Even if you like Ninja Kitchen's products, one thing you won't like is the platform's lack of diversity, as one creator pointed out. After Ninja reached out to a black content creator for free content, the creator says she quickly realized that the creators on Ninja's page didn't look much like her.
In the video, Nakeyta (@naturally_nakeyta) explains how much he loves his Ninja Indoor Grill and has been using it and creating content steadily since last winter. Eventually, Ninja commented on one of her posts that she wanted to collaborate, but she offered no compensation. They then got in touch again through TikTok messages and emailed Nakeyta to get in touch. After Nakita contacted them via email, she said she never heard back from Ninja.
The video had been viewed more than 3.7 million times and had 8,540 comments as of Saturday morning.
“So as a creator you're sitting there wondering what caused it.” [Ninja] They don't want to move forward with work with you… So you start doing research, looking at their Instagram, TikTok, all the content they've reposted, all the creators they've worked with, and their hands… I realized that this is it. “Not the color on this side of my hand,” Nakita says, pointing to the inside of the hand, and “the color on this side of my hand,” pointing to the outside of the hand.
The comment section flooded with support for Nakita, as many acknowledged that black creators are often pushed away from brands because they don't fit their image or think they wouldn't benefit from working with them. I returned.
The issue has also been featured prominently in other news outlets, including Business Insider, which cited a 2021 study that found Black content creators earn 35% less than white content creators.
@naturally_nakeyta To be clear, just because I post a product doesn't mean brands want to work with me. But it’s crazy that you want my content for free lol #contentcreator #ninja #rant #fyp ♬ Original song – Nakeyta.
On the other hand, some comments felt that Nakita's blaming Ninja was an overreaction and wrong.
“Again, as a creator, just like the subway girl who made the pizza she didn't need, don't go overboard and expect deals with brands. Same goes for fashion stars. And he’s making a lot of money,” one commenter said.
Nakita responded with a video explaining how she didn't start promoting her grill to get deals. She only does it because she makes good content and because she earns commission from sales through the links in her Amazon listings on her TikTok page. She then released another video showing screenshots of the increased engagement and profits she received through Amazon by promoting Ninja Indoor Grill.
Nakita later shared a video updating her followers that Ninja had indeed responded and that she was taking the time to carefully consider her response to Ninja.
@naturally_nakeyta Thank you for your support #contentcreator #ninja #rant #fyp #payblackcreators ♬ Original song – Nakeyta.
“…I don’t want to go ahead without highlighting the fact that there is a lack of diversity on their social media platforms… We all support Ninja. , I think it's appropriate to see representation from all kinds of creators,” Nakeyta notes in this fourth response video.
The Daily Dot reached out to Nakeyta and Ninja via email for comment.
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*First published: March 23, 2024, 9am CDT
Marlin Ramos
Marlin Ramos is a museum educator currently working at the Museum of Modern Art in New York. They founded LUMXN Magazine and are graduate students at New York University. She loves taking long walks in nature, doing yoga, and baking.
