Author: Michelle Druker

Black History Month, which is also known as African-American History Month, occurs annually in February in the United States. It aims to recognise, honour and celebrate the achievements, contributions and history of African Americans which has not always been highlighted in mainstream narratives. Although progress has been made, there are still several issues with racial discrimination, economic disparity and inequality across the globe which is why Black History Month serves as an integral platform for discussion, advocacy and continued progress.

Here are five creative ways to celebrate Black History Month in February for your brand which can also help fuel business growth.

Honoring Black History Month in business

1. Partner with other Black-owned businesses 

There are multiple reasons why you should try to connect and collaborate with another Black-owned business during Black History Month. By teaming up with another Black-owned business, you’re actually increasing your collective market presence, influence and credibility. Partnerships expose your brand to new audiences through cross-promotion; customers who support one Black-owned business are very likely to support another within your industry or network. 

Furthermore, partnerships can strengthen economic growth and financial independence. A strong Black business ecosystem leads to increased investment opportunities, job creation and long-term wealth. By pooling together your resources, you can share a number of costs such as operations and marketing which can reduce your business expenses overall.

Some partnership ideas include hosting community events or pop-up markets together or collaborating on limited-edition products or services.

2. Create culturally relevant content 

It’s often been said from brands: content is king. Adjacent content and content marketing can subtly but powerfully attract new audiences. High quality content helps businesses build brand awareness, drive customer engagement and can convert prospects into long-term, loyal customers.

Personalized, relevant content keeps customers engaged and returning to your brand especially if your content answers questions, solves problems, and builds a sense of community and belonging. Unique and authentic content helps you stand out in a crowded market. Storytelling connects with your audience on an emotional, personal level which makes your brand way more memorable.

Remember engaged customers are more likely to depend and trust your brand, and most importantly: make purchases.

For your Black History Month marketing, why not do a social media spotlight on historic Black pioneers in your industry (e.g. successful Black restaurant owners). Or you could create a reading or podcast list on Black icons and share on your socials. You could create a poll around people’s favourites which will generate engagement through comments, shares, likes, etc. 

If you need help with hiring content creators for your brand, check out AMAKA Services .

3. Offer exclusive Black History Month deals 

Customers want to feel good, appreciated and feel like they are getting good value for their money when using your product or services.

Member-only discounts, loyalty rewards, and special deals make customers feel valued which increases brand loyalty and encourages word-of-mouth referrals. Don’t forget, there is no greater tool in business than word-of-mouth! Also, customers who feel valued are more likely to leave positive reviews which will add to e-commerce sales.

Returning customers spend more money over time than one-time buyers so the longer they stay engaged, the more profitable they are to your business.

4. Tell your brand’s Black History story 

Customers appreciate transparency, openness and even vulnerability when it comes to brands for several reasons. 

Many businesses focus on a polished, glossy brand image - authentic storytelling sets you apart. People connect way more with real stories and experiences; sharing setbacks and challenges humanizes your brand and makes it much more engaging and relatable. Vulnerability shows humility which attracts more genuine support from audiences, leading to more shares, likes and conversations around your brand.

For your Black History Month business strategy, why not share your brand’s Black history? Share your Founder’s journey, share the highlights and challenges of your business or industry or why not do a behind–the-scenes of you and your team at work for the day?

5. Use social media 

As we all know, social media is a hugely powerful tool for growing your brand to help you increase visibility, engage with customers and drive sales - all for a relatively low cost.

Platforms like Meta, Instagram and TikTok help you reach millions of potential customers instantly. Social media links can direct users to your website, increasing leads and sales.

Furthermore, running ads on social media is cheaper than traditional advertising while reaching a highly targeted audience. Even if you have a limited budget, you can use organic posts which can still generate sales if optimised effectively.

Regular engagement with your audience through social media humanizes your brand and builds trust and loyalty. Videos, reels, live streams and Q&A sessions showcase your brand’s products and services creatively. Black History Month engagement ideas could include a fun and interactive Q&A for Black History Month or user-generated content of customers using your product or service first-hand?

If you need help with social media for your brand or business, check out 

AMAKA Services for our talented pool of social media strategists.