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1、BRAND SAFETY IN INFLUENCER MARKETINGBRAND SAFETY IN INFLUENCER MARKETINGBRAND SAFETY IN INFLUENCER MARKETINGYELLABELLA_KELLYUBRITTFUSILIER KAIANDTAYLOR They say“a brand is no longer what we tell the consumer it is it is what consumers tell each other it is,”and we believe thats true.Trust is at the
2、core of every purchasing decision,and todays consumers carefully consider reviews and opinions from websites and social media before they buy.But while consumers heavily influence brand reputation,brands can effectively join the online conversation and foster relationships that can help improve it.B
3、rand reputation is something you should always strive to improve as it is the foundation in all avenues of your brands success.A Brand Is No Longer What We Tell The Consumer It Is.A Brand Is No Longer What We Tell The Consumer It Is.A strong brand reputation can increaseINCREASESALES LONGLASTING TRU
4、ST CUSTOMER LOYALTY STATURE AMONG COMPETITORS Reputation Impacts RevenueReputation Impacts Revenue92%92%92%91%91%80%80%39%39%40%40%43%43%67%67%80%80%of consumers read online reviews to learn about a business.of consumers got advice on buying products via social media.of consumers look up businesses
5、online.of Facebook users like brand pages so they can research products.of consumers from an opinion about a business after reading 1-3 reviews.of consumers search for a businesss reviews at least once per month.of consumers wont buy from a business if they have 1-3 bad reviews.of consumers say they
6、 changed their mind about a purchase because of online reviews.GOOD PRODUCTSOURCE:WEBPAGEFXBrand safety is at the forefront of most PR,marketing,and advertising tactics,but not everyone nails it,and sometimes the line between“innovative”and“polarizing”is very fine line.For this reason,when brands ad
7、vertise online,there should be thoughtful and intentional efforts to avoid missteps and protect a brands image from negative,damaging,inappropriate,and questionable associations.Reputation takes years to secure and seconds to destroy.Due diligence will help mitigate risk while taking advantage of th
8、e powerful marketing opportunities that creators have to offer.What Is Brand Safety?What Is Brand Safety?Concerns About Brand SafetyIn Influencer MarketingConcerns About Brand SafetyIn Influencer MarketingBelieved brand safety could occasionally be a concern when running an influencer marketing camp
9、ain.Belief that brand safety is always a concern.Believe it is not really a concern.43%33%24%CHELSEA.JEAN X OFF!Creators play a pivotal role online.They are followed by massive audiences that trust them.Its therefore not surprising that when the right safeguards are not in place,theres a chance your
10、 brand reputation can be damaged.Risks vs.RewardsRisks vs.RewardsBring a loyal brand communityBuild brand trustScale content marketing effortsGenerate more revenueInauthentic partnerships and content Fake account followersScandals and controversiesFines from the FTCAt Open Influence,our primary goal
11、 is to maximize the advertiser investment while protecting their interest across social.Here we dive into all the steps you need to consider to keep your brand safe when building creator programs.TO DORUN BACKGROUND CHECKSCOMPLY WITH REGULATIONS FOR SPONSORED CONTENTCONSTRUCT A CLEAR CONTRACT VET CR
12、EATORS It is critical for marketers to have an intricrate creator selection process that allows them to carefully assess who is best suited to represent their brand.VET CREATORS WHAT SHOULD BRANDS FOCUS ON?CONTENT PERFORMANCECOMPETITION/EXCLUSIVITY CHECK REPUTATIONAL VETTING AUDIENCE QUALITY Go Pris
13、m is a creator listening platform that leverages proprietary technology and strategic analysis to turn cross-channel data sets into compelling creator marketing insights.So you can make smarter creator marketing decisions faster and easier.INFORM YOUR DECISIONS WITH GO PRISM PROTIPThe Brand Safety r
14、eport performs a complete social media background check on the creator.Go Prism searches the creators posts and activity history to find two things,1.Potentially Objectionable Content,2.Unusual Post Engagement.The Potentially Objectionable Content feature uses our continually updated algorithm to st
15、ay updated on current events and trending phrases across six different categories.GO PRISM:BRAND SAFETY REPORTING BRAND SAFETY RESULTJANEAlcoholRiskModerateProfanityPoliticsDrugs Sexual content Religion“The competitive insights,Performance benchmarks,and brand safety features have been a game change
16、r for us as we look to earn RFPs from major retail brands”Once the vetting process and background checks are completed,youll be set with a lineup of creators awaiting your partnership.ALDEN REIMAN CEO of the Reinman AgencyWHAT ARE OTHERS SAYING ABOUT GO PRISM CONSTRUCT A CLEAR CONTRACT Once you have
17、 selected the creators you want to work with,youll want to construct a clear contract(with deliverables and guidelines).You cant escape a contract,but dont dread it.In fact,its beneficial for all parties involved.This binding agreement between brand and creator ensures everything is clearly defined
18、and everyone is on the same page.DeliverablesDeadlinesExclusivity Usage Rights to The contentStep-by-step instructions on how to produce the creative asset.Let them express what makes them them by tapping into their style and content strengths.https:/ from country to country,intellectual property ri
19、ghts are laws to protect and enforce rights of the creators and owners of inventions,designs,writing,music,and other works.Brands should exercise caution and make sure that creator content is complying with applicable intellectual property laws and regulations.If they dont have permission to use som
20、eone elses copyrighted material,like music,the creator simply shouldnt use it in order to avoid facing legal action.UNAUTHORIZED USE OF INTELLECTUAL PROPERTYUNAUTHORIZED USE OF INTELLECTUAL PROPERTYTERESAROMAGNOLI FOR BERLUCCHISocial media platforms are evolving regarding how they regulate creator c
21、ontent themselves.Both creators and brands are haunted by the possibility of violating community guidelines and getting banned,or worse,completely canceled.COMPLY WITH REGULATIONS“Platforms are adopting their own policies and practices and building enforcement features to curb the game of Whack-A-Mo
22、le.In most cases,it is designed to help everyone stay in compliance with existing laws.”On PlatformsERIC DAHAN,Open Influence CEOINSTAGRAM TIKTOKKEEP IN MIND THAT WHAT IS PLAUSIBLE ON TIKTOK MAY NOT BE THE SAME ON INSTAGRAM AND SO ON.https:/ FTCs job is to clarify the lines between advertisements an
23、d normal social media posts.In the most recent publication of“Disclosures 101 for Social Media creators,”the FTC states some guidelines that weve laid out more clearly below.Failure to comply or even attempting to look the other way could result in civil penalties,like massive fines.FEDERAL TRADE CO
24、MMISSION Give false information.Disclose product information,including claims.Support claims with evidence,especially when they are relevant to safety,health,and performance.Disclose your relationship with creators -no matter how big or small their following is!Encourage creators to give false infor
25、mation to consumers.Manipulate the marketplace with fake reviews and/or use popular endorsers to mislead consumersHOW DO YOU ENSURE THAT A CREATOR IS COMPLYING WITH DISCLOSURE GUIDELINES?CAPTIONS VIDEOSINSTAGRAM STORIES HYPERLINKSLIVESTREAMSHashtags#AD#sponsored Verbal mentions(preferably in the beg
26、inning)Superimposed on the video or imageComplex disclaimers can be hyperlinked as long as the hyperlink is seen and consumers dont have to hunt for itRepeat the disclosure(FTC suggested)Before a post goes live,our team of account managers check.The placement of disclosures in sponsored content can
27、depend on the content form.These Influencer marketing guidelines and regulations are subject to change at any moment,but lucky for you,we stay on top of it all and even work with brands in the highest regulated industries.Products,services,and entire industries raise concerns for many people.A sampl
28、e list of these may include cannabis,alcohol,lotteries,pharmaceuticals,etc.Creators are not only an exceptional way to connect with viewers more authentically and target new,hard-to-reach audiences,but they also are able to properly navigate and promote highly regulated industries.HIGHLY REGULATED I
29、NDUSTRIES HIGHLY REGULATED INDUSTRIES CURLYBEVIIE X STELLA ROSA HERE ARE TWO SIMPLE STEPS FOR SUCCESSFUL INFLUENCER MARKETING CAMPAIGNS FOR HIGHLY REGULATED INDUSTRIES:Understand the legalities of the industry in question because regulations may differ from country to country or state to state.We ke
30、ep up on all the latest statutes and rules so that you dont have to.Example:Age requirements.UNDERSTAND THE INDUSTRY STEP 01Beyond the legalities and practicalities of whats possible,it is also worth paying attention to the wider social context of your potential influencer marketing campaign.What is
31、 the sensitivity around your particular subject at this time?How would your audience perceive this content coming from you?This requires more than a knowledge of laws and algorithms.UNDERSTAND THE CONTEXT STEP 02https:/ WITH PAIDWhile partnering with influencers gives brands access to audiences they
32、 might not otherwise be able to reach,there are still limits to the organic reach of any given piece of content.Adding paid ads to the mix enables marketers to use the influencers likeness to target the exact audience they want to reach they cant target with organic content.ALEXBEGS X POPTARTS“We ma
33、ke sure to have conversations with our clients upfront around brand safety.Our goal is to ensure that the branded post isnt shown alongside potentially inappropriate or offensive content.”AD PLACEMENT ASSURANCENumerous measures are in place to secure brand safety in paid advertising campaigns:DANIEL
34、LE DRUBNER,Senior Paid Social ManagerBLOCK LISTSINVENTORY FILTERS WHICH EXCLUDE MODERATE AND SENSITIVE CONTENTTOPIC EXCLUSIONSInstagram/Facebook TikTok THESE MEASURES MAY BE IMPLEMENTED ACROSS BOTH FB/IG AND TIKTOKWORK WITH US TODAY!Creator marketing campaigns need to be evaluated on a case-by-case
35、basis due to their varying complexities.At Open Influence,we have experience working with brands across every industry and are equipped to support in every step of the way.VETTING CREATORS TO ENSURE THE BEST TALENT FOR YOUR BRANDS CAMPAIGN.EDITING AND APPROVING CONTENT FROM CREATORS.WE TAKE PREVENTATIVE STEPS TO MAKE SURE YOUR BRAND IS SAFEGUARDED.MANAGING CREATOR RELATIONSHIPS WITH OUR TALENT RELATIONS TEAM.PRODUCING CREATIVE CAMPAIGN STRATEGIES.