What Video Marketers Should Know About Creating Diverse and Inclusive Content [New Research]

Inclusive content is no longer considered a bonus for video marketers; Diversity, Equity & Inclusion (DEI) is an integral component of an effective video content strategy.

According to Facebook Advertising,64% of audiencesin the US, UK, and Brazil said they would like to see more diversity. Deloitte’s热测试报告found 69% of brands with representation in ads saw an average stock gain of 44%.

但是一个人从哪里开始？多样性不是您可以简单地检查列表的内容 - 实施包容性内容很复杂。它在组织内部和外部有许多方面，包括品牌和营销团队计划并制定各种内容策略时必须考虑的多个领域。

许多营销人员都在反对遗留系统and ways of doing things that have been in practice for years, if not decades or more. What can brands and marketing teams do today to start implementing successful DEI content strategies?

在Storyblocks，一家快速的视频创建公司，我们发布了bob全站appDiversity in Video Reportto help businesses and marketers implement effective DEI content strategies. Through conducting quantitative and qualitative market analysis over a period of the last four years, we could see how the DEI landscape has evolved in video marketing and determine what the key takeaways are for brands today.

About the Diversity in Video Report

Thanks to our growing多样化的视频内容库at Storyblocks, we’ve been given unique access to what is important to content creators and brands today. Our research analyzes over 250 million searches and over 45 million downloads from our user database of businesses, marketing teams, and individual content creators from 18 industries worldwide.

In addition to these quantitative data points, the research also includes a qualitative in-depth analysis of noteworthy brand DEI initiatives over the last few years. Through evaluating what the top global brands have done to implement DEI strategies, this qualitative study shines a light on best practices and lessons to be learned from the successes and failures of the big players in the market. We include specific examples from companies like Citi, Netflix, Sesame Street, and more.

多样性在视频报告鳍dings

1. Diversity doesn't stop at race.

Diversity is often thought of in terms of race, but our research suggests that diversity in video marketing extends beyond that. Diversity has many layers and includes diversity in faith, age, sexual orientation, ability, body type, and more in addition to racial diversity.

在2021年，所有企业的DEI关键字和搜索是：身体多样性，老年人，穆斯林，一般多样性和非裔美国人。

人体多样性，尤其是代表大尺寸的身体，是2021年优先考虑的多个行业。这是一个多样性的领域，历史上代表人数不足，大多数广告都显示出较薄的体型。如今，营销人员正在以不同的方式接近这一点，强调了身体多样性在内容计划中的重要性。

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2. There’s an increased demand for BIPOC representation in media and marketing.

与2019年相比，BIPOC（黑色，土著和有色人种）的视频搜索增加了113％，2021年搜索了937,000个。Bipoc视频数量增加了195％。下载，与2019年相比，2021年的下载量增加了230万。

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This increase in demand for BIPOC representation in media is likely linked to the murder of George Floyd and the vast racial inequities that led to increased coverage of the Black Lives Matter (BLM) movement that took place in the spring of 2020.

This movement resulted in a global cultural awakening that led to a ripple effect on different facets of media and business. Similar to the evolution of BLM, demand for BIPOC representation in media is not a ‘moment’ — the movement is still continuing and growing today.

3. Demand for diversity is clear with an increase of over 100% in just two years.

It’s clear that brands and video marketers are getting the message and listening to consumers’ undeniable demands for representation. Many businesses have been prioritizing inclusion when producing video content in the last few years.

In 2021, diversity searches including race, ethnicity, ability, age, body and LGBTQIA+ increased by 104% from 2019, with 1.1 million more diversity searches in 2021 from both Storyblocks members and visitors.

Similarly, downloads of diverse content increased by a massive 191% from 2019, with 3 million more downloads of content that include more authentic representation of communities in 2021.

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What the future of diverse content looks like.

数据表明DEI不是趋势 - 媒体中不同视频内容的创建和消费的增加正在增加。我们在视频和广告中看到Dei成为一种有意的，经过深思熟虑的实践，越来越多的企业投资和制定战略。

Diverse Video Content Best Practices

1. Don’t insert your brand into a community without research.

The most powerful tool to invest in when approaching DEI is research. If a community is "trending" and receiving increased attention in the media for any given reason, be careful before your marketing team dives headfirst into the conversation.

Do your due diligence and fully understand the community you are planning on representing in your content. So many failed DEI campaigns that have received public backlash could have been avoided if the research phase was done properly.

2.制定DEI策略。

设定明确且可衡量的DEI目标和跨职能的目标，并涉及您组织中的不同工作流和团队。DEI倡议不应该仅仅放在一个奇异的团体中，而应该将DEI纳入您公司的整个策略中。bob全站app

When a company is serious about its DEI efforts and has a results-driven strategy, dedicating financial resources is essential, similar to how sales and marketing have quarterly and annual budgets. DEI should be no different.

3.需要在决策级别上存在各种代表。

This past year, Storyblocks worked with Indigenous filmmakers to increase the representation of Indigenous communities in our libraries. We recognized our team did not have adequate Indigenous representation, so our marketing team hired a board of external advisors from the Indigenous community to act as guides on how to best communicate, understand the community’s pain points, encourage compassion and avoid harmful misrepresentation.

在创建包容性的内容时，请确保决策者代表您与之交​​谈的人。认识到您的团队何时不像您想要的那样包容，并接触第三方支持以弥补您的团队缺乏的代表。

Final Thoughts

拥有我们编译的信息该报告，您应该能够成功地构建或批判地了解您的DEI视频策略。成功的关键部分在于您和/或您的企业思考与DEI接近的能力。从其他品牌的成功和失败中学习，引入各种各样的声音，并了解这不是您应该急于实施的东西。花时间和护理在制作您的方法中。

We’re still learning lessons ourselves, and are on this journey with you. We can’t wait to see what you create.