Code-switching in Content Creation
As a Black woman who has worked in predominantly white spaces, I am no stranger to code-switching. Code-switching is the act of adjusting your behavior (tone, appearance, speech, etc.), usually in environments where you are the minority. For the under represented, code-switching is instinctive, and many of us master the art of disguise very early in our lives. According to this article by the Pew Research Center, nearly fifty percent of Black adults with at least a four year degree, feel the need to code-switch. In recent years, there has been a shift in workplace culture, encouraging employees to show up authentically. Even with this push, minority employees continue to lead double lives for the sake of job security and lack of vulnerable spaces at work.
As a Black marketer, I’m often in spaces where code-switching naturally occurs. I can admit to avoiding braids and hoop earrings to appear more professional. I can also admit refraining from using African American Vernacular English (AAVE) to avoid confusion in conversation with my white peers. This intentional alteration of language can be a heavy burden to bear—even more so as a content writer. The majority of content we absorb is created with white audiences in mind—and that's not shocking considering Black marketers and advertisers make up only 6% of the industry.
Working with organizations with a brand voice that doesn't align with your natural language and tone preferences, can make content creation difficult. I find myself stretching my vocabulary and battling analysis paralysis as I search for ways to communicate without sounding "too Black." This undoubtedly has led to bouts of anxiety as I navigate this industry as a minority. Writing content for brands tailored for predominately white audiences can lead to burnout, as minority marketers juggle two conscious voices—their instinctive voice and the brand's voice.
In my experience, if a company's engagement demographics trend to white audiences, then their content strategy is tailored for white target markets. I've reviewed brands on Instagram with carefully curated and aesthetically pleasing content. Even with their intention to build a beautiful feed, they lack diversity in images, and their brand voice doesn't resonate with minority audiences. Even though minority groups possess the largest buying power in the US.
If a brand isn't tailoring its content for minority audiences, they're behind the curve. The answer to this issue is simple, hire Black content creators and foster an environment where they are empowered to lead with their authentic selves. Minority marketers are skilled with crafting messaging for unique audiences because they have perfected the art of code-switching. While code-switching can be stifling in restrictive spaces, it has given minority marketers the experience to craft content tailored for varying target markets. Take the next step and give minority marketers the space and resources to implement diverse audience acquisition strategies. This is yet another example of the benefits of diverse marketing teams.
Code-switching is a societal defense mechanism used by minorities to assimilate into predominantly white spaces. Minority marketers deserve spaces where they can lead with their authentic-self while executing marketing strategies that promote diversity and inclusion. If your organization is ready to pivot and acquire diverse audiences, consider a minority marketer who is undoubtedly skilled in diverse and inclusive content creation.