By: Joshua Finley

LaToya Shambo, the visionary founder and CEO of Black Girl Digital, is on a mission to empower Black Content creators in the influencer marketing space. With a background spanning eight years in advertising, LaToya is committed to amplifying the voices of underrepresented voices in the industry and championing diversity and inclusivity.

Where it all Began

After a life-altering car accident just days after giving birth to her daughter, LaToya felt like she was given a second chance. “The accident was an eye opener,” she shares. “I felt like I got another chance.” “It was my opportunity to make something of my life.” From this epiphany was born Black Girl Digital, a pioneering global influencer marketing agency that has been reshaping the industry for eight years and counting. LaToya’s vision for her agency has always been crystal clear: to offer opportunities and visibility to Black creators in an industry where their talent is often overlooked. 

When LaToya launched Black Girl Digital in 2016, the world was experiencing a tremendous shift. “I saw it happening,” she says,” and I knew social media influencers were about to be huge. I pivoted into the right lane at the right time.” 

The Three Tips for Creators

With so many years in the industry, LaToya has seen firsthand what works and what doesn’t. Here she shares her three tips for content creators looking to attract more brand deals:

Build a Solid Sales Process

LaToya’s first piece of advice for content creators is to establish a robust sales process. She emphasizes the importance of proactivity, stating, “It’s not a brand’s responsibility to knock at your door.” By developing a clear and proactive pitching strategy, creators can effectively showcase their value proposition and attract brand partnerships that align with their goals and values.

Craft a Value-Centric Pitch

Central to LaToya’s philosophy is the notion of articulating value to brands. She stresses the importance of creators crafting pitches that highlight the unique value they bring to the table. “If no one knows the unique value that you bring, how can they pay you what you’re worth?” By clearly communicating their audience insights, engagement metrics, and/or production, and creative strengths, creators can demonstrate their value proposition and foster meaningful collaborations with brands.

Know Your Audience

Understanding one’s audience is paramount in LaToya’s playbook for success. Creators must deeply understand their audience’s preferences, behaviors, and demographics. She explains, “Your audience is a critical piece as to why a brand is working with you.” By leveraging insights into their audience’s preferences and habits, creators can tailor their content strategies to resonate with their followers authentically. This alignment not only enhances brand partnerships but also cultivates stronger connections with their audience base.

Crafting a More Diverse Future

Looking ahead, Black Girl Digital Unveils New Division: Black Girl Media Group, an empowering Influencer and Podcast Management Channel Focuses on Audience Interests. Positioned to continue growing within the influencer marketing scene, Black Girl Digital also announces the inaugural Black Influencer Weekend, set to take place November 1-3 in Atlanta, GA, and promises to be a transformative event filled with panel discussions, workshops, networking opportunities, and brand activations. The event will conclude with the 3rd Annual Black Girl Digital Awards, where they will pay tribute to exceptional Black creators who have left their mark on the industry. 

Moreover, Black Girl Digital’s exclusive collaboration with Curastory, a first-to-market and all-in-one enablement platform for creators to record, edit, monetize, distribute, and analyze social media videos will allow deeper performance measurement for return on spend from influencer posts and automated systems for matching influencers to brand campaigns. LaToya and Black Girl Digital are proud of the difference they have made and continue to make in the lives of Black influencers.

Connect with LaToya and the team at Black Girl Digital by visiting their website at BlackGirlDigital.com.

Published By: Aize Perez