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Social Media Entrepreneur Launches Start-Up To Help Brands Find Diverse Creators

Social media entrepreneur and Creator economy veteran AJ Cartas recently launched a tool for brands  to find diverse Creators, Divinfluence.

Cartas is currently the Founder & CEO of a minority-led social media agency and saw the need for brands to find underrepresented Creators for their marketing campaigns.

“What’s extremely important for marketing campaigns is not just to check the box for diversity, but also inclusivity — being treated equally with respect and fairness. Brands need to take a step back, be the car’s passenger if they don’t know, and let those within the communities they invite to participate as the driver.”

Cartas is no stranger to being underrepresented, especially when he dropped out of college to work in Silicon Valley. Not only that, but he’s also a first-generation immigrant from the Philippines who’s also part of the LGBTQ+ community.

Previously, Cartas led social for ByteDance, the parent company of TikTok, Alibaba, Kuaishou, and Revolut, and led influencer marketing at Calm. “Every other Creator or influencer discovery tool out there is focused on niche, followers, platform, and location, as they should. But they left out the part of a Creator they didn’t choose, like their community — race, orientation, gender. We’re here to make sure that we spotlight these Creators.”