Sophie Butler on Disability, Influencer Marketing and Brand Education.

Sophie Butler is the first disabled person to star on the cover of Cosmo, as well as an incredibly accomplished influencer and an outspoken advocate for the disabled community – and, more recently, she was a special guest on S3E12 of MG Empower’s podcast, Beyond Marketing. In conversation with our host, Founder and CEO, Maira Genovese, and our co-host and Account Director at MG Empower, Steff Garrard, Sophie walked us through her ever-evolving story; from the accident that changed her life to becoming a cultural voice and content creator for herself, for her community, and for major brands like Bumble, Always and Triumph.

In this must-listen episode, it becomes clear that Sophie’s journey has instilled her with a wisdom beyond her years, which she generously shares with us and our listeners. Find it on YouTube, Spotify, or wherever you get your podcasts. Or, if you’re short on time, save it for later and get some of the key takeways right here. 

The responsibility of influence.

Whether celebrities have a responsibility to their fans or not, is a question as old as time. Just think of how much hate Britney got in the naughties for baring a little too much skin – indeed, she famously retorted, “I’m not their mom,” and that was kind of that. But Britney’s fame was of a different sort to the ultra-parasocial relationships we observe between influencers and their online communities today. And when that community is a marginalised one, like in Sophie’s case, it’s a whole different ballgame. 

The nuances of responsibility are not lost on Sophie. In the episode, she describes how her personal understanding of her role in society has evolved since she first started posting content; from fear to acceptance, and from uncertainty to mindfulness. It’s a delicate balance and a lesson for us all. 

“I’ve really had to kind of get my head around the fact that like, people can actually make decisions based on the things that I say or do. Which is scary. But like, also really powerful because hopefully that’s always going to be in a good way. … I’ve really got to a place where I can kind of be like, okay, I do have a platform and the things that I say have influence. So I’m mindful of what I say and what I do and how I say it. But also I kind of really remember that I’m just an individual who’s also going through a lot of things… sometimes for the first time as well.”

The current state of inclusion and representation for disabled people.

Sophie is, of course, chiefly concerned with the disabled community. It’s one that she has a huge passion for speaking to – and about – and she’s part of it herself. But in her line of work, the audience she communicates with is even bigger; they encompass the full spectrum of social media users and, of course, brands. She kind of has two jobs: being inspirational for her own community, but also communicating with the wider world.  

When we ask Sophie’s opinion on the state of inclusion and representation for disabled people, particularly in the brandscape and influencer marketing space, she talks passionately about the opportunities that are still being missed: “I still look at so many campaigns, and I think, ‘I know a disabled influencer who’d be great for that.’ … And I’m like, why are these creators not getting called up for these opportunities?”

Acknowledging the apprehension that some brands may feel when considering working with disabled creators, Sophie shares her top tips for amplifying representation in the episode. From following more disabled people to open their eyes a bit, to not being afraid to ask the important questions i.e., what are your access needs? Sometimes, she says, it’s as simple is that. 

If you like what you’ve read in this blog, first things first: give Sophie a follow. Then, grab yourself a cuppa and head over to our YouTube channel (or wherever you get your podcasts) to hear Sophie’s inspiring story for yourself.