Make sure consumers get consistent and positive interaction with the brand when you’re not around, so that the message and the understanding is consistent.” Brand safety issues has become a very popular topic of discussion for marketers, because of their fear of being exposed to damaging content.
According to eMarketer.com, a poll taken in November 2017, showed that many US marketers’ brands or brands they worked with have been exposed to a brand safety issue or brand safety threat. Some of this risky content that marketers said they were exposed to includes:
- disasters/tragedies (39%),
- divisive politics (39%)
- fake news (39%)
- Other content marketers fear exposure to: hate speech (34%) and pornography (17%).
What social platforms put brands at risk?
- Facebook – higher risk
- LinkedIn – lower risk (safest)
- YouTube is not squeaky clean with its open user-generated video content.
It can take many years and a lot of money for a brand to build a great reputation, success and create a strong and loyal following, but all of that can quickly be destroyed. What is your take on brand safety? Can you think of any other type of content that could put brands at risk?