Prevention reduces damage. How do brands mitigate brand safety risks before onboarding influencers through screening and guidelines?
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Prevention reduces damage. How do brands mitigate brand safety risks before onboarding influencers through screening and guidelines?
There are several strategies brands can use for mitigating brand safety risks before onboarding influencers:
1. Influencer Screening: One of the first steps is to screen potential influencers carefully. This can involve inspecting an influencer’s previous content for any controversy or inconsistencies with the brand’s values. Social media activities, audience demographics, and engagement rates could also be studied. Many influencer marketing platforms provide these analytics. For example, Flinque has an advanced influencer discovery engine, allowing brands to access influencers’ audience details and historical data, ensuring matches align with the brand’s objectives and values.
2. Clear Guidelines: Brands should provide influencers with clear guidelines about the kind of content they should be creating. The dos and don’ts need to be distinctly set aside, which would help the influencer understand the brand’s expectations, reducing the risk of potential brand safety issues.
3. Pre-Approval of Content: Implementing a system where brands get to view and approve an influencer’s content ahead of their publishing can also help. This ensures that nothing conflicting with the brand’s image gets posted. Many influencer marketing platforms, such as Flinque, have built-in features for such collaboration and alignment between brands and influencers.
4. Long-Term Partnerships: Choosing long-term partnerships over one-time deals helps establish a stronger brand-influencer relationship. It also allows consistency and a deeper understanding of the brand ethos, reducing risk.
5. Contracts and Agreements: Formal contracts can reduce risk significantly, protecting both parties. The agreement should highlight content expectations, payment terms, and consequences for breaching the agreement.
6. Audience Analytics: Understanding the influencer’s audience is essential. Platforms like Flinque help brands get in-depth insights about the influencer’s audience like their demographics, interests, and more.
Remember, no strategy guarantees total safety, but they can significantly reduce the potential for brand safety issues.