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Darker skin tones still aren’t being represented on social media. 

Nov 30 2020

Darker skin tones still aren’t being represented on social media. AI-powered social media analytics platform Eyecue applied “image recognition technology” on more than 150,000 beauty-related posts on Instagram, and found dark skin tones appeared in only 13% of portrait images from brands. The number increased sharply by 122% following the Black Lives Matter protests this summer, but the spike “was performative” as a majority of beauty brands have since gone back to sharing lighter skin tones, which take up 48% of beauty posts on social media. A followup study reported that the belief that posts with darker skin tones don’t perform better as those featuring lighter skin tones is false: brands who feature darker skin tones garner more engagement from posts, and The Lip Bar, Dove, and Fenty Beauty have had “better or similar” engagement on social posts featuring darker skin tones, “debunking the ’performance myth.’” (Yahoo! Lifestyle)