“The industry is starting to realise we are a diverse population.”

Dr Archer said typecasting influencers for events contrasted with the early promise of social media.

“When it was in its infancy, that was the hope – that old magazine stereotypes would fall away,” she said.

“But brands came along and saw the money, and it hasn’t turned out as democratising as we’d hoped.”

Until the industry sets standards that reflect the communities it claims to speak to, the gap between Perth’s diversity and its digital image is unlikely to close.

Whether the industry will ever set standards that reflect these communities remains an open question. Until then, Perth’s digital image may continue to look less like the city and more like a mood board.

Bio: Indahly Gebert-Tchan is a final-year Broadcast Journalism and Creative Professional Writing student at Edith Cowan University. She is a passionate all-rounder when it comes to writing stories, grabbing anything from hard current affairs to feel-good news.