Later Influence™ (formerly Mavrck)’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 Authenticity Scores and Content Warnings for an individual influencer:
- Navigate to the influencer’s profile via the Influencer Lightbox
- Click the Insights tab on the right
- Under Brand Safety, click Analyze Content and Audience to load the data (or to refresh it if it’s over a year old):
- 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:
About Audience Authenticity Scores
Audience Authenticity 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 Authenticity Alert in their Insights tab, it indicates that the Later Influence 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.