Brand safety in influencer marketing is becoming a big trend in 2017. That's why WHOSAY co-sponsored 212NYC's Brand Safety and Ethics in Advertising Panel on Tuesday, June 13 at Initiative in New York City.
"Some of the narrative around brand safety and ethics has been around some of the recent high-profile fails," says WHOSAY President of Sales and Marketing Rob Gregory. "[But] rest assured, this is just the beginning of influencer marketing and the best practices are forming."
Gregory believes the following four elements help ensure brand safety when working with influencers and brands.
- Belts and Suspenders: Follow not only Federal Trade Commision (FTC) guides for content but raise the bar for safety standards. We are announcing the WHOSAY Statement of Authenticity, which vets talent for their suitability for a brand, beyond what the FTC requires
- The Human Touch: Data will tell you about audience size and engagement, but a human team with deep experience is needed to complete the vetting process
- Organic Storytelling: Doesn't mean you can't have content guidelines to work with: when WHOSAY creates content we require a value exchange with the consumer. UFIRE (Useful, Funny, Inspiring, Relatable, Emotional)
- Measurement: Measure results of your campaign as media the same way you measure other media.
Panelists Jeni Grandner (Unilever), Jonah Goodhart (Moat), and Joe Barone (Group M) also shared some valuable insight on brand safety:
- "Show the right ad and be able to measure it"
- "Brand safety depends on the context and what you're trying to accomplish"
- "TNC: you're Transparent and you're in Control"
- "If it’s curated content there’s no reason why we can’t get there [brand safety]"