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What is brand-safety (and why is it important to influencers)

Brand-safety. You may have heard this expression before, but you were probably unsure about its meaning. Or maybe there are people that haven't even heard about this before and they're completely unaware of its importance.

We must emphasize though... Brand-safety can mean a variety of things. But the part of brand-safety that is crucial to Instagram influencers... that is the one we are focusing on today.

What is brand safety and why is it important to influencers?

Brands have their own unique voice, and they want to make sure that the person they collaborate with understands that. Not only that, but that they also respect, share, and showcase the same values as the brand.

Basically, brands want to work with people who won't hurt their image. Not that you, as an influencer, would want to do that deliberately.

Brands have a certain vision and an idea of what their ideal customer looks like.

That's why they are so picky when it comes to implementing a promotional strategy and choosing the right person to promote their products or services.

With the rise of influencer marketing, brands are now faced with a completely new way of reaching out to potential customers. That's why they are extra-careful about the type of influencers they are inviting to represent the brands.

What does this mean for you as an influencer?

It means you should pay attention to what kind of content you publish on your account, and what kind of a message does that content send out to brands and audiences.

For example, some brands promoting baby care products might not be opened to collaborating with an influencer who posts too many bikini photos. If what they pride themselves in is their traditional approach to motherhood, they might not appreciate too much skin on your account.

To make it easier for you to understand what kind of red flags regarding the content you should look out for, we have compiled a list of brand-safety categories. Use these categories as guidelines when you think of your next post to publish. If you fall under any of them, it might be one of the reasons brands are not working with you as much.

Read the blog post and tell us if you have found yourself in any of these categories!

Inappropriate content

When it comes to the inappropriate content, we're talking about swearing too much (or at all). Or in general, sounding offensive and repulsive.

We get it - it can be a part of your personality that you display to the public. You might be one of those who perceive sarcasm as their own religion.

Note that some brands might want someone who "tones it down". And that's okay too.

You have to figure out the type of brands you want to work with and to understand that you're not everyone's cup of tea.


It's pretty simple here. You yourself have to know what type of brands you want to attract.

For example, let's say you're a beauty influencer that wants to create an influencer business revolving around for skincare for mature women. If you're posting too many bikini pics, proudly showing off your bronzed body... some of the more traditional brands might not appreciate that as much. Because your bikini photos have nothing to do with skincare of mature women, and they themselves might not be interested in seeing "nude" photographs.

This is why you should most definitely learn more about the brands you wish to collaborate with. Be aware of the fact that there is a vast array of companies that value a more modest, traditional voice. That's why they look for influencers who are truly committed to a similar lifestyle and cherish the same values.

As everything in this world has its counterpart, so do the more traditional brands. There are companies out there that are looking for edgy, more open-minded and modern influencers, who aren't afraid to take risks.

Just make sure you decide who are the brands you want to work with and check out the people who are already representing them. You'll be able to see the pattern. If they don't have any bikini, adult/nudity content, then you know it's a no-no for that particular company.


We know, we know... Now is the time, more than ever, to speak our minds and show our support for the people doing the right things for our country, planet, etc...

However, some companies run a very strict, apolitical approach when it comes to showcasing their brand to the world. That's why, if you have (any) content related to anything political... some brands will just not want to work with you. That's their choice, and you'll have to either accept that and move on. Or you can adjust your content. It all depends on how bad you want to collaborate with them.


This one is a major no-no.

The world has awakened to the injustice that has been happening for years. Although this is still a long process, we are definitely moving in the right direction of accepting everybody for exactly who they are.

The brands are moving along as well. Not only that it is the right thing to NOT support racist influencers, but it is also their safest bet. Any complaints from consumers could flag them as a racist company, and that would be the end of them. Not to mention all the legal battles and money loss.

Do you get the gist? Don't be a racist!


This one is a little tricky, as most people feel their religion as a part of their identity.

However, some companies don't feel religion connects necessarily to the product/service they are selling. That's why some of them would restrain from collaborating with influencers who are overly vocal when it comes to their religion. Or the ones that seem pushy.


It's the 21st century, people. For all of us, not just the brands. None of these should be remotely acceptable to you, let alone for brands to be sponsoring a person as such.

Are you sexist and/or homophobic? Yes, that's why you are getting rejected, and no, no one is going to tolerate that.


When talking about violent content, this pretty much refers to posts containing blood, war calls, guns, etc...

Brands don't want anything to do with that. Not in any way do they want to be associated with these types of humans.

Violence is not supported. So if this is (unlikely, but still) a category you fall under... please reevaluate your influencer ambitions. You're hardly going to find anyone willing to sponsor you and have you become their brand ambassador.

So, this is it. These are the brand-safety categories we discovered are "red flags" when it comes to getting collaborations.

There is one thing important for you to know: not all brands are so strict, and you should be able to find the ones willing to work with you no matter what. These are just precautionary measures.

What do you think - how relevant are these categories? Do you think these may have affected your influencer business in any way? Let us know!

What is brand safety and why is it important to influencers
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