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What brands can learn from the @elfcosmetics stream: A thread from a long-time digital strategist, influencer partnerships expert, resident brown person and partnered Twitch streamer. 
A) If you can't get diverse representation in your partners, you shouldn't do the program. There are so many diverse streamers, who have more boutique audiences, but have HUGE impact & sway within the community. If brands aren't prioritizing this inclusion, they'll suffer for it.
B) Brands need to look PAST METRICS and PRIORITIZE IMPACT. It is outdated and shortsighted to only choose creators based on their audience size/demographics, ESPECIALLY when it means you lose diverse creators who can allow you to have TRUE thought leadership in the gaming space.
C) If your brand branches into new platforms like Twitch, DO YOUR RESEARCH. @GamerGlamCosmtx is the first true cosmetics brand to make products in the gaming space, so the 'Elf You' tentpole was always going to fall flat with an audience that is already familiar GG Cosmetics
D) PLEASE, DEAR GOD, HIRE A DE&I CONSULTANT. ON EVERY PROGRAM. ALWAYS. IT'S WORTH THE MONEY. I PROMISE.
E) As @elfcosmetics has demonstrated, no one is going to give your brand a pat on the back for slapping together a lazy, uninspired 'girls play pew pew too' program. This is NOT how women want to be represented in gaming. We are diverse. We are nuanced. We command respect.
F) I can't believe I have to say this out loud, but stop referring to us as female. PLEASE. Women are expansive, vast, go beyond biological gender, and aren't the only people who wear makeup. I thought we figured this out like 10 years ago.
G) Final thoughts: @ColourPopCo @MACcosmetics @glossier @UrbanDecay @NyxCosmetics @fentybeauty Please learn from this misstep. Hire diverse creators. Prioritize our nuanced perspectives. You will be rewarded for it, and so many of us are CRAVING brands that see and speak to us.
Finally, if any of these brands actually read this thread, here's my media kit. I am happy to engage in equitable and inclusive partnerships, whether on-screen or BTS in a consultive setting. My DMs are open.
