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    Brand Safety in Later Influence: Tools to Protect Your Campaigns

    Georgia
    • Updated

    In this Article:

    Later Influence provides two complementary brand-safety toolsets: On-Demand Brand Safety (Audience Analysis + Content Warnings) and the Brand Suitability Report. Together, they help you spot potential risks, detect inauthentic activity patterns, and judge overall fit before you partner.

    On-Demand Brand Safety 

    What it checks

    • Audience Analysis alerts — highlights patterns consistent with inauthentic audience activity (e.g., suspicious follower/engagement behavior). Treat alerts as prompts to investigate further, not automatic disqualifiers.
    • Content Warnings — image analysis estimates the likelihood that a post contains: Adult, Spoof, Medical, Violence, or Racy material. Use this signal to review the post against your brand standards.
    Important: Audience Analysis relies on Instagram Graph data and is available for Instagram Business & Creator profiles.

    How to generate or refresh

    1. Open a creator’s profile (Influencer Lightbox) and select the Insights tab.
    2. In the Brand Safety section, click Generate Brand Safety Insights (or refresh if the insights are stale). Processing can take a few minutes.
    Tip: If you see Content Warnings, click through to review the specific posts and decide fit with your policy. A flag is a cue to review, not a mandate to reject.

    Brand Suitability Report 

    What the report includes

    • Overall Risk Score — a brand-agnostic read of the creator’s intrinsic risk across multiple categories (e.g., profanity, political content, misinformation, conflicts).
    • Brand Sensitivity Index — indicates how strict your brand is across those categories to contextualize risk tolerance.
    • Suitability Rating — combines the creator’s intrinsic risk with your sensitivity to show overall alignment (higher = better fit / lower risk).
    • Detailed Category Assessments — category-by-category risk levels with supporting sources surfaced for review.
    • Key Findings & Data Confidence — notable issues/positives and a confidence indicator so you know where to scrutinize further.

    How it works (at a glance)

    1. Research — AI reviews publicly available sources (e.g., news, blogs, interviews, industry reports, forums).
    2. Analysis — findings are mapped to risk categories and weighted alongside your sensitivity posture.
    3. Scoring — produces Intrinsic Risk, Brand Sensitivity, and an overall Suitability Rating with linked references where applicable.

    How to generate the report

    1. Open the creator’s profile (Influencer Lightbox).
    2. Go to the Brand Suitability tab.
    3. Click Generate Report and allow a few minutes for the first load.
    How to use it: Scan the Executive Summary for a quick call; use Category Assessments for context; then combine the Suitability Rating with your team’s judgment to decide whether to proceed, monitor, or decline.

    Recommended Workflow

    1. Run On-Demand Brand Safety first to surface Audience Analysis alerts or Content Warnings.
    2. If a creator looks promising (or borderline), generate the Brand Suitability Report for a fuller, source-linked view.
    3. Document your decision with internal notes and align with legal/compliance policy before inviting or approving.

    FAQ for Brand Safety

    Does an Audience Analysis alert mean a creator is “fake”?
    No. It signals patterns consistent with inauthentic activity. Use it to guide deeper vetting (profile quality, comment relevance, audience geography/demos, historical performance).

    What categories trigger Content Warnings?
    Adult, Spoof, Medical, Violence, and Racy. Each warning is a likelihood estimate; you decide whether the content is acceptable for your brand.

    Why don’t I see any content flags?
    The creator may not have any flagged images. Lack of flags doesn’t guarantee suitability—still review the content in context.

    Where do Suitability scores come from?
    From a combination of AI-assisted research of public sources and a proprietary scoring framework (Intrinsic Risk + Brand Sensitivity). The report also shows supporting sources and a data-confidence indicator where available.

    How should I act on a “low” Suitability Rating?
    Review the category breakdowns and cited sources to see what’s driving the score. Align with your internal tolerance and legal guidance before making a decision. The rating is a decision aid, not an automatic rejection.

    Where to find these features

    • On-Demand Brand Safety → Influencer Lightbox → Insights tab → Generate Brand Safety Insights.
    • Brand Suitability Report → Influencer Lightbox → Brand Suitability tab → Generate Report.
    Reminder: A flag or low rating is an invitation to investigate, not a final verdict. Combine these signals with your brand standards, legal guidance, and campaign goals.
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