Influencer Marketing: How do I use Brand Safety when evaluating creators?

Brand Safety in Influencer Marketing helps you protect your brand’s reputation by identifying creators whose content may not align with your values, industry requirements, or campaign standards.

With customizable rules, real-time content flagging, and transparency at every step, Brand Safety gives you the tools to vet creators with confidence - without slowing down your workflow.

What Is Brand Safety?

Brand Safety is an always-on feature that scans creator content for words or phrases that match your organization’s safety rules. It flags posts that could pose a reputational or compliance risk, helping you make smarter, faster vetting decisions. Brand Safety runs automatically and continuously in the background.

Brand Safety helps you:

• Avoid partnering with creators whose content conflicts with your values
• Maintain compliance with internal policies or industry regulations
• Move faster and more confidently in your vetting process
• Customize risk management to your team’s unique needs

How does Brand Safety work?

Influencer Marketing includes a set of default safety categories, which you can turn on or off and edit at any time including:

• Alcohol
• Adult content
• Gambling and lotteries
• Military content
• Political content
• Competitor mentions

Admins can customize these rules or add new ones to reflect brand-specific sensitivities.

Examples of custom rules might include:

• Blocking content related to NFTs or crypto
• Flagging mentions of specific competitors
• Avoiding certain industries or lifestyle themes

You can customize each Safety Rule by adding keywords, hashtags or mentions to flag potentially sensitive content. Creators are never notified or affected by your rules.

Who can edit Brand Safety settings?

Only Organization Admins can:

• Create or modify safety rules
• Adjust tolerance levels
• Generate keyword suggestions with AI

All other users can:

• View existing rules
• See how rules are applied to creators
• Access Brand Safety reports for each profile

How do I create my own safety rules?

Brand Safety rules can be edited in Organization Settings > Brand Safety by Organization Admins:

Admins can:

• Turn default rules on/off
• Create new rules from scratch
• Add or remove keywords and hashtags
• Use AI-assisted keyword suggestions
• Set tolerance levels (e.g. how many violations are acceptable before a profile is flagged)
• Non-admin users can view safety rules but cannot edit them.

To create a new safety rule click + Safety rule and enter they keyword(s) to be included. Use AND and OR Boolean operators as needed (learn more in this article). There’s no limit to how many rules or keywords you can create. You can restore default safety rules at any time if you want to reset your configuration.

Where can I view a creator’s Brand Safety information?

In each Creator’s profile, the Brand Safety section displays:

• The number of posts flagged as sensitive
• Which rules were triggered (e.g. “Alcohol” or “Politics”)
• Which keywords caused the flag
• A clickable report showing the exact content

This way you can quickly assess if the issue is minor (e.g. a single hashtag) or a recurring concern.

Creator Lists

When viewing a list of creators, the Brand Safety column gives you a quick read on potential concerns:

• A number shows how many flagged posts were detected
• Click the number to open the detailed Brand Safety report for that creator

Campaigns & Reports

Brand Safety can also be used in filters and breakdowns in Campaign Summaries and other reporting components, helping you compare profiles at scale.

To add Brand Safety to a report or Campaign Summary component: 

1. Click the three-dots on a component
2. Click Edit.
3. Click Add next to Values.
4. Select Brand Safety under Post Metrics. The new value will appear at the bottom of your list of metrics.
5. Click Save.

What counts as Unsafe?

Each Brand Safety rule can have a tolerance threshold - a minimum number of flagged posts required before a profile is marked as “unsafe.”

For example:

• A tolerance of 1 = Any post that breaks the rule will flag the profile
• A tolerance of 10 = The creator must have 10+ flagged posts before they’re marked as unsafe

This gives your team flexibility. You can allow occasional mentions of a topic, while still avoiding creators who focus on it regularly.

You can adjust the tolerance threshold of a safety rule by clicking the three-dots within a rule and toggling ON Advanced Parameters.