Brands Install Influencer Safety Nets

The Story: As the political landscape heats up ahead of the upcoming presidential election, brands are increasingly wary of associations with influencers who might discuss controversial topics. To navigate this tightrope, marketing agencies are turning to AI-driven tools for assessing the political discourse of social media personalities, helping brands maintain perceived brand safety.

The Details:

• Captiv8 has launched an AI-powered tool that grades influencers on their likelihood to discuss political issues based on media mentions and social media content, ranging from “A” (very safe) to “C” (caution advised).

• Viral Nation provides “risk profiles” for creators by analyzing extensive past content and detecting visual cues tied to political discussion, such as protest signs or weapons.

• Demand for brand safety tools has surged as marketers seek to prevent any unwanted surprises that could arise from influencers' political activities or past statements—especially after previous boycott experiences.

• Major brands have notably reduced their advertising spends in news outlets, reflecting a growing distrust in news media and rising concern over the types of content with which they’re associated.

• The creator economy is projected to grow to $480 billion by 2027, making effective influencer vetting more critical than ever for advertisers.

Why It Matters: As social media continues to be a powerful platform for brand marketing, the intersection of influencer culture and politics poses both opportunities and challenges for brands. Understanding the nuances of influencer safety assessments can help creative professionals better navigate this shifting landscape, ensuring they align their brand with creators who support their values and resonate with their audiences, thus maximizing their marketing investments and avoiding potential backlash.