Advertisers have become more aware of the importance of showing more diversity in their marketing efforts, but new research finds they need to extend that thinking to their social efforts if they are going to be effective.

Citizen Relations conducted a quantitative survey methodology with an online panel of 2,242 respondents in Canada and the U.S., specifically targeting respondents between 18 and 39 who spend at least two hours a week on either Twitter, Instagram or TikTok.

The research found that consumers trust, follow and are highly influenced by creators they can directly identify with – of those, 65% of consumers trust creators of their own ethnicity and 62% follow more people of their own ethnic group. Among non-white respondents, 70% follow other ethnically diverse users.

YouTube is used most often by all ethnic groups, but Black and South Asian consumers are most active on Twitter and Snapchat. TikTok is used most by Latinx and Indigenous communities as a way to preserve their culture.

When creators use totally scripted messages and forced product placement, study respondents say it feels fake and will not be effective. Citizen suggests that instead, brands need to work in partnership with creators and allow influencers to generate content in their own voice. The best brand partnerships are those nurtured over a long period of time with intent and desire from both parties to work together.

Content that reflects the target consumer authentically is most effective, with 69% of Black consumers saying they are more likely to be persuaded to buy a product or service from a brand whose communication strategy reflects their ethnicity. Looking at who ethnically diverse consumers follow, only 48% follow large accounts, while 52% follow people they don’t know personally.