Kerry Washington is investing in Spill, a Black-owned social media platform

Kerry Washington is investing his money and his star power to support a Black-owned social media platform founded by a former Twitter worker.

She was an Emmy Award-winning actress announced As Spill’s newest investor, emerging Twitter alternative Alphonzo Terrell founded the corporate after being fired from the corporate two years ago, in keeping with a report. As an lively user of Spill, where she organized “Tea Parties” – a term used on the live video chat platform – to have interaction with users on topics akin to voter registration, Washington felt it was a natural fit to speculate in the startup tech company step.

“In a digital world where marginalized groups, especially Black, brown and LGBTQIA people, rarely feel prioritized, Spill stands out,” Washington said in a statement. “I am proud to be part of this community both as a user and an investor.”

Washington takes a careful approach to the businesses it selects for early-stage investment. The star was previously an angel investor in ventures akin to direct-to-consumer teeth-setting startup Byte, celebrity fundraising platform Omaze, now-shuttered women’s coworking space The Wing, and SMS-based marketing platform Community.

Terrell doesn’t just throw money on the brand and walk away, but he talks about how involved Washington is as an investor.

“She is extremely approachable and knowledgeable, especially on these topics, and is not afraid in any way, shape or form of direct contact with people,” Terrell said. “I think it really represents the kind of environment we want to cultivate on Spill… We’re all human here too. Let’s connect.”

Washington’s investment coincides with Spill’s second anniversary and its growing success, highlighted by the favored film Spades. Users now spend over half-hour on the app to finish a game, signaling continued improvement in user retention.

“It’s partnership-based, so it’s very social by nature,” Terrell said. “It was a community suggestion because it’s always played at Black barbecues and things like that and at family gatherings.”

Additional successes include a 400% increase in average ad spend per Spill campaign. Next 12 months, the platform’s annual sales will exceed $1 million.

“Multicultural advertising spending increased by 5-10% [per year] over the last seven years. This year it will be a $45 billion a year business in the United States alone,” Terrell said. “We had a few entertainment partners that ran a few test campaigns and since then… a lot of brands have come back in a lot of campaigns.”

Elsewhere, Spill goals to stay a voice for marginalized communities. Washington’s investment was announced shortly after users mourned the death of Marcellus Williams, a black man who spent greater than 20 years on death row for a murder he claimed he didn’t commit, with no DNA or forensic evidence against him. Despite dissent from three U.S. Supreme Court justices, their concerns were ultimately overruled, and the execution – described by the NAACP as a lynching – took place on September 24.

“Yesterday’s execution… really highlighted the need for that same community of people around you to support you so you’re not isolated,” Terrell said. – You don’t carry these items alone. I feel everyone needs this, wherever they will find it.”