Social Media isn’t just the newest way to communicate, find love and reconnect with lost friends, it’s also a thriving marketplace. From conglomerates to start-ups, businesses are utilizing social media to further push their brand worldwide. Now, people of color are getting in on the action. Across the country, Black designers are using social media as a means to promote their works and circulate the Black dollar.


Baltimore based Cashland Apparel received a boost when rap superstar Snoop Dogg posted a photo of the store’s clothes to Instagram. (Instagram)

A 2015 study by the Pew Research Center found that 67 percent of Facebook users were African-American, along with 47 percent for Instagram and 28 percent for Twitter. In 2016, Black-Buying power increased to 1.2 trillion dollars.

Spending is annually increasing for African-Americans, as people of color continue to strive to better themselves economically.  In light of what is going on across the country in terms of racial tension and violence, more people of color are spending with their own.

The “Black Lives Matter” movement has spiked a rise in both activism and self-support. The hashtag #SupportBlackBusiness is more prevalent than ever, as people of color become more inclined to spend with their own kind. Currently, the hashtag has over 366,000 posts on Instagram, as entrepreneurs sell everything from knick-knacks, to paintings to clothes.

From restaurants, to banks, to stores, social media is boosting the revenue and appeal of Black businesses. The mythical “Black Twitter”, a realm of social commentary especially for people of color, is responsible for booming businesses with just 140 characters. All it takes at times is the right person or figure to tweet about the latest black clothing line or black-owned fashion line, to boost sales.

Across the country, Black-owned businesses are being started off the ground, but instead of flyers and pamphlets, they are using tweets and posts to spread awareness.  Local business owners, especially those in fashion are capitalizing on the movement as well.

Baltimore’s Jon Cash has been building Cashland Apparel since it was established in 2001, becoming a staple in urban fashion in the area. The apparel store is located on West Pratt Street, but on a stroll through the city you can see the latest Cashland threads on teens and adults alike.

But social media has created a different type of buzz, from those unfamiliar with the brand, in the city and beyond. Like when Philadelphia rapper Freeway took a candid photo in the wears for Instagram.  For some, seeing their favorite entertainers in the brand peaked their interest.

Cameron Robinson, a Washington D.C. native, got intrigued by the brand when he saw rapper Snoop Dogg holding up a shirt on Twitter.

“I’ve never even been to Baltimore, but when I seen Snoop with the shirt, I was like that’s dope, let me get a few of them” said Robinson.

Andre Henry, a Morgan State student from the Eastern Shore, is using social media to market his clothing line to the masses. In particular, Henry uses hashtags on social media to appeal to college students, especially those from Historically Black Colleges & Universities. Henry’s Persevere’ Clothing line is particularly branded to HBCU students, focusing on the market of the younger generation.

“If I can get a few people at every school to buy my stuff, word of mouth will travel for me, and I can get nationwide without leaving my house” said Henry.

As social media continues to evolve, so do Black businesses in hopes of keeping up with the times and increasing their revenue.