The Black Digital Influence

Let’s get into it!

We all know how Black voices shape culture, influence trends, and drive popular conversations online. A study published in Journalism & Mass Communication Quarterly shows how social media empowers Black users to engage in meaningful discussions, spread cultural awareness, and challenge mainstream narratives that often exclude or misrepresents them. These digital spaces have created an outlet for us to tell our story, spread our culture, and amplify our voice in a way that traditional media has always suppressed. From viral memes to music trends, fashion, and brand marketing strategies, these black spaces have greatly influenced digital media–shaping how companies market their products, influencing entertainment, and opening doors for creatives to turn their digital presence into careers.

“Somebody Black Must Be Running the Account!”

I’ve heard this phrase come up after every funny, unexpected but relatable response from a brand,"Somebody Black must be running this account." I think it speaks to a larger truth, Black digital influence is unmatched. 

One of the standout examples is Wendy's Twitter (now X) account, which has created a reputation for clapbacks. The brand became known for its quick witty replies and cultural cues. Their use of humor not only caught a lot of online attention but also highlighted the power of Black cultural references. This style became a signature move of Wendy’s, making viral moments and their brand stand out. 

Brands saw the success and started following suit but let’s be real, Black creators have been driving online culture from the start.

Black creators don’t just influence digital culture—they can create their tail off.

We don’t just follow trends. We start them. We set the blueprint. We make content that cannot be duplicated. Look at creators who built online platforms and transformed them into mainstream success, Quinta Brunson went from viral skits to winning Emmys for Abbott Elementary, and Issa Rae turned her YouTube series into a popular HBO show Insecure. Tabitha Brown started with vegan recipes on TikTok and now has books, TV deals, and brand partnerships. These creators prove that Black voices online don’t just set trends—they open doors and build legacies.

Creators like @Skylarmarshai and @tolutemi prove this daily, putting their personal stamp on brand storytelling with creativity and style that stands out.

And let’s talk about comedy because if there’s one thing Black creators know how to do, it’s use humor to spark conversation.

 @kevontstage, @jayversace, and @jstlbby use humor with real talk, breaking down everything from workplace microaggressions to the struggles of dating as a Black millennial.

The inside jokes, the relatable moments, the delivery, we always find a way to make a space feel like home.

But It’s not all laughs—these Black spaces are also a space for activism, education, and sharing knowledge.

Creators like @iamlegallyhype break down politics and current events in a way that’s both hilarious and easy to understand.

@theblackdetour uses TikTok to highlight untold Black history stories and systemic injustices.
@ohhappydani turns complex social issues into digestible and visually compelling content.

Their work is bridges the gap between education and entertainment, making activism more accessible to younger audiences.

The Negative Side of Digital Influence

For all the culture, creativity, and impact we bring, Black users are being pushed out of the very platforms we helped build.

Twitter, now X, was once a major space for Black digital culture (aka Black Twitter). But since Elon Musk’s takeover, many Black users have left due to policy changes, hate speech, and algorithm shifts. Meta, the parent company of Facebook and Instagram, has also contributed to the displacement of Black users across social media platforms. These platforms were once prominent spaces for Black digital culture, but changes in their policies, algorithms, and other practices have made it harder for us to connect, create, and engage freely.

Shadowbanning and content suppression are big issues. Many Black influencers have shared how their content is hidden or restricted without explanation, and it doesn’t get the same visibility as their white peers. How content creators cope with discriminatory algorithms dives into how biased algorithms are often to blame for this, making it harder for marginalized creators to be seen.

Another frustrating issue is the lack of credit. Black creators are often the ones starting trends that others copy, but we don’t always get the recognition or financial benefits. In fact, many are even on strike, like the Black TikTok Creators On Strike movement, demanding to be credited for their work.

Black creators continue to push through, build their own spaces, and make sure their voices are heard. It’s time to recognize, celebrate, and protect the power of Black digital influence. Because without us? The internet just wouldn’t be the same.

Here is a call to action: Hire us. Credit us. Pay us.