This is the most frustrating conversation I have with other Black online creators. It is February 2025 when I’m working on this episode. Things have been…interesting for the past 3 weeks. Some of our tried and true platforms ranging from Meta’s suite of products (Facebook/Instagram and Threads) Twitter/X which I ditched around the Election and even Google have shown that when presented with the opportunity-they will move in a way that won’t align with our best interests. This shouldn’t surprise us though. Algorithms are used to surpress our content, creative trends that Black creators started are often blown up on other creator’s feeds because…the algorithm is optimized in a way to do that.
Or, Black creators are the last to be able to optimize the ramp up phase of any new platform. By this what I mean is the first couple of years on a new social media platform where discoverability is THE drug of choice. I have a number of friends, in particular white friends, who’ve been fortunate enough to optimize the discoverability phase of the platform. In study after study specific to building a healthy business (not just an online business) growing a list of engaged, interested and targeted fans of the project/resource or space someone is building-the list has been the #1 resource for a healthy business and financial return. With that in mind, I ask again “Why aren’t Black Content Creators Building Lists?” I’m going to break this down and then share what you need to start doing ASAP.
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Creators Getting Paid
Helping Black, Brown and Allied Content Creators who’re creating spaces, services and communities that otherwise wouldn’t exist strategize how to earn money with their work. This is done through sharing case studies, conversations and tools developed by other creators who are earning money serving similar communities.
Start using the Creators Getting Paid resource today to build a better brand. Head to creatorsgettingpaid.com/newsletter to start learning from successful content creators how to better monetize your brand.
Show Notes
Have you heard of Hillman Tok?It’s a fictional African-American university being hosted on TikTok. The name is a nod to Hillman University from the show “A Different World” which, interestingly enough, is currently streaming on Netflix. When I heard about all of the amazingly thoughtful, knowledgeable and fascinating women and men designing, sharing and educating viewers on African American history, I had five very specific reactions.
- This sounds absolutely amazing. Thank you Dr. Leah Barlow! There’s even a band!
- Too bad I’m not on TikTok to enjoy this (I stopped using it early Fall 2023)
- How long will it take for this content be surpressed?
- Where else can I enjoy this content? Happily, there’s a Notion site with all of the course content.
- Are they actively building a list? Because I’m not on TikTok.
The TikTok Ban Is STILL Happening
If you did not have TikTok downloaded on your phone prior to the January 19, 2025-you cannot download the app. The ban is still happening. There are so many people who don’t realize this and as a result won’t be able to access the amazing content being curated in this space. I do believe that people are being directed to the website. But, for the rest of us how do we find out how to get there? If you’re participating in courses and are noticing list building within this incredible project-please share what you’ve noticed.
Observation #1
Third Party Platforms Are Rented Land
We don’t talk about this enough. Third party platforms provide a huge opportunity to build and change your life. However, unless you own it, you don’t own it. The motivations, interests and overall goals/focus of a third party platform will always come before the users of the platform. Examples of third party platforms are:
- Google-Yes, Google.
- Meta: Facebook, Instagram, Threads
- Search Engines: Pinterest and YouTube
Their monetization goals will always lead their decision making process vs. your goals. A third party platform also is focused on keeping users on the platform as long as possible vs. a creator’s focus on moving their audience into their brand eco-system.
Things also just happen with platforms:
- Tech issues-Then entire Meta suite of products have gone down several times in the last couple of years.
- Business interests may change
- Political pressure influencing the decisions of platform owners.
I often wonder if creators don’t want to make waves with the platforms that they’re creating on and that’s why they don’t actively grow their lists?
Observation #2
Scared to Upset Their Audience
As a person who is on a bajillion lists, I don’t understand this idea of upsetting your audience. I think it’s specific to actually communicating with your audience and sending communications to them. This type of communication could be emails/newsletters/text messages/etc.
I think there are a few reasons why this fear happens.
- The creator has a lack of clarity and insight into what THEY are offering to their audience. Basically, they don’t believe enough in the work that they’re doing enough to bring people inside their online house.
- It’s unclear how to communicate online what feels easily communicated in a livestream. What if the messaging feels off in an email or newsletter?
- They don’t want to bother their audience. This one is confusing to me because if you’re going “live” several times a day, sharing multiple posts on your favorite platform, etc. How is emailing your list any different?
We’re adults. Email marketing has been around for a long-time. When we sign up for or participate in your brand in such a way that allows you to contact us-we’re 100% ok with it. We’ll unsubscribe when we decide our journey is done. Unsubscribing isn’t that personal. It creates space for other community members to be a part of your space.
Observation #3
Building a List Can Feel Overwhelming
I think that many content creators feel really overwhelmed by the idea of building. a list. Not only are they scared to upset their community members, it’s hard to figure out how to start, sustain and prioritize list building. I also will say that I find Black creators talking about building community more and growing a list a lot less than my white creator friends.
I think this happens for a couple of reasons:
- Similar to other professional spaces, there are some conversations that feel like primarily happen behind the scenes. If no one tells you that list building is incredibly important and core part of building a healthy foundation to your business/brand/etc.
- High earning content creators typically connect and collaborate with one another. We need to make a focused and concerted effort to create masterminds and to make a concerted effort to share foundational knowledge. Foundational knowledge (beginning stages) which could include: list building, community building, how to speak at events, SEO tactics (many places to use it)
- A lack of systems and procedures-Our memories is like Swiss cheese. If you don’t have SOPs (Standard Operating Procedures) that you’ve designed in order to curate successful outcomes in your business.
- Deciding what goes behind the scenes? Figuring this out takes some time.
What do I mean when I talk about list building. In 2025 there’s more than one way to build a list.
- Via App subscribers
- Newsletter subscribers
- Email list subscribers
- Many Chat Subscribers
- SMS (Text to Opt-In)
What does list building look like within a bricks and mortar business or online business? Here are some examples below:
Bricks and Mortar Examples (or, Local Businesses)
- Having a personalized web portal for your favorite retailer-Where you sign in and look at their products and then make a purchase.
- Memberships-That Costco Membership is list building. Yes, you paid to be there, but it’s list building.
- Starbuck’s drink app-That’s list building. It’s also considered by many to be a large bank because of all of the money uploaded onto people’s portals.
3 Tips For Building Your List
List building is a strategy that you should be focused on daily. Think of it as “a practice” like yoga, meditation or building up to walking 10,000 steps a day. Each provides a new opportunity to build on what you did the day before. Even one subscriber a day is as valuable as 1,000-always consider the compound affect.
- Use an easy list building tool-Don’t use something complicated. Use the easiest tool possible to build your list.
- Here are a few suggestions below.
- A Newsletter Platform
- Substack (currently use)
- Kit (have used)
- Ghost
- Beehive
- Or, an email list builder
- Flodesk (currently use)
- Mailerlite
- A Newsletter Platform
- Here are a few suggestions below.
- Audit your content-Have you sat down and thought about where it would make sense to do a call to action (CTA) to your list?
- Livestream
- Podcast
- Website
- Social Media
- What do YOU Say “Yes” to? What has enticed you to opt-in to someone’s brand eco-system? What did they say, do or create that made you say “I need that?!” Or, I want more?
I’ve recorded a video walking you through building your list. Go to https://creatorsgettingpaid.com/build to get started.
