If you’re chronically on X, you’ve probably seen the influencer bdtrelilbrother all over social media. Known as Raymonte, his comical commentary and authentic personality reveal a different side for influencers. His online presence has grown tremendously over the past year, and he’s become one of the go-to online personalities you’ve probably seen on the timeline.

Recently, the Zillennial drew attention to himself by curating a birthday trip with several Zillennial influencers, including Dre Brown, Malik McIntyre and Davey Bad. The trip became the highlight of social media, as many Gen Z’ers treated it like a reality TV episode, and each post grew in popularity.

As views on TikTok, Instagram, and X continued to gain traction, a major conversation grew about brands’ failing to respond to major influencer moments like this. For many Zillennials, becoming an influencer has become a career possibility, and one of the significant moments in the industry is brand trips, showcasing your influence among brands.

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Brands frequently falter in their engagement with Black influencers due to several systemic issues in the marketing industry. With a lack of diversity and representation within brand decision-making circles, there could be a misstep on which influencer brands should focus. As we keep seeing Black creatives put themselves out there online, these should be the moments brands look at as a way to connect with the next generation.

When the voices at the table do not reflect the diversity of their consumer base, blind spots emerge. Brands may overlook the significance of collaborating with Black influencers or fail to appreciate the value they bring to their campaigns.

As we saw during Raymonte’s birthday trip, it continues to show the missing element brands need: diversity in influencers. Authenticity is essential in influencer marketing, and brands that fail to recognize the importance of genuine connections miss opportunities to build trust and loyalty among diverse consumers.

Black influencers are often underinvested compared to their White counterparts. Despite research showing Black consumers’ immense influence and purchasing power, brands frequently give smaller budgets and fewer resources to campaigns featuring Black influencers or do not invest.

This underinvestment perpetuates inequalities within the influencer marketing landscape and undermines Black influencers’ potential to reach broader audiences and drive meaningful brand impact. By recognizing the value and importance of Black voices in shaping culture and consumer trends, brands can improve and contribute to a more equitable and inclusive space for the next generation of creators.

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About the Author: Kenyatta Victoria is the lead writer for Essence GU, working on all things pop culture, politics, entertainment and business. Throughout her time at GU, she’s garnered devoted readers and specializes in the Zillennial point of view.