Celebrating Black History Month: Best practices for social media and beyond

As more organizations eliminate diversity, equity, inclusion and accessibility (DEIA) initiatives, there’s been a trend in companies backtracking on their social justice commitments. Following the US federal government pulling back on DEIA policies, business leaders in the United Kingdom and Australia warn of the ripple effects on international businesses.

This begs the question: is DEIA dead?

According to Stanford VMware Women’s Leadership Innovation Lab, experts argue that DEI isn’t dead. Instead, it’s experiencing a period within social movements scholars call “closed doors.” Closed doors refers to periods where the path for breaking the status quo requires intentional strategies, such as reframing approaches for survival and supporting the resilience of people willing to continue work to make change.

Cultural heritage months like Black History Month are a cornerstone to many DEI initiatives for brands. But in a landscape where performative activism is breeding skepticism, how can brands celebrate Black History Month authentically? And why should brands prioritize supporting DEIA initiatives year-round?

In this article, we’ll explore why Black History Month is just one piece to a broader investment brands should make toward a diverse, inclusive workforce. We’ll highlight how enterprise companies are using Black History Month as a cornerstone to year-round DEIB strategies. And we’ll share best practices for honoring cultural heritage months from planning Black History Month social media posts to partnering with Black creators year-round.

What is the purpose of Black History Month?

Black History Month reminds us to celebrate and recognize the achievements of Black Americans and others of African descent. As a cultural heritage month, it’s used to reflect and celebrate the contributions of descendants of the African Diaspora. Black History Month occurs in February in the United States and Canada. The month is recognized throughout October in the United Kingdom and Ireland. Black History Month in Australia takes place in July and is known as Blak History Month, honoring the history of Aboriginal and Torres Strait Islanders.

Why cultural heritage months on social media matter

Honoring cultural heritage months like Black History Month and Hispanic Heritage Month allows brands to build authentic connections and demonstrate their commitment to DEIA initiatives. By sharing educational content and historical contexts, brands can raise awareness while fostering a deeper understanding among their followers. These observances also provide a platform to amplify the voices of underrepresented communities and organizations, enhancing the brand’s reputation as a responsible corporate citizen.

But there’s another key aspect marketers should keep in mind: cultural competency is a must in today’s social landscape. The Sprout Social Index™ found 93% of consumers agree it’s important for brands to keep up with online culture.

When we reflect on social media over the past few years, it’d be remiss to deny the impact of Black and brown communities on social media and internet culture. For example, Jewel Ham created the concept Spotify’s Wrapped as an intern in 2019. Today, its annual mainstay on social media, with many enterprise companies making their own versions.

DEI as a business best practice

So why should brands embrace celebrating cultural heritage months like Black History Month?  It’s business-critical for organizations.

Cassandra Blackburn, the Director of Diversity, Equity and Inclusion at Sprout Social explains there’s a proven business case around concerted DEI efforts and the value add it brings to an organization.

“The most critical strategy or component of any business is its employees. They are your most valuable asset. As an employer, you are bringing in diversity through many layers. The recognition and acknowledgement of diverse communities is so important for employees to feel seen, heard and included in the company culture,” Blackburn says.

The importance of viewing DEI as a best practice is reflected in a McKinsey & Company report, where executive teams with more diversity by gender and ethnic representation were found to be more likely to outperform financially.

Although top companies are scaling back their DEI efforts, others remain steadfast in their commitment. For example, 98% of Costco shareholders rejected a proposal urging the wholesale club to “evaluate any risk posed by its diversity, equity and inclusion practices.” In Costco’s board message to shareholders, they note how diverse employees and suppliers promote creativity and innovation in their merchandise and services, leading to customer satisfaction. Apple also urged shareholders to reject an “anti-DEI,” proposal.

JPMorgan Chase CEO Jamie Dimon confirmed the financial services firm will advance its DEI initiatives, along with environmental, social and corporate governance (ESG) policies. At the World Economic Forum, he spoke of continuing to reach out to the Black, Latine, LBGT and veteran communities.

These enterprise examples reflect the findings of a Deloitte 2023 Global Human Capital Trends report, which shows 86% of business leaders see embedding DEI into daily operations and team dynamics as critical to organizational success.

DEI is one of EY’s company values and is Global Equality Standard (GES) certified. The UK-based company is known for its work toward establishing inclusive culture and equitable opportunities to drive decision-making, innovation, agility and resilience. The firm has a variety of workforce initiative programs that support neurodiverse individuals, ethnic minorities in leadership and women in leadership. EY also regularly publishes data on the business impact of DEI, such as DE&I Interventions that Deliver. The 2025 report shares research from 11 UK leading diversity campaign groups and highlights strategies that have had significant impact on improving workplace equity and inclusion. The report highlights strategies across multiple characteristics, including gender, ethnicity, disability, LGBTQ+ identities and socio-economic backgrounds.

“As younger generations continue along their careers and we don’t address the needs they have identified, the pressures that businesses are going to feel will magnify, especially as [new generations] ascend into leadership roles and their voices become bigger. If businesses don’t prepare, they are going to face challenges and potentially fail,” Blackburn says.

5 best practices for celebrating Black History Month

Here are five best practices for brands to follow:

1. Recognize Black history 365 days a year

One of the most important best practices is to not seclude awareness to just once a year, which applies to all cultural heritage months. Brands need to consider how they’re championing Black people, culture and achievements beyond one month.

“I want brands to know and be cognizant that this is an ongoing celebration. Be intentional about finding ways to acknowledge the celebration, otherwise it could be perceived as performative,” Blackburn says.

Recognizing Black History Month means brands need to go beyond marketing messages that preach solidarity but offer little action. If brands are serious about celebrating the Black community, that commitment needs to extend into the business and become part of the brand’s culture.

While it might start with the best of intentions, brands need to consider the impact of their celebrations. Take a moment to recognize your brand’s role in the conversation, question who benefits from your Black History Month ideas and consider how those ideas can become staples in your brand’s culture.

“As brands make plans to celebrate diverse communities through Black History Month and others, it’s important that they approach their campaigns with authenticity, empathy and cultural intelligence,” says Blackburn. “Center your campaign on advancing the mission and purpose of the celebration by seizing the opportunity to honor the accomplishments of the community.”

“Cultural conversations exist beyond the realms of 30 or 31 days so it doesn’t make sense to only create content or launch campaigns around those months when you can talk about these cultures year-round. I think one thing [businesses] need to consider, especially as our society grows, is that a lot more brands are moving toward appealing to the Gen Z audience. And Gen Z is more multicultural than ever,” says Jayde Powell, content creator, marketing strategist and host of #CreatorTeaTalk.

She recommends instead of just partnering with Black creators during Black History Month, brands can start incorporating them into their overall strategy. For example, in a sponsored video with Archive, she mentions that brands looking for Black creators and influencers for Black History Month campaigns should have started 11 months prior.

“It makes it more than just this cultural heritage moment and actually shows you are a brand that cares about the Black community. You care about Black creators. And when you say you want to work with Black creators you mean that and it’s not just during Black History Month,” she says.

2. Use social data to inform intentional campaigns that align with culture

Review your social media analytics and social listening data to identify ways to specialize campaigns and identify unique opportunities. Talissa Beall, Strategic Services Consultant at Sprout, led several DEI efforts throughout her career in social. She’s also a committee member of Black@, a Sprout community resource group.

She recalls a time where she used social data to identify misalignment between a brand’s actual customers and their organic social media content. For example, her team discovered there was an opportunity to incorporate photo representation that was more closely aligned with their demographics.

“By reviewing social listening and replies, we paid attention to how people were talking about [the brand], paying attention to language as well. We learned there was a disconnect in imagery and the type of content being featured. We learned that people didn’t care for headshots, but preferred seeing diverse people in other ways, such as a hand shot, back of the head or from the neck down. We were intentionally queuing more representation in social content,” she says.

Being data-driven is a must, regardless of the marketing efforts you’re planning, especially if you’re trying to gain more buy-in. The Sprout Social Index™ found 65% of marketing leaders say demonstrating how social media campaigns are tied to business goals is crucial for securing social investment.

3. Avoid performative activism through ongoing initiatives

To avoid being labeled disingenuous or opportunistic during Black History Month, brands need to prioritize maintaining their commitment to the Black community throughout the year. There are several ways to show solidarity:

• External partnerships: Work with companies, organizations and institutions such as HBCUs that champion diversity and have broad representation to diversify your talent pool and content. Collaborate with third-party DEI vendors to conduct unconscious bias training.
• Compensation: Compensate your partners, especially when working with content creators. If your company is limited on resources, think outside the box and focus on adding value in another way. For example, you could donate to a nonprofit organization on their behalf or co-market their content across all your social media platforms for an extended period.

4. Be present at relevant industry events

Attend relevant industry conferences and create a social media for events strategy. Consider attending events like CultureCon, AdColor and AfroTech to connect and support Black professionals in tech, marketing and creative industries. Not only will your team gain valuable insights, but you can also reinforce your company values and reputation. For example, when Team Sprout attended #AFROTECH24, we created a content strategy plan, including a social video with LinkedIn for Marketing.

5. Partner with influencer agencies that specialize in diversity

As you start planning for your Black History Month social media campaigns, consider partnering with an influencer agency for Black creators. For example, Kensington Grey is an award-winning influencer agency specializing in casting, talent management, strategy and other services. Their robust talent roster consists of Black and brown influencers and creators with audiences that span a variety of generations, locations and niches.

How to create strategic partnerships with Black creators

Celebrate by amplifying voices within the Black community and collaborating with Black creators. Powell says brands want to work with creators because of what they have to offer whether it’s their personality, interests, unique point of view or how they create content. Just as consumers enjoy purchasing from brands that are authentic and allow them to feel like they can trust them, brands want to work with creators they can trust.

According to The Sprout Social Index™, authenticity is ranked as one of the most important traits of brand content. Powell says authenticity is one of the best ways to achieve that trust consumers are seeking.

“Often, as creators, we’re the face of the brand. We are the people behind the scenes. So why not infuse who we are into the content that we create? One of those ways to do that is by showing up authentically in who you are,” she says.

Rethink collaboration to achieve authenticity

She recommends brands rethink their approach to establishing connections to help maintain the authenticity consumers seek. She points out that often when we think about relationships between brands and creators, it’s rooted in contract, but human connection makes all the difference.

She explains when she works with brands, she enjoys getting on calls to understand what the brand is trying to accomplish, their end goal and the best way to help them. Seeking this alignment is helpful because what a creator envisions for a brand’s channel or platform may look different compared to the brand’s perspective.

“I feel like that face time helps them also understand who I am as a person, so they have the knowledge and pretense that this is also going to show up in the content I create—my personality, how I speak, how I write because it’s coming from my brain. It’s my creativity and my creativity is me,” Powell says.

Powell encourages brands to pass the mic to creators during cultural heritage months or cultural moments to center members of the community because that’s sometimes where brands miss the mark. They want to insert their product and services everywhere, but they aren’t a part of or active within the community.

“When it comes to Black, brown, queer, immigrant and plus-sized creators, if you don’t have an authentic, intentional way to step in those communities, leveraging them is a great way to do that because you’re picking people from those communities who already have a connection with your brand. If they don’t have a connection with your brand, there’s an opportunity to educate and showcase why the brand is valuable to them,” Powell says.

Expand your dollar into the community

Powell explains these creator collaborations don’t have to be limited to creating content either. This ranges from nonprofit contributions to bringing in creators as consultants to get a genuine understanding of what cultural conversations are relevant to them.

“Whether you’re a corporation or a small business, if you know these are moments you want to be a part of, look for opportunities to expand your dollar into that community,” Powell says.

Powell emphasizes paying creators in a timely manner and other efforts toward pay equity because of the disparity within the creator economy. When we look at the creator economy‌, a large percentage is white.

“Because of this disparity, Black creators are often under-valuing themselves because when you’re not getting as much experience or knowledge into how much you should be charging in a space that’s already convoluted. I think brands also don’t always value Black creators as much as they should,” she says, “There’s that wage gap between Black and brown creators and white creators, but it also comes down to the people that are hiring creators.”

She explains when social media and influencer marketers are working in house to build these cultural heritage campaigns, they often don’t come from those communities, so it isn’t always top of mind for them. She points to an example of a time she was working with a brand where a marketer was building an influencer list and it was entirely white, so Powell suggested including more diverse influencers.

“Black people are culture drivers and that’s shown in the creator economy. I’ve seen creators on TikTok who are white predominantly use sounds that were created by Black people and have millions of followers. That’s not to say it’s only Black creators who are creating original content, but that’s something for brands to consider during their research. Who are the true drivers of these trends? Which creators have helped these moments online come to life? You’ll often find that a lot of them are from Black and brown creators,” she says.

She mentions an example that happened on February 1, 2024.  Content creator @cierralikeseggs called out a mega influencer who replicated her joke in a TikTok video word for word. People across social media networks started calling the influencer out for not giving credit to the original creator. The mega influencer deleted the video in response, but didn’t acknowledge the situation.

Between these common scenarios and social media marketing teams often being smaller, Powell explains it’s not just down to one or two people to vet and validate creators—an industry-wide shift is needed. So how can brands be part of the trailblazers making that shift? Pay transparency.

“If you’re working with a creator and you know you have a larger budget and they severely undervalue themselves, tell them. For example, if you’re creating an influencer list of five people and each quote $1000, but one person asks for $300, it would be unethical to give them a lower rate when you know you can do more,” she says.

Pay attention to tone

Remember it’s a celebration. Although it’s important to highlight the history of oppression, racism and institutional struggles, there’s power in amplifying joy in Black History Month and other heritage months such as Latinx Heritage Month and Asian American and Pacific Islander Heritage Month.

“I’ve noticed the more I’ve gotten into marketing, the moment we start talking about cultural heritage months, it’s always rooted in oppression. It’s almost as if being Black is synonymous with struggle. But for many of us, being Black is a celebration. It’s not always about our persecution or our ancestors’ dark history. Of course that’s part of it and why we’re able to celebrate, but our experience as people on this planet goes beyond oppression,” she says.

Appeal to the global diaspora

Powell encourages brands to shift their view of Black history and culture to include the global African diaspora. As an American citizen born to Jamaican immigrant parents, Powell says her heritage informs much of her experience. When we talk about the Black community, that includes people from Africa, Europe, Canada, Latin American, the Caribbean—literally everywhere.

“I think that’s a really missed opportunity for a lot of brands, whether they’re based in the United States or not. When we talk about Black History, it’s immediately around Black Americans. It’s important to get out of the US-centric point of view because the Black experience is global,” she says.

Brands that celebrate all year

Now that we’ve covered the importance of Black History Month and best practices while participating, let’s review some of our favorite brands who do a great job celebrating all year.

Topicals

If you’re looking for inspiration for celebrating year-round, look to Black-owned brands like Topicals. The beauty brand is known for influencer brand trips. The first trip in 2023 made waves online as the first fully BIPOC sponsored brand trip. The influencer trip resulted in 3 million impressions and an increase of 5,000 followers across TikTok and Instagram.

In December 2023, #TopicalsGoneToGhana trip highlighted Detty December, a month-long annual celebration featuring music festivals and other events in West Africa. The campaign resulted in their Slick Salve lip balm being sold out, but Topicals used the opportunity to uplift other Black-owned lip balm brands in Sephora. They shared recommendations across their brand accounts. In 2024, the brand returned to Nigeria for their #LagosLovesTopicals campaign.

Topicals’ commitment to donating to mental health organizations and the Spottie Sphere, an interactive ambassador program open to customers, creators and skincare professionals, are also testament to the brand’s dedication.

Ben and Jerry’s

Accountability follows a statement of solidarity, and brands need to be ready to show how they are backing their words up with visible action. Ty Heath, Director of the B2B Institute at LinkedIn, warns consumers are quick to call out brands that talk the talk but don’t walk the walk.

“Saying your brand will do better without action won’t stand up to scrutiny,” said Heath. “While many brands have shown support for social justice issues building trust requires sustained investment—not only during Black History Month.”

She points to Ben & Jerry’s as one brand that’s figured out how to be authentic with their activism. “Ben & Jerry’s has made speaking out against social justice issues part of its DNA. The journey starts with an internal conversation about uncomfortable topics we often avoid. To support your growth, incorporate diverse voices and core values into the fabric of your company’s brand and culture,” she said.

Not only do brands like Ben & Jerry’s follow through on their promises; they also take big, bold stands that strive to move the needle on equality and equity. The actions a brand takes ripples outside of the organization and can even impact society.

John Lewis Partnership

John Lewis and Partners 2024 campaign is a great example of striking an appropriate tone and amplifying voices in Black History Month social media posts. In October 2024, the department store chain featured Black creators and influencers on social media, focusing on celebrating Black beauty. Each person shared their favorite products and shared a personal story about their relationship to beauty.

They published a blog featuring content creator and influencer Marisa Martins and Karen Ward, Partner and Online Trade Manager for Technology and Beauty. Throughout October, John Lewis and Partner locations offer in-store activations including makeup masterclasses, live performances, art exhibitions and children’s activities. The retailer also participated in Black Pound Day.

John Lewis Partnership, the holding company of John Lewis and Partners, aims to be the UK’s most inclusive business, aiming to serve their partners, customers and communities to have equal opportunities to grow and succeed. The Belonging at JLP Report 2024 outlines the organization’s various achievements and initiatives, along with insights into JLP’s pay gaps. To support accessibility, the company released an audio version of the full report.

These brands are excellent examples, but it’s important to note enterprise companies will never be perfect. Although not every company will always have the monetary resources to invest in Black History Month celebrations, Blackburn says the incorporation of DEI into values and practices long-term outweighs any singular campaign or initiative.

“As an organization, your north star is becoming the most inclusive, diverse and equitable company. That will rain through your social media campaigns, customer engagement and building your brand,” she says.

Black history is more than a moment

Black History Month on social media doesn’t have to stop after one month. Supporting the Black community is an ongoing commitment, with the bulk of the work happening offline. Cultural heritage months are just the beginning of embracing and celebrating underrepresented groups as key drivers of culture and impactful members of society.

Ensure your company’s efforts are genuine and sustainable by prioritizing DEI in all parts of your business operations. To learn more best practices for integrating your Black History Month coverage into long-term strategies for success, check out our panel discussion in The Arboretum.

FAQ

What is DEI?

DEI stands for diversity, equity and inclusion. It refers to the practices and policies that ensure a workplace provides fair, equitable opportunities and resources to all employees and fosters an environment where everyone feels valued and included.

Diversity within DEI refers to who represents the workplace. It’s based on a wide range of human experiences, perspectives and identities. Diversity can be based on race, gender, ethnicity, age, religion, ability, neurodiversity, language, economic class, sexual orientation and other categories.

Equity refers to fair treatment, opportunity and advancement for all people while striving to identify and eliminate barriers that have obstructed the full participation of underrepresented groups.

Inclusion means providing equal opportunity for all people to fully engage in creating a cultural environment where everyone feels accepted, has value and supported by a foundation based on mutual respect and trust.

What are the different acronyms for DEI?

Although DEI is a universal term, there are several acronyms and variations that describe the work in different countries and contexts. These include, but aren’t limited to:

• Diversity, equity, inclusion and belonging (DEIB)
• Justice, equity, diversity and inclusion (JEDI)
• Diversity, equity, inclusion and accessibility (DEIA)

Who started Black History Month and when did it begin?

Black History Month originated in the United States. American historian and scholar Carter G. Woodson founded Negro History Week in the 1920s to celebrate and acknowledge the achievements of Black Americans and others of African descent. In the 1970s, the week expanded into a month and became nationally recognized by President Gerald R. Ford.

Black History Month was first celebrated in the UK in 1987, followed by Canada in 1995 and Ireland in 2010. Black History Month in Australia is known as Blak History Month, honoring the history of Aboriginal and Torres Strait Islanders. It was founded in 2008.

When is Black History Month held?

Black History Month takes place during different months across the world. In the US and Canada, Black History Month is celebrated in February. The month is recognized throughout October in the United Kingdom and Ireland. Black History Month in Australia takes place in July and is known as Blak History Month, honoring the history of Aboriginal and Torres Strait Islanders.