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    On-Demand Brand Safety

    Georgia
    • Updated

    In this Article:

    Later Influence’s On-Demand Brand Safety features make it quicker and easier for brands to identify genuine influencers with authentic engagement.

    Retrieving Brand Safety Data

    Follow the instructions below to retrieve both audience and content analysis for an individual influencer. If applicable, any of their specific posts that triggered the content warnings will also be displayed.

    Note: Because our algorithm is based on real Instagram impressions from the Instagram Graph API, we’re only able to calculate Audience Analysis for influencers with Instagram Business Profiles (not Personal or Creator profiles).
    1. Navigate to the influencer’s profile via the Influencer Lightbox
    2. Select the Insights tab
    3. If needed, under Brand Safety select Generate Brand Safety Insights to load the data (or to refresh it if it’s over a year old):
      generate-brand-safety-insights.png
      • It may take a few minutes for the data to load, depending on the time of day and number of API calls being made

    The results will look something like this:

    brand-safety-example.png

    Note: There may not be any posts displayed if the influencer doesn’t have any content flags. As content flags are a new feature still in the process of rolling out, they're not available for all creators yet.
    Important: Please note that if any potential flags are raised by these features, it doesn’t necessarily mean you shouldn’t work with that influencer. Rather, we recommend additional investigation to make an informed decision about whether they’d be a good fit. The sections below provide more details on how these scores are calculated and how to vet the results based on your own brand standards.

    About Brand Safety Scores

    Brand Safety scores are based on a machine learning algorithm that helps brands select the best possible creators for every campaign they run. It’s meant to act as a vetting tool to help marketers make informed decisions when choosing what creators to work with.

    When a creator has an Audience Analysis alert in their Insights tab, it indicates that Later’s algorithm has picked up a pattern within the data for that specific influencer that is similar to other influencers for which we’ve detected inauthentic audience activity (like having bot followers or engagements). This is an indicator to dig deeper into the data available for that influencer, including reviewing their profile and metrics.

    After carefully evaluating the influencer’s content, past performance, audience location, and demographic information—as well as all of the other data that the platform provides—you can make an informed decision whether that influencer is the right fit for your campaign.

    About Content Warnings

    Content Warnings use Google’s Vision API to detect possible explicit content in an influencer’s posts. Google SafeSearch Detection evaluates the following five categories and returns the likelihood of each being present in an image:

    • Adult
    • Spoof
    • Medical
    • Violence
    • Racy

    If any Content Warnings are flagged in these categories, we’d recommend manually reviewing the influencer’s content to determine if it’s a good fit for your brand. Later's content flags will also display any posts that triggered the content warnings so you can determine if they are applicable to your brand (this is a new feature currently in the process of rolling out—not available to all creators yet).

     

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