{"id":1651,"date":"2023-04-28T12:09:57","date_gmt":"2023-04-28T12:09:57","guid":{"rendered":"https:\/\/www.qoruz.com\/blog\/?p=1651"},"modified":"2023-06-06T06:22:04","modified_gmt":"2023-06-06T06:22:04","slug":"ensure-brand-safety-influencer-marketing","status":"publish","type":"post","link":"https:\/\/qoruz.com\/blog\/ensure-brand-safety-influencer-marketing\/","title":{"rendered":"How to Ensure Brand Safety in Influencer Marketing"},"content":{"rendered":"\n
Your brand is the biggest asset you have to offer to your target audience. <\/p>\n\n\n\n
Brand safety is a huge issue in influencer marketing – no matter the budget. You will want to ensure any messaging format is aligned at all times and not jeopardize how your brand is perceived.<\/p>\n\n\n\n
While it seems impossible to maintain, you don’t need to work with many influencers before you start hearing “that shouldn’t have happened.” <\/p>\n\n\n\n
Having defined brand guidelines will ensure influencers know what they can and cannot do while representing your brand. <\/p>\n\n\n\n
Ways to Ensure Brand Safety in Influencer Marketing <\/h2>\n\n\n\n
Heard of the PDCA cycle? <\/p>\n\n\n\n
\n
P – Plan <\/li>\n\n\n\n
D – Do<\/li>\n\n\n\n
C – Check<\/li>\n\n\n\n
A – Action<\/li>\n<\/ul>\n\n\n\n
It’s a continuous process that can be applied to any system and process to improve efficiency, quality, and customer satisfaction. <\/p>\n\n\n\n
Let’s implement the same model here to ensure brand safety in influencer marketing. <\/p>\n\n\n\n
(PLAN) Develop a Plan <\/strong><\/h3>\n\n\n\n
The first step towards brand safety in influencer marketing is to PLAN. <\/p>\n\n\n\n
Don’t get caught up in the excitement of the campaign and forget to set goals that can be measured and evaluated.<\/p>\n\n\n\n
Set goals that can be measured and evaluated, for example:<\/p>\n\n\n\n
\n
Campaign timeline <\/li>\n\n\n\n
Campaign deliverables <\/li>\n\n\n\n
Campaign do’s and don’ts <\/li>\n<\/ul>\n\n\n\n
A well-thought and researched campaign plan helps all your team members and the shortlisted influencers align towards the campaign goals.<\/p>\n\n\n\n
(DO) Take Extra Care During Influencer Vetting <\/strong><\/h3>\n\n\n\n
There’s no denying that influencer vetting can be a tricky process. <\/p>\n\n\n\n
Several factors, from influencer following count to the business category, audience demographics, and more, come into play when vetting influencers. <\/p>\n\n\n\n
Take a look at how in-depth data you require in vetting an influencer:<\/p>\n\n\n\n<\/figure>\n\n\n\n
Make use of the below checklist before shortlisting influencers:<\/p>\n\n\n\n
\n
Influencer\u2019s category\/niche <\/li>\n\n\n\n
Influencer demographics <\/li>\n\n\n\n
Past brand collaborations <\/li>\n\n\n\n
Quality of content <\/li>\n\n\n\n
Average engagement rate<\/li>\n\n\n\n
Fake follower testing <\/li>\n\n\n\n
Is influencer brand exclusivity required?<\/li>\n<\/ul>\n\n\n\n
Carefully analyzing every factor during the vetting process is the key to finding the influencer who speaks your brand language. <\/p>\n\n\n\n
(CHECK) Supervising the Content <\/strong><\/h3>\n\n\n\n
It’s better and advisable to focus on the content created by the influencer and ensure every element sticks to your brand guidelines. <\/p>\n\n\n\n
Your main focus can be around the following:<\/p>\n\n\n\n
\n
The verbiage used in the video or the caption<\/li>\n\n\n\n
Hashtags allocated for the campaign <\/li>\n\n\n\n
The tone of the video (formal, witty, etc.)<\/li>\n<\/ul>\n\n\n\n
If the influencer’s content is not up to your expectations, communicate the changes and get the revision done. <\/p>\n\n\n\n
This step is crucial to ensure the influencer’s content adheres to your brand’s messaging. This ensures that your target audience isn’t confused about your brand’s offerings. <\/p>\n\n\n\n
When said SUPERVISING, do not translate it to MICROMANAGING. <\/p>\n\n\n\n
Micromanaging every step of the way would affect the influencer’s creativity (backfiring your campaign goals). <\/p>\n\n\n\n
(ACTION) Make Guidelines and Contracts Your Friend<\/strong><\/h3>\n\n\n\n
As the influencer marketing industry matures, legal and compliance regulations are also evolving. <\/p>\n\n\n\n
A contract will put everything into black and white, clearly outlining while helping you avoid brand safety issues. <\/p>\n\n\n\n
Laying down the clauses helps the partnership be transparent and risk-free. The contract usually includes the following information:<\/p>\n\n\n\n
\n
Payment terms<\/li>\n\n\n\n
Length of the partnership<\/li>\n\n\n\n
Deliverables<\/li>\n<\/ul>\n\n\n\n
FTC guidelines demand every product endorsed by an influencer be declared as an ad. <\/p>\n\n\n\n
Failing to follow this will result in compliance; hence the influencers must add the sponsored tag to their content. If not done, it’s the brand’s sole responsibility. <\/p>\n\n\n\n
When any content that goes live have a member from your brand to ensure all the guidelines are followed<\/p>\n\n\n\n
Takeaway <\/h2>\n\n\n\n
The risks involved in securing your brand image in an influencer campaign can be high, but they are often outweighed by the potential benefits. <\/p>\n\n\n\n
When vetting influencers, it’s important to always look past the surface level. <\/p>\n\n\n\n
Even a small mistake in the influencer campaign affects your brand. Hence it is vital to make data-driven decisions benefiting your brand’s value and ensure brand safety.<\/p>\n","protected":false},"excerpt":{"rendered":"
Your brand is the biggest asset you have to offer to your target audience. Brand safety is a huge issue in influencer marketing – no matter the budget. You will…<\/p>\n","protected":false},"author":13,"featured_media":1226,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[19],"tags":[],"class_list":["post-1651","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-influencer-marketing","article","has-background","has-excerpt","has-avatar","has-author","has-date","has-comment-count","has-category-meta","has-read-more","has-post-media","thumbnail-"],"_links":{"self":[{"href":"https:\/\/qoruz.com\/blog\/wp-json\/wp\/v2\/posts\/1651","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/qoruz.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/qoruz.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/qoruz.com\/blog\/wp-json\/wp\/v2\/users\/13"}],"replies":[{"embeddable":true,"href":"https:\/\/qoruz.com\/blog\/wp-json\/wp\/v2\/comments?post=1651"}],"version-history":[{"count":1,"href":"https:\/\/qoruz.com\/blog\/wp-json\/wp\/v2\/posts\/1651\/revisions"}],"predecessor-version":[{"id":1653,"href":"https:\/\/qoruz.com\/blog\/wp-json\/wp\/v2\/posts\/1651\/revisions\/1653"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/qoruz.com\/blog\/wp-json\/wp\/v2\/media\/1226"}],"wp:attachment":[{"href":"https:\/\/qoruz.com\/blog\/wp-json\/wp\/v2\/media?parent=1651"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/qoruz.com\/blog\/wp-json\/wp\/v2\/categories?post=1651"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/qoruz.com\/blog\/wp-json\/wp\/v2\/tags?post=1651"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
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